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Private label protecting its turf: still boasting strong sales, private-label meat and poultry products build their own brand equity.

Article Excerpt
It's a jungle out there when it comes to competing for shelf space and consumer dollars. But if branded meat and poultry products are considered the predators trying to secure new territory, then the private-label market is the pack leader protecting its turf.

Animal kingdom references aside, it is true that while major meat and poultry processors are making a name for themselves with their own brands, store brands of meat and poultry products are changing with the marketplace. Indeed, the private-label business is growing from several angles--as traditional suppliers like Mountaire Farms or Farm Boy Inc. continue their custom private-label programs, major players like Tyson Foods, Hormel Foods Corp, ConAgra Foods, and John Morrell are working both sides of the case, continuiug to promote their own brands and capitalize on store-brand opportunities.

The trend of competition spurring innovation has not gone unnoticed....