By Ron Joyce, President & CEO, Joyce Farms
When you sell a product, the first thing you have to do is figure out what makes your product different, what makes it unique. My father started our company in 1962, and as I got older and joined the business I saw the need to take us in a direction that would make us stand out from other poultry producers. I saw that the industry was moving toward a race for faster, cheaper, increased production. The result was a uniform type of chicken bred to grow fast (so it consumed less resources) and with a big breast (so it provided more of the meat consumers wanted). But I didn’t want to do what everyone else was doing – I wanted to bring something new and different to the market. That was flavor.