BXP - June/July 2017 - 35

35

Category Disruptor
A smart approach to data for retailer buyers
paired with a package design that delivers a strong
brand persona, shatters categor y expectations
to deliver strong sales for PRE Brands.
BY LARRY JAFFEE

There's a memorable scene in the 1984 movie Moscow on

college roommate looking to grow a family business.

the Hudson in which the late Robin Williams plays a Russian
defector who hyperventilates in a supermarket after being

They then turned around a meat-manufacturing facility that

overwhelmed by the multitude of choices on store shelves.

within two years gained national distribution. The partners
then targeted organic meat, a rapidly growing but still na-

One wonders how the character would handle today's

scent market.

healthier meat options, such as grass-fed beef from New
Zealand and Australia.

Lebovich decided to go solo to start from scratch "Lenny's
Grass-Fed Beefs," although the economic downturn and

Chicago-based meat importer PRE Brands recently under-

failure to find capital forced him to close in 2010. Two years

went a visual makeover, conceived and executed by brand

later he decided to give it another shot, travelling the world,

design consultancy Ciulla Associates, also of the Windy City,

including Brazil, Central America and Europe, to study the

that's already grabbing market share with its beef imported

global meat supply chain in search of the world's best tasting

from Down Under.

meat. He settled on Australia and New Zealand. In contrast,
most U.S. beef originates from grain-fed cattle in a very in-

LONG INCUBATOR TO MARKET

dustrialized, processed supply chain.

PRE founder and CEO Lenny Lebovich, a former investment
banker and securities analyst, unexpectedly found himself in

The hiatus might have been fortunate because PRE's "no

the meat industry in the early 2000s when he joined a former

antibiotics, no hormones, and 100% grass-fed" jibed with con-

BXPMAGAZINE.COM


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Table of Contents for the Digital Edition of BXP - June/July 2017

Bxp - June/july 2017
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: The Stride Ahead
Deeper Connections
Category Disruptor
The Debate: Disruptive Innovation , Marketing and Brand
The Toolbox: Luxury
Index of Advertisers
The List
BXP - June/July 2017 - Intro
BXP - June/July 2017 - Bxp - June/july 2017
BXP - June/July 2017 - Cover2
BXP - June/July 2017 - 1
BXP - June/July 2017 - Contents
BXP - June/July 2017 - 3
BXP - June/July 2017 - 4
BXP - June/July 2017 - 5
BXP - June/July 2017 - Editor’s Letter
BXP - June/July 2017 - 7
BXP - June/July 2017 - 8
BXP - June/July 2017 - The Scene
BXP - June/July 2017 - 10
BXP - June/July 2017 - 11
BXP - June/July 2017 - 12
BXP - June/July 2017 - 13
BXP - June/July 2017 - 14
BXP - June/July 2017 - 15
BXP - June/July 2017 - 16
BXP - June/July 2017 - 17
BXP - June/July 2017 - 18
BXP - June/July 2017 - 19
BXP - June/July 2017 - Chief Experience Officer Series: The Stride Ahead
BXP - June/July 2017 - 21
BXP - June/July 2017 - 22
BXP - June/July 2017 - 23
BXP - June/July 2017 - 24
BXP - June/July 2017 - 25
BXP - June/July 2017 - 26
BXP - June/July 2017 - 27
BXP - June/July 2017 - 28
BXP - June/July 2017 - 29
BXP - June/July 2017 - Deeper Connections
BXP - June/July 2017 - 31
BXP - June/July 2017 - 32
BXP - June/July 2017 - 33
BXP - June/July 2017 - 34
BXP - June/July 2017 - Category Disruptor
BXP - June/July 2017 - 36
BXP - June/July 2017 - 37
BXP - June/July 2017 - 38
BXP - June/July 2017 - 39
BXP - June/July 2017 - The Debate: Disruptive Innovation , Marketing and Brand
BXP - June/July 2017 - 41
BXP - June/July 2017 - The Toolbox: Luxury
BXP - June/July 2017 - 43
BXP - June/July 2017 - 44
BXP - June/July 2017 - 45
BXP - June/July 2017 - 46
BXP - June/July 2017 - Index of Advertisers
BXP - June/July 2017 - The List
BXP - June/July 2017 - Cover3
BXP - June/July 2017 - Cover4
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