Customers and Consumers
At Pilgrim’s, we are committed to meeting the needs of our customers and consumers by providing them the necessary resources to make informed purchasing decisions regarding our products and innovating to meet their evolving expectations. We provide information about our product options, their nutritional content and the various production processes available, such as traditional, antibiotic-free, vegetarian-fed and organic. To meet the expectations of our customers and the dynamic lifestyles of our consumers, we engage in continuous dialogue to ensure we provide innovative products that align with their values and needs.
To enhance our ability to more effectively communicate about our diverse product offerings, we have assembled a variety of comprehensive, easy-to-use resources for our customers and consumers to learn more about our products. We primarily sell our products to customers who market our product through foodservice or retail channels directly to consumers. As such, the majority of our marketing information is focused toward these key customers.
We also maintain brand-specific websites and social media channels where consumers can learn more about our products, our brands and chickens in general. Many of our consumers who are interested in non-traditional products, such as antibiotic-free and organic, are active on social media and engage with us through these forums, as well as through our websites’ “Contact Us” forms to learn more about the brand and gain a better understanding of the production practices utilized.
We target our social media posts to geographically align with our current distribution so consumers can easily learn more about the products they have access to. Through these channels, we provide recipes, basic cooking instructions and nutritional information. On our websites, consumers have the capability to search for recipes and learn more about our brands. We also provide product allergen information and recommended food safety handling practices for meat and poultry products.
Our approach to customer and consumer information also includes education related to production practices. Pilgrim’s has a tremendous diversity of program offerings relative to production practices that we are proud to offer. Each system enjoys its own standards based on consumer preference, but all the systems result in high-quality, sustainable chicken options that can be enjoyed with friends and family. Federal regulations prohibit the use of added hormones or steroids in chicken.
Our approach to innovation is driven by consumer insights, customer needs and market growth opportunities. Our sales, marketing and research and development teams work to provide solutions that enhance customer confidence, reduce costs, increase profits and consistently improve quality. Our innovation teams around the globe share trends, innovative solutions and technology advancements to leverage our collective expertise and lead category growth.
Pilgrim’s enjoys a diverse product portfolio that is fully aligned with demand growth. We are the No. 1 provider of organic chicken in the U.S., No. 1 fresh chicken provider on Amazon Fresh, a leading provider of no antibiotics ever chicken in the U.S., and the No. 1 value-added and prepared poultry provider in the U.K. Our diversified portfolio of upmarket products allows Pilgrim’s to provide an array of high-quality offerings tailored to meet the complex needs of customers and the discerning tastes of consumers.
The corporate marketing teams at Pilgrim’s U.S., Pilgrim’s Mexico and Pilgrim’s Moy Park are responsible for developing customer and consumer information. In general, the marketing efforts are led by the director of marketing or chief marketing officer for each business unit. The director of marketing or chief marketing officer reports directly to the president of the business unit or the vice president of retail sales, pricing and marketing.
Our innovation teams are cross-functional and include experts in marketing, product development and meat science.
One hundred percent of Pilgrim’s products adhere to federal labeling requirements. Except where specifically exempt, all of our product labels and/or packaging include product name, handling statement, legend, establishment number, net weight, ingredients statement, signature line and, when required, a nutritional facts panel. In addition, validated cooking instructions are included on applicable products.
In addition to our websites and social media platforms, consumer-specific phone lines and email accounts offer another venue for transparency and customer service. Through these communication channels, our teams monitor direct product feedback, interact with consumers to address questions or concerns, maintain a database to track trends and provide performance reports to team members. In 2018, the trending topics our teams addressed included animal handling, food safety, labeling claims, cooking instructions and where to purchase our products.