Our fresh poultry division offers branded products under the Wayne Farms® and Platinum Harvest® brand names, as well as packaged products for club stores, supermarkets, distributors and processors. These products include boneless breasts, tenderloins, whole and split wings, thighs, legs and leg quarters, drums, wing tips and paws. Wayne Farms® branded products include fresh chicken products, hand-deboned and ready for value-added processing or for cook and serve convenience, and they are targeted for both foodservice and distributor applications or are privately packaged for club stores, supermarkets and processors. Wayne Farms® branded products are also packaged for export. Platinum Harvest® is our premier line of hand-selected and hand-deboned poultry, offering more usable product with a lower fat content and improved packaging at a higher price point. Platinum Harvest® products are targeted for foodservice distributors and value-driven end users.
Further Processed. Further processed chicken accounted for $364 million, or 18%, of our total U.S. chicken sales for the year ended March 29, 2014 and $349 million, or 19%, for the year ended March 30, 2013. Our further processing division produces and markets ready-to-cook, ready-to-eat and custom designed convenience poultry products under our Dutch Quality House®, Chef’s Craft™ and Platinum Harvest® brand names. The brands’ further processed product portfolio includes marinated, breaded and flash fried, unbreaded and solid muscle, fully cooked diced and julienned, wings, breaded, fully cooked products and sausage.
Sales
Our chicken products, both fresh and further processed, are sold domestically and internationally. Our customers primarily consist of foodservice, industrial, export and national and regional chain restaurant account customers. This wide range of customers, together with our large variety of products, provides us with the flexibility to respond to changing market conditions in an effort to maximize profits. This flexibility also fosters our attempts to reduce our exposure to market volatility, although our ability to do so is limited.
Foodservice. We are a leading supplier of broiler and further processed products to a wide variety of foodservice customers, including independent operators, schools and universities, and full service restaurants. We also have a growing business with large, regional foodservice distributors. In fiscal year 2014, our foodservice customers comprised 49% of our fresh revenue, 43% of our further processed revenue and 48% of our total revenue.
Industrial. We are a supplier to companies that use our fully cooked, further processed chicken or use our broiler products as raw materials and ingredients in the products that they manufacture. We believe our strengths in this market include the extensive nature of our product line and our ability to develop and research products to fit our customers’ specific needs. In fiscal year 2014, our industrial customers comprised 35% of our fresh revenue, 25% of our further processed revenue and 33% of our total revenue.
National Accounts. We offer a wide range of sized fresh chicken cuts, marinated and fully cooked products to meet the needs of our national quick service, casual dining and family dining establishment customers. In fiscal year 2014, our national accounts customers comprised 7% of our fresh revenue, 29% of our further processed revenue and 11% of our total revenue.
Export. We export our products to Afghanistan, Angola, Albania, Armenia, China, Cuba, Georgia, Germany, Greece, Iraq, South Korea, Kosovo, Mexico, Pakistan, Russia, Saipan, Singapore, Taiwan, Tajikistan, the United Arab Emirates and other world markets. Our line of products for our export customers include leg quarters, drums, wing tips and paws. We conduct all of our export sales either through Hong Wai, a subsidiary of Continental Grain, or through a domestic export distributor, who may sell our products abroad. Such sales in fiscal year 2014 comprised 6% of our total revenue.
Sales and distribution of our chicken products are conducted primarily by sales personnel from our general corporate offices in Oakwood, Georgia, by customer service representatives at our headquarters and through independent food brokers. Each complex uses contract carriers for distribution of its products.
Generally, we price most of our chicken products based upon monthly, weekly and daily market prices reported by Urner Barry and/or cost-plus arrangements with some key customers. Consistent with the industry, our profitability is impacted by such market prices, which may fluctuate substantially and exhibit cyclical and seasonal characteristics. We will adjust base prices depending upon value added, volume, product mix and other factors. While base prices may change monthly, weekly and daily, our adjustments are generally negotiated from time to time with our customers. Our sales are generally made on an as-ordered basis, and we maintain long-term sales contracts with some of our customers.