Supermarket Perimeter - April 2020 - 32

Meat & Poultry

Organic meats
IN THIS NEW DECADE, the importance of organic meat and poultry
has been elevated. With consumer attention focused on environmental
sustainability, animal welfare and creating better and healthier food
systems, many families purchase exclusively organic.
"Consumers, armed with more information than ever, feel good about
their decision to support organic production, for their health, and the
wellbeing of the animal, rancher and land," said Lori Carrion, director of
operations for Panorama Meats, the Woodland, Calif.-based producer of
100% grass-fed and grass-finished certified organic beef. "Organic meat
is a solid juxtaposition from what conventional meat producers have
done in generations past and as the consumer educates themselves on
the quality and health of their food, organic meat is an ideal solution to
address their concerns."
The organic meat segment-both fresh and processed-is still small
within the total meat category, with a 1.4% share. However, its dollar
32 - APRIL 2020

SP_Apr20.indb 32

growth is increasing faster than any other on-pack claim and four times
more than the total meat category, according to the most recent data
from Nielsen.
"Animal welfare is at the forefront of consumers' minds," said Dawn
Burns, senior brand manager at Organic Valley, based in La Farge, Wis.
"They want transparency when it comes to what they're feeding their
family and themselves. They want to know about space per animal,
outdoor access, whether or not growth hormones are being used.
Consumers are beginning to make the correlation that it's not only
better for the animal but better for themselves."
With 30 years of experience and a commitment to the community,
animals and the planet, Organic Valley is a pioneer of the organic meat
industry.
"We began producing our delicious meats-without the use of
antibiotics, synthetic hormones, or toxic synthetic pesticides-back

PHOTOS: PERDUE FARMS

BY KEITH LORIA

supermarketperimeter.com

4/1/2020 4:56:06 PM


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Supermarket Perimeter - April 2020

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