Supermarket Perimeter - July 2019 - 38

Meat & Poultry

Customer
service
BY ANDY NELSON

Suppliers ramp up their games to provide
differentiation for retail partners

IN TODAY'S HYPER-COMPETITIVE retail
food environment, suppliers have to offer
their retail partners great products.
But often that's not enough. With labor
and other concerns top of mind for retailers,
a supplier's customer service capabilities can
often be the difference-maker between who
gets the business and who doesn't.
There are a few things that make up
what Kay Cornelius, vice president of sales
at Niman Ranch, Westminster, Colorado,
calls "traditional" customer service: order
accuracy, making sure fill rates are correct,
making sure orders are filled on time, keeping the lines of communication open.
Niman Ranch does all of that. But
the company also does a lot more,
Cornelius says.
"We have a very personal hands-on
customer service dept. We're more of a

38 - JULY 2019

specialty company, and if our customers
are buying a premium product, they
deserve a premium delivery and order
experience."
One thing that separates Niman Ranch
from many traditional meat suppliers is the
company's ability to consolidate customers'
orders for their convenience.
"With most companies, you order your
pork from a pork packing plant, your beef
from a beef plant, and each one requires
a minimum delivery, and it's cumbersome
and hard," Cornelius says. "At Niman, you
can order your beef, pork, lamb, ham,
sausage, deli meats and other products
all on one P.O. with one order and one
delivery."
If a customer wants one box of lamb
racks and five pallets of chuck roast, that's
what Niman Ranch will give them, she says.

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Customer service is also a
differentiator for Woburn,
Massachusetts-based Verde Farms,
says Dana Ehrlich, the company's
CEO. Much of that has to do with
Ehrlich's outsider status in the
industry.
"I didn't come from the meat
industry so I didn't know any
better - I just assumed that strong
customer service was a part of it,"
he says.
Most meat companies, Ehrlich
says, focus on the product and its
price. Obviously that's important,
but for the grass-fed niche meat
products that Verde specializes in,
you have to provide other services
to get customers to take notice.
"Grass-fed is rapidly growing,
but it's still only 10 to 15% of the
category," Ehrlich says. "The
category manager and potentially
purchasing agent don't have a lot of
time for it - they have the other 80
to 90% of the category to cover."
Because of that, Verde is almost
like an "assistant category manager"
for its retail partners, Ehrlich says.
"We're able to manage the category
on their behalf as much as they're
willing."
Not providing those services can
be costly. Ehrlich says some retailers
are puzzled why their grass-fed beef
programs aren't thriving when it's
clear that demand for grass-fed is.
"It's really about execution at the
retail level," he says. "Once we've
gotten into a retailer, there are very
few customers that we've lost."

NATIONAL CATTLEMEN'S BEEF ASOCIATION, VERDE FARMS

An outside-the-box approach


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Supermarket Perimeter - July 2019

