Supermarket Perimeter - February 2020 - 44

Meat & Poultry: Grass-fed

chemistry degree to be correctly pronounced," he says. When Whole
Foods released its Top 10 food trends for 2020, "regenerative agriculture" was included as a major focus. Science has shown that regenerative agriculture, especially pasture raising cattle on lands that would
otherwise not support agricultural crops, reduces the environmental
impact down to near zero. Animals raised on pasture are also happier,
healthier and higher in nutrients than those from intensive feeding
operations.
That's the "better for you, better for the animal, and better for the
planet" that consumers are looking for.

Connecting with consumers
Nicole Schumacher, chief marketing officer of Chicago-based Pre
Brands LLC, says consumers are getting a lot smarter about what they
are putting into their bodies and they know the difference between
meat that is grass-fed or not.
"That's important to them and because of that, we see this category
as continuing to see positive growth momentum as we go through
2020 and beyond," she says. "It's important to educate the consumer
at each touchpoint because a lot of people still don't understand what
being grass-fed means exactly."
Daniel Levine, director of the Avant-Guide Institute, a global trends
consultancy in New York City, is bullish on the grass-fed meat and
poultry industries.
"From the consumers' perspective, grass-fed offers a perceived
improvement in both animal welfare and the quality of the product," he
says. "For these reasons, retailers should be highlighting those aspects
of the products they sell. I believe that the most powerful way of doing
this is by pairing clear imagery with even more transparent information
about where the meat is from and how it was raised."
Grass-fed and pasture-raised beef and poultry is important because
of the consumer mind frame of "it's better for us and better for the environment production."
"Consumers are educating themselves on the nutritional and environmental benefits and are making better choices in what they put in
their body," Bassett says. "As regenerative agriculture continues to gain
momentum, we continue to focus on all the benefits of organic grassfed beef. We like to tell the complete story. It's better for the animals,
humans, and the earth. Healthier pastures = healthier animals = healthier humans."
Ehrlich says consumers have an ever-expanding desire to make
purchase decisions that reflect their values. They want to eat healthy,
minimize their impact on the environment, and they want animals to be
treated well. And they're willing to pay more for products from companies that deliver on that promise.
"They're also looking for real food with honest, transparent, simple ingredients that are connected to their origins and don't require a
44 - FEBRUARY 2020

Supermarkets have learned that a combination of education and quality
products help achieve a successful grass-fed program.
"When it comes to the success of our retail customers, we work
as a fully integrated partner to help inform instore programs through
data-driven insights, collaborative marketing, and educational materials
for their sales team and consumers," Ehrlich says. "While grass-fed is a
growing part of their meat department sales, it represents a relatively
smaller percentage of those sales. So, having a partner that is committed to growing their sales and keeping a close eye on the business is
something we believe is critical to success. Our customers agree."
He believes retailers should actively promote their organic and grassfed options with storytelling and compelling imagery that show the
products' true origins. To that end, Verde partners with customers on
signage, promotions and demos to drive awareness and new trial, and
provide educational content, recipes, cooking demos and images for
them to cross-promote the products on their social channels.
"Consumers should be left with a sense of place and confidence that
the product they are buying is authentic," he says. "Highlighting products' better-for-you facts and brand missions has also been essential for
our retail partners to connect with customers on a personal level."
A recent U.S. Beef Shopper Journey Study conducted by Meat &
Livestock Australia indicated that only 60% of shoppers believe their
stores carry grass-fed beef, and a whopping 31% didn't know.
"Since we know most retailers sell grass-fed beef, messaging instore
is a significant opportunity for retailers to step up to meet marketplace
trends and capture more growth," Golding says. "We've seen retailers
who set up the display case right-beyond just an attractive display-by
highlighting grass-fed and communicating benefits to increase shopper
knowledge, which can increase sales significantly."
If a retailer doesn't currently offer a quality-based grass-fed option,
it's important that they take a look at their lost revenue opportunity.
"Too often, we assume the grass-fed consumer is a young millennial,"
Dunn says. "That certainly is one segment, but, even more important is
the fact that a lot of boomers and Gen Xers with high household income
levels are purchasing grass-fed beef. These folks are often spending
more while purchasing less, focusing on quality over quantity."
If retailers are looking for a place to start, she suggests grinds and
burgers are sure wins to grow a program. Dunn notes consumers want
to be able to purchase products with ease, and not have to search them
out, so a trusted brand name in their favorite retailer's meat case is key
to initiate trust and trial. "Many times, consumers have tried multiple
different grass-fed brands before they find the one they like."

