Supermarket Perimeter - July 2021 - 29

SHIFTING DEMAND
Q and A with Hilary Gerard,
marketing manager for Wayzata,
Minn.-based Cargill's North
American business
How has your sliced deli meat product
roster evolved in recent years?
In the last 18 months, the brand has received a steady increase in
distribution on the packaged lunchmeat wall. In prior years, the
brand was primarily merchandised in the full-service deli as a presliced
solution. As more consumers are shopping retail in 2020 and
2021, retailers saw an opportunity to add more premium deli meat
offerings to their packaged lunchmeat set. Our Castle Wood Reserve
brand was able to fill a gap in retailers' product assortment by
offering a premium, high quality product in a family pack format.
How has COVID changed the landscape, e.g. are
more retailers asking for pre-sliced packaged as an
alternative to case meats packed by a clerk?
Consumers are making fewer trips but spending more per trip,
as a result, we have seen an increased demand for larger pack
sizes, as well as, experiencing a consumer base that is willing to
trade up for a more premium deli meat product. The increase in
consumers shopping for groceries online has also put more demand
on the packaged lunchmeat set which allows for a better digital
user experience vs. traditional bulk deli items sold out of the fullservice
deli.
What are some of the latest updates in your sliced line,
e.g. new products, packaging, marketing efforts?
Our Grab & Go deli innovation has allowed us to capitalize on the
explosive growth of that category. As consumers are looking to get
in and out of retail stores in record time, more and more are looking
to Grab & Go offerings to get high quality deli meat in a convenient
format. Our case ready innovation helps retailers manage inventory,
manage shrink and keep their Grab & Go cases fully stocked.
What are some of the trends in sliced,
and how is Cargill staying on top of them?
Even as the country adjusts to a post-pandemic world, we expect
American consumers to eat more meals at home than they did
pre-pandemic. Many Americans will not return to an office setting,
meaning there will be even more opportunities for them to consume
deli meat at home. We also don't see consumers demand for
convenience waning. Consumers will continue to leverage online
grocery shopping and grab and go merchandising strategies to ensure
frictionless and less time-intensive retail experiences.
Applegate steps up to the plate
Applegate, a division of Austin, Minn.-based Hormel Foods and the
nation's leading natural and organic meat brand, is partnering with
baseball's most storied franchise.
Applegate natural deli meats and other products have joined the lineup of
hot dogs, popcorn and other foods sold at Yankee Stadium this summer.
" The Yankees have such a rich history of being leaders in the league, with
the highest of standards, and a drive to be the best, " said Nicole Glenn,
Applegate's vice president for brand strategy and innovation.
Sandwiches at Yankee Stadium are now being crafted with Applegate
Naturals Oven Roasted Turkey Breast and Black Forest Ham, which will be
available at select grab-and-go areas. Other Applegate offerings sold at the
stadium include toppings on pepperoni pizzas, charcuterie plates and meatand-cheese
snack packs.
supermarketperimeter.com
JULY 2021 - 29
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Supermarket Perimeter - July 2021

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

Supermarket Perimeter - July 2021 - Intro
Supermarket Perimeter - July 2021 - 1
Supermarket Perimeter - July 2021 - 2
Supermarket Perimeter - July 2021 - 3
Supermarket Perimeter - July 2021 - 4
Supermarket Perimeter - July 2021 - 5
Supermarket Perimeter - July 2021 - 6
Supermarket Perimeter - July 2021 - 7
Supermarket Perimeter - July 2021 - 8
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Supermarket Perimeter - July 2021 - 17
Supermarket Perimeter - July 2021 - 18
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