For Immediate Release
La Broquerie, MB – Canada’s leading pork producer is rebranding to more accurately reflect its exceptional pork products, leading edge business model and international presence in the global food market. HyLife, previously Hytek Ltd of La Broquerie, Manitoba, will move forward with its new brand beginning February 1, 2011.
“The time is right to take this important and exciting step,” explains Claude Vielfaure, Executive Vice President and COO. “Rebranding our company is a natural evolution when you consider our significant growth and the increasing international market share we are capturing.”
With beginnings rooted in southern Manitoba, the hog production company has acquired businesses to fulfill their vision of achieving a fully integrated business model that assures customers of the highest standards of excellence, quality and food safety.
The HyLife brand is a nod to the Hytek origins but more importantly, signifies the company’s assurance of high quality, reliability and the confidence they continue to earn internationally with pork products.
HyLife, and its subsidiaries, will ensure continuity of identity under a brand that reflects a Canadian heritage and aligned vertical integration – a unified brand that provides a unified assurance of quality. Accordingly, Springhill Farms in Neepawa, Manitoba will transition to the HyLife Foods brand effective April 4, 2011.
“We are underlining our seamless integrated business strategy because this commitment to food quality assures our customers around the globe that our products can be tracked at any stage in the production process, from genetics through to distribution of quality pork products around the world,” Vielfaure explains.
“The brand will be applied to all our operational areas in North America and will enjoy brand strength around the world as we extend our reach deeper into all existing and potential global markets.”
HyLife was founded in 1994 as a joint venture and has quickly grown to become Canada’s leading pork producer, producing 1.4 million hogs annually in Canada and the United States. HyLife’s head office is in La Broquerie, Manitoba. HyLife sells their exceptional pork products around the world, including Japan, China and Russia. In 2010, HyLife was chosen as one of Canada’s 50 Best Managed Companies for the sixth consecutive year.
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Executive Vice President and COO
Office phone number – 204-424-5359
Cell phone number – 204-355-8338
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