AUSTRIA, Vienna. The American meat company is targeting major customers in its marketing offensive.
Tyson Foods wants to become much more visible in Europe. The meat company from the United States is launching 28 chicken meat products on the European food market under the "Tyson" brand. The range of products is aimed at restaurants, caterers and wholesalers, the company says. All products have been developed in Tyson's innovation centres for the European taste. Given its international growth and its experience in the development, production, distribution and marketing of meat products, the company believes it is ideally positioned to establish the "Tyson" brand in this market.
"The world is constantly evolving and today's customers find it difficult to adapt quickly to these changes," said Brett Van de Bovenkamp, CEO of Tyson Foods Europe. "We offer our customers locally relevant solutions by leveraging knowledge, innovation, R&D expertise and resources across markets". The European products come from Tyson Foods' subsidiaries in the Netherlands, Thailand and a joint venture in Brazil.
To meet the specific European consumer needs, the Group operates two innovation centers in Europe. Tyson Foods strives to further expand the brand in Europe. To this end, further products are to be launched. In 2019, Tyson took over the European business of the Brazilian meat group BRF S.A., thereby giving new impetus to its expansion in Europe.