Supermarket Perimeter - August 2019 - 39

ACCORDING TO THE POWER OF MEAT 2019, as an industry, 79% of
shoppers who reported buying fresh meat in the past 30 days did so
from the self-serve meat case.
Kiersten Hafer, vice president of marketing for Hatfield, Pennsylvaniabased Clemens Food Group, says her company believes that both selfserve and behind the case are vital in meeting consumer needs.
"We've introduced products in both areas and have seen success in
both," she says.
For example, in recent years, with the introduction of Hatfield
Premium Reserve Pork, Clemens has seen consumer interest in purchasing this premium product line from behind the case, she says.
The majority of Clemens' consumers prefer the convenience of
the self-serve case, Hafer says. That said, the company has found that
those shoppers looking for higher value pork appreciate the interaction
with the butcher who aids them in purchase decisions and cooking
suggestions.
"Clemens Food Group has a portfolio of products under the Hatfield
brand that consumers trust," Hafer says. "As a family-owned, Americanmade company, our portfolio of brands excel in the self-serve meat
case because they appeal to the many consumer need states of today's
hyper-busy and well-educated shopper."
The Hatfield brand, Hafer says, appeals to consumers through convenience, flavor variety and cuts. "Whether the shopper desires pork products that fulfill the cooking needs from scratch to ready to eat, Hatfield
has a portfolio of products to feed their needs."

BEEF, PORK LEAD SALES GAINS
CATEGORY

TOTAL US MEAT SALES

% CHANGE

Beef

$28,848,737,785

3.0%

Pork

$19,217,921,084

1.3%

Chicken

$15,682,753,949

Turkey

$6,185,410,544

-0.2%

Others

$6,669,926,662

5.0%

Total Meat

$76,604,750,025

2.0%

0.6%

Source: Nielsen Total Food View (May 2019)

Finding enough space
The single biggest challenge facing Clemens when it comes to retail
marketing, Hafer says, is securing enough space for the broad range of
pork offerings the company provides.
"Although pork is still the third protein behind beef and chicken, it
has a higher value to the retailer according to The Power of Meat 2019
study. Yet pork still receives the smallest merchandising set."
Pork shoppers build a bigger basket and are more frequent shoppers
as compared to beef and chicken shoppers, she adds. Pork shoppers,
for instance, spend $1,663 on 21 trips where beef shopper and chicken
shoppers spend 20-25% less with fewer trips,
according to Numerator InfoScout Insights.
As category captains, Clemens Food Group
continues to provide this type of information to
its customers to sell them on the value of pork
in the meat case, Hafer says.
Another challenge producers like Clemens
face, she adds, is not having the butcher interaction to aid in the consumer purchase decision.
"Because there is consumer confusion
around the numerous cuts of pork and the wide
range of products available, some consumers
prefer the personalization they receive from
the butcher behind the case. The Hatfield brand makes each product
accessible to the shopper by clearly providing nutritional information,
protein call outs, cooking and usage suggestions right on our packaging and through point of sale materials."

We're working to help the industry
better understand the needs of today's
consumer. It's a much different
marketplace than it was 30 years ago."
Jason Menke, National Pork Board
Full lineup

BIKER3 - STOCK.ADOBE.COM, CLEMENS FOOD GROUP

Clemens Food Group is a full-scale pork provider, Hafer says, providing
products ranging from fresh to value-added. Clemens also provides its
customers with solutions like case dividers and branded point of sale
materials to support a multi-faceted pork section.
"Under the Hatfield brand, we're able to provide the best product with
the best attribution on label to provide the best representation of pork
for the retailer to serve their shoppers' needs," she says.
All products sold under the Hatfield brand are backed by a commitment of focusing on a higher operating standard with a greater sense
of purpose, she says. The company has a name for this commitment to
ethically raised pork with no hormones or steroids and raised without
growth hormones: Pork With a Pledge.
"Hatfield stands out by creating easy to prepare, accessible products
with usage suggestions and protein call outs right on the package, making it easy to shop the pork section."

