Supermarket Perimeter - June 2023 - 43

That, Rogers said, is why Creekstone offers a premium claims-based
product, All-Natural Heritage Duroc Pork. The on-package labeling tells
a powerful story about the product and the Creekstone brand.
" Consumers can see at a glance that our pork has no antibiotics and
no added hormones. It also tells the consumer that our pork is Heritage
Duroc, a breed that yields more marbling and delivers on flavor and taste. "
The claims let shoppers know that while pork is a great value,
Creekstone has an elevated offering and has similar premium attributes
to what they're used to seeing on the company's beef labels.
One thing Creekstone is excited about in 2023 is continuing to find
ways to educate shoppers about what pork label claims mean, and why
they're a sign of added value. The company does this by sharing its
story on its social platforms and website and by partnering with its retail
customers to provide point-of-sale materials.
" The end result is that we're creating the same kind of top-tier pork
program that consumers would expect with our beef products. "
Getting the word out
Even when chicken and pork are retailing for about the same price
per pound, research says that consumers still see chicken as the more
economical option of the two proteins, so there's educational work to
be done.
One solution, Ingram said, is a new approach to segmentation in the
retail meat case.
When consumers enter the grocery store, they have a variety of
options of beef and chicken to choose from. Tyson recommends that
retailers segment pork similarly, specifically by production claims (such
as an NAE option, like Tyson's Open Prairie Natural Pork) or by quality
attributes (Tyson's dual-tier Chairman's Reserve Premium and Prime
Pork products).
" This allows retailers to expand the appeal of pork, without limiting
options, " Ingram said. " Ultimately, understanding shoppers' purchase
drivers can help retailers sell more pork. "
For pork consumers today, she added, a majority say that price is
one of the top two factors when making a purchase decision. Quality
claims come in second, with 28% of consumers considering it as a top
two factor.
The demand for case-ready products continues to rise, and Tyson's
Chairman's Reserve Meats brand is constantly looking to expand its
case-ready offerings.
Two new Chairman's Reserve pork products launched recently
at Albertson's stores in the Portland, Ore., market: a bone-in pork
tomahawk chop and a bone-in pork chop.
They join other case-ready offerings including a ribeye pork chop,
boneless loin chop and thick-cut New York and bone-in pork chops.
In other case-ready news, Tyson recently introduced its Natural
Premium Pork case-ready line at the Annual Meat Conference. The line
features cuts including bone-in and boneless loins, pork sirloin and
pork shoulder butt and offers consumers a tender, juicy, consistent
case-ready pork option from the Tyson brand they know and trust,
Ingram said.
" We also recently launched an innovative cut that is disrupting the
category with its unique shape and tender eating experience - the
boneless pork loin griller steak. "
supermarketperimeter.com
Westminster, Colo.-based Niman Ranch is currently
debuting its Iberian Duroc pork program at both retail
and foodservice, said Alicia LaPorte, the company's
communications director.
" This is a very exciting program for us, " she said.
" Combining industry-leading animal care protocols with
exclusive genetics sourced from the Iberian Peninsula, it
further elevates Niman Ranch's highest quality offerings
and boasts robust marbling, a rich rosy color and a truly
exceptional eating experience. "
With this elevated, breed-specific product line, Niman
Ranch is offering the very best eating experience for
consumers with all the values and attributes eaters expect
from Niman Ranch: antibiotic free, Certified Humane and
raised by independent family farmers, LaPorte added.
So far, the reception has been great.
" Our specialty grocer partners are receiving great
feedback from customers. We're seeing great traction with
our more 'show stopper' pork cuts. "
Those include the tomahawk pork chop, which is
performing very well in retail as consumers look for
exciting meals that don't break the bank.
Consumers are being more budget focused and eating
out less, but they still want delicious meals - that, Laporte
said, is the sweet spot for Niman Ranch.
" We offer restaurant-quality meats for the discerning
home cook. Pork is a great center of the plate protein
choice for consumers, particularly as a more wallet friendly
option instead of beef. "
JUNE 2023 - 43
Niman Ranch introduces
Iberian Duroc pork
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