Supermarket Perimeter - January 2023 - 38

Meat & Poultry: Natural meats
o63%f consumers
want to know
more about the
who, what,
where and
how behind
their food.
1 in
Showcasing farmers and ranchers through
video interviews, ranch photography and digital
storytelling is essential to getting those messages
out to even more future Creekstone customers,
he added.
Westminster, Colo.-based Niman Ranch has
several new products on tap for 2023, said Alicia
LaPorte, the company's communications director.
For starters, Niman Ranch will debut a 100% grassfed
and grass-finished hot dog. The recipe is the
same as the one for the company's award-winning
Fearless Franks. The difference is that it's made with
grass-fed beef.
" It's a winning combination that aligns with huge
jumps in consumer demand for grass-fed beef, "
LaPorte said.
Also in 2023, Niman Ranch has plans to expand its
line of prepared sausages and deli items in an effort
to appeal to consumers looking for new flavors. The
company will also debut a new line of premium pork
products and to expand its case-ready options.
" Innovation is the name of the game in 2023, as
we believe there is pent up consumer demand for
new options on store shelves, " LaPorte said.
Getting the word out
As consumers look for transparency in the products
and claims they're purchasing, Creekstone is looking
forward to introducing rebranded point of sale
materials into the retail meat case, Rogers said.
" From case dividers and consumer brochures
to videos of ranchers and some of the nation's
top chefs, we're working hard to transparently
communicate what makes our natural program
stand out. "
Across all sectors and regions, Creekstone is
continuing to see increased demand for elevated
38 - JANUARY 2023
3
consumers
specifically
looks for
claims-based
meat.
42% of meat
consumers
consider
" natural " to be
an indicator
of quality.
43% consider
US-raised to
be an indicator
of quality.
41% of meat
consumers
consider
no-added
hormones
to indicate
quality.
Source: Midan Marketing
supermarketperimeter.com
eating experiences, Rogers said. It's a trend that
began during COVID, as consumers recreated
restaurant experiences at home, and Creekstone
expects it to continue for the foreseeable future.
Ribeyes and tenderloins continue to be top grocery
retail sellers for Creekstone, and during the holidays,
bone-in ribeye and short loin sales tend to spike.
In addition, Creekstone's skirt steaks have been
popular because of their versatility, Rogers said.
And the company also sees different demand
depending on the region of the country. Californians,
for instance, seem to like tri-tip steaks, while New
Englanders prefer sirloin flap.
Across all cuts, though, natural ground beef sales
stand out, Rogers said. Natural claims are now listed
on 40% of ground beef packages and 20% of beef
packages - up from 36% and 17%, respectively, in 2018.
Capturing the natural meat consumer can pay
huge rewards for retailers, Rogers said. Natural and
organic purchasers tend to be much more engaged
with meat than the average meat consumer,
according to Midan. They enjoy cooking and prefer
package claims that are better for them, the animal
and the environment.
Sustainability continues to be a crucial topic in the
fresh meat industry, including decision-makers in
grocery retail, Rogers said. In terms of meat, 34% of
consumers say they're more concerned with meat
sustainability, while 15% said they think about it a
" great deal. "
" For this core group of shoppers, sustainability
is an important purchase driver. At Creekstone,
sustainability is about being a partner to the
generational family farms and ranchers who supply
our cattle. We believe strongly in offering a premium
for sustainable practices and in turn hold our farmers
and ranchers to rigorous sustainability and animal
welfare standards. "
A higher bar
Five years ago, slapping " natural " on a package was
enough for many consumers, LaPorte said. That's
not the case today, especially for premium meat
shoppers.
" If you say sustainable, they want to know the acres
of cover crops your farmers have planted, " she said.
" If you say family farmers, they want to know where
the farms are located and how many generations are
involved. Consumers want to know the story of their
food and how it aligns with their values. "
For Niman Ranch, that's a huge selling point,
thanks to the company's transparent supply chain
and industry-leading sustainable and humane animal
care practices, she added.
Creekstone Farms
Supermarket Perimeter - January 2023

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