Raised without No hormones
growth promotants or steroids

All natural
Usage suggestion

Family
owned
American
made

Ethically
raised

Protein call-out

Gluten free
AUGUST 2019 - 39



Supermarket Perimeter - August 2019

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

Supermarket Perimeter - August 2019
Editor’s note - A good suggestion
Contents
The Wire - Impossible Burger coming to retail
New Price Rite stores highlight perimeter
Online shoppers still mostly shopping instore
Younger shoppers demand transparency
ADDING VALUE
SUGGESTIVE SELLING MEETS AI
Packaging innovations
Keeping food crisp with packaging technology
Innovations at IBIE
Bakery - A to Z: Equipping the Bakery
Cookies
Deli - Dinner demand
THE DELI AS A SHORTCUT TO HOME PREP
HELPING SHOPPERS
Fried chicken
KEEPING FRIED FOOD FRESH DURING DELIVERY
Meat & Poultry - Merchandising TRENDS
Bacon
THE TURKEY ALTERNATIVE
Produce - Back to SCHOOL
SINGLE-SERVE, EASY-TO-EAT
Fresh-cut
FRESH-CUT PACKAGING
Seafood - Tuna & swordfish
NOAA makes progress on restoring tuna, swordfish populations
Food safety - BEST PRODUCE PRACTICES
Keeping an eye on supply
Commissary Insider - August 2019
CONTROLLING ALLERGENS
SPOTLIGHT - CAKE PRODUCTION
TECHNOLOGY - PRODUCTION MANAGEMENT
OPERATIONS - OUTSOURCING SANITIZATION
Product Showcase
Advertisers
Supermarket Perimeter - August 2019 - Supermarket Perimeter - August 2019
Supermarket Perimeter - August 2019 - Supermarket Perimeter - August 2019
Supermarket Perimeter - August 2019 - 2
Supermarket Perimeter - August 2019 - Editor’s note - A good suggestion
Supermarket Perimeter - August 2019 - Contents
Supermarket Perimeter - August 2019 - 5
Supermarket Perimeter - August 2019 - Younger shoppers demand transparency
Supermarket Perimeter - August 2019 - 7
Supermarket Perimeter - August 2019 - ADDING VALUE
Supermarket Perimeter - August 2019 - 9
Supermarket Perimeter - August 2019 - 10
Supermarket Perimeter - August 2019 - 11
Supermarket Perimeter - August 2019 - SUGGESTIVE SELLING MEETS AI
Supermarket Perimeter - August 2019 - 13
Supermarket Perimeter - August 2019 - Packaging innovations
Supermarket Perimeter - August 2019 - 15
Supermarket Perimeter - August 2019 - Keeping food crisp with packaging technology
Supermarket Perimeter - August 2019 - 17
Supermarket Perimeter - August 2019 - Innovations at IBIE
Supermarket Perimeter - August 2019 - 19
Supermarket Perimeter - August 2019 - Bakery - A to Z: Equipping the Bakery
Supermarket Perimeter - August 2019 - 21
Supermarket Perimeter - August 2019 - 22
Supermarket Perimeter - August 2019 - 23
Supermarket Perimeter - August 2019 - Cookies
Supermarket Perimeter - August 2019 - 25
Supermarket Perimeter - August 2019 - 26
Supermarket Perimeter - August 2019 - 27
Supermarket Perimeter - August 2019 - 28
Supermarket Perimeter - August 2019 - 29
Supermarket Perimeter - August 2019 - Deli - Dinner demand
Supermarket Perimeter - August 2019 - THE DELI AS A SHORTCUT TO HOME PREP
Supermarket Perimeter - August 2019 - HELPING SHOPPERS
Supermarket Perimeter - August 2019 - 33
Supermarket Perimeter - August 2019 - Fried chicken
Supermarket Perimeter - August 2019 - 35
Supermarket Perimeter - August 2019 - KEEPING FRIED FOOD FRESH DURING DELIVERY
Supermarket Perimeter - August 2019 - 37
Supermarket Perimeter - August 2019 - Meat & Poultry - Merchandising TRENDS
Supermarket Perimeter - August 2019 - 39
Supermarket Perimeter - August 2019 - 40
Supermarket Perimeter - August 2019 - 41
Supermarket Perimeter - August 2019 - Bacon
Supermarket Perimeter - August 2019 - THE TURKEY ALTERNATIVE
Supermarket Perimeter - August 2019 - 44
Supermarket Perimeter - August 2019 - 45
Supermarket Perimeter - August 2019 - 46
Supermarket Perimeter - August 2019 - 47
Supermarket Perimeter - August 2019 - Produce - Back to SCHOOL
Supermarket Perimeter - August 2019 - 49
Supermarket Perimeter - August 2019 - SINGLE-SERVE, EASY-TO-EAT
Supermarket Perimeter - August 2019 - 51
Supermarket Perimeter - August 2019 - Fresh-cut
Supermarket Perimeter - August 2019 - FRESH-CUT PACKAGING
Supermarket Perimeter - August 2019 - 54
Supermarket Perimeter - August 2019 - 55
Supermarket Perimeter - August 2019 - Seafood - Tuna & swordfish
Supermarket Perimeter - August 2019 - 57
Supermarket Perimeter - August 2019 - NOAA makes progress on restoring tuna, swordfish populations
Supermarket Perimeter - August 2019 - 59
Supermarket Perimeter - August 2019 - Food safety - BEST PRODUCE PRACTICES
Supermarket Perimeter - August 2019 - Keeping an eye on supply
Supermarket Perimeter - August 2019 - 62
Supermarket Perimeter - August 2019 - 63
Supermarket Perimeter - August 2019 - 64
Supermarket Perimeter - August 2019 - CONTROLLING ALLERGENS
Supermarket Perimeter - August 2019 - 66
Supermarket Perimeter - August 2019 - 67
Supermarket Perimeter - August 2019 - SPOTLIGHT - CAKE PRODUCTION
Supermarket Perimeter - August 2019 - 69
Supermarket Perimeter - August 2019 - 70
Supermarket Perimeter - August 2019 - 71
Supermarket Perimeter - August 2019 - TECHNOLOGY - PRODUCTION MANAGEMENT
Supermarket Perimeter - August 2019 - 73
Supermarket Perimeter - August 2019 - 74
Supermarket Perimeter - August 2019 - 75
Supermarket Perimeter - August 2019 - OPERATIONS - OUTSOURCING SANITIZATION
Supermarket Perimeter - August 2019 - 77
Supermarket Perimeter - August 2019 - 78
Supermarket Perimeter - August 2019 - 79
Supermarket Perimeter - August 2019 - Product Showcase
Supermarket Perimeter - August 2019 - Advertisers
Supermarket Perimeter - August 2019 - 82
Supermarket Perimeter - August 2019 - 83
Supermarket Perimeter - August 2019 - 84
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