PoultryUSA - September 2017 - 25
ing is developing a brand and an early
genius at branding poultry was Frank
Frank Perdue used a classic tool
of marketing, product differentiation, to market his branded yellow
tinged chicken to consumers. He
was one of the first CEOs to appear
on television. He is most famous for
saying that it takes a tough man to
make a tender chicken. In a memorable segment, he asked the question, "Why would you want to eat an
unidentified frying object?"
The marketing phase increased
the size of each surviving player
(now just in the dozens) and those
surviving players no longer sold
just whole chicken. They added
cut-up chicken, deboned chicken
breast meat as well as processed and
cooked items. The marketing horizon shifted as well to national and
Another iconic marketing genius
of the marketing phase of the industry was Don Tyson (1930-2011).
Don Tyson was in a hurry to create
a company of an unimaginable size.
By 2012, Tyson foods pushed beyond 2 billion chickens slaughtered
in a single year. Tyson created a new
definition of the economies of scale
in production and marketing. He
was the first to expand chicken marketing to a truly national scope and
then the first to diversify into pork
and beef becoming not a chicken
company but a protein company.
September 2017 ❙ www.WATTAgNet.com
for your chicks.