Supermarket Perimeter - October 2020 - 33

same level of quality week in and week out at retail," he said. "They
want a brand they can trust, with a reputation based on years of
rigorous standards rather than brands that simply showed up during
the pandemic with little or no authenticity."
People who choose to go out for a meal at a nice restaurant these
days, Stewart added, aren't doing it for a mediocre steak and cheap
experience. If they're going to risk their health to venture out, they want
to enjoy excellent customer service and a premium meal that they
couldn't get at home.
In time, that behavior will translate to retail, he said.
"We think that will change when consumers begin seeking out those
higher quality products in their local retail stores to replicate those
meals at home. Taste, flavor, reputation - they all play a factor in the
customer's selection at the meat case."

Meat counters get "adventurous"
It's an exciting time in the industry for development of premium
products, thanks to the creativity of suppliers and retailers alike,
said Amari Seiferman, president and CEO of Kansas City, Mo.-based
Certified Hereford Beef.
"We have seen meat counters becoming more adventurous in adding
value and offering more pre-marinated and seasoned meat for meal
kits, kebabs and other products," she said. "The industry also is getting
more creative in the names used to merchandise products, which has
garnered more attention for certain cuts."
Certified Hereford Beef's brand lineup includes a full program
of end cuts, middle meats, grinds and patties. Certified
Hereford also offers value-added products including deli
meat, RTE prime rib and beef franks. And the program
supports its retail partners with an online partner
portal and instore support to help drive store sales.
Seasonality is a driving force behind top sellers,
Seiferman said. Other factors that play a role in
sales include convenience, geography and an
understanding of how to prepare the product.
In addition, meat is becoming more of an

Shoppers
are regaining
confidence."

demand for highly graded end cuts like
short ribs, briskets and skirts has increased at
retail, Stewart said.
Creekstone's most recognized items sold at
retail right now are ribeyes, filets, porterhouses,
skirts, ribs, briskets and signature blend ground beef,
he added.
One trend Creekstone is tapping into more is value-added, a
category that has been an uptick in quality in recent years, Stewart said.
"Especially overseas, the consumer wants to know the quality
of the product hasn't been impacted from source to shelf," he said.
"Creekstone has been continually investing in equipment and process
to provide more retail-ready items in steaks, ground beef, and ready-tocook products and plans to further expand the line this coming year."
During COVID, demand for premium products temporarily took a
backseat to demand for anything available, but as the industry has
begun to emerge from pandemic restrictions, Creekstone is seeing a
sharp increase in inquiries and demand for our premium products.
"The consumer who learned about us through an ecommerce
purchase or experienced our product at a restaurant, now wants that

Ozlem Worpel,
Tyson Fresh Meat

supermarketperimeter.com

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Supermarket Perimeter - October 2020

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

Supermarket Perimeter - October 2020 - 1
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