Catelli Brothers aims to educate both retailers and consumers in order to increase veal and lamb sales.
BY SETH MENDELSON
CATELLI BROTHERS’ PITCH TO RETAILERS IS PRETTY SIMPLE: Carry more veal and lamb products, preferably from them, andyouwillmakemoremoney. Tony Catelli, who is the president and CEO of the
Collingswood, N.J.-based company, says it is not just because veal and
lamb sales are performing pretty well and that they offer good margins.
It is also because these products attract a distinct type of consumer, one
that usually has more disposable income and spends money on a wide
range of upscale merchandise.
“That is the plus side of carrying our products,” he says. “The con-
sumer who is coming to your store for veal and lamb will likely purchase
other premium items, and that means more sales and profits for you.”
Catelli comes across as a spokesman for the overall veal industry,
not just Catelli Brothers. To paraphrase Rodney Dangerfield, veal, in
particular, gets no respect with many supermarket chains across the
country. Catelli thinks that is unfair, and more importantly, is costing
retailers profit and opportunity. He touts the simplicity of preparing
veal and lamb products, the many different cuts available, that many
cuts are affordable and that they are healthy alternatives to other meats.
“It is so important for us to educate consumers—especially younger
consumers—about the many benefits of veal and lamb,” Catelli notes.
“Our website, for example, offers a lot of ideas for consumers and we
work with retailers to get the message out as much as we can. We ask
that retailers feature these products in their advertising as much as they
can to build awareness.”
Catelli’s plan also includes making sure that retailers utilize Catelli