Supermarket Perimeter - September 2020 - 42

Meat & Poultry: Pork

Merchandising tips
Having been with Gelson's for a number of years, Saenz understands
the importance of marketing and merchandising correctly to entice
consumers to try and buy pork products.
His No. 1 tip for increasing sales at the store level is to keep a good
variety of value-added items on display and to focus on building new
value-added items with pork proteins.
"Now is the time to create new recipes and broaden the offering
to the consumer," he said. "Pork ribs (baby-back and spareribs) are
showing significant increases, due in large part to customer confidence
in freezing abilities. You can also create a value-added module in the
meat case and increase your offerings behind the glass."
Budgets are being tightened and shoppers today want to make sure
when they do spend money, they are buying quality food they feel good
about feeding their family.
Coleman notes consumers are more interested in where their food is
coming from and are looking for meat products raised and processed
in the United States on farms that care about the humane treatment
of their animals and these are the type of things that need to be
highlighted in marketing and merchandising campaigns.
"Inspiring recipes and different ways to stretch a single pack of
sausages or bacon over a few meals will help consumers get creative
not only in the kitchen, but in stretching their budgets as well,"
Coleman said.
Additionally, he said education is key to getting consumer trial and
repeat purchases.
"With more people ordering online we believe more time is spent
reading labels as opposed to in store shopping where shelves are filled
with an overwhelming amount of options," Coleman said. "Making sure
the front of each package tells a strong story is important. Then for
those interested, you can continue that great story across all your digital
channels, where there are almost unlimited possibilities to how you can
share content."
42 - SEPTEMBER 2020

Also, it is important to get consumers buying pork products not only
for their most well-known use-like hot dogs for the grill or bacon for
breakfast.
"With all the new home-cooked meal occasions across all dayparts,
suppliers and retailers have a unique opportunity to increase sales by
challenging consumers to 'think outside the bun' or beyond breakfast,"
he said. "By that, rather than simply looking at the grill and grilling
occasions, we are in a time and season that allows us to encourage
consumers to see the sausage category as high protein ingredient for
breakfast, lunch, dinner and snacking."
The varieties and flavors are there to get it done. For instance, with
bacon, it is not only a great breakfast bite, but can liven up vegetables,
top a salad or make anything better when wrapped in bacon,
Coleman said.

Looking ahead
In the months ahead going into 2021, Coleman believes convenience
will be key in both procurement and preparation of pork products.
"To limit exposure and save time and money, consumers want
a one-stop shop or virtual cart where they can purchase all their
groceries in one trip or delivery," he said. "Consumers are becoming
more concerned about where the meat they purchase comes from,
and will be looking for new, simple ideas for preparing family meals. It
is important that packaging clearly communicates raising and cleaneating qualities, and brands extend support beyond the meat, to share
recipes, tips and tricks."
That's why Coleman Foods has been producing new recipes that
incorporate some of its most popular prepared items such as bacon, hot
dogs, kielbasa and ham to inspire families to go beyond the traditional
means of using its various products.
For example, meal preparation goes "beyond the bun" by putting hot
dogs in a stir fry, salad or on a pizza. And bacon isn't just for breakfast.
You can add a garnish to pasta, and basically wrapping anything in
bacon makes it better.
"Variety and ease of preparation are exactly what consumers are
looking for in this crazy, uncertain environment," Menke said.

COLEMAN NATURAL FOODS

with items that have simple, clean ingredients from humanely raised
animals. "When supplies on the shelf were low people may have
bought sausages, hot dogs, bacon, ham and other cuts of meat they
normally would not have," he said. "This unexpected trial has resulted
in consumers understanding that natural sausages made with clean
ingredients are a great source of protein, provide great taste and can be
used for multiple eating occasions."
On the Coleman Natural Foods side, he said the company was very
lucky that its harvest plant and the co-manufacturers it works with kept
their doors open, while keeping workers safe.
"However, across the industry we will likely see a shift to fresh,
bone-in, easier to produce pork items as meat packers have been forced
to reduce the number of workers on the plant floor each shift," Coleman
said. "Less steps in the manufacturing process, mean less people, and
contact needed."
Coleman Natural Foods requires farmers to raise their livestock 100%
crate free, which results in a healthier, stronger animal who can exhibit
natural behavior throughout their life.
"We believe a healthier, less stressed animal, means better meat
quality and a great tasting product for our customers," Coleman said.



Supermarket Perimeter - September 2020

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