Meat + Poultry - August 2005 - 38

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When it comes to natural product claims, Mel Coleman says, "Labeling is always
a complicated thing, and we need to simplify it as much as we can."

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to distinguish its products from other
natural products that aren't made from
animals raised without antibiotics and
hormones. "We want to make sure
that when consumers see the Coleman
name, they know it's synonymous with
our raising practices," Coleman says.
Another part of Coleman's mission
to remain true to the trail is evident
in the diversity of its line of natural
and organic products. He has done
that by rolling out lines of lamb, pork,
poultry and bison. Coleman also wants
to make his company's products easier
for consumers to buy. More consumers
who shop at mainstream supermarkets,
not specialty stores, want natural and
organic products but aren't sure where
to ﬁnd them in the meatcase, he says.
This spring the company debuted its
Coleman Purely Natural line of allnatural beef, poultry, lamb, pork and
sausage products for the conventional
grocery channel. A dedicated merchandised meatcase allows retailers to
offer a variety of natural and organic
meat products while adding the convenience of having Coleman create and
manage the case for them.
Company research indicates consumers don't want to shop the entire
meat department looking for natural

For more information, see Page 73
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products. Hence, Coleman says it's
time for mainstream supermarkets to
implement a clearly marked natural
and organic meat and poultry section
to function as a "destination point" for
natural and organic meat consumers.
"Many of the largest grocers today
are interested in providing premium
natural and organic foods to shoppers in an easy-to-ﬁnd location with a
broad selection of products," Coleman
notes. "We're partnering with retailers
to grow with the changing needs of
today's consumers."
Again, it goes back to remaining true
to the trail, Coleman says. "In 1979,
there was no indicator that 25 years
later the largest-growing segment in
the meat industry would be natural and
organic meats," he adds. "So there are
times I wonder what the future is going
to be 10 or 20 years from now.
"If companies are to stay strong and
grow, they must continue to reinvent
themselves without losing the foundations of where they started."
The author is a freelance writer from
Cleveland.
We would like to hear from you- your comments
and questions about this article are welcome.
E-mail the author at: meat&poultry@sosland.com
http://www.MEATPOULTRY.com
Meat + Poultry - August 2005

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