Supermarket Perimeter - January 2022 - 48

Meat & Poultry: Natural Meats
recognition that ensures animals are calm, relaxed and well cared for
throughout their entire lives. "
Importance of marketing
While prioritizing claims is important, Tyson Foods believes
transparency and storytelling is a more valuable way to connect with
shoppers and increase sales.
" Consumers will spend more on brands they trust and that
share their values, " Banuelos said. " To help supermarkets reach the
consumer throughout their shopping journey, we have developed a
comprehensive toolbox of marketing materials which include producer
stories, the nutritional benefits of our products, and our animal
standards. "
Coleman Natural Foods assists retailers by providing informative
point of sale materials with QR codes for curious customers to learn
more about raising practices and the farmers behind the brand.
" We also have worked with retailers to put together customized,
Educating
consumers about
claims with POS
materals, QR codes
and other information
is key for Coleman
Natural Foods.
informative videos about our brand story to ensure shoppers are
confident in the better-for-you brands they choose, " Findle said.
Transparency is key for consumers and the more retailers
can differentiate their product selection and showcase
authentic brands and stories, the more loyal shoppers
will be.
As an example, Niman Ranch has partnered with
retailers to add QR codes to shelf talkers and the meat
case to help them learn about sustainable practices on
its farms, added video displays in meat departments for
farmer videos and deployed geo-targeted social media ads
to reach shoppers and educate them on trustworthy meat claims
and labels.
" We have partnered with retailers to create destination sets in the
meat case for truly premium, attribute-driven products, " Oliviero said.
" We've filled these case sets with a mix of prepared, fresh and even
different proteins. These unique case sets offer a one-stop shop for
claims driven, higher value shoppers. "
For instance, Springdale, Ark.-based Tyson Foods' Open Prairie
Natural Meats brand goes a step further with its Never Ever program.
" Our beef and pork products come from animals that have never
been given antibiotics, added hormones or growth promotants and
are fed a 100% vegetarian diet, " said Britney Banuelos, senior brand
manager for Tyson Foods' fresh meats category.
According to Mintel, the most important attribute for red meat
shoppers is that the meat be " all-natural. " Stewart noted the natural
beef and pork programs from Creekstone Farms go a step beyond " allnatural "
to ensure the company provides innovative products that will
inspire customers and consumers.
" The Creekstone Farms' Natural Black Angus Beef program includes
several key elements, including no antibiotics, added hormones or
growth promotants-ever, " he said. " The program is certified humane
by the Humane Farm Animal Care, an industry-leading group that has
certified the system since 2015. We believe this is an important element
to our program as the Certified Humane certification is a third-party
48 - JANUARY 2022
Interest rising
The pandemic radically altered consumer shopping and purchasing
habits. Natural meat demand exploded as home chefs shifted their
food dollars from restaurants to home-cooked meals. That resulted in
cooking skills improving and consumers becoming more accustomed
to higher quality meats.
" During the peaks of the COVID pandemic, many consumers saw for
the first time the limitations of the conventional meat sector, " Oliviero
said. " People learned more about the food system than ever before and
changed their shopping habits to support transparent brands that align
with their values -and we are finding these new habits stuck. "
The natural segment is strong and still growing. As consumers
become more engaged with their food, they are taking time to read
label claims and are vested in knowing where their food comes from.
" Moving into 2022, brands can connect with consumers through
storytelling and explaining how food gets to their table, " Banuelos said.
" This is a category that still has a great deal of growth potential in the
years ahead. "
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Supermarket Perimeter - January 2022

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