Tyson Foods 2005 Annual Report Download - page 15

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Tyson Foods, Inc. >> 13
Strengthening our position as the world’s premier branded protein company, in 2005
Tyson Foods focused on market share growth, execution and market penetration of
value-added food products. The Powered by Tyson marketing campaign played an
integral role.
In September 2004, Tyson made a promise to Proudly Power the World, and we’ve
been doing just that. We are making great strides toward our goal of branding Tyson
as the world’s leading protein provider. The brand continues to grow in consumers’
minds with top of mind brand awareness increasing for the 11th straight year. Con-
sumers are responding by adding more Tyson products to their shopping carts and
deepening their loyalty to the Tyson brand. The products featured in our advertising
have had outstanding sales increases.
In addition to market penetration of existing products, Tyson is creating new
products. We are supporting new product development with construction of the
Discovery Center at the corporate headquarters in Springdale, Arkansas. This facil-
ity will house product and packaging innovation efforts, marketing, consumer
research, test kitchens and a state-of-the-art pilot plant. At the Discovery Center,
we will create more products to fit consumers’ needs and reduce the time it takes
to go from concept to market.
Tyson is the leader in case-ready protein. We market high quality fresh chicken, beef
and pork in packages grocers put directly in their meat cases without any additional
handling. Case-ready beef and pork products come in net-weight packages, reduce
labor costs for retailers and have a longer shelf life. Tyson products are delivered
fresh to the store, making a wide variety of cuts of meat available to consumers. To
meet growing demand, our third case-ready beef and pork plant is nearing comple-
tion in Sherman, Texas, and will increase our case-ready capacity by one-third.
Tyson’s innovative value-added products, improved packaging and “value beyond
the box” customer service have made an impression. For the third time in four
years Tyson received the Consumer’s Choice Pork Award for our refrigerated dinner
meats, and Frozen Food Age magazine named Tyson Best in Class in the refrigerated
dinner meats category. Progressive Grocer magazine named Tyson Best in Class
and Category Captain in the fixed/variable weight meats category. For the third
consecutive year, Tyson Food Service won the Cannondale Award, ranking first in
all 10 categories for products and services. In the Cognitio Awards, for the third
year in a row, Tyson ranked first out of 290 companies for “manufacturers that do
the best job of bringing valuable new products to foodservice operators.”
Value-added products, improved packaging, innovation and “value
beyond the box” customer service are why foodservice operators and
consumers turn to Tyson to feed their customers and their families.