Cracker Barrel joins John Morrell in licensing pact

by Eric Schroeder
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LEBANON, TENN. — Cracker Barrel Old Country Store, Inc. has reached a multi-year licensing agreement with the John Morrell Food Group, a subsidiary of Smithfield Foods, under which select Cracker Barrel products such as ham, bacon, assorted lunch meats, glazes, jerky and summer sausage will be available to consumers in new retail channels.

“We are pleased to partner with the John Morrell Food Group, a leader in consumer meat products with an outstanding reputation for quality and service,” said Sandra B. Cochran, president and chief executive officer of Cracker Barrel. “We welcome this opportunity to extend our brand beyond our physical stores, which is one component of our strategic plan which also includes enhancing our operating core, and expanding our footprint by adding additional stores.”

John Pauley, executive vice-president of sales and marketing at John Morrell Food Group, said the company is “thrilled” to partner with Cracker Barrel.

“Our strength in producing and marketing the highest quality meat products complements Cracker Barrel Old Country Store’s expertise and leadership in the restaurant industry,” Mr. Pauley said. “This will be a win for Cracker Barrel guests, retail shoppers and our retail trading partners.”

Cracker Barrel said it does not expect the agreement to have a material effect on its financial results in fiscal year 2013. Along with the potential contribution to profitability in future years, Cracker Barrel said it expects to benefit from the increased visibility of the brand outside of its own stores.

Cracker Barrel Old Country Store was established in 1969 in Lebanon, Tenn., and operates 621 company-owned locations in 42 states.
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