Supermarket Perimeter - March 2020 - 39

This includes ionophores, even though they are recognized as antibiotics by the U.S. Department of Agriculture's Food Safety and Inspection
Service.
"At Coleman Natural Foods, we believe antibiotics have a finite
purpose specific to treating disease or illness," Coleman says. "Our protocols call for treatment of any animal suffering from an illness, disease
or injury requiring antibiotics. However, treated animals are removed
from the program, then sold to alternative markets, never to Coleman
customers."
Springdale, Arkansas-based Tyson Fresh Meats produces the Open
Prairie Natural Meats brand, which was started with "never ever" specifications in response to the growing trend to free-from products and to
meet growing demands for wholesome, natural products.
"Consumers are seeking out meats that are minimally processed and
have never been given antibiotics, added hormones or growth promotants and are fed a 100% vegetarian diet," says Ozlem Worpel, senior
brand manager at Tyson Fresh Meats. "These consumers also want to
know where their food comes from and want to be assured the animals
were responsibly raised."
The Open Prairie Natural Meats brand works with independent farmers and ranchers that have mastered the practice of raising cattle and
hogs in an environment focused on reducing stress while respecting
the land and natural resources.
"One unique program that our Open Prairie Natural Meats team
developed is the Trusted Path Program, which traces individual cuts and
grinds back to the place of origin through a rigorous process, including
the use of DNA TraceBack technology," Worpel says. "We're proud to
say Open Prairie Natural Meats is the first consumer brand in the United
States to offer this level of traceability in both beef and pork products."
Megan Ernst, senior marketing manager for Oakwood, Georgia-based
Wayne Farms, says the company noticed consumers and customers
started asking for no-antibiotics ever and most times vegetarian-fed line
of chicken products about five years ago.
That led to the company diving into how they could provide those
products for their customers, and today the free-from segment represents more than 60% of sales in fresh chicken products.
Wayne Farms' Naked Truth line consists of no antibiotics ever, vegetarian free, and no added hormones or steroids on the packaging.
"In terms of animal welfare, we have certification that goes up
and beyond industry standards with the Global Animal Partnerships,
meeting the needs of consciousness consumers who want justified
proof from independent third parties," Ernst says. "That's not necessarily
free-from, but definitely falls into what we see consumers ask for when
asking for the free-from concept."

No added hormones
A trend in "no added hormones" is another popular free-from claim that
consumers seek.
The government does not allow the use of added hormones in raising hogs or poultry, however beta-agonists (growth promotants) such
as ractopamine and zilpaterol are used to promote prophylactic weight
gain. Animals given growth promotants gain weight more rapidly, reach
market weight sooner, reduce production costs and often equate to
lower prices at retail.

However, this is the antithesis of what "natural" consumers are
looking for.
"We believe animals should be raised the way nature intended,"
Coleman says. "That's why we never allow the use of added growth
hormones or other growth promotants. We believe that animals should
be allowed to mature naturally, in a reduced stress environment."
Apollo Heidelmark, meat cutter at Weavers Way Co-op, a Mount
Airy, Pennsylvania-based natural foods grocery store, says the store's
customers have historically sought out products that are free from antibiotics, hormones, and other additives.

Consumers are seeking
out meats that are minimally
processed and have never
been given antibiotics,
added hormones or growth
promotants and are fed a
100% vegetarian diet."
Ozlem Worpel, Tyson Fresh Meats
"Nowadays, we see more customers seeking not just grass-fed
beef but locally-sourced grass-fed beef," he says. "All of our poultry is
without antibiotics. The only differences in options for our customers in our poultry program is natural versus organic, as we sell both
options. Natural chickens are free from antibiotics in our store."

Crate-free/third-party certification
In 2018, Coleman Natural Foods became the first national pork producer to introduce third-party certified 100 percent crate-free production standards for both gestation and farrowing, becoming just one of
two pork producers to hold American Humane Certified status.
Coleman meets or exceeds the more than 200 science-based animal
welfare standards, and is audited by an independent, third-party auditor,
Validus.
"Because crate-free is a new term, we need to be sure consumers
understand what it means, and why they may be paying a little bit extra
for crate-free natural pork," Coleman says. "We've always strived to educate consumers through social media, point of sale and packaging that
features authentic label claims that gain respect and brand loyalty."

