Supermarket Perimeter - January 2019 - 41

Complementing the product refresh at Butterball
was a complete revamping of the company's packaging
to draw attention to all of those health benefits, Lock
says. Prominent, easy-to-read nutrition labels are now
displayed on the front of packs, and products carry the
Certified Responsible Antibiotics Use (CRAU) seal.

The beef category in particular has been marred by
inconsistency over the years, particularly in the grass fed
category, Lebovich says. That's created a negative bias
towards grass-fed beef for many consumers.

Getting the message through

Filling the education gap
High-protein is one of the dietary callouts Smithfield and
other meat producers are pushing. But the educational
gap can often be daunting. Thacker cited 2018 data from
market research specialist Nielsen which showed that 45
to 64 percent of consumers didn't consider beef, chicken
and pork to be "high in protein."
Add to that the background noise of all the other
marketing messages the average consumer hears in a
given day, and the task becomes even more daunting,
Thacker says.
"It's been said that the average American sees or
hears 4,000-plus ads per day," she says. "It can be difficult
to break through this clutter with information that consumers will find valuable to improving their own lives."
To get its good-health messages out, Smithfield
Marinated Fresh Pork products have a call-out on-pack
to let consumers know of the all-natural formulation
- namely, that the product is made of just pork broth,
vinegar and salt.
"A majority of our fresh pork products have added
bursts on labels, so that consumers can easily identify
the amount of protein offered per serving and trust that
our products have no artificial ingredients, added hormones, or steroids," Thacker adds.

TOP
DIETARY
CALLOUTS
Grass-fed
Organic
No added
hormones/antibiotics
Whole 30
Paleo
Non-GMO
No artificial
ingredients
No nitrates/
nitrites
Nutrient-rich
Heart-healthy

One way Smithfield has attempted to cut through the
marketplace noise is to work with health and well-being
bloggers and influencers who already have groups of
followers who trust their messages and look to them for
guidance on health matters.
In 2018, Smithfield partnered with the American
Heart Association to place the group's logo on Smithfield
Fresh Pork packaging to help consumers make educated
decisions at shelf and drive awareness of the heart-check
certification. And in addition to packaging, Thacker says,
Smithfield helps promote heart-healthy, protein-packed
recipes via the Smithfield website and social media
channels, as well as on in-store collateral.
"We also have relationships with retailer dietitians
at major supermarkets across the country including ShopRite, Albertsons, Jewel, H-E-B and United
Supermarkets," she says.
Also as part of its retail efforts, earlier this year
Smithfield launched its Smithfield Balance platform as a
digital resource focused on educating dietitians, nutritionists, and consumers on how to easily integrate fresh
pork into everyday recipes and to create more healthy
meal solutions.
The site includes nutritional print and digital toolkits, health trends, fact sheets and videos that highlight
the health benefits of fresh pork.

Transparency - product and packaging
Pre's dual-sided transparent packaging was designed
with callouts in mind. The company utilizes the front of
the pack - including under the beef - and the back to
highlight important claims and callouts, educate consumers about each cut, share helpful information about
optimal cooking and prep and to share its story with
consumers, Lebovich says.
"The packaging complements our other marketing and consumer engagement, both in-person and
online, to ensure we reach and are helpful to consumers
where they live, shop and eat," he says. "In a world of
clean labels, total transparency is the cleanest label you
can find."
Despite all that, Lebovich says it's still not easy to
communicate as effectively as Pre would like.
"It is always a challenge to get all of our messages and
our full story out to consumers," Lebovich says. "There's
a tremendous amount of noise in the marketplace, and
consumers are confronted with a barrage of information
day in and day out, all of which makes it harder."

Pre's dual-sided transparent packaging was designed with callouts in
mind. Both the front and the back of Pre beef packs are used to highlight
claims and callouts, educate consumers and share other information
with customers.
www.supermarketperimeter.com

JANUARY 2019 - 41


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Supermarket Perimeter - January 2019

Table of Contents for the Digital Edition of Supermarket Perimeter - January 2019

