Not Just Beef: Better Ideas Fuel B.I. Foods’ Brand Evolution

To be more representative of its evolution and commitment to “better ideas,” Beef International, a custom manufacturer of premium meat products, has rebranded as B.I. Foods.

“Over the years, we’ve expanded into a much broader product offering, including pork, and added new certifications such as SQF-Food Safety, HACCP and Halal,” B.I. Foods’ VP of sales and marketing Tom McMillen III told Modern Restaurant Management (MRM) magazine. “We’ve recently invested $3 million in capital improvements, hired five new staff members and established a 10-year goal of hitting $250M in annual sales. We’re also planning to add 20,000 square feet to the headquarters. These improvements inspired us to rebrand to a name and feel that was more representative of where we are now, as opposed to the beef-only offerings we were founded on 35 years ago. The B.I. in B.I. Foods reflects our commitment to “better ideas” in food. The focus is really on bringing the company into the future and embracing innovative, cutting-edge solutions and continuing to invest in and expand the plant.”

The family-owned company was founded in 1983 and is based in Pennsauken, New Jersey. Capital improvements at the plant have modernized production, with increases in automation and overall efficiency. Recent investments include computer and technology updates, a production room remodel, the addition of five new staff members, and the replacement of 14 ovens, which helped significantly reduce water and gas consumption. An in-house food scientist customizes every product to meet the unique needs of each individual customer, McMillen said. 

The brand evolution also reflects industry trends including the need for clean labeling.

“The demand for additive-free and more natural items continues to grow,” said McMillen. “A growing number of today’s consumers are taking interest in the food they consume more than ever before. Although this opens the door to new item opportunities it comes with a few challenges. One of the first is the cost to produce such an item that will still fit the consumers budget. Others include shelf life and texture. Our production team, including our food scientist, work on finding ingredients that meet the label criteria as well as the functionalities the consumers expect.”

Added Kevin Ingraldi, President of B.I. Foods: “We are at a truly exciting time as our company continues to grow, and the rebrand personifies that excitement,” said Kevin Ingraldi, President of B.I. Foods. “We’ve been able to capture the essence of our brand – delicious, quality craft meats – while incorporating the recent updates and our focus on innovating for the future. Relaunching as B.I. Foods ultimately allows us to better serve our customers, which is our personal purpose and passion.”