The Challenge
By 2019, U.S. poultry hadn’t changed in decades. Consolidated giants dominated through a contract system that left farmers indebted and voiceless. The “tournament” model rewarded a few while most barely broke even.
For shoppers, the category was no better. Organic chicken was fragmented, confusing, and often priced out of reach. Consumers who cared about transparency and humane practices elsewhere in the store found little of it in the meat aisle.
Retailers, meanwhile, carried poultry that sold but didn’t inspire. The set was efficient but stale — no clear organic leader, no emotional draw, no brand driving growth.
Farmer Focus, then still small but growing, had proven its farmer-first model could work. Sales were climbing. Distribution expanding. But in a $22 billion market, it was still a niche player — and at risk of staying that way.
Without bold action, the movement could stall. Larger players could outspend it, mimic its claims, and bury its promise before it reached scale. The future of both the company — and the farmers depending on it — was at stake.
The Belief
We believed poultry could be redefined. Organic chicken wasn’t a niche; it was the future of the category.
If we could connect consumers directly to family farms — with transparency they could see, values they could trust, and products they could afford — then Farmer Focus could become the first national farmer-first poultry brand.
We believed retailers would rally, too. A brand that delivered both growth and values would energize their sets and build loyalty.
Our conviction was simple: Farmer Focus could transform poultry by making farmer-first and organic feel essential, not optional.
The Strategy
We built on our unique strengths:
The Farmer-First Model
Growers owned their birds and decisions — earning 25–36% more than industry averages. Their independence and stories became the emotional engine of the brand.
Transparency Made Tangible
Every pack carried a unique Farm ID QR code, allowing shoppers to trace their chicken back to the exact farm. Trust — right at the point of decision.
A Brand Reborn
In 2020, Shenandoah Valley Organic became Farmer Focus. By 2022, redesigned packaging made “Organic & Free Range,” humane certification, and fair pay impossible to miss.
Mainstream First
Expansion into Kroger, Publix, Safeway, and Harris Teeter made organic chicken available where everyday families already shopped. By 2023, distribution topped 4,000 stores.
Innovation as Proof
Pre-seasoned organic chicken launched convenience into the organic set, earning NEXTY Awards and proving that values and ease could coexist.
Across the business — brand, marketing, innovation, and farmer partnerships — everything aligned behind one mission: promote and protect generational family farms.
The strategy worked — factually and emotionally.
Category Leadership: By 2023, Farmer Focus was the #1 fastest-growing organic chicken brand in U.S. grocery.
Distribution Expansion: From regional roots to 4,000+ stores nationwide.
Farmer Impact: Partner farmers earned significantly more, and 100+ new farms waited to join. The average age of Farmer Focus farmers trended 10 years below the national average.
Recognition: NEXTY Awards, Fast Company’s World Changing Ideas, and Progressive Grocer honors validated brand and mission.
