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Vietti Foods Company

Vietti Foods Company

Vietti Foods Company

A Nashville institution for decades, Vietti Foods Company, Inc. continues to maintain a loyal trade and consumer following at a time when industry trends have adversely affected regional food manufacturers. In March 2011, after five successful years under private equity ownership as Choice Food of America, the company was purchased by Zwanenberg Food Group B.V., a prominent European producer of deli meats and a leading manufacturer and exporter of meat preserves. With net annual sales exceeding EUR 350 million and employing 1.300 across twelve distribution facilities, Zwanenberg provides for Vietti Foods significant strategic resources.

In 2002, Vietti Foods was strategically repositioned as a marketing-driven organization in an effort to differentiate from competitors and to maintain relevance. Continual investments in production facilities have enhanced efficiencies and increased output, assuring competitiveness and profitable growth. Vietti’s senior management team has remained virtually intact since 2003.

The predicted demise of regional brands by some retailers in the recent past was unfounded as loyal consumers demanded that stores carry their familiar favorites. This trend reversal has benefitted Vietti Foods and helped broaden distribution of its manufactured and marketed brands such as Southgate, Kelly’s, Tony Packo’s, Ray’s, Hatch and, of course, All-Natural Vietti Chili.

In 2011, Vietti Foods will reinvigorate the venerable Southgate brand with freshened label
graphics and, acknowledging consumers’ increasing culinary sophistication, will introduce new ready-to-eat versions of regional and ethnic favorites such as Chicken & Dumplings, Asian Rice with Sweet & Sour Chicken, Noodles and Cheese with Harper’s Country Ham and Creole Jambalaya.

With a nod to the company’s successful Vietti Vinyl program featuring emerging musical artists on product labels, redesigned Southgate brand labels in 2011 will celebrate visual artists and their works through the “Discovery of Art” program. This newsworthy initiative will creatively differentiate the Southgate brand from its competitors and create unique promotional opportunities with consumers and the trade.

Private label products or “store brands” represent an increasing share of consumers’ market baskets. For 2011, Vietti Foods has enhanced operations with added structure, controls and accountability to aggressively compete for retailers’ private label business. Partnering with Zwanenberg’s Cincinnati operation, Vietti Foods has begun to actively export a broad variety of items.

Vietti Foods Company seeks to be positioned as the trusted manufacturer of choice for discerning partners, delivering quality, innovation and value to the categories in which we compete.

Vietti Recipes

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