Transparency, convenience and digital disrup- tion were among the key topics discussed at the recent ;;;; Annual Meat Conference ;AMC; in Nashville, which attracted more than ;;; sup- pliers and ;;; retailers to explore the industry’s latest innovations and trends, with creative, natural and customized products dominating conversations. The conference, co-hosted by the Food Marketing Institute ;FMI; and the North American Meat
Institute ;NAMI;, featured an abundance of educational
exhibits—from insightful presentations by top industry
experts to meat suppliers’ virtual farm-to-fork storytelling
experiences—arming attendees with information, inspiration and innovation to combat the industry’s growing
threats of demographic and societal changes, advancing
technology and, of course, Amazon. The speaker lineup
included Anne-Marie Roerink, principal with ;;; Analytics LLC; Neil Stern, senior partner at McMillanDoolittle LLP; Jill Tomeny, senior manager of fresh category
solutions for Daymon Worldwide; Alisa Harrison, SVP of
global marketing and research for the National Cattle-men’s Beef Association; and David Fikes, VP of communications and consumer/community a;airs for FMI.
Among the most anticipated presentations was the
general session keynote by Roerink, who shared insights
into the ;;th installment of The Power of Meat ;;;;:
An In-Depth Look at Meat Through the Shoppers’ Eyes.
Based on surveys from ;,;;; shoppers, the study revealed
the necessity of a change in routine for consumers, retailers and suppliers alike. As shoppers’ meat-purchasing
decisions are increasingly in;uenced by overarching grocery trends, including health and wellness, convenience
and transparency, Roerink said the industry must experiment with innovative and interactive ways to expose
consumers to fresh products and educational resources
to disrupt shoppers’ routine meat purchasing habits.
Education Goes Digital
With the internet accessible at most consumers’ ;ngertips, information is more available than ever—yet shoppers’ overall meat knowledge is still lacking, as evidenced
by a whopping ;;; of shoppers who purchase a mere
handful of standby meat cuts and varieties, according to
the Power of Meat report. However, ;;; say they would
branch out with additional educational tools and exposure. The more meat knowledge consumers have, the
greater the variety of meats they purchase, which ultimately leads to greater store loyalty, spending and trips,
according to Roerink. To that end, retailers and suppliers have a prime opportunity to drive demand and sales
by teaming up to enhance shoppers’ meat knowledge
through various platforms.
While more than ;;; of shoppers reported having
limited knowledge of meat and poultry, “The research
demonstrates that shoppers who are more knowledgeable about meat tend to purchase an extensive variety of
meats and cook with meat more often,” FMI VP of Fresh
Foods Rick Stein said when the report was released.
Shoppers crave informative tools and resources to
increase their knowledge of meat and poultry products
and cooking methods.
Stern of McMillanDoolittle shared a
telling statistic during this keynote: In
;;;;, consumers are expected to spend
an average of three hours and ;; minutes on their mobile devices per day, per
data from ComScore. With this in mind,
NAMI recently unveiled a new digital
Product Center designed to assist consumers and health professionals seeking products that ;it speci;ic nutrition
pro;les, such as low fat, reduced sodium,
Amount of sales generated by
in-store meal kits in 2017.
Make your own story. Make it work
for you and your company. That’s how
we’re going to be relevant in the future.”
—Neil Stern, McMillanDoolittle