Supermarket Perimeter - September 2022 - 46

Meat & poultry : Pork
lowered the internal recommended temperature to 145. "
Harrison noted people tend to be more intentional when they
purchase pork than other fresh meats, so retailers have a great
opportunity to tell a story beyond a sales price to inspire shoppers to
put pork in their baskets.
Creekstone Farms provides a variety of point-of-sale materials to
catch the eye of consumers and educate shoppers.
" We believe strongly in supporting our retail partners and walk with
them every step of the way, from ensuring timely and accurate order
fulfillments to supporting shopper marketing efforts, " Rogers said.
Pork is a great substitute for beef during inflationary times, Wallace
said, as it elevates a meal but keeps it affordable - and this is something
that should be included on marketing materials.
" We have had a lot of earned media that supports our retailers in
specific markets, along with social media and digital ads, " he said.
" Niman does a great job partnering with our customers to tell our
farmers' stories and really highlight what makes our brand different. We
have farmer ambassadors that love to go out to stores and do demos. "
" We have a well-balanced business, so for us, we are seeing strong
pull across the entire carcass, " he said. " We are continuing to evaluate
new grind and sausage flavors based on the success we are seeing in
this category. Our Fat Tire and Voodoo Ranger craft beer sausages have
been moving well. "
While pork consumers do tend to skew towards the older
demographic, as we look toward the future of pork as a category, great
opportunity lies with Millennial and Gen Z segments.
" They are willing to experiment while cooking pork, " Fleming said.
" While older generations tend to lean more toward cooking pork until
it is fully white, younger generations are willing to experiment in the
kitchen to have a better eating experience, such as cooking medium
rare pork chops. "
Marketing measures
Keeping pork top of mind with consumers when they're planning their
meal is essential.
" Pork tends to be a more planned purchase for consumers - they need
a nudge, " Fleming said. " Showcasing pork in the weekly advertisement
rotation is more important than just providing a discount. Frequency of
adds, in-store point-of-sale materials and online and digital platforms
can keep pork at the top of consumers' shopping lists. "
The most important message stores should be getting out when
marketing pork are not to overcook and highlighting the nutritional
value and flavor of pork. After all, pork is called the other while meat
because the nutritional value is comparable to poultry.
" It is a lean nutritional protein that adds variety to the menu, " said JD
Enrici, vice president of sales for Coleman Natural Foods. " Consumers
have also learned over the years not to overcook pork since the USDA
46 - SEPTEMBER 2022
Space details
Variety is very important in the pork category, as there are different
sizes of roast-both bone-in and boneless, plus thick and thin cut
chops, both boneless and bone-in. There's also tenderloins, pork butts
and more. Pork ribs, bone-in cuts and pork butts trend during summer
grilling season.
So, supermarkets should be devoting a good amount of space to the
category.
" Vertical in the multi deck meat case at least three of four feet is
recommended, " Enrici said.
As we move into the fall, Fleming noted roasts become a more
important item and take some of the incremental space that ribs have
had in the summer.
" There are of course cook-in-bag ribs that offer potential for kids
who are cooking during the weeknights, " he said. " However, roasts
will be especially popular, first in fall and then as consumers seek to fill
their holiday tables. A Frenched rack of pork also performs well at the
holidays and still provides value to consumers. "
As case-ready packaging evolves, Wallace expects to see higher
demand from conventional retailers looking to make sure they have
convenient and healthy options for their customers.
Regardless of the outcome of the Supreme Court decision on Prop 12,
it's clear that the demand for high animal welfare, crate-free pork is not
going away.
Pork offers unique flavor - from bacon to sausage to fresh pork. Pork
easily lends itself to recipe creation, since its flavor blends well with
any dish. Additionally, pork is easy to cook. After reaching an internal
temperature of 145 degrees Fahrenheit and resting for three minutes, it
is ready to be served. That makes it perfect for weekday meals, as well
as weekend barbecues.
" For many cultures, such as Asian and Hispanic heritages, pork serves
as a cultural touchstone for consumers looking to maintain the true
flavor they get from their heritage and family, " Fleming said. " As we
head into the holiday season, for many shoppers it just isn't Christmas
without pork tamales. That's what brings families together. "
supermarketperimeter.com
NIMAN RANCH
No other protein
has the diversity
of use and taste that
pork has, according
to Niman Ranch.
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Supermarket Perimeter - September 2022

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