020844 Tyson Will Replace Wilson Brand NameAugust 27, 2002Springdale, AR (AP) - Tyson Foods said it will drop the Thomas E. Wilson brand name it acquired after taking on meatpacker IBP Inc. and will eventually replace it with the Tyson name on some beef and pork product lines. Tyson said it will temporarily offer unbranded meat to stores wishing to use their own label. Tyson last year acquired IBP Inc. of Dakota Dunes, S.D., for $3.2 billion in stock. The deal made Tyson the world's largest processor and marketer of beef, chicken and pork. In the deal, Tyson acquired IBP's Thomas E. Wilson brand of meat, and this year launched a $13 million advertising campaign to promote Thomas E. Wilson prepared roasts. But in a statement Monday, the company said consumers recognize the Tyson name and it felt the best- long term strategy would be to retire other labels. Tyson will put its name on Thomas E. Wilson-branded roasts and other processed beef and pork products. Company spokesman Ed Nicholson said the Wilson name — without "Thomas E." will remain on some items but did not elaborate. Case-ready beef will initially be shipped in clear film packaging with no brand affiliation. "We fully recognize our retail customers' desires to create ways to differentiate their fresh beef programs in the marketplace," said Tyson chairman John Tyson. "The decision to offer our beef in unbranded form for now will enable our customers to provide products uniquely manufactured to meet their specific product and marketing needs." The company said its research showed that consumers found it appropriate for Tyson to have its name on roasts and other processed items.
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