Supermarket Perimeter - August 2020 - 35

tenderloins and chops. New product began hitting
shelves the week of July 6.
"As we continue to grow the Farm Promise name,
we look for top-quality retailers with a sizeable
market footprint," Sage said. "Fresh Thyme's rapid
expansion naturally puts us in the perfect position
to capitalize on the 'accountable food' market. In
short, it was the perfect fit."
Clemens' vertically integrated network distributes
supply from American farms throughout the nation.
Clemens pigs are never given antibiotics, are 100%
gestation crate-free, and are fed a vegetarian diet.
The brand is an all-natural, NAE alternative to
conventional pork.

Continuous improvement
Austin, Minn.-based Hormel Foods has had a
company-wide clean label initiative for several years
and continues to work on simplifying the ingredient
statements of many of its retail and foodservice
products through the removal or replacement of
ingredients, while still delivering great-tasting items
that consumers expect, said Melissa Bonorden,
a research scientist on Hormel's Research &
Development team.
Among the items Hormel is focused on
removing are nitrites, BHA/BHT, sodium phosphate,
carrageenan and TBHQ.
"Several products across our portfolio offer clean
label varieties like our Applegate natural and organic
meats, Hormel Natural Choice products, Valley
Fresh 100% Natural Chicken Breast products and
Jennie-O turkey products, as well as many of others
throughout our brand items," Bonorden said.
While demand for all protein is considerably up
during the COVID pandemic, it has not slowed the
demand for clean label products, Sage said.
In fact, just the opposite is true.
"The demand for clean label products have
actually increased at a higher rate than our
conventional products during the same timeframe
last year," she said.
Clemens has already moved the majority of its
Hatfield brand portfolio to "all natural" status and
has seen huge gains in volume and dollar sales for
its Dry Rubbed Marinated tenderloins and loin filets.
And the company is looking to expand its
footprint for the Farm Promise brand because Sage
and others see the increase in consumer demand
for "better for you" proteins as a long term demand
that Clemens is perfectly positioned to fulfill.
"Consumers are looking for claims like All Natural,
hormone free, antibiotic free and vegetarian fed,"
Sage said. "Clemens Food Group sees clean label

GETTING
CLEAN

63%
of shoppers said
they were extremely
interested or
very interested in
eating clean.

72%

of those said they
wanted to avoid
chemicals and
artificial ingredients in
their food.

70%

of parents said a clean/
natural product was
either extremely
important or very
important when
purchasing products
for their children.

66%
of parents ranked
no preservatives as
extremely important
or very important.

64%
ranked no artificial
colors or flavors as
extremely important
or very important.
Source: HealthFocus International

supermarketperimeter.com

The demand for
clean label products
have actually
increased at a
higher rate than our
conventional products
during the same
timeframe last year."
Melissa Bonorden, Hormel Foods
and NAE products as integral to our future and will
become table stakes for consumers moving forward."
Clemens has been on a journey towards "cleaning
up" all labels on its Hatfield branded products and are
about halfway through its entire portfolio at this point,
she added.
"We will continue to evolve our portfolio to
respond to the consumers' increasing demand for
transparency and desires for minimally processed and
more All Natural products.
Some of Clemens' top clean label sellers include
its marinated tenderloin and loin filets and All Natural
sausage offerings, which include Recipe Essentials
brand ground pork and sausage.
Looking ahead, Clemens is reviewing the feasibility
of adding hams, breakfast products and precooked
and pulled pork options to its lineup.
Sage cited a number of factors that help
differentiate Clemens clean-label products in the
marketplace:
xClemens' local multi-generational family farms
provide consistent access to a fresh supply of no
antibiotics ever pork.
xThe company's pigs are born, raised and
harvested in the United States, and its unique
vertical coordination affords it the ability to
provide wholesome products at a consistent and
affordable price.
xClemens puts better food within reach so retailers
can supply fresh from the farm pork from a company they can trust without breaking their budget.
xThe company is vertically coordinated, allowing it
to provide consistent, uninterrupted supply which
translates into optimal in-stock conditions at
store level
AUGUST 2020 - 35


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Supermarket Perimeter - August 2020

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