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Supermarket Perimeter - February 2020

Table of Contents for the Digital Edition of Supermarket Perimeter - February 2020

Supermarket Perimeter - February 2020
Editor's Note - Meat fights back
Contents
The wire
Meal matters
Building trust
Bakery - Europain 2020
Bakery - Sourdough
Deli - Soups
Deli - Asian Cuisine
Meat & Poultry - Packaging
Meat & Poultry - Grass-fed
Produce - Snacks
Produce - Berries
Seafood - Sustainability
Food Safety - Instore bakeries
Commissary Insider
Classifieds
Ad index
Fresh takes
Supermarket Perimeter - February 2020 - Supermarket Perimeter - February 2020
Supermarket Perimeter - February 2020 - BB - 1
Supermarket Perimeter - February 2020 - BB - 2
Supermarket Perimeter - February 2020 - Supermarket Perimeter - February 2020
Supermarket Perimeter - February 2020 - 2
Supermarket Perimeter - February 2020 - Editor's Note - Meat fights back
Supermarket Perimeter - February 2020 - Contents
Supermarket Perimeter - February 2020 - 5
Supermarket Perimeter - February 2020 - The wire
Supermarket Perimeter - February 2020 - 7
Supermarket Perimeter - February 2020 - Meal matters
Supermarket Perimeter - February 2020 - 9
Supermarket Perimeter - February 2020 - 10
Supermarket Perimeter - February 2020 - 11
Supermarket Perimeter - February 2020 - 12
Supermarket Perimeter - February 2020 - 13
Supermarket Perimeter - February 2020 - Building trust
Supermarket Perimeter - February 2020 - 15
Supermarket Perimeter - February 2020 - 16
Supermarket Perimeter - February 2020 - 17
Supermarket Perimeter - February 2020 - 18
Supermarket Perimeter - February 2020 - 19
Supermarket Perimeter - February 2020 - Bakery - Europain 2020
Supermarket Perimeter - February 2020 - 21
Supermarket Perimeter - February 2020 - 22
Supermarket Perimeter - February 2020 - 23
Supermarket Perimeter - February 2020 - Bakery - Sourdough
Supermarket Perimeter - February 2020 - 25
Supermarket Perimeter - February 2020 - 26
Supermarket Perimeter - February 2020 - 27
Supermarket Perimeter - February 2020 - Deli - Soups
Supermarket Perimeter - February 2020 - 29
Supermarket Perimeter - February 2020 - 30
Supermarket Perimeter - February 2020 - 31
Supermarket Perimeter - February 2020 - Deli - Asian Cuisine
Supermarket Perimeter - February 2020 - 33
Supermarket Perimeter - February 2020 - 34
Supermarket Perimeter - February 2020 - 35
Supermarket Perimeter - February 2020 - Meat & Poultry - Packaging
Supermarket Perimeter - February 2020 - 37
Supermarket Perimeter - February 2020 - 38
Supermarket Perimeter - February 2020 - 39
Supermarket Perimeter - February 2020 - 40
Supermarket Perimeter - February 2020 - 41
Supermarket Perimeter - February 2020 - Meat & Poultry - Grass-fed
Supermarket Perimeter - February 2020 - 43
Supermarket Perimeter - February 2020 - 44
Supermarket Perimeter - February 2020 - 45
Supermarket Perimeter - February 2020 - Produce - Snacks
Supermarket Perimeter - February 2020 - 47
Supermarket Perimeter - February 2020 - 48
Supermarket Perimeter - February 2020 - 49
Supermarket Perimeter - February 2020 - Produce - Berries
Supermarket Perimeter - February 2020 - 51
Supermarket Perimeter - February 2020 - 52
Supermarket Perimeter - February 2020 - 53
Supermarket Perimeter - February 2020 - Seafood - Sustainability
Supermarket Perimeter - February 2020 - 55
Supermarket Perimeter - February 2020 - 56
Supermarket Perimeter - February 2020 - 57
Supermarket Perimeter - February 2020 - Food Safety - Instore bakeries
Supermarket Perimeter - February 2020 - 59
Supermarket Perimeter - February 2020 - 60
Supermarket Perimeter - February 2020 - 61
Supermarket Perimeter - February 2020 - 62
Supermarket Perimeter - February 2020 - Commissary Insider
Supermarket Perimeter - February 2020 - 64
Supermarket Perimeter - February 2020 - 65
Supermarket Perimeter - February 2020 - 66
Supermarket Perimeter - February 2020 - 67
Supermarket Perimeter - February 2020 - 68
Supermarket Perimeter - February 2020 - 69
Supermarket Perimeter - February 2020 - 70
Supermarket Perimeter - February 2020 - 71
Supermarket Perimeter - February 2020 - Classifieds
Supermarket Perimeter - February 2020 - Ad index
Supermarket Perimeter - February 2020 - Fresh takes
Supermarket Perimeter - February 2020 - 75
Supermarket Perimeter - February 2020 - 76
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