Exporting

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Johnsonville Sausage

AN AMERICAN FAVORITE

Johnsonville Sausage started as a butcher shop opened by Ralph F. and Alice Stayer in 1954. Today, Johnsonville is the most popular brand of sausage in the U.S. The company employs approximately 1,400 people worldwide (920 in Wisconsin). Johnsonville’s global expansion began in the 1990’s at the request of a customer who grew up in Kenosha but wanted to enjoy Johnsonville sausage while living in Hong Kong.

ADAPTED FOR INTERNATIONAL PALATES

The Sheboygan Falls-based company’s sausage is now exported to more than 30 countries, including Canada, Mexico, Japan, Hong Kong, South Korea, Singapore, and other countries in Asia and the Caribbean. When the company received the Governor’s Export Achievement Award, its export sales had increased 87 percent since 2009, with double-digit growth in each of the three prior years, and 20 percent of the company’s overall sales growth during this period was due to export sales. Rather than selling identical products worldwide, the company develops customized flavor profiles for different international markets. Says Bob Fitzgerald, senior business development manager with the company’s international group, “The whole organization recognizes the importance of exporting and is behind it 100 percent.”

(May 2013)

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