Supermarket Perimeter - January 2019
Editor's Note - More of a good thing
Contents
The wire
Ready to run
YOUTH MOVEMENT
From passion to profits
Bakery - Natural ingredients
Pastries
Deli - Seasonal merchandising
Snacking cheeses
Meat & Poultry: Dietary callouts
Flavor enhancers
Produce: Brand power
Leafy greens
Seafood: Sustainable gains
Food safety - Equipment innovations
Commissary Insider
FOOD SAFETY - FACILITY DESIGN
PRODUCT CATEGORY SPOTLIGHT - SANDWICHES
PACKAGING - SINGLE-SERVE PACKAGING
R&D - CLEANING AND SANITIZING
Product Showcase
Advertisers
Fresh takes
Supermarket Perimeter - January 2019 - Supermarket Perimeter - January 2019
Supermarket Perimeter - January 2019 - Supermarket Perimeter - January 2019
Supermarket Perimeter - January 2019 - 2
Supermarket Perimeter - January 2019 - Editor's Note - More of a good thing
Supermarket Perimeter - January 2019 - Contents
Supermarket Perimeter - January 2019 - 5
Supermarket Perimeter - January 2019 - The wire
Supermarket Perimeter - January 2019 - 7
Supermarket Perimeter - January 2019 - 8
Supermarket Perimeter - January 2019 - 9
Supermarket Perimeter - January 2019 - 10
Supermarket Perimeter - January 2019 - Ready to run
Supermarket Perimeter - January 2019 - 12
Supermarket Perimeter - January 2019 - 13
Supermarket Perimeter - January 2019 - YOUTH MOVEMENT
Supermarket Perimeter - January 2019 - 15
Supermarket Perimeter - January 2019 - 16
Supermarket Perimeter - January 2019 - 17
Supermarket Perimeter - January 2019 - 18
Supermarket Perimeter - January 2019 - 19
Supermarket Perimeter - January 2019 - From passion to profits
Supermarket Perimeter - January 2019 - 21
Supermarket Perimeter - January 2019 - 22
Supermarket Perimeter - January 2019 - 23
Supermarket Perimeter - January 2019 - Bakery - Natural ingredients
Supermarket Perimeter - January 2019 - 25
Supermarket Perimeter - January 2019 - 26
Supermarket Perimeter - January 2019 - 27
Supermarket Perimeter - January 2019 - Pastries
Supermarket Perimeter - January 2019 - 29
Supermarket Perimeter - January 2019 - 30
Supermarket Perimeter - January 2019 - 31
Supermarket Perimeter - January 2019 - Deli - Seasonal merchandising
Supermarket Perimeter - January 2019 - 33
Supermarket Perimeter - January 2019 - 34
Supermarket Perimeter - January 2019 - 35
Supermarket Perimeter - January 2019 - Snacking cheeses
Supermarket Perimeter - January 2019 - 37
Supermarket Perimeter - January 2019 - 38
Supermarket Perimeter - January 2019 - 39
Supermarket Perimeter - January 2019 - Meat & Poultry: Dietary callouts
Supermarket Perimeter - January 2019 - 41
Supermarket Perimeter - January 2019 - 42
Supermarket Perimeter - January 2019 - 43
Supermarket Perimeter - January 2019 - Flavor enhancers
Supermarket Perimeter - January 2019 - 45
Supermarket Perimeter - January 2019 - 46
Supermarket Perimeter - January 2019 - 47
Supermarket Perimeter - January 2019 - Produce: Brand power
Supermarket Perimeter - January 2019 - 49
Supermarket Perimeter - January 2019 - 50
Supermarket Perimeter - January 2019 - 51
Supermarket Perimeter - January 2019 - Leafy greens
Supermarket Perimeter - January 2019 - 53
Supermarket Perimeter - January 2019 - 54
Supermarket Perimeter - January 2019 - 55
Supermarket Perimeter - January 2019 - Seafood: Sustainable gains
Supermarket Perimeter - January 2019 - 57
Supermarket Perimeter - January 2019 - 58
Supermarket Perimeter - January 2019 - 59
Supermarket Perimeter - January 2019 - Food safety - Equipment innovations
Supermarket Perimeter - January 2019 - 61
Supermarket Perimeter - January 2019 - 62
Supermarket Perimeter - January 2019 - 63
Supermarket Perimeter - January 2019 - 64
Supermarket Perimeter - January 2019 - FOOD SAFETY - FACILITY DESIGN
Supermarket Perimeter - January 2019 - 66
Supermarket Perimeter - January 2019 - 67
Supermarket Perimeter - January 2019 - PRODUCT CATEGORY SPOTLIGHT - SANDWICHES
Supermarket Perimeter - January 2019 - 69
Supermarket Perimeter - January 2019 - 70
Supermarket Perimeter - January 2019 - 71
Supermarket Perimeter - January 2019 - PACKAGING - SINGLE-SERVE PACKAGING
Supermarket Perimeter - January 2019 - 73
Supermarket Perimeter - January 2019 - 74
Supermarket Perimeter - January 2019 - 75
Supermarket Perimeter - January 2019 - R&D - CLEANING AND SANITIZING
Supermarket Perimeter - January 2019 - 77
Supermarket Perimeter - January 2019 - 78
Supermarket Perimeter - January 2019 - 79
Supermarket Perimeter - January 2019 - Product Showcase
Supermarket Perimeter - January 2019 - Advertisers
Supermarket Perimeter - January 2019 - Fresh takes
Supermarket Perimeter - January 2019 - 83
Supermarket Perimeter - January 2019 - 84
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