Supermarket Perimeter - October 2021 - 35

The natural route
Clemens Food Group, Hatfield, Pa., markets several lines of premium
cuts at retail, including:
* Farm Promise - No Antibiotics Ever
* Hatfield Premium Reserve Pork - Elevated eating experience
* Hatfield Dry Rubbed Marinated Pork - All Natural
* Hatfield No Antibiotics Ever - All Natural, right sized for today's
consumer
Before 2018, Clemens' portfolio was considered " conventional, " said,
Michele Williams, the company's senior retail marketing manager.
" Converting the majority of our portfolio to All Natural, we have
continued to innovate to create a point of differentiation by elevating
our current offering to more premium, " Williams said. " Upgrading our
uncured ham and bacon to NAE and rebranding the Hatfield Premium
Reserve Pork portfolio has contributed to this evolution. "
The demand for premium cuts at retail is definitely rising,
Clemens said. Younger consumers in particular are looking
for ways to elevate their eating experiences through
different cuts of meat, various formats and flavors.
Nutrition and animal care attributions also play a part in
what consumers consider a premium cut, she added.
The desire to know where food is coming from and how
animals were raised drives the demand for premium cuts,
as well.
Making the set easier to shop and surrounding products with the
right POS materials are keys to successfully merchandising premium
meats at retail, Williams said. Instore demos have been a major part of
Clemens' merchandising strategy for Hatfield Premium Reserve Pork.
The key to successfully merchandise Farm Promise, meanwhile, has
been to clearly communicate the farm to fork story, Williams said.
" Now more than ever, shoppers are concerned with the transparency
behind brands, especially in the protein industry where animal care is
so important to a majority of consumers. Shoppers are voting with their
dollars to support those companies who are taking the extra care to
raise their standards. "
To reinforce that message, Clemens' Farm Promise product labels
and point of sale focus on transparency and highlighting local family
farmers and their practices.
Beyond Smart™
STOP
DELI
Covered by one or more
of the following U.S. Patents:
5,330,064; 5,386,787; 5,471,922;
5,503,087; 5,628,522; 5,957,309;
6,149,120; 6,322,180; 6,366,313; 6,474,757;
6,974,042; 7,419,063; 9,440,667; D480,528;
D481,513. Other U.S. & foreign patents pending.
(845) 331-2111
© 2021 M&E Mfg. Co., Inc.
Trademarks property of M&E Mfg. Co., Inc. zframerack.com delibuddy.com
supermarketperimeter.com
OCTOBER 2021 - 35
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Supermarket Perimeter - October 2021

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

Supermarket Perimeter - October 2021 - Intro
Supermarket Perimeter - October 2021 - 1
Supermarket Perimeter - October 2021 - 2
Supermarket Perimeter - October 2021 - 3
Supermarket Perimeter - October 2021 - 4
Supermarket Perimeter - October 2021 - 5
Supermarket Perimeter - October 2021 - 6
Supermarket Perimeter - October 2021 - 7
Supermarket Perimeter - October 2021 - 8
Supermarket Perimeter - October 2021 - 9
Supermarket Perimeter - October 2021 - 10
Supermarket Perimeter - October 2021 - 11
Supermarket Perimeter - October 2021 - 12
Supermarket Perimeter - October 2021 - 13
Supermarket Perimeter - October 2021 - 14
Supermarket Perimeter - October 2021 - 15
Supermarket Perimeter - October 2021 - 16
Supermarket Perimeter - October 2021 - 17
Supermarket Perimeter - October 2021 - 18
Supermarket Perimeter - October 2021 - 19
Supermarket Perimeter - October 2021 - 20
Supermarket Perimeter - October 2021 - 21
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Supermarket Perimeter - October 2021 - 27
Supermarket Perimeter - October 2021 - 28
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Supermarket Perimeter - October 2021 - 35
Supermarket Perimeter - October 2021 - 36
Supermarket Perimeter - October 2021 - 37
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