Tyson Fresh Meats debuts new Open Prairie Natural Pork brand, featuring minimally processed pork containing no artificial ingredients.
The hogs raised for the meat follow a strict set of criteria, including no antibiotics, no added hormones and freedom from gestation stalls.
Ozlem Worpel, brand manager for Dakota Dunes-based Tyson Fresh Meats, said the company developed the brand to meet the growing demand for natural pork while allowing retailers to diversify their product mix and give them a competitive edge.
Natural Pork Category Growing
“From 2009 to 2013, the natural pork category increased 164 percent, and our own Consumer Monitor survey conducted in the fall of 2015 told us that the ‘No Antibiotics Ever’ and ’No Added Hormones’ product attributes have continued to increase in importance for consumers when buying meat products,” Worpel said in a statement.
“Since more consumers want to know how their foods are produced, we’re very proud to provide them with this all natural, no antibiotics ever option,” said Kent Harrison, vice president of marketing and premium programs for Tyson Fresh Meats. “The independent pig farmers who supply us share our commitment to proper animal handling and, in order to qualify for this program, must also ensure the pigs are fed a 100% vegetarian diet during the growing and finishing stages.”
Research on ‘Open Prairie’ Name
Harrison said the name 'Open Prairie' was originally just for Tyson’s Angus brand, but after testing it, the company found it was also the best name for the pork line.
The main point of the new pork brand was to appeal to consumers interested in meat that has not been treated with antibiotics or growth hormones.
"We have customers who want that choice, who want that category of natural products," he said.
Additional marketing support elements include a consumer website with recipes and cooking tips, ad circular templates and key consumer insights.