Supermarket Perimeter - January 2021 - 40

Meat & Poultry: Natural meats

40 - JANUARY 2021

65% of consumers look for humane
animal care certifications on labels
when shopping for proteins.
American Humane

" In the 1980s there was a small but growing number of consumers
asking for meats from livestock raised without antibiotics or growth
hormones, " Coleman said. " To meet that demand, and because most of
those consumers were shopping at natural food stores, my dad jumped
on the opportunity to raise cattle without the use of antibiotics or
added growth hormones and decided he would call it 'natural,' thinking
that 'natural' meats would be a perfect descriptor that would resonate
with natural food store shoppers. "
Although the original USDA definition for natural, which addressed
how livestock is raised, has been changed to focus more on how meat
items are processed, the demand for naturally raised meats has evolved
past what was once called a trend to a growing segment in most
retailers' meat cases, Coleman said.
In addition to ensuring that producers never use antibiotics, added
growth hormones or promotants, every product Coleman sells is
minimally processed and contains no artificial ingredients.

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COLEMAN NATURAL FOODS

" They looked for higher-end cuts of meat, experimented with new
recipes, and took extra care to pick products they could feel good about
feeding their family, " Coleman said. " Convenience also came into play
as first-time holiday 'hosts' sought to master some gourmet dishes, and
save time and avoid disappointed taste buds on others. "
Coleman Natural Foods requires every producer to raise their pigs in a
100% crate-free environment, which results in a healthier, stronger animal
able to exhibit natural behaviors throughout their life. The company
believes that a healthier animal means better meat quality and a great
tasting product.
For added consumer confidence, Coleman said, the company's
production standards and farms are third-party audited by American
Humane Certified, meeting or exceeding more than 200 science-based
animal care standards.
According to a recent survey by American Humane, 65% of
consumers look for humane animal care certifications on labels when
shopping for proteins.
Coleman Natural Foods helped the US Department of Agriculture
define what " natural " meant in the meat industry, and to help ensure
consumers were confident about what they were putting on their
plates, said Mel Coleman Jr., fifth generation family member and the
company's vice president.


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Supermarket Perimeter - January 2021

Table of Contents for the Digital Edition of Supermarket Perimeter - January 2021

Supermarket Perimeter - January 2021 - 1
Supermarket Perimeter - January 2021 - 1
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