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Maryanne M. Rouse
Tyson Foods, Inc., produced, distributed, and marketed beef, chicken, and pork products,
including prepared foods and related allied products. The company's products were marketed and
sold to national and regional grocery chains, regional grocery wholesalers, meat distributors,
clubs, and warehouse stores. Institutional customers included military commissaries, industrial
food processing companies, and national and regional chain restaurants. Tyson also distributed
via international export companies and domestic distributors. The company's major export
markets included Canada, China, Japan, Mexico, Europe, Puerto Rico, Russia, and South Korea.
Approximately 12% of Tyson’s total sales were to a single customer, Wal-Mart Stores, Inc.
In August 2001, Tyson acquired IBP, Inc., (renamed Tyson Fresh Meats [TFM]), a major supplier
of processed, minimally processed, and prepared beef and pork products. The combined
company comprised two primary marketing groups: a food service and international group and a
fresh meats and retail group. Operations were conducted in five segments: beef, chicken, pork,
prepared foods, and other. Tyson held about 27% of the U.S. beef market, 23% of the chicken
market, and 19% of the pork market. Chicken accounted for 32% of fiscal 2004 revenues and
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59% of profit; beef, 45% and 14%; prepared foods, 11% and 15%; pork, 12% and 9%; other
Prior to the acquisition, IBP had begun developing the first national retail brand of both case-
ready red meat and quick-frozen steaks and pork chops under the Thomas E. Wilson brand. The
IBP acquisition also allowed Tyson to extend its line of branded convenience foods to beef and
pork via the Thomas E. Wilson brand of fully cooked family dinner meats. Found in the
refrigerated meat case, these products could be prepared in as little as five minutes. Varieties
under this brand included beef pot roast, seasoned pork roast, seasoned beef meatloaf, and
seasoned beef sirloin roast. Although Tyson initially embraced the Thomas E. Wilson brand as a
means of gaining market share in the fast-growing ready-to-eat segment, the company announced
only a year later - to the surprise of industry analysts - that it would drop the Thomas E. Wilson
name and replace it with Tyson as a first step in a branding strategy focused on creating a single
national protein brand. Communication and promotional efforts across product lines were built
around the “Powered by Tyson” strategy, a fully integrated marketing campaign designed to
Continued Restructuring
In August 2002, Tyson announced that it would close its company-owned and leased hog farms
and end contracts with 132 contract hog producers in Arkansas and eastern Oklahoma. The
company noted that transportation costs were a big factor in the decision to exit the pork
facilities and consequently could avoid higher transportation costs for both finished hogs and
grain.
Tyson announced in mid-September 2002 that it had reached a definitive agreement to sell its
Specialty Brand, Inc., subsidiary, a leading producer of frozen food products, including handheld
Mexican appetizers and entrees, frozen filled pasta, and coated appetizers under the Jose Ole,
Fred’s for Starters, Rotanelli, Marquez, Posada, Little Juan, and Butcher Boy brands.
Industry analysts noted that Tyson had had a difficult year in 2004. It began the year with strong
demand and higher prices as McDonald’s, Wendy’s, Burger King, and other fast food restaurants
rushed to promote white meat chicken and lower-fat beef items, in an attempt to take advantage
of the growing popularity of the Atkins and South Beach diets. However, the huge demand drove
prices to a point at which both customers and food retailers began to cut back purchases.
Although there was usually a drop in demand for chicken and beef during the summer months
Chicken exports were further hurt by an outbreak of avian flu early in the year, and the mad cow
scare of late December 2004 continued to keep borders in Canada and Japan closed to U.S. beef
exports.
At the same time that higher prices dampened demand for beef and chicken, prices for the
soybeans and corn meal required to feed flocks and herds were soaring because of growing world
demand. Because beef prices weren’t high enough to justify the high grain costs, ranchers and
processors cut back on the production of beef and chicken, tightening demand even further.
Tyson, which derived 11% of its revenue from prepared foods, found itself in the awkward and
untenable position of paying more for the chicken and beef it used in its own prepared products at
the same time that customers were resistant to the higher prices of its unprocessed chicken, beef,
and pork that comprised the other 89% of its revenue stream. Finally, Tyson had speculated that
grain costs would continue to rise and invested heavily in grain futures. Grain prices had since
fallen, and the company had sold much of its grain at lower prices than expected.
