Supermarket Perimeter - March 2023 - 50

Meat & Poultry: Organic
At the beginning of the year, the USDA published the Strengthening
Organic Enforcement (SOE) Rule, one of the largest-ever reforms of
the organic food industry. Once it goes into effect on March 20, it will
give the organic food industry a year to comply with the wide-ranging
changes. These reforms will help to increase oversight and bolster the
integrity of the USDA organic seal.
Furthermore, the Organic Livestock and Poultry Standards was
published last year, which further addresses animal welfare and
improves the lives of millions of livestock.
" These reforms aim to protect the integrity and bolster consumer and
producer confidence in organic food, " Figueredo said. " However, it also
means many operators, such as supermarkets, will need to comply by
the deadline or risk penalties. "
The popularity of organic meat is expected to continue further with
these rules which strengthen the requirements for animal welfare.
" This further improves consumer confidence in the organic seal,
as these actions align better with consumer expectations, " Figueredo
said. " By bolstering oversight and the integrity of organic supply
chains, these reforms should stop potential food fraud and bad actors
infiltrating supply chains, levelling the playing field for all organic sellers
and producers. "
Labels and packaging
Research by NSF has found that organic labels are the most likely
labels to be checked by consumers, and this includes those purchasing
organic meat. More than 16% of consumers said product labels were
very impactful on their purchasing decision. Furthermore, there are also
no signs of label fatigue, as only 5% said there were too many labels
on food.
" Labelling has evolved to build consumer trust, especially via
third-party verification, by providing clear and consistent information
about the production methods and standards used in the production
of organic meat, as well as ensuring transparency and traceability
throughout the supply chain, " Figueredo said.
Food brands and grocery stores are also finding new ways to
integrate technology into their packages and one of the most popular
ways is with QR codes, which allow consumers to trace their food back
50 - MARCH 2023
to the farm it was raised. Saylor noted this is perfect for organic meat
and chicken producers who want to provide product transparency and
traceability, plus verify certifications, ingredient lists and allergens.
Further industry research has highlighted that consumers are
increasingly seeking more sustainable packaging, with purchasing
decisions motivated by packaging that highlights the edible,
compostable or recyclable properties. This plays an important role in
packaging organic meat.
Savvy marketing
Organic meat consumers are motivated mainly by the added health
and environmental benefits that organic food can deliver. Therefore,
Figueredo noted, combining education and storytelling about these
benefits and the steps the industry has in place, such as the recent
reforms of the USDA organic regulations to ensure the integrity of
organic food and ethical food production, will build a strong connection
with consumers.
Another way to market in this sector is to help consumers try new
flavors and experiment with them. Saylor noted utilizing online content
to teach consumers about flavor profiles for products and how to pair
them with other sides works well.
" We try to work with retailers on this by suggesting cross-display
opportunities, such as produce into the protein space that provides
mealtime inspiration, " he said. " The key is that consumers want to
be involved in the process, so retailers and producers need to set
consumers up for success-suggest to them but not dictate. "
One last tactic is to build on the desire for human connection.
For instance, Farmer Focus always includes its founder's picture and
background on every label as well as pictures of farmers.
" Consumers want to know that they aren't just funding a company,
they are supporting human beings and small businesses, " Saylor said.
Organic meat sales continue to grow, though slowly, despite record
inflation and the strict standards that organic livestock operators must
adhere to produce their products.
" This growing demand is driven by increasing concerns over animal
welfare and meat quality, and greater demand for local, organic and
sustainable foods in the wake of the pandemic, " Figueredo said.
supermarketperimeter.com
Creeksone Farms
New organic
standards make it
easier for producers
to build trust with
consumers.
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Supermarket Perimeter - March 2023

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