Smithfield owned by a China company is not such a good idea

Tom Dougherty, CEO – Stealing Share

30 May 2013

What does the acquisition mean?

Most of us, I believe, raised an eyebrow when we heard that the Shuanghui Group of China agreed to purchase Smithfield Foods for $4.7 billion.

From a brand perspective, this just does not sit right with me.

“China, for good reason, has been much maligned about its food safety.”

Smithfield is the world’s largest producer of pork products. Shuanghui Group is one of China’s largest meat processors. But this is where they stop being similar.

SmithfieldSmithfield is American?

China, for good reason, has been much maligned about its food safety. As many as 16,000 dead pig carcasses recently floated down the Jiapingtang, a tributary to the river where Shanghai gets its drinking water. As if this was not bad enough, the Chinese government said that, even with the rotting pigs, the water still met national standards.

Ewww.

Doesn’t the perception of China’s poor food safety history now have some effect on the Smithfield brand?

It certainly will because the the brand prides itself on its Southern history as well as promises of quality assurance, traceability of each product and commitment to the environment.

Not exactly brand synergy, is it?

See more posts in the following related categories: China brand food safety Smithfield acquisition Smithfield Foods

0 Comments

Submit a Comment

Your email address will not be published. Required fields are marked *

Use Nextdoor, get rid of Facebook

  Nextdoor   Tom Dougherty, CEO - Stealing Share 11 December 2018 Use Nextdoor, get rid of Facebook About a year or so ago, I kissed Facebook goodbye. Much to my surprise, it’s making me use NextDoor more. My withdrawal from online communities probably isn’t a shocker...

Brand purpose is not what many think it is

  Brand Purpose   Tom Dougherty, CEO - Stealing Share 10 December 2018 Brand purpose is not what many think it is So, the marketing term of the year is Brand Purpose, as chosen by the Association of National Advertisers. And what do they use to demonstrate such a term...

Retail market changes are akin to climate change

  Retail market changes   Tom Dougherty, CEO - Stealing Share 6 December 2018 Retail market changes are akin to climate change Are you paying attention to the many retail market changes? I am. Some fundamental changes are afoot. I believe the days of large generalized...

Share This