Cracker Barrel reaches agreement with Kraft

Cracker Barrel Old Country Store, Inc. officials announced Friday the first shipments of CB Old Country Store licensed products made available through their licensing agreement with John Morrell Food Group, a subsidiary of Smithfield Foods, will begin shipping to grocery stores next week.
Oct 4, 2013

Cracker Barrel Old Country Store, Inc. officials announced Friday the first shipments of CB Old Country Store licensed products made available through their licensing agreement with John Morrell Food Group, a subsidiary of Smithfield Foods, will begin shipping to grocery stores next week.

Cracker Barrel Old Country Store, Inc. and Kraft Foods Group Brands LLC reached an agreement that allows Cracker Barrel Old Country Store, Inc. to enter the marketplace using the alternative logo, CB Old Country Store, to label licensed products.

The products, under the CB Old Country Store brand, include maple and smoked bacon, spiral ham and four types of lunch meat – oven roasted turkey, smoked turkey, smoked ham and honey ham.

"Extending our brand beyond our physical locations is an important component of our strategic plan," said Sandra B. Cochran, Cracker Barrel president and chief executive officer. "As a leader in consumer meat products, John Morrell Food Group has earned an outstanding reputation for quality and service that is a natural fit with our Pleasing People mission. We think the combination of strengths that our two companies consistently utilize to deliver high-quality products to our consumers will prove to be a success for our guests, retail shoppers and our retail trading partners."

"We are delighted to announce that these seven licensed products will arrive in stores later this month," said John Pauley, John Morrell Food Group executive vice president of sales and marketing. "Now loyal guests of Cracker Barrel Old Country Store, Inc. can find the types of choices that they enjoy when they dine in the restaurant, right there in the refrigerated section of grocery stores ready to bring home to enjoy."

Cracker Barrel Old Country Store, Inc. does not expect the licensing initiative to have a material impact on its financial results in the 2014 fiscal year.

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