New facility in LaFayette aims to supercharge Just Bare and Pilgrim’s brand production, creating 630 jobs and betting big on America’s growing appetite for chicken
Chicken might not be flashy, but it’s bringing in serious money. And now Pilgrim’s is doubling down. The meat processing giant will pump $400 million into a new poultry facility in northwest Georgia—its biggest investment in U.S. prepared foods to date.
Set in the small city of LaFayette, the new plant will focus on fully cooked chicken products and is expected to create over 600 new jobs once operational. Construction kicks off this fall, with the first phase due for completion in 2027.
Betting on Chicken as Meat Inflation Wears On
While beef prices keep making headlines and pork continues its struggle to win over health-conscious shoppers, chicken is having a moment—and not just on restaurant menus.
Pilgrim’s has seen record margins in recent quarters, riding the wave of consumer demand for affordable protein. According to its latest earnings report, the company hit a 14.8% operating margin in Q1, a high watermark for the firm.
One sentence, just because.
CEO Fabio Sandri was clear: this isn’t just a regional play—it’s strategic. “This significant investment will allow further growth of our prepared foods business,” he said, adding that retail and foodservice demand is what’s pulling the strings behind the scenes.
What’s Cooking in LaFayette
This isn’t some retrofitted facility or a warehouse expansion. Pilgrim’s is building the LaFayette plant from the ground up, with a full-scale focus on fully cooked chicken.
And it’s not just about adding square footage. The new facility will:
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Boost production of the Just Bare, Pilgrim’s, and Gold Kist brands
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Create up to 630 jobs in Walker County
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Support expanded distribution in grocery and foodservice networks
Georgia Gov. Brian Kemp was quick to claim credit for the deal. In a statement, he said it was yet another sign of the state’s “pro-business environment.” Maybe. But Pilgrim’s had another motivation too: Georgia’s proximity to both poultry farms and major distribution routes.
That kind of access matters.
Why Just Bare Keeps Getting Bigger
Pilgrim’s isn’t coy about its crown jewel. Just Bare—a line known for “no antibiotics ever” and cleaner labels—has surged in popularity with younger, health-focused shoppers.
It’s been especially successful in the frozen aisle and quick-prep category, where consumers crave both quality and convenience. The brand has gained shelf space in chains like Target, Costco, and Kroger.
Table: Just Bare Expansion Timeline (2019–2025)
| Year | Major Milestone | Retail Growth (%) |
|---|---|---|
| 2019 | National launch in Costco | +12% |
| 2020 | Introduced Air Fryer-ready products | +19% |
| 2022 | Added to Kroger & Meijer frozen shelves | +25% |
| 2025 | Expanding output via LaFayette facility | Forecast +30% |
Just Bare isn’t just an add-on anymore. It’s a pillar of Pilgrim’s future—especially in a market that’s less loyal to old-school brands and more willing to pay extra for transparency.
A Lot More Than Chicken
Pilgrim’s isn’t building this for today—it’s a hedge on tomorrow’s protein economy. Americans may still love their steaks, but long-term consumption trends show poultry inching ahead.
Over the past five years, per capita chicken consumption has outpaced beef by over 20 pounds annually, according to USDA data. And that gap is growing.
This shift isn’t just about price. It’s about perception. Chicken is seen as leaner, lighter, and a better fit for post-pandemic wellness habits. And for big players like Pilgrim’s, cooked chicken is the sweet spot: it requires less prep, travels better, and sells faster.
Actually, that convenience piece is huge.
Brazil’s JBS Keeps Expanding in the U.S.
Let’s not forget—Pilgrim’s isn’t operating in a vacuum. It’s majority-owned by JBS, the Brazilian meat conglomerate that’s quietly tightened its grip on the U.S. protein market over the past decade.
JBS owns not just Pilgrim’s, but also Swift and Plumrose. Through its subsidiaries, it now processes a massive chunk of America’s chicken, beef, and pork supply.
One sentence again, for effect.
By putting $400 million behind this new facility, JBS is reinforcing its long-game strategy in the U.S.—keeping labor local while making global shareholders happy.
Local Impact? Depends Who You Ask
In Walker County, where LaFayette sits, officials say the jobs are badly needed. The area has a median income below the state average and limited industrial development.
But not everyone’s thrilled.
Some local farmers worry about contract terms and competition. Others question what the plant will mean for water usage and rural infrastructure. Pilgrim’s hasn’t yet released full environmental or labor impact disclosures.
Still, it’s hard to argue with 600+ new jobs in a town of under 7,000.
And the broader economic math? For now, it’s in Pilgrim’s favor.
