Supermarket Perimeter - May 2020 - 50

products. That's why its foodservice and retail customers can count
on an experienced global partner with the supply chain, scale and
formulation capabilities to deliver the solutions they need.
"While we are focused on leading in our markets, we are also
interested in driving industry innovation to fill the growing global
protein gap," Gutschenritter said. "Cargill's deep knowledge of plant
proteins, combined with our expertise in R&D, product development
and production helped us create a product that consumers will love.
This is an important next step in bringing more protein options to
retail stores, cafeterias, fast food outlets, restaurants and other global
locations."
PJ Connor, group vice president and president of Hormel Foods
Consumer Product Sales, said each retailer's customer base may be at
different conversion levels with plant-based products, so it's critical to
make sure the sets are aligned and have the attention on them in the
stores to gain more consumer exposure.
Forrest noted retailers can use their existing communication
channels to educate and engage shoppers on the benefits of these new
products, and collecting feedback is also critical for the development of
future products.
"Partnership marketing programs with retailers have had a lot of
success for our company," he said. "We work with our retail partners on
activities that include seasonal communications, shopper engagement
and loyalty programs." Koons believes the company's retail partners
have taken on this trend with open minds and are doing a nice job of
50 - MAY 2020

SP_May20.indb 50

embracing consumer trends and having products placed where curious
consumers can easily find them.
"In addition, the plant-based meat category and the meat
category are not one to one and function differently," he said. "As the
manufacturer, we can continue to drive awareness and drive trial within
the category and can work collaboratively with our retail partners to
navigate this fast-paced space."
Since the blended category is so new, one way retailers could help
sell blended products is by helping to explain to consumers what
"blended" really means.
"Since tasting is believing, we also plan to collaborate with retailers
on digital coupon and loyalty programs to help build trial and
awareness," Aras said.
"And when we get through COVID-19, we hope to work with retailers
again on sampling products instore."
Greenleaf Foods listens closely to its more than 30,000 retail
partners to ensure it understands their needs and can deliver what best
suits them.
"Our goal is to put our products in front of consumers in the parts of
the store where they're looking for protein," Curtain said.
"This means we intentionally show up in both the fresh meat,
refrigerated and frozen aisles, and we offer a breadth and depth of
products in those spaces to deliver the variety consumer seek. As
our category and space is evolving quickly, retailers are continuously
learning how to adapt to and embrace that evolution."

KRISTINA - STOCK.ADOBE.COM

Meat & Poultry: Plant-based

supermarketperimeter.com

5/5/2020 4:10:50 PM


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Supermarket Perimeter - May 2020

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