Tyson targets chefs with Corner Table blog

SPRINGDALE, AR: Tyson Foods' Foodservice division has launched a blog called The Corner Table, designed to build and strengthen the relationships the company has with chefs and food-service operators.

SPRINGDALE, AR: Tyson Foods' Foodservice division has launched a blog called The Corner Table, designed to build and strengthen the relationships the company has with chefs and food-service operators.

Tyson launched the blog last Tuesday through its social media channels. Tiffany Jetter, senior brand manager in Tyson’s Foodservice division, runs the blog from a strategic standpoint, while Matt Boring, the company’s online community manager, manages it day-to-day. Twelve Tyson staffers work on the site.


Jetter came up with the idea for the blog earlier this year, with the goal of putting Tyson chefs’ faces in the spotlight to humanize the company and connect it with other food-service operators and chefs. The site features five Tyson staffers — ranging from chefs to innovation specialists to insights specialists — who represent the different roles within Tyson’s Foodservice business.

"We are trying not to be focused on Tyson-centric material with the blog," explained Jetter. "We are covering what is going on out there in our food-service industry, and specifically what would be important to our chefs and operators who we are focusing on."

Blog topics will cover the gamut from tipping to raising the minimum wage within the restaurant industry to 3D printers and how technology will shape the future of restaurant operations.

Tyson wants to give readers a perspective on what could change in the restaurant industry, and insights its staffers have garnered from trade shows and their experiences in restaurants or in a corporate environment. It will also use the blog as a promotional tool, giving chefs and operators tips on how to use its products.

The company will also incorporate video into the blog, including footage from trade shows and team members showing off Tyson products. The site includes video profiles that tell the background stories of each of five featured staffers.

Externally, Tyson is getting the word out about the blog through its LinkedIn and Twitter pages, as well as the company’s salesforce. It also plans to promote the blog via press releases that will link to the portal and include information about it.

Internally, the company is featuring information about the blog in a weekly newsletter that goes out within the Foodservice division.

The blog is related to a campaign the company launched last December called More Options, focused on helping Tyson’s chefs, operators, and distributor partners understand the company has a range of options in its portfolio and that its products are high-quality.

"We are trying to connect the products we have with that audience, but at the same time let them know we have experts in-house that can always be available to them to give them information," said Jetter. "Hopefully this will be a destination place for chefs and operators to continue to come back to time and time again as a resource for fresh information and expertise in the industry."

Tyson wanted to come up with a blog name that appealed to both consumers and chefs, explained Boring.

"In a restaurant, a chef likes to sit in the corner because it is a great vantage point," he said. "For consumers, a corner table seems like a warm, inviting place to be; it is seen as a place where you can have intimate conversations, or even as a comfort zone."

On Thursday, Tyson Foods won Justice Department approval to acquire Hillshire Brands for $7.7 billion. As part of the antitrust agreement, Tyson must sell its hog-purchasing business. FleishmanHillard is supporting Tyson on communications for the acquisition.

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