Supermarket Perimeter - November 2022 - 34

Meat & Poultry
Claims-based
BY ANDY NELSON
NEARLY 90% OF CONSUMERS purchase at least some beef with
production claims or premium attributes, and 63% of consumers like to
know more about the who, what, where and how behind the food they
buy, according to Midan Marketing and Power of Meat data.
Arkansas City, Kan.-based Creekstone Farms has prioritized meeting
this growing consumer demand for transparency and claims-based
products, said Jim Rogers, the company's senior vice president of sales.
" We've seen a rise in popularity for our USDA Choice beef, " he said.
" We've had substantial prominence in foodservice, but in recent years
we've seen a rise in retail demand. "
And even with inflation, Creekstone expects that trend to continue.
When grocery budgets are tight, Rogers said, consumers turn to brands
they trust.
" Creekstone Farms represents decades of premium craftsmanship
and quality, and we offer our retail partners strong name recognition
from our foodservice market. "
There are many opportunities for claims-based meats, and
consumers have the luxury of picking what's important to them, he
added. While Creekstone has seen a rise in claims such as no antibiotic
and no added hormones, almost half of meat consumers associate
quality with claims such as USDA Choice beef or USA-raised, according
to Midan.
For those consumers, Rogers said, Creekstone Farms Premium Black
Angus Beef is especially popular.
34 - NOVEMBER 2022
ABF, grass-fed top list
Demand for meat products that emphasize claims remains " steady "
for Cargill Protein North America, said Hilary Gerard, the company's
director of retail marketing.
" Claims-based products accounted for 15% of the fresh meat volume
at retail before COVID, and we're seeing that demand remain flat as
we navigate post-pandemic shopping behaviors, " Gerard said. " Across
protein, antibiotic-free (ABF) claims continue to drive the most volume,
and we're seeing growth in consumers seeking protein that's grass-fed. "
Over the past couple of years, consumers have expressed desire to
increase their consumption of protein-rich foods, she added.
As a result, Cargill is seeing increased interest from consumers to
understand the protein content within a product, which has led the
company to highlight the grams of protein in a products like its
Certified Ground Beef Chubs
and packages of Shady Brook
Farms ground turkey.
Safety is another claim
near the top of the list for
consumers, Gerard said.
The " USDA certified " claim,
for example, is one that more
shoppers are looking for when
they buy beef.
supermarketperimeter.com
CREEKSTONE, CARGILL
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Supermarket Perimeter - November 2022

Table of Contents for the Digital Edition of Supermarket Perimeter - November 2022

Supermarket Perimeter - November 2022 - Intro
Supermarket Perimeter - November 2022 - 1
Supermarket Perimeter - November 2022 - 2
Supermarket Perimeter - November 2022 - 3
Supermarket Perimeter - November 2022 - 4
Supermarket Perimeter - November 2022 - 5
Supermarket Perimeter - November 2022 - 6
Supermarket Perimeter - November 2022 - 7
Supermarket Perimeter - November 2022 - 8
Supermarket Perimeter - November 2022 - 9
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