Butterball's brand name commands a higher price in stores, and the company is now called Butterball LLC. After selling only to restaurants and grocery stores for decades, it no longer
has to worry about developing a brand name as it expands its consumer business.
ConAgra tended to focus on the whole bird, which only accounts for about one-fourth of turkey meat sales. The other Butterball products--including turkey burgers, filets, tenderloins, turkey sausage, turkey bacon and turkey strips--often got lost among ConAgra's massive product line, according to Butterball president and CEO Keith Shoemaker.