Seaboard Foods, the second-largest U.S. pork producer and a division of a Fortune 500 company, has partnered with Sullivan Higdon & Sink (SHS) to increase its brand presence and support its marketing, communication and strategy development. Seaboard Foods, www.seaboardfoods.com, has chosen SHS, www.wehatesheep.com, a full-service branding agency with decades of experience in the food industry, to assist with its integrated marketing efforts. Based in Merriam, Kan., Seaboard Foods is a leading global integrated food company focused on creating wholesome pork by connecting every step from their farms to family tables.
“Working in the food value chain is a strength and passion of SHS,” says John January, SHS co- Chief Executive Officer. “We look forward to partnering with Seaboard Foods as they look to build branded programs.”
Seaboard Foods has operations in six states and a team of more than 5,000 people to oversee their pork production through to plant operations. The company distributes products both domestically to retail, food service and further processing customers, and internationally to more than 30 countries.
“Our desire to increase our brand presence created an opportunity to partner with SHS to uphold our position as a leader in the pork industry,” says Scott Webb, Seaboard Foods vice president of marketing and product innovation. “A competitive process led us to SHS to assist in telling our story of innovation and how we push to meet customer and consumer needs.”
Agency assignments will include brand strategy development, marketing and communications to support Seaboard Foods’ brands. The primary focus will be on brand evaluation and positioning within the retail and food service channels domestically and internationally. A fully staffed team based in Kansas City will manage this new partnership.
The addition of Seaboard Foods strengthens SHS’s depth of experience in the food industry, which currently includes extensive research through FoodThink, a multiyear mission to uncover how and why consumers make the food decisions they do in the grocery store, in the drive-thru, at the dinner table and anywhere food is consumed.