CLAIMS-BASED: a new definition of premium Antibiotic-free, no added hormones and other claims are driving demand for premium meats produced by Creekstone Farms and other producers. Roughly 9 out of 10 consumers purchase at least some beef with production claims or premium attributes, said Jim Rogers, senior vice president of sales at Creekstone Farms. " Many consumers now consider claims-based meat, such as antibiotic-free and no-added hormones, to be premium - and our Natural Black Angus Beef easily meets that expectation. " One Creekstone Farms product has " premium " right in the name: Premium Black Angus beef. But the company also considers products like its Natural Black Angus Beef and All-Natural Heritage Duroc Pork to fit into that broader definition of the term that includes claims-based. Retailers want to keep the meat case a destination, so it's the job of producers like Creekstone to keep their products consistent and relevant, Rogers said. Offering premium products is a great way of doing that. " Offering our retailer partners the variety they need makes us a dependable supplier that our customers can rely on. We take pride in our array of offerings - from high-end steaks for an elevated eating experience, to ground beef or pork loins for a weekday meal, we ensure our retail partners are the one-stop shop for consumers. " supermarketperimeter.com NOVEMBER 2023 - 45http://www.supermarketperimeter.com