The Shelby Report recently caught up with John Soules, co-CEO of John Soules Foods. Established in 1975, the Tyler, Texas-based company is a formulator, manufacturer and marketer of ready-to-cook and fully cooked beef and chicken products as well as fully cooked breaded chicken.
It has production facilities in Tyler, Texas; Gainesville, Georgia; and Valley, Alabama. The company’s products are sold under the John Soules Foods and ProView brands, as well as a select number of private label brands.
What’s new with your company?
“[John Soules Foods] opened a facility in Alabama a couple years ago and did some new technologies there, a lot of robotics, which was [beneficial], especially in today’s labor market. Most of it is on the packaging side.
“We’re rolling out some new things over the next year. We are going to be doing more than just protein. Currently, we’re also making sandwiches and putting together some handheld items. We’re going to [add] items on the snacking side.
“And then we’re also looking at doing some items that are more fully prepared. Rather than just protein, can we add a sauce? Can we add a vegetable? Can we add a starch? And [we can] come more at the consumer with a fully made meal, or at least a kit to do that.
Biggest challenges facing retailers?
“I think differentiation of products is a big thing. Retailers are challenging us to come up with items that we might not take everywhere. What are the items that you can take to a Walmart, maybe that are different than other items you can take other places? How do we help them differentiate themselves?
“[And then there’s] general economy and foot traffic. But that’s how do they get people into the store. I know there’s something there that I can’t get somewhere else. So how do we help in those decisions? Sometimes, for us as a processor, it may not be the protein that’s a differentiator, it may be the sauce.”
Where are there opportunities?
“We know that the beef market is projected to get quite a bit higher this year. What are some things they can take advantage of how that impacts the other markets?
“For me, I’m in the protein business. That’s obviously my concentration. Will there be advantages in pork and chicken? Because beef is facing some supply issues.
“And then again, we’re all being challenged with making new items and challenging our R&D departments and our chefs to come up with new things. When you can be first to market on something and take advantage of something like that, and be the first to have something out there, I think that’s also an opportunity to differentiate.”
Anything else you’d like to share?
“[John Soules Foods has] three facilities, one in Texas, one in Georgia and Alabama. We’re just about to embark on expanding our Alabama plant again after only a couple of years open.
“We’re constantly working on creating more capacity. We’re probably going to put two more lines in that facility in the next two to three years. And then we are out looking for differentiators when it comes to flavors and new products.
“We’re hoping to combine those two things … and put more products out there that can really differentiate for these retailers and have an impact for them – whether it’s supply chain or putting something different in someone’s household they haven’t had before.”
