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Published on March 26, 2019

A new brand promise for SASSO

SASSO is ready to color your world.

SASSO, specialized colored broiler breeding company, located in the South-West of France, has built its family business for more than 40 years dedicated to traditional poultry. Over the years, the company has grown to become a major exporter of colored broiler parent stock, to all continents of the world. Since SASSO joined Hendrix Genetics, we have now established our brand positioning to clearly state our new promise to our customers worldwide.

The world needs color

Over the last few decades, the broiler market has grown tremendously and consolidated fast, especially with regard to the number of broiler breeding companies. With this market growth and consolidation, colored chickens have disappeared more and more, as did the distinctive taste and texture of broiler meat.

SASSO in this respect has always been different, preserving many colorful, traditional chicken breeds. Establishing and growing the Label Rouge market segment on tradition and taste. Over the years, SASSO has established the largest gene pool of traditional poultry breeds in the industry. These traditional birds bring color to the world, not only in feathers but also in skin and meat color. Traditional, slower growing chickens have a distinctive darker meat color that stands out on taste and texture.

SASSO colors your world

With our new promise “SASSO colors your world”, we want to highlight the fact that SASSO stands out and truly brings color to your world. We are convinced that the world needs color, needs choice, differentiation, and we are convinced that the colored chickens of SASSO will deliver on its new promise.

Next to that, research tells us that the way SASSO colors the world is different on every continent. This is why we emphasize this is ‘your’ world. The new brand identity is based on a range of different colors adapted to connect with each continent. In addition, we have given a different color to our key messages as they are tuned to meet the local customers’ needs on every continent.

Although we have redefined the core essence of SASSO’s brand identity to support future development, SASSO remains known and recognizable for its products, roots, know-how and customer support.