B U SIN ESS ST RAT EG Y The pandemic and our ability to shift as a small company moved the progression a ton quicker. " Shannon Duffy Overall, Tender Belly has seen a 30% increase in revenue and pounds produced over pre-COVID-19 numbers. DIFFERENT DIFFERENTIATIONS Tender Belly operates in the natural/specialty niche, a place where uncured stands front and center as the norm. The company has offered uncured bacon long enough that it's the norm for Tender Belly as well. It's part of the differentiation of the brand and what facilitated the shift into retail so quickly, but it's not the only thing that makes Tender Belly different. " I would say it had something to do with it, but the differentiation on our product is how it's made, and how the ingredients are claimed on our package and claimed on our bacon, " Duffy said. " That is what differentiates us and drove it. " Erin Troyk, mounted archer and Tender Belly endorsed athlete, takes a shot from her horse. 8 2021 BACON TRENDS + TECHNOLOGY MEAT+ POULTRY Bacon_MP_0321.indb 8 3/2/2021 1:40:56 PMhttp://www.ftiinc.org/ovens http://www.ftiinc.org http://www.ftiinc.org/ovens