All Tyson Go All Natural

US - In response to broadscale consumer demand, Tyson Foods, is now producing all of its Tyson® brand fresh chicken from birds "Raised Without Antibiotics," the company will announce at a news conference here today.
calendar icon 20 June 2007
clock icon 4 minute read

“While we have great confidence in the quality of our traditional chicken, we’re also committed to providing mainstream consumers with the kind of products they want,” said Richard L. Bond, president and CEO of Tyson Foods.

“According to our research, 91% of consumers agree it’s important to have fresh chicken produced and labeled ‘raised without antibiotics’,” Bond said.

Tyson started selling 100% All Natural™, Raised Without Antibiotics chicken this week. The product is being distributed nationwide in newly-designed packaging highlighting that the chicken is raised without antibiotics and contains no artificial ingredients. Several of the skinless breast meat products also meet the heart-healthy food criteria of the American Heart Association.

“This is great news for American consumers who have made it clear they pay attention to the use and presence of all sorts of antibiotics in the environment,” said Dr. Lisa Hark, PhD, RD, director of the Nutrition Education Program at the University of Pennsylvania School of Medicine. "Now families can buy fresh chicken raised without antibiotics at their regular grocery store without a trip to an expensive specialty store. And because Tyson is available across the country, this is news every family will care about."

Company officials expect to convert Tyson Deli Rotisserie and Marinated Raw Breaded eight-piece items to Raised Without Antibiotics starting in early July and Tyson retail individually quick frozen chicken by late-August.

“We are the first major poultry company to offer fresh chicken raised without antibiotics on a large scale basis and at an affordable price for mainstream consumers,” said Dave Hogberg, senior vice president – Fresh Meal Solutions for Tyson. “Because of the size and scale of our operations, we’re able to convert our entire branded business and assure supply to our customers.”

Although chicken Raised Without Antibiotics will cost more, Tyson’s market research shows the higher price is well below the additional cost consumers say they are willing to pay for such products. It also will be substantially less than the premium currently charged by most competing niche brands.

Tyson uses therapeutic antibiotics in only a very small percentage of its poultry flocks and only to treat or prevent disease. As part of the company’s commitment to animal well-being, Tyson will continue to use antibiotics on its birds when necessary and only for therapeutic reasons. Products from treated flocks will continue to be produced to the most stringent Tyson quality standards, but will not be included under the new Raised Without Antibiotics label.

Tyson will promote 100% All Natural™, Raised Without Antibiotics chicken as part of the company’s new marketing campaign. The $70 million advertising and promotion plan is titled “Thank You” and will convey how Tyson products help make Mom a hero at mealtime. The marketing plan includes TV and radio advertising, plus strong consumer promotions to drive new and repeat purchases.

The initiative is another example of Tyson’s strategy of offering meaningful benefits to consumers that are focused on health, wellness and convenience. Tyson led the poultry industry in 2004 by becoming one of the first companies to begin removing added trans fats from its breaded poultry products. In 2006, Tyson converted its marinated fresh chicken to 100% All Natural™, which means it is minimally processed and has no artificial ingredients.

Tyson Foods will hold a news conference today at 10 a.m. Eastern to discuss the company’s move to Raised Without Antibiotics fresh chicken. To access a webcast of the news conference, go to Reporters listening to the webcast may submit questions before and during the conference by sending an e-mail to: [email protected].

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