Supermarket Perimeter - October 2019 - 39

top driver, and consumers are drawn to the
higher marbling in the top grades. But convenience (how easy is to cook?) and creating
memorable "occasion experiences" also play
roles in consumers' definitions of premium,
she adds.
When it comes to merchandising premium
cuts, it all comes down to education, says
Jason Jerome, the association's senior director
of retail and foodservice engagement.
Consumer education is vital, of course. But
with premium cuts, it's particularly important
to educate the people selling them.
"You really have to educate the folks in the
meat department, through videos, photos,
hands-on training," Jerome says.
Costco and Sam's Club, for instance, spend a
lot of time educating their butchers and other
meat department employees on prime and
choice cuts, Jerome says.
Those two retailers are the leaders in
bringing prime beef to a national consumer
audience, he says. Costco has had a prime
program for years. Sam's took its program
nationwide this year.
Many regional retailers sell prime, but
Costco and Sam's are the first to do it "on a
grand scale," Jerome says. "Those two have
dedicated prime departments. They are the
ones who have really moved the needle."
Historically, the vast majority of prime beef
has been sold through foodservice channels,
Krebs says. Now that it's becoming bigger in
retail, it's creating all sorts of opportunities for
retailers to merchandise in new ways.
That's coincided, she says, with an increase
in other merchandising that could be classified as premium: value-added and additions,
sometimes done instore, sometimes by the
supplier or a commissary or central kitchen.

"Kebobs, premarinated meats, cuts with
cheeses or seasonings. It's been very positive
for retailers."

What makes
it premium?

Raising the bar
Tyson's Chairman's Reserve line includes
Premium Pork, Premium Beef, Prime Pork and
Prime Beef products. All meet strict standards
to ensure product excellence and points of
differentiation for the retailer or foodservice
operator, Worpel says. In the meat industry,
premium can have a variety of meanings,
Worpel says. The Chairman's Reserve brand,
however, has specific guidelines so product to
consistently exceed consumer expectations.

Dollar sales of all
cuts in the fresh beef
case are up 14% from
2014 to 2019.
Source: National Cattlemen's Beef Association

And while Chairman Reserve Prime products may not carry the "premium" tag, they are
also held to exacting standards, Worpel says.
"We're equally focused on both the premium and prime tiers," she says. "No other
competitor offers this robust of a portfolio, and
no other brand delivers this level of consistency, quality and consumer confidence. The
dual-protein, two-tier brand is a unique offering for the meat industry."
When it comes to merchandising premium
cuts at retail, clean meat cases, good traffic
patterns and circular ads are just the starting
point, Worpel says. The Chairman's Reserve
brand team partners with retailers across the

For Springdale, Arkansas-based
Tyson Fresh Meats' Chairman's
Reserve Premium Pork, product
must have marbling scores between
2 and 5 and color scores between
3 and 5 and be pH-selected for
natural moisture-holding capacity.
In addition, Premium Pork cuts are
hand-selected to ensure consistent
marbling, firmness, texture
and size.
For Chairman's Reserve Premium
Beef, product must be upper 2/3
USDA Choice (or higher) quality
grade, Modest 00 (or higher)
marbling, medium or fine marbling
texture, Grade A maturity and
moderately thick (or better)
muscling.

nation to solidify brand recognition of quality
so consumers will drive past the competition
to shop with them.
"We are always evaluating new products
and unique merchandising opportunities. This
year, the Chairman's Reserve brand rolled out a
beef brick pack and a pork tomahawk."
The brick pack, Worpel says, offers long
shelf life and appealing packaging for
shoppers.
The tomahawk, on the other hand, is a
"stunning presentation on a menu or in the
meat case."

When consumers have
extra money in their
pockets, they won't
hesitate to spend some
of it on higher-end
retail cuts of meat.

