Cracker Barrel, John Morrell sign licensing agreement
In a move that will extend the Cracker Barrel Old Country Store brand beyond its physical stores, Cracker Barrel and the John Morrell Food Group, a subsidiary of Smithfield Foods, announced a multi-year licensing agreement that will make select Cracker Barrel product categories available to consumers in new retail channels. This agreement is a result of Cracker Barrel’s previously announced strategic decision to extend its powerful brand through a licensing initiative and its online presence.
The agreement will bring products consistent with the Cracker Barrel experience such as ham, bacon, assorted lunch meats, glazes, jerky and summer sausage to a wide range of retail outlets including grocery and club stores and mass merchandisers. These will be high-quality, delicious products that consumers will be able to purchase as part of their regular shopping experiences and enjoy in their own homes.