With such a growing interest in natural and organic products, marketing and commercializing these products is fairly easy.
“Both the meat case and full-service counter play an integral role in the consumer's natural protein selection process,” said Jim Rogers, senior vice president of sales for Creekstone Farms, based in Arkansas City, Kansas. It is fulfilling its purpose.” “We advise supermarkets to diversify their offer by incorporating a range of claims-based meat products and work with suppliers to clearly understand their product offering. Our Expertise is a small to medium-sized retailer, and we strive to build relationships with each of our partners and provide them with tools such as training cards to educate their retail staff and develop point-of-sale materials to help drive sales.”
Jeff Trypisian, president and CEO of Grass-Fed Foods, suggested retailers provide more point-of-sale materials and recipe cards. This is especially helpful for grass-fed beef, which tends to have a slightly different flavor than regular beef, which can be intimidating for home cooks.
“We create all kinds of sales materials for our customers that educate and inspire consumers,” he said. “Our pricing also makes quality protein more accessible to most families and helps them feel good about their food choices.”
J.D. Enrici, vice president of sales and marketing for Golden, Colo.-based Coleman Natural Foods, said consumers are looking for transparency in the food they buy and are reading more to find the best foods for their families. He pointed out that he wanted easy-to-understand labels.
“One of the things we’re seeing is a lot of ‘all-natural’ label claims. However, consumers need to be aware that all-natural does not always mean a product is made without antibiotics or added hormones, he said. “It would be best for supermarkets to carve out and designate a consumer-facing section of the highest quality, freshest, humanely raised pork without any antibiotics in their meat cases. The same thought process can be utilized in the packaged meat section to create an assortment of premium all-natural and/or organic products.”
To grab shoppers' attention, Lori Dunn, vice president of retail sales for Thomas Foods International USA, recommends retailers prominently display products with these manufacturing characteristics. I am.
“Consumers want to know more about the food they consume, so any additional information beyond attributes is helpful,” she said. “For example, a QR code that links to a video with brand story information or tips to help you prepare can help inspire consumer loyalty and simplify decision-making. Highlighting nutrition facts and manufacturing claims is a valuable opportunity to connect with shoppers who are looking for protein choices with these attributes.”
Personal health, animal welfare, caring for the planet, and social responsibility influence many Americans' food and meat/poultry choices, driving an increased interest in transparency. The desire to know where common foods come from is very closely related to the desire to make better choices.
“Consumers want to know that the meat they choose is the best for their family,” Enrici says. “Choosing all-natural, humanely-raised, clean-sourced meat raised in the United States without added antibiotics or hormones is one way he achieves these goals. .”
This article is excerpted from the March 2024 issue of Supermarket Perimeter.You can read the full text all natural meat functions etc. digital version here.
