GREELEY, COLO. – Plumrose USA, a JBS USA subsidiary, announced that it is rebranding to reflect the company’s expertise and offerings beyond the ham and bacon products that once was the basis of its identity. The company is now known as Swift Prepared Foods, as the company puts more focus on the prepared foods offerings its business strategy now includes. The rebrand is taking effect immediately, with an ongoing rollout throughout 2021.

“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.”

The company will be expanding both its branded and private-label offerings in conjunction with new prepared foods products.

Last March, the company announced the construction of a $70 million ready-to-eat bacon facility in Moberly, Mo., and the location of a new $200 million Italian meats and charcuterie production plant has yet to be determined.