Plumrose USA, a branded packaged meat company and subsidiary of JBS USA, announced that it is rebranding to become Swift Prepared Foods. The shift better aligns the heritage and future direction of the company, with a significant focus on innovation and prepared foods, the company said.

“Swift Prepared Foods represents our company’s promise to provide customers and consumers with diverse brands and a variety of food solutions,” said Tom Lopez, President of Swift Prepared Foods. “This shift positions us for success as we focus on growing our business, providing opportunities for our team members and delivering protein-centric prepared foods.”

Plumrose USA’s commitment to private label products is not changing. There will be expansions of both branded and private label offerings in conjunction with innovative prepared foods. The rebrand is taking effect immediately, with an ongoing rollout throughout 2021.

This change follows new facility announcements the company made in 2020, including a $70 million ready-to-eat bacon facility that is currently being built in Moberly, Mo., and the intention to build a $200 million state-of-the-art Italian meats facility, location still to be determined.