Misconceptions
Natural is a word that resonates with consumers and it makes them feel
good, but what the industry has lost, Coleman notes, whether in meats
or many other products, is credibility and trust. USDA currently defines
natural as "minimally processed and contains no artificial ingredients. "The original definition of natural, that my dad, Mel Coleman, Sr.,

www.supermarketperimeter.com

MARCH 2020 - 39


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Supermarket Perimeter - March 2020

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

Supermarket Perimeter - March 2020
Editor’s note - Pizza and burgers. Need I say more?
Contents
The Wire
PRIVATE or BRANDED?
GIVING BACK
Bakery - PRETZELS
Bakery - Muffins
Deli & prepared foods - Regional trends
Deli & prepared foods - Burger bars
Meat & Poultry - Free-from
Meat & Poultry - Grilling season
Produce - FORECAST 2020 — AND BEYOND
Produce - Greenhouse grown
Seafood - POKE
Food safety - Digital monitoring
Commissary Insider - Pizza
Commissary Insider - ENSURING FRESHNESS
Commissary Insider - Adding spice
Product Showcase
Supermarket Perimeter - March 2020 - Supermarket Perimeter - March 2020
Supermarket Perimeter - March 2020 - Supermarket Perimeter - March 2020
Supermarket Perimeter - March 2020 - 2
Supermarket Perimeter - March 2020 - Editor’s note - Pizza and burgers. Need I say more?
Supermarket Perimeter - March 2020 - Contents
Supermarket Perimeter - March 2020 - 5
Supermarket Perimeter - March 2020 - The Wire
Supermarket Perimeter - March 2020 - 7
Supermarket Perimeter - March 2020 - PRIVATE or BRANDED?
Supermarket Perimeter - March 2020 - 9
Supermarket Perimeter - March 2020 - 10
Supermarket Perimeter - March 2020 - 11
Supermarket Perimeter - March 2020 - GIVING BACK
Supermarket Perimeter - March 2020 - 13
Supermarket Perimeter - March 2020 - 14
Supermarket Perimeter - March 2020 - 15
Supermarket Perimeter - March 2020 - 16
Supermarket Perimeter - March 2020 - 17
Supermarket Perimeter - March 2020 - Bakery - PRETZELS
Supermarket Perimeter - March 2020 - 19
Supermarket Perimeter - March 2020 - 20
Supermarket Perimeter - March 2020 - 21
Supermarket Perimeter - March 2020 - Bakery - Muffins
Supermarket Perimeter - March 2020 - 23
Supermarket Perimeter - March 2020 - 24
Supermarket Perimeter - March 2020 - 25
Supermarket Perimeter - March 2020 - 26
Supermarket Perimeter - March 2020 - 27
Supermarket Perimeter - March 2020 - Deli & prepared foods - Regional trends
Supermarket Perimeter - March 2020 - 29
Supermarket Perimeter - March 2020 - 30
Supermarket Perimeter - March 2020 - 31
Supermarket Perimeter - March 2020 - Deli & prepared foods - Burger bars
Supermarket Perimeter - March 2020 - 33
Supermarket Perimeter - March 2020 - 34
Supermarket Perimeter - March 2020 - 35
Supermarket Perimeter - March 2020 - 36
Supermarket Perimeter - March 2020 - 37
Supermarket Perimeter - March 2020 - Meat & Poultry - Free-from
Supermarket Perimeter - March 2020 - 39
Supermarket Perimeter - March 2020 - 40
Supermarket Perimeter - March 2020 - 41
Supermarket Perimeter - March 2020 - 42
Supermarket Perimeter - March 2020 - 43
Supermarket Perimeter - March 2020 - Meat & Poultry - Grilling season
Supermarket Perimeter - March 2020 - 45
Supermarket Perimeter - March 2020 - 46
Supermarket Perimeter - March 2020 - 47
Supermarket Perimeter - March 2020 - Produce - FORECAST 2020 — AND BEYOND
Supermarket Perimeter - March 2020 - 49
Supermarket Perimeter - March 2020 - 50
Supermarket Perimeter - March 2020 - 51
Supermarket Perimeter - March 2020 - Produce - Greenhouse grown
Supermarket Perimeter - March 2020 - 53
Supermarket Perimeter - March 2020 - 54
Supermarket Perimeter - March 2020 - 55
Supermarket Perimeter - March 2020 - Seafood - POKE
Supermarket Perimeter - March 2020 - 57
Supermarket Perimeter - March 2020 - Food safety - Digital monitoring
Supermarket Perimeter - March 2020 - 59
Supermarket Perimeter - March 2020 - 60
Supermarket Perimeter - March 2020 - 61
Supermarket Perimeter - March 2020 - 62
Supermarket Perimeter - March 2020 - Commissary Insider - Pizza
Supermarket Perimeter - March 2020 - 64
Supermarket Perimeter - March 2020 - 65
Supermarket Perimeter - March 2020 - Commissary Insider - ENSURING FRESHNESS
Supermarket Perimeter - March 2020 - 67
Supermarket Perimeter - March 2020 - Commissary Insider - Adding spice
Supermarket Perimeter - March 2020 - 69
Supermarket Perimeter - March 2020 - 70
Supermarket Perimeter - March 2020 - 71
Supermarket Perimeter - March 2020 - Product Showcase
Supermarket Perimeter - March 2020 - 73
Supermarket Perimeter - March 2020 - 74
Supermarket Perimeter - March 2020 - 75
Supermarket Perimeter - March 2020 - 76
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