Smithfield Foods Tone of Voice — Good & Responsible

Tagline: "Good Food Responsibly"

Industry: Pork

Sector: Consumer Goods

How Smithfield Foods Communicates

Smithfield Foods ties pork to good food produced responsibly. "Good Food, Responsibly" frames America’s largest pork producer around quality pork made with attention to sustainability and responsibility — good, responsible, dependable. The voice is responsible-pork and steady, selling scale paired with conscience, positioning Smithfield around supplying the bacon, ham, and pork that fill American kitchens while framing itself around doing so in a more responsible, sustainable way.

Tone Words

Smithfield Foods's brand voice is defined by the following tone words: Good, Responsible, Food.

Communication Style

Language Style: Responsible-pork
Sentence Type: Statement
Tense: Present
Expression: Imaginative

Smithfield Foods Brand Story

Smithfield Foods is the worlds largest pork processor.

Brand Message

Americas pork leader

Brand Mission

To be the most trusted, respected and ethical food company in the world

Brand Positioning

Core Concept: Responsible food

Central Tension: Irresponsible vs. Responsible

About Smithfield Foods

Smithfield Foods, Inc., is a Hong Kong-owned pork producer and food-processing company based in Smithfield, Virginia. Founded in 1936 as the Smithfield Packing Company by Joseph W. Luter and his son, the company is the largest pig and pork producer in the world. In addition to owning over 500 farms in the US, Smithfield contracts with another 2,000 independent farms around the country to raise Smithfield's pigs. Outside the US, the company has facilities in Mexico, Poland, Romania, Germany, Slovakia and the United Kingdom. Globally the company employed 50,200 in 2016 and reported an annual revenue of $14 billion. Its 973,000-square-foot meat-processing plant in Tar Heel, North Carolina, was said in 2000 to be the world's largest, slaughtering 32,000 pigs a day. Then known as Shuanghui Group, WH Group purchased Smithfield Foods in 2013 for $4.72 billion. It was the largest Chinese acquisition of an American company to date. The acquisition of Smithfield's 146,000 acres of land made WH Group, headquartered in Luohe, Henan province, one of the largest overseas owners of American farmland. Smithfield Foods began its growth in 1981 with the purchase of Gwaltney of Smithfield, followed by...

Frequently Asked Questions About Smithfield Foods

What is Smithfield Foods's tone of voice?

Smithfield Foods uses a good, responsible, food tone of voice. Their communication is responsible-pork, typically using statement-style sentences in the present tense. Their tagline "Good Food Responsibly" exemplifies this voice.

What is Smithfield Foods's brand message?

Smithfield Foods's core message: Americas pork leader Their mission: To be the most trusted, respected and ethical food company in the world

What is Smithfield Foods's slogan?

Smithfield Foods's slogan is "Good Food Responsibly". It carries their good, responsible, food voice.

What is Smithfield Foods's mission?

Smithfield Foods's mission: To be the most trusted, respected and ethical food company in the world

What makes Smithfield Foods's brand voice unique?

Smithfield Foods stands out through their good, responsible, food communication style. Their central brand tension, "Irresponsible vs. Responsible", shapes how they communicate across the Consumer Goods sector.

What language style does Smithfield Foods use?

Smithfield Foods uses responsible-pork language, with imaginative messaging, in statement-style sentences, using the present tense.