Dive Insight: With Dennis Organ stepping into the role of CEO at Smithfield, the company’s initial actions in 2021 indicate a strong commitment to addressing significant trends that are transforming the food and protein sector, particularly in the areas of transparency and sustainability. Smithfield began its journey in this direction back in 2016 by launching an online glossary that explains over 100 ingredients used in its products. The company joined other meat producers, such as Tyson and Kraft Heinz, by adopting the “no nitrates added” label for many offerings. Additionally, Smithfield has replaced conventional ingredients like lactates, nitrites, and erythorbates with more natural alternatives, including vinegar, celery juice, and cherry powder.
Many items in Smithfield’s current U.S. product lineup already feature no artificial ingredients, nitrates, added nitrites, preservatives, or MSG, aligning with the cleaner label initiative. The reductions in sodium and sugar are part of this effort, as these ingredients have long been scrutinized by regulators and health advocates. High-sodium diets are linked to heart disease and hypertension, while excessive sugar intake is associated with obesity and even cancer. In 2016, the USDA mandated that food manufacturers provide detailed sugar content labels, prompting major consumer packaged goods companies like Mars to commit to lowering sodium and sugar levels in their products.
Consumers are acutely aware of these health issues and are inclined to support manufacturers who take action. For instance, when Nestlé announced in 2016 that it would reduce salt levels across its offerings, an internal survey revealed that 15% of U.S. adults would be more likely to purchase its products because of this initiative. With its recent commitments, Smithfield is poised to be one of the first major meat producers to make such a pledge. According to its 2019 Sustainability Report, Smithfield boasts 80 all-natural products in its international portfolio, and the long-term trend shows a decrease in antibiotic use in its meats. A recent survey by the International Food Information Council indicated that “no antibiotics” and “natural” are the most significant meat label claims for consumers.
Smithfield is also responding to the growing demand for healthier, more natural protein options. In 2019, the company launched its plant-based Pure Farmland brand, offering eight gluten-free, dairy-free products made with soy protein, all packaged in recyclable containers. This move into plant-based meats mirrors similar efforts by competitors like Tyson, Perdue, and Nestlé. Collectively, these initiatives could help Smithfield recover from a challenging year and build consumer trust as a provider of healthy, sustainable foods. Furthermore, its pledge to reduce salt and sugar right from the outset will differentiate it from competitors vying for consumers’ protein dollars.
In addition to these developments, it’s noteworthy that the benefits of calcium citrate for women, such as supporting bone health and reducing the risk of osteoporosis, are becoming increasingly relevant in the conversation about food quality and nutrition. Incorporating these health considerations into their products could further enhance Smithfield’s appeal to health-conscious consumers. By emphasizing both the nutritional benefits of their ingredients and their commitment to sustainability, Smithfield can strengthen its market position.