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

Supermarket Perimeter - July 2019
Editor's Note - Easy does it
Contents
The Wire - Urban consumers shop the perimeter, want delivery
Foods with snacking claim on the rise
Affluent shoppers shaping supermarkets’ future
Blurring boundaries
THE IMPORTANCE OF TAKING RISKS
Clean confusion
A CLEAN WRAP
OLD SWEETENERS, NEW TRENDS
Now trending
TECHNOLOGY, PRODUCTS and PEOPLE: the future of perimeter deli and bakery
Bakery - 5 ways to capture the premium bakery customer
Dessert cakes
Deli - Labor-saving equipment
Specialty cheese
Unexpected pairings
Produce - Fresh renaissance
Fresh-cut pear breakthrough
Tropicals
Meat & Poultry - Customer service
Pork
TRENDING FOR SUMMER, TRENDING YEAR-ROUND
Seafood - Merchandising
Food Safety - Equipment sanitizing
STAINLESS STEEL CARE
Comissary Insider July 2019 - AUDITS
SPOTLIGHT - DELI SIDES & SALADS
BULK UP
PACKAGING - PORTABLE SUCCESS
R&D - FRUITS AND NUTS
BLUE DIAMOND EXPANDING
Product Showcase
Advertisers
Fresh Takes
Supermarket Perimeter - July 2019 - Supermarket Perimeter - July 2019
Supermarket Perimeter - July 2019 - Supermarket Perimeter - July 2019
Supermarket Perimeter - July 2019 - 2
Supermarket Perimeter - July 2019 - Editor's Note - Easy does it
Supermarket Perimeter - July 2019 - Contents
Supermarket Perimeter - July 2019 - 5
Supermarket Perimeter - July 2019 - Affluent shoppers shaping supermarkets’ future
Supermarket Perimeter - July 2019 - 7
Supermarket Perimeter - July 2019 - Blurring boundaries
Supermarket Perimeter - July 2019 - 9
Supermarket Perimeter - July 2019 - THE IMPORTANCE OF TAKING RISKS
Supermarket Perimeter - July 2019 - 11
Supermarket Perimeter - July 2019 - Clean confusion
Supermarket Perimeter - July 2019 - 13
Supermarket Perimeter - July 2019 - 14
Supermarket Perimeter - July 2019 - OLD SWEETENERS, NEW TRENDS
Supermarket Perimeter - July 2019 - 16
Supermarket Perimeter - July 2019 - 17
Supermarket Perimeter - July 2019 - Now trending
Supermarket Perimeter - July 2019 - TECHNOLOGY, PRODUCTS and PEOPLE: the future of perimeter deli and bakery
Supermarket Perimeter - July 2019 - 20
Supermarket Perimeter - July 2019 - 21
Supermarket Perimeter - July 2019 - Bakery - 5 ways to capture the premium bakery customer
Supermarket Perimeter - July 2019 - 23
Supermarket Perimeter - July 2019 - Dessert cakes
Supermarket Perimeter - July 2019 - 25
Supermarket Perimeter - July 2019 - Deli - Labor-saving equipment
Supermarket Perimeter - July 2019 - 27
Supermarket Perimeter - July 2019 - 28
Supermarket Perimeter - July 2019 - Specialty cheese
Supermarket Perimeter - July 2019 - Unexpected pairings
Supermarket Perimeter - July 2019 - 31
Supermarket Perimeter - July 2019 - Produce - Fresh renaissance
Supermarket Perimeter - July 2019 - 33
Supermarket Perimeter - July 2019 - Fresh-cut pear breakthrough
Supermarket Perimeter - July 2019 - 35
Supermarket Perimeter - July 2019 - Tropicals
Supermarket Perimeter - July 2019 - Meat & Poultry - Customer service
Supermarket Perimeter - July 2019 - 38
Supermarket Perimeter - July 2019 - 39
Supermarket Perimeter - July 2019 - 40
Supermarket Perimeter - July 2019 - 41
Supermarket Perimeter - July 2019 - 42
Supermarket Perimeter - July 2019 - 43
Supermarket Perimeter - July 2019 - Pork
Supermarket Perimeter - July 2019 - Seafood - Merchandising
Supermarket Perimeter - July 2019 - 46
Supermarket Perimeter - July 2019 - 47
Supermarket Perimeter - July 2019 - Food Safety - Equipment sanitizing
Supermarket Perimeter - July 2019 - 49
Supermarket Perimeter - July 2019 - 50
Supermarket Perimeter - July 2019 - STAINLESS STEEL CARE
Supermarket Perimeter - July 2019 - 52
Supermarket Perimeter - July 2019 - Comissary Insider July 2019 - AUDITS
Supermarket Perimeter - July 2019 - 54
Supermarket Perimeter - July 2019 - SPOTLIGHT - DELI SIDES & SALADS
Supermarket Perimeter - July 2019 - 56
Supermarket Perimeter - July 2019 - BULK UP
Supermarket Perimeter - July 2019 - PACKAGING - PORTABLE SUCCESS
Supermarket Perimeter - July 2019 - 59
Supermarket Perimeter - July 2019 - 60
Supermarket Perimeter - July 2019 - R&D - FRUITS AND NUTS
Supermarket Perimeter - July 2019 - 62
Supermarket Perimeter - July 2019 - BLUE DIAMOND EXPANDING
Supermarket Perimeter - July 2019 - Product Showcase
Supermarket Perimeter - July 2019 - Advertisers
Supermarket Perimeter - July 2019 - Fresh Takes
Supermarket Perimeter - July 2019 - 67
Supermarket Perimeter - July 2019 - 68
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