Poultry USA - June 2019 - 20

20 ❙ WATTPoultryUSA
ORGANIC POULTRY PRODUCER
Shenandoah Valley Organic
produces 100% organic
birds. Organic growing
requires pastures like the
one pictured for the birds to
roam. Patricia May

Since the farmers take more of the
risk, they are able to realize a greater
profit under this model than the traditional integrator model.
"That's important to us because the
farmer owns it entirely. There is a sense
of ownership, a sense of pride that you
can't get in a different model," Heatwole
said. "It allows us to grow faster and grow stronger with a
lot less risk because of our partnership with our farmers."

Processing the birds
SVO processes the birds in a rehabilitated poultry
processing facility in Harrisonburg. The plant was previously used to process tom turkeys by Golden Acre Farms
and Wampler Foods. After Pilgrim's Pride Corp. acquired
the plant, it was sold to private investors who gutted it and
used it as office space.
In 2014, SVO purchased the 90,000-square-foot plant
with aspirations to process 100% organic birds there.
 "(It) was a substantial leap," Heatwole said. "We
had complete faith, no doubt that we could grow into it.
Having that unwavering faith and confidence is how we
survived and got to this point today."
In order to bring in volume until the organic sales could
reach a certain level to help cover overhead, SVO processed
antibiotic-free birds for about two and a half years. By May 2017,
the company had transitioned to 100% organic processing.

Corwin Heatwole surveys the flock at Pine Grove
Farm with Elsie Cline and Rhett Cline. Patricia May
Today, the plant produces 0.75 million pounds per
week of raw product. Birds are currently processed on
one evisceration line at 90 birds per minute, with a goal
to reach 140 by the end of 2019. At the startup of the
processing plant, the company employed 70 full-time
employees. It now employs 425.

Marketing its product
Early on, SVO branded its product as Red Wheelbarrow
and Blue Ridge Trail. As it continued to grow, the
management team realized it needed a more succinct,
meaningful brand. The Farmer Focus brand was introduced in 2015 as the company's single brand.
Another unique feature of SVO is its authentic farmto-table aspect. Each product features what SVO calls a
farm ID code on its package. Consumers can visit the SVO
website, enter the code, and actually see the farm where
their chicken comes from. Some people have never even
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Poultry USA - June 2019

Table of Contents for the Digital Edition of Poultry USA - June 2019

Poultry USA - June 2019
Contents
African swine fever could change everything
ASF sparks uncertainty in the global meat industry
What the US poultry industry needs to know about ASF
How chicken will succeed in the digitized proteins market
Startup organic poultry producer off to fast start
4 keys to cooling broilers using tunnel ventilation
Evaluating early feeding for broilers is complicated
US chicken trade faces challenges and opportunities
Mexico’s poultry industry grows facing uncertainty
Product Review
Market Place
Ad Index
Poultry USA - June 2019 - CT1
Poultry USA - June 2019 - CT2
Poultry USA - June 2019 - Poultry USA - June 2019
Poultry USA - June 2019 - Cover2
Poultry USA - June 2019 - CT3
Poultry USA - June 2019 - CT4
Poultry USA - June 2019 - Contents
Poultry USA - June 2019 - ASF sparks uncertainty in the global meat industry
Poultry USA - June 2019 - 3
Poultry USA - June 2019 - 4
Poultry USA - June 2019 - 5
Poultry USA - June 2019 - 6
Poultry USA - June 2019 - 7
Poultry USA - June 2019 - 8
Poultry USA - June 2019 - 9
Poultry USA - June 2019 - What the US poultry industry needs to know about ASF
Poultry USA - June 2019 - 11
Poultry USA - June 2019 - 12
Poultry USA - June 2019 - 13
Poultry USA - June 2019 - 14
Poultry USA - June 2019 - 15
Poultry USA - June 2019 - How chicken will succeed in the digitized proteins market
Poultry USA - June 2019 - CT5
Poultry USA - June 2019 - CT6
Poultry USA - June 2019 - 17
Poultry USA - June 2019 - Startup organic poultry producer off to fast start
Poultry USA - June 2019 - 19
Poultry USA - June 2019 - 20
Poultry USA - June 2019 - 21
Poultry USA - June 2019 - 22
Poultry USA - June 2019 - 23
Poultry USA - June 2019 - 24
Poultry USA - June 2019 - 25
Poultry USA - June 2019 - 4 keys to cooling broilers using tunnel ventilation
Poultry USA - June 2019 - 27
Poultry USA - June 2019 - 28
Poultry USA - June 2019 - 29
Poultry USA - June 2019 - Evaluating early feeding for broilers is complicated
Poultry USA - June 2019 - 31
Poultry USA - June 2019 - US chicken trade faces challenges and opportunities
Poultry USA - June 2019 - 33
Poultry USA - June 2019 - 34
Poultry USA - June 2019 - 35
Poultry USA - June 2019 - Mexico’s poultry industry grows facing uncertainty
Poultry USA - June 2019 - 37
Poultry USA - June 2019 - 38
Poultry USA - June 2019 - 39
Poultry USA - June 2019 - 40
Poultry USA - June 2019 - 41
Poultry USA - June 2019 - 42
Poultry USA - June 2019 - 43
Poultry USA - June 2019 - 44
Poultry USA - June 2019 - 45
Poultry USA - June 2019 - Product Review
Poultry USA - June 2019 - Market Place
Poultry USA - June 2019 - Ad Index
Poultry USA - June 2019 - Cover3
Poultry USA - June 2019 - Cover4
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