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50 percent, due in large part to the
H.S.N. appearances.
During a recent program, a customer called raving about the aroma and taste of Father's bacon,
which lit up the phones. At one point
during that segment, 450 operators
were on the phones taking orders.
Sellouts occur sporadically, but aren't something Gatton plans on. A
big part of the success depends on when the spots are aired, which is
left up to producers and often isn't decided until the last minute.
One of the Father's products that has been popular lately on
H.S.N. is its cured pork loin, partly because there is no waste and
it is ready to eat, but also because of its appeal to health-conscious
viewers, says Gatton. Besides, certain products are better suited for
a rash of orders. "We can turn the loins a lot more readily," he says,
because they don't require long periods in a smokehouse.
Conveying taste and smell through a TV set can be challenging.
Before Father's products go on the air, steps are taken to make the
food look as appetizing as possible on screen. "You want to make
them want to eat their refrigerator," Gatton says, which is part of the
reason a microphone is positioned right next to the griddle where
the bacon is sizzling. And rather
than hire a food stylist to compose
food on platters for the program,
Gatton brings along someone from
the plant to give the food the aesthetic touch needed to look good
on live television. "We do our
own food style," he says. "We've
learned that presentation is really
important. We have beauty plates
that we prepare before the show."
Going large
West Chester, Pa.-based QVC
has been in the electronic retailing business since 1986 and has
evolved into one of the most popular venues of its kind. In 2002, QVC's net sales totaled nearly $4.4
billion, and the company shipped over 107 million units worldwide.
Since the mid '90s, the network has given viewers a steady diet
of meat and poultry products, which come from a handpicked stable
of companies. One of the longest standing food vendors on the program is the Kansas City Steak Co., which is owned by Kansas City,
Mo.-based National beef. QVC has carried K.C. Steak products since
about 1995. Over the past five years, Stuffin Gourmet poultry and
seafood products have also become staples on the program as well
as Sabatino's pork and even Memphis-based Corky's barbecue.
John Schrogie, QVC's food buyer, says the companies featured

82 MEAT&POULTRY * October 2003 * www.MEATPOULTRY.com

regularly all have interesting
stories behind their name and
they sell quality products - two
prerequisites for the program.
Given the exposure the program gets, the ability to produce large volumes can also
be a factor for food companies
considered for the show.
In 2002, QVC operators handled as many as 835,000 phone
calls in a 24-hour period. The programming reaches 96 percent of
U.S. cable subscribers and another 19 million homes with satellite
dishes. "What it offers is an in-store demo to 80 million households," says Schrogie. "We sell one item at a time and make every
effort to romance the product."
Producers realize viewers respond differently to methods of
selling exercise equipment, for example, than for a box of aged
steaks. "A lounge chair demo is a lot different than (demonstrating) food," says Schrogie.
Through its vendor relations department, QVC buyers always
have their feelers out for the next George Foreman Grill or latest
food fad. However, Schrogie says the criteria are pretty simple.
"We look for something they can't buy at the supermarket, and
we always look for a product with a great story."
Size is a factor too, especially among food companies vying for a spot on the network. Schrogie says QVC is willing
to work with companies to help them
get ready for increased production if
it is within reason.
For a meat processor that only
handles two or three hundred
pounds per week, Schrogie says this
probably isn't the best venue. However, "If they can support a foodservice-level account, they're probably a
good fit for us. Foodservice-geared
companies are ideal," he says. "But
if there's a great product out there,
"and a great vendor," regardless of size, "we work out how to
get them on the air."
Schrogie won't discuss how much meat is sold through QVC,
which buys its products from vendors at wholesale prices before
the shows air. Kansas City Steak Co., he says as an example, has
not been disappointed. "We move a lot of beef."
M&P
We would like to hear from you-
your comments and questions
about this article are welcome.
E-mail the author at: jcrews@sosland.com

http://www.MEATPOULTRY.com

Meat + Poultry - October 2003

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