M & J Chickens appoints Melbourne agency Bellwether to handle ‘Five Acre Fields’ launch

Post-acquisition by private equity firm The Growth Fund, Australian poultry supplier M & J Chickens has appointed Melbourne agency Bellwether to handle the development and launch of its first retail brand.

M & J Chickens is a national poultry supplier, with both fresh poultry and ‘ready to eat’ value added products sold to clubs, cafes, restaurants, hotels and retailers.

The new brand ‘Five Acre Fields’ will be sold initially through Craig Cook, The Natural Butcher in Australia and into the key Asian markets of Hong Kong and Singapore.

Says Peter McCallum, commercial director, M & J Chickens: “We were looking for a partner that understood retail and brand development and Bellwether impressed us with their experience and capabilities.”

Says David Llewellyn, founding partner, Bellwether: “We are thrilled with the opportunity to work with this entrepreneurial Australian business in the development of their retail strategy.”

Bellwether is an independent Australian agency owned by formed Coles general manager of marketing, David Llewellyn and former McCann Melbourne creative director, Andrew Crook.

Bellwether clients include; Petstock, Office Choice, Stratton Finance, Maxxia, Hidden Valley Resort, Nylex, Cyclone Tools, Hills Hoist, Melbourne University, Mercedes-Benz Financial Services, Almond board of Australia & M & J Chickens.