www.supermarketperimeter.com

OCTOBER 2019 - 39


http://www.supermarketperimeter.com

Supermarket Perimeter - October 2019

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

Supermarket Perimeter - October 2019
Editor’s note - Perimeter power
Contents
The Wire - Kroger taking Apeel produce nationwide
Nielsen: Supermarket growth strongest on perimeter
Study says beef is the grocery sales champ
Walmart expanding Delivery Unlimited
Plant-based big with clean-label consumers
The fresh advantage
How much tech?
Bakery - Now trending
ARTISAN CHOCOLATE
Deli - Dining dilemma
DELI “MEATS”
Meat & Poultry - Premium cuts
Lamb
Produce - PACKAGED PRODUCE
Specialty fruits and vegetables
Seafood - VALUE-ADDED
Food Safety - Packaging matters
Commissary Insider
EQUIPMENT - DEPOSITING WITH SPEED, ACCURACY
SPOTLIGHT - VALUE-ADDED PRODUCE
TECHNOLOGY - SIMPLIFYING DISTRIBUTION
OPERATIONS - EQUIPMENT MAINTENANCE
Product Showcase
Advertisers
Fresh Takes
Supermarket Perimeter - October 2019 - Supermarket Perimeter - October 2019
Supermarket Perimeter - October 2019 - Supermarket Perimeter - October 2019
Supermarket Perimeter - October 2019 - 2
Supermarket Perimeter - October 2019 - Editor’s note - Perimeter power
Supermarket Perimeter - October 2019 - Contents
Supermarket Perimeter - October 2019 - The Wire - Kroger taking Apeel produce nationwide
Supermarket Perimeter - October 2019 - Study says beef is the grocery sales champ
Supermarket Perimeter - October 2019 - Plant-based big with clean-label consumers
Supermarket Perimeter - October 2019 - The fresh advantage
Supermarket Perimeter - October 2019 - 9
Supermarket Perimeter - October 2019 - 10
Supermarket Perimeter - October 2019 - 11
Supermarket Perimeter - October 2019 - 12
Supermarket Perimeter - October 2019 - 13
Supermarket Perimeter - October 2019 - 14
Supermarket Perimeter - October 2019 - 15
Supermarket Perimeter - October 2019 - 16
Supermarket Perimeter - October 2019 - 17
Supermarket Perimeter - October 2019 - How much tech?
Supermarket Perimeter - October 2019 - 19
Supermarket Perimeter - October 2019 - 20
Supermarket Perimeter - October 2019 - 21
Supermarket Perimeter - October 2019 - 22
Supermarket Perimeter - October 2019 - 23
Supermarket Perimeter - October 2019 - Bakery - Now trending
Supermarket Perimeter - October 2019 - 25
Supermarket Perimeter - October 2019 - 26
Supermarket Perimeter - October 2019 - SK - 1
Supermarket Perimeter - October 2019 - SK - 2
Supermarket Perimeter - October 2019 - SK - 3
Supermarket Perimeter - October 2019 - SK - 4
Supermarket Perimeter - October 2019 - SK - 5
Supermarket Perimeter - October 2019 - SK - 6
Supermarket Perimeter - October 2019 - SK - 7
Supermarket Perimeter - October 2019 - SK - 8
Supermarket Perimeter - October 2019 - 27
Supermarket Perimeter - October 2019 - ARTISAN CHOCOLATE
Supermarket Perimeter - October 2019 - 29
Supermarket Perimeter - October 2019 - 30
Supermarket Perimeter - October 2019 - 31
Supermarket Perimeter - October 2019 - Deli - Dining dilemma
Supermarket Perimeter - October 2019 - 33
Supermarket Perimeter - October 2019 - DELI “MEATS”
Supermarket Perimeter - October 2019 - 35
Supermarket Perimeter - October 2019 - 36
Supermarket Perimeter - October 2019 - 37
Supermarket Perimeter - October 2019 - Meat & Poultry - Premium cuts
Supermarket Perimeter - October 2019 - 39
Supermarket Perimeter - October 2019 - 40
Supermarket Perimeter - October 2019 - 41
Supermarket Perimeter - October 2019 - Lamb
Supermarket Perimeter - October 2019 - 43
Supermarket Perimeter - October 2019 - Produce - PACKAGED PRODUCE
Supermarket Perimeter - October 2019 - 45
Supermarket Perimeter - October 2019 - 46
Supermarket Perimeter - October 2019 - 47
Supermarket Perimeter - October 2019 - Specialty fruits and vegetables
Supermarket Perimeter - October 2019 - 49
Supermarket Perimeter - October 2019 - 50
Supermarket Perimeter - October 2019 - 51
Supermarket Perimeter - October 2019 - Seafood - VALUE-ADDED
Supermarket Perimeter - October 2019 - 53
Supermarket Perimeter - October 2019 - 54
Supermarket Perimeter - October 2019 - 55
Supermarket Perimeter - October 2019 - Food Safety - Packaging matters
Supermarket Perimeter - October 2019 - 57
Supermarket Perimeter - October 2019 - 58
Supermarket Perimeter - October 2019 - 59
Supermarket Perimeter - October 2019 - 60
Supermarket Perimeter - October 2019 - EQUIPMENT - DEPOSITING WITH SPEED, ACCURACY
Supermarket Perimeter - October 2019 - 62
Supermarket Perimeter - October 2019 - 63
Supermarket Perimeter - October 2019 - SPOTLIGHT - VALUE-ADDED PRODUCE
Supermarket Perimeter - October 2019 - 65
Supermarket Perimeter - October 2019 - TECHNOLOGY - SIMPLIFYING DISTRIBUTION
Supermarket Perimeter - October 2019 - 67
Supermarket Perimeter - October 2019 - 68
Supermarket Perimeter - October 2019 - 69
Supermarket Perimeter - October 2019 - OPERATIONS - EQUIPMENT MAINTENANCE
Supermarket Perimeter - October 2019 - 71
Supermarket Perimeter - October 2019 - Advertisers
Supermarket Perimeter - October 2019 - 73
Supermarket Perimeter - October 2019 - Fresh Takes
Supermarket Perimeter - October 2019 - 75
Supermarket Perimeter - October 2019 - 76
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