Finance
Tyson’s performance since the IBP acquisition had been uneven. Reported earnings in 2001,
although bolstered by the inclusion of nine weeks of post-acquisition operating results of IBP,
were negatively impacted by an oversupply of chickens for most of the year and increases in
operating costs: both cost of goods sold and operating expenses as a percentage of sales increased
for the year. For fiscal 2002, the company reported a 117% increase in revenue together with a
383% increase in net income compared to 2001; both revenue and profit growth were driven
largely by the previous year’s acquisition. In early 2003, Tyson closed two poultry operations and
began to phase out operations at a third plant. Later that year, the company sold off its frozen
appetizer business DFG. In the wake of the discovery of a single case of bovine spongiform
encephalopathy (BSE, mad cow disease), Tyson reduced its production of beef due to decreased
demand for U.S. beef overseas. In the first quarter after BSE was found in the United States, the
company announced charges of $61 million due to lost export sales. Although Tyson reported
sales growth of $1.2 billion, or 5.1%, for 2003, net income declined 12% from the previous year
due to higher live cattle prices, plant closings, and increases in grain costs in the chicken
Tyson’s 7.7% sales growth for fiscal 2004 was driven by price rather than volume increases
(9.4% increase in average price, with a 1.5% decrease in volume). Cost of goods sold as a
percentage of sales decreased slightly for the year, as did both SG&A and interest expense,
allowing the company to report a record net income of approximately $403 million.
Annual reports and SEC filings are available via the company’s web site, www.tyson.com, and
www.wsj.com.
Key competitors in the sub-industry group of poultry, meats, and seafood processing included
Pilgrim’s Pride, a vertically integrated poultry processor offering a broad range of 600+ value-
Pilgrim’s Pride was the second largest poultry processor in the United States after Tyson and the
number two poultry company in Mexico (after Bachoco). Pilgrim’s Pride’s vertically integrated
operations included breeding, hatching, raising, processing, distributing, and marketing chickens
and turkeys. Prepared poultry products were sold under the Pilgrim’s Pride and Wampler Foods
brands to restaurants, grocery stores, and frozen entree processors; fresh chicken and chicken
parts were sold through the same channels. Although the company also produced table eggs,
animal feeds, and feed ingredients, it focused on prepared foods. The company’s product line
strategy was to increase its sales of value-added products (marinated chicken parts, turkey
burgers, etc.), which returned higher profits than whole chickens and turkeys. ConAgra acquired
38% of the company’s stock in exchange for ConAgra’s poultry business; Lonnie “Bo” Pilgrim
and his family controlled the remaining 62%. ConAgra had announced that it planned to sell off
Smithfield Foods was the world’s largest hog producer and pork processor. The meat-processing
group produced (domestically and internationally) a variety of fresh pork and processed meat
products and marketed them nationwide in the United States and in 25 other countries under the
Fleetwood, John Morrell, Lykes, Patrick Cudahy, and Smithfield Premium brands. This group
had seven domestic processing subsidiaries and four international meat processing entities. The
hog production group provided the meat-processing group with approximately 50% of its live hog
requirements. In a steady effort to diversify, Smithfield had built up its beef and prepared foods
operations through acquisition. In 2002, the company announced that it planned to purchase
French meat processor Jean Caby for $466 million and merge it with its existing French unit SBS.
With operations in Australia as well as the United States, Swift & Company was the third largest
U.S. beef producer. Swift focused on fresh, branded, and value-added meats. Hormel Foods
Corporation was a multinational manufacturer and marketer of consumer-branded meat and food
products. The company was involved in the processing of meat and poultry products and the
production of prepared foods. The company marketed its products to food wholesalers, retailers,
Chicken had experienced greater growth in per capita consumption in U.S. markets than most
other meat categories over the preceding 25 years. During that time, chicken consumption had
increased 110%, while beef consumption had decreased approximately 41%. Consumption rates
had been influenced by consumer awareness of the health and nutritional characteristics of
chicken, the price advantage of chicken relative to red meat, the convenience of processed and
prepared chicken products, and concerns about BSE. Recently, however, meatpackers had begun
meat consumption. IBP, Hormel, Smithfield, and others were developing and aggressively
marketing high-quality, prepackaged steaks, roasts, and chops under their own logos.
Key competitors in the broader food processing industry (consumer non-cyclical sector) included
weather, demand shifts, and global political events. For example, in anticipation of the Bush
administration’s decision to impose steel tariffs, Russia announced that it would prohibit the
import of chickens from the United States. (Russia noted that the ban would address concerns
about the use of antibiotics by U.S. processors; however, Russia was expected to export
approximately $1.2 billion worth of steel to the United States in the next two years - about the
same dollar value of poultry U.S. processors expect to export during the same period.)
In 2002, an American Cancer Society study concluded that the long-term, daily consumption of
red meat and processed meat such as bacon, ham, and sausage increased the chance of getting
certain types of colon cancer. The release of this study was followed in mid-January 2002 by the
Agriculture Department’s release of new federal dietary guidelines that recommended Americans
Negative Publicity
While the entire industry had suffered some bad publicity relating to the unsanitary conditions of
plants, high illness and injury rates for poultry and meatpacking workers, and heavy-handed
tactics with growers and other suppliers, Tyson had been the subject of more negative news
stories that its competitors, including wage and hour suits filed by current and former employees;
including the Clean Air Act, the Clean Water Act, and the Resource Conservation and Recovery
Act; a suit alleging violation of securities laws with respect to the IBP merger; and various patent
infringement actions. In addition, Tyson had been targeted for investigation of influence
peddling and charged with conspiracy to smuggle illegal aliens to work at a handful of the