Georgia-based Wayne Farms has begun distribution of its Global Animal Partnership (GAP) Step 2-rated NAKED TRUTH Premium Chicken products in Whole Foods Market stores, expanding beyond its long-time position as a manufacturing partner for some of the nation’s best-known foodservice and restaurant brands. Wayne Farms began their foray into the retail space last year with Naked Truth trial distribution in select club stores, after the company spent the previous two years retooling operations and preparing growers for entry into the welfare-certified poultry marketplace.
The distribution arrangement with Whole Foods Market puts the company’s newest premium brand squarely in the crosshairs of a growing market of consumers who want poultry products sourced from welfare-certified flocks. Four fully cooked chicken product selections, featuring both verified humane care standards and convenience of preparation, will be found in 425 Whole Foods Market Market stores’ freezer sections and include: sous vide prepared, Flame Grilled Chicken Breast Fillets; as well as Grilled Chicken Breast Chunks; Waffle Flavored Chicken Bites; and Oven Roasted Chicken Wings. According to Whole Foods, the products are unique to the category and are expected to offer consumers exciting new options, in addition to animal welfare certification.
“Conscientious consumers want to know where their food comes from, and they continue to raise the bar regarding animal welfare,” said Tom Bell, vice president and general manager of prepared foods at Wayne Farms. “They’re paying more attention to labels, and they’re opting for high quality chicken products sourced from flocks whose care has been verified by a trusted third party,” he added. “Naked Truth products are literally made to order for that consumer.”
Animal welfare certified
Consumer interest in animal welfare has been validated through extensive market studies, including a 2016 American Society for the Prevention of Cruelty to Animals (ASPCA) Labeling Survey1 that found:
- 77 percent of consumers were concerned about the welfare of animals raised for food;
- 78 percent thought there should be an objective third-party involved;
- 67 percent of consumers would purchase welfare-certified products, even if it meant a modest price increase.
A 2018 ASPCA/Technomic study2 showed retailers responding to trends with:
- 30 percent of supermarket decision makers interested in stocking more products specifically describing humane treatment of animals;
- Over 70 percent of those stocking products with humane claims reported sales increasing from those products over the past three years.
“Meaningful claims are becoming the expectation”, said Diane McDade, business development manager for Global Animal Partnership (GAP). “We appreciate Wayne Farms’ commitment and ability to offer GAP Step 2 rated products on a large scale, meeting demand for the rapidly expanding market,” McDade added.
Easy display and user prep
All products are fully cooked, frozen, and finish easily. Packages include finishing instructions, brand story, nutritional information, and vibrant, full-color photography on gusseted bags for attractive shelf placement. UPC codes offer flexible merchandising options.
Additional claims:
- All Natural
- No Artificial Ingredients—including no preservatives, nitrates or nitrites
- Farm Raised;
- 100% Vegetarian Diet (no animal by products);
- No Antibiotics Ever.
Individual Product Descriptions:
Flame Grilled Chicken Breast Fillets—two, five-ounce, individually wrapped chicken breast fillets with authentic grill marks and sous vide preparation to prevent dryness; 10-ounce bag, gluten free
Grilled Chicken Breast Chunks—lightly marinated in a savory broth and flame grilled; 12-ounce bag, four servings per package, gluten free
Waffle Flavored Chicken Bites—savory chicken bites lightly breaded in a sweet waffle flavored batter; 12-ounce bag, four servings per package
Oven Roasted Chicken Wings—crispy chicken wings, ready to sauce or season; 12-ounce bag, four servings per package, gluten free
Wayne Farms will support the NAKED TRUTH Premium Chicken launch with point-of-sale materials, in-store demos, social media channels, consumer care and brand website at www.nakedtruthchicken.com.
Source: Wayne Farms LLC
