For a deli brand, no one is more important than the deli managers
and operators who slice your product daily.
SUPPLIER PERSPECTIVES NATURAL ARTISAN DELI MEATS & CHEESES
How has your company
been a category leader in
At McKenzie, we put quality first when
making all of our products and use
real ingredients like whole muscle
meat and Vermont maple syrup. Our
McKenzie Natural Artisan Deli line of
meats and cheeses is antibiotic-free
and all natural.
How do you partner with
food retailers to help them
become successful in this
As a deli brand, no one is more
important to us than the deli
managers and operators who are
slicing our products daily. We pride
ourselves in meeting with each
store to discuss and sample our
products with them. In Vermont,
we have personal relationships with
every account, and that’s something
we strive to do throughout New
What specific retail chains
have benefited from your
product? Describe their
With our expansion outside
Vermont over the past few years,
we have had great success at both
Big Y and Dave’s Marketplace.
New business has been acquired
chainwide at Shaw’s, with six
Natural Artisan Deli items. We hope
to continue our growth throughout
New England supplying consumers
with all natural, antibiotic-free deli
meats and cheeses.
Where is this category
headed in the future?
While organic and non-GMO
have become trends throughout
the store, they have yet to really
succeed in the deli case. Antibiotic-free has been the main challenger
for deli share and we feel strongly
that that will continue for the
to Nielsen. The company’s Product Insider, powered by
Label Insight, also found that deli meats labeled as “
antibiotic-free, hormone-free and with no artificial preservatives” are moving quickly.
Sustainability is linked to the interest in transparency,
as 35% of consumers say they are willing to pay more for
meat that is locally sourced. Thirty-one percent say they
are willing to pay more for meat that is ethnically raised,
according to Nielsen’s findings.
Beyond health and sustainability claims, transparency
encompasses the “story” of how the meat was raised.
The 2017 Power of Meat study shows that other special
attributes that tie back to meat production fuel consumer
interest, and brands that are able to tell stories and share
innovations engender loyalty among shoppers, including
If the “why” of meat consumption is related to price, taste
and health concerns, the “what” of meat consumption has
similar drivers. Research published earlier in 2017 by Nielsen shows that consumers’ meat purchase decisions fall
within three “priority tiers”: cost, usage and value claims.
dollar growth rose for prepared crustaceans, prepared fish
Other studies underscore the impact of price on consumer purchases of meat. The 2017 Power of Meat study,
published by the Food Marketing Institute and North
American Meat Institute, prepared by 210 Analytics, LLC
and supported by Sealed Air’s Food Care Division, shows
that price per pound has the greatest purchase influence.
While the 2017 Power of Meat study showed that price
is undeniably important, shoppers’ assignment of value
is evolving, usually demographically. Older generations
place great value on price per pound and appearance,
while Millennials look at total package price and gauge if
they have the knowledge and time to prepare it. Millennials also prefer fixed weight prices versus varying prices
based on weight.
The Emergence of Transparency as a Crucial Factor
Across the animal protein spectrum, people’s interest in
and, increasingly, demand for, transparency is impacting
their assessment and purchases of products. Meat and
poultry products that are labeled with claims like “
antibiotic-free” and “grass fed” are driving growth, according
of consumers say
they are willing to pay
more for meat that is