Supermarket Perimeter - April 2022 - 38

Meat & Poultry: Organic
impossible to find on store shelves, we're
focused on modest and convenient pack
sizes, so consumers can enjoy flavors
they love without having to bite
off more than they can chew, "
Corbett said.
Burns noted that
story of where the meat is coming from.
" It's also important to make sure the
Applegate's WELL CARVED
line is the perfect example
of taking popular items
consumers crave and then
not only elevating the quality
of ingredients used to make
them, but finding ways to
make the product unique,
such as pairing meat with
plant blends.
For instance, WELL CARVED
burgers and meatballs are made
exclusively with organic meat and
vegetables and offer consumers a
way to enjoy real, clean meat in tandem
with vegetables that promote health and a
healthier planet.
" We are also about to launch a new organic snacking
item called Applegate Organics Genoa Salami Bites, " Burns said.
" Our traditional organic Genoa Salami is one of our more popular items
and, with snacking continuing to be a huge food occasion, we hope
making a version that is portable and bite-sized will satisfy the needs
of consumers looking for organic snacking options that are also a good
source of protein. "
Marketing matters
The more consumers demand organic food, the faster it will be
produced to meet that demand.
Corbett feels stores can do their part in increasing organic
meat knowledge by making information easily accessible
with store signage and case display, plus utilizing its
company website and digital assets to tell the
USDA Organic seal is evident and
that shoppers understand the
credibility of the claims labeled
this way, to know that farms
are third-party audited and
have proven their programs
and claims to be true, "
Corbett said. " We've seen
some retailers go as far as
to hold webinars or instore
cooking demonstrations so
consumers can engage with
brands first-hand and ask
questions. That's a wonderful
approach. "
Panorama knows that organic
meat is expensive for some
consumers, so it makes sure that
it's in the right size package and work
closely with retailers to promote it.
" If a retailer doesn't know a consumer has
it at the store, you've missed the boat, " Cornelius
said. " We provide free magazines in a stand that have
recipes and create a destination for shoppers who want to try the
products. "
Applegate offers certified organic items in every product category
that it offers and helps support retailers to both expand assortments and
fill gaps in their existing sets with items that are highly differentiated and
will increase total basket dollars.
In order to better market organic meat, stores should group organic
meats together at eye level and merchandise next to conventional
meats, where there is high foot traffic, Burns said.
" To help differentiate, signage and shelf tags should be used to call
out which products are organic meats, " she added. " When it comes
to e-commerce, organic meats should be featured prominently on
retailers' platforms, since the organic meat shopper has a much higher
propensity to buy groceries online than the average shopper. "
38 - APRIL 2022
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Supermarket Perimeter - April 2022

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