;; FEBRUARY ;;;; WINSIGHT GROCERY BUSINESS
is the fastest-
of Pork in
over 1.14 billion
2011, pork use
has grown on
basis by more
that of chicken,
with the use of
cuts and proper
points of distribution,” says Lebovich. “It suggests to
me that if you charge a premium price point, you need to
deliver on experience.”
Pre, which has made a long-term commitment to
employing brand ambassadors who engage with consum-
ers, has delivered about ; million samples in the past ;;
months at supermarkets, gyms and more.
The result, says Lebovich, has been faster growth for
Pre than the premium meat industry average. “We’re seeing mid-double-digit growth on same-item/same-store
sales year over year.”
Beefed Up Nutrition
While consumer demand for better-for-you protein is
driving interest in the premium meat category, better
communication and education may be important factors
in gaining true sales momentum.
For Agri Beef, this means educating retailers and consumers about its premium Snake River Farms American
Wagyu ground beef, available in ;-pound “brick” packs
for retail. While the cattle is raised to produce a ground
beef with a more intensely sweet and buttery ;avor, Theiler notes that the Wagyu ground beef also contains more
omega-; and -; fatty acids, as well as more healthful
monounsaturated fatty acids than other beef.
“We work with our retailer partners to share our ‘ranch
to table’ production story with their consumers through
social media and in-ad and in-store messaging,” says
Theiler. “It is critical to explain how the Wagyu breed and
the slow growth process of our production method, with-
out the use of added growth promoters, creates a unique
and premium eating experience—one that consumers can
di;erentiate, and one that also creates higher revenue
and higher gross pro;t for the retailer relative to a strictly
Agri Beef further de;nes “premium meat” by marbling
level and ;avor. “For example, American Wagyu beef
would mostly all grade USDA Prime or higher based on
the marbling level in the beef,” says Theiler. “Marbling
equals ;avor, so it is a critical component of consumer
satisfaction in the beef-eating experience.”
Pre Brands has expanded its o;erings with new lean
and higher-fat ground beef and patties to appeal to people
with di;erent eating experience goals. “Many consumer
segments are recognizing that the fat in ;;;; grass-fed
beef is nutritionally di;erent than the fat of the red meat
they’re used to, and are catering their diets to include it
more often—for example, consumers following a paleo
diet,” says Lebovich.
Butcher Certification Program
“Today, retailers are trying to make the meat case more
of a destination for consumers — making it a smooth and
personal experience,” says Kent Harrison, VP of sales and
marketing for Tyson Fresh Meats in Dakota Dunes, S.D.
To help grocers boost their in-store butcher credentials,
Tyson Fresh Meats is introducing a Certi;ed Butcher program for its Chairman’s Reserve Prime Pork brand. “The
overall goal of the program is to have an elite group of retailers armed with the knowledge of the brand to best serve the
consumers and be brand advocates,” Harrison says.
To become certi;ed, butchers must complete multiple
training courses and pass a series of quizzes. The program
is supported by the Tyson Fresh Meats Team Field Sales
Consultants, who o;er sales data analysis, market-cus-tomized planograms and marketing support to ensure
tra;c is heading to the meat case.
The term “never-ever” with regard to meat began in
;;;; as part of a marketing claim and veri;cation program of livestock by the Agricultural Marketing Service.
It means no antibiotics or hormones administered, and
no animal byproducts fed at any point in the animal’s life.
“Health and wellness is big with consumers and
because of that, the trend for natural, no-antibiotics-ever
meat will continue,” says Harrison.
Tyson’s Open Prairie Natural Meats o;ers both beef
and pork with no added hormones and no antibiotics ever.
“It will be key for retailers to look into adding no-an-
tibiotics-ever meat into their meat case,” Harrison says.
“According to IRI, the natural meat consumer’s basket
size is ;;;.;;, adding value to retailers’ bottom line.”
Last year, Tyson Fresh Meats launched its Chairman’s
Reserve Prime Pork brand that features hand-selected
pork with high standards of color, pH and marbling.
“We know there are consumers willing to spend more
on an ultra-premium pork brand, and retailers want a
product line that helps them stand out from their compe-
tition,” says Harrison.
Fresh Business Meat & Seafood
70% of Meijer’s
rib roast sales
Growth of grass-fed beef sales for
the 52 weeks of
Q2 2017 vs. 2016.