What Happened to Plumrose Bacon? The Full Story Behind the Rebranding

Plumrose bacon has been a staple American packaged meat brand since 1932. With its tasty bacon ham and lunchmeats, Plumrose established itself as a household name. But in early 2021, loyal Plumrose fans were shocked when the brand suddenly changed its name to Swift Prepared Foods. Where did the familiar Plumrose label go? What happened to the bacon we knew and loved?

This article will uncover the full story behind Plumrose’s rebranding and what it means for the future of the company,

A Long History as Plumrose

First, let’s go back and look at Plumrose’s 90-year history under that name. Plumrose was founded in 1932 as a sliced ham company. Over the decades, it expanded into bacon, deli meats, hams, ribs, and other prepared meat products.

By 2017, Plumrose had production facilities in Mississippi, Indiana, Vermont, Iowa, and Arkansas. It distributed products across the contiguous United States. Under the Plumrose brand, the company became one of the largest prepared meats companies in America.

Plumrose operated as a subsidiary of the Danish Crown Group from 2000 to 2017. It supplied pre-packaged meats for major retailers, distributors, warehouses, and restaurants across the country. The well-known Plumrose logo could be found in most American supermarkets.

Acquisition by JBS USA

In March 2017, the Brazilian company JBS USA agreed to acquire Plumrose USA from Danish Crown in a $230 million deal. The acquisition was completed on May 1 2017 making Plumrose a fully owned subsidiary of JBS USA.

JBS USA is the American division of JBS S.A., the largest meat processing company in the world. JBS has a strong presence in the US with well-known brands like Swift, Pilgrim’s, and Swift Prepared Foods.

The Plumrose acquisition was part of JBS’s strategy to continue growing its prepared foods business in America. Plumrose’s facilities, distribution network, and brands complemented JBS’s existing US operations.

Why Rebrand to Swift Prepared Foods?

With JBS USA as the new owner, Plumrose was in a period of transition. JBS wanted to align Plumrose more closely with its other US processed meats brands. Rebranding to “Swift Prepared Foods” accomplished this goal in a few ways:

• Associated the company with JBS’s Swift brand, a household name in packaged meats.

• Emphasized a focus on prepared foods, JBS’s fastest-growing segment.

• Modernized the branding and communication.

• Signaled an investment in new product innovations.

The rebranding was announced in January 2021 and rolled out over the course of the year.

What the Rebranding Means for Products

Importantly, while the name has changed, many of Plumrose’s iconic products remain the same. The bacon, ham, and lunchmeats that customers loved are still available under the Swift label.

Swift Prepared Foods stated that they will continue to offer both branded and private label products. There are also plans to expand the company’s prepared foods lineup with more innovative, convenient options.

In 2020, JBS USA had already announced a $70 million investment in a new bacon facility in Missouri for Swift Prepared Foods. So the future looks promising for new bacon products as well as expansion across other categories.

adjustments needed for the future.

The rebranding to Swift Prepared Foods was a notable change for such a well-known brand like Plumrose. But this change may have been necessary for the company to move forward under new ownership. With JBS investing in new production facilities and product development, the company appears positioned for growth.

While the Plumrose logo may be gone, bacon lovers need not worry. The same delicious Plumrose bacon lives on under the Swift name. Swift Prepared Foods inherited nearly a century’s worth of meat product expertise from Plumrose and its other brands.

For customers, the most important thing is that the tasty flavors they enjoy are still available, even if the packaging looks a little different. The Plumrose heritage remains at the core of Swift Prepared Foods as the company evolves to meet future demands.

So next time you reach for bacon or ham in the supermarket, look for the Swift logo. It’s the new name for a classic American meat company – made for today and ready for tomorrow.