supermarket PERIMETER - May 2021 - 36

Meat & Poultry: Brand partnerships

36 - MAY 2021

Buddig now produces Kingsford's branded pre-cooked ribs and
barbecue entrées and features a variety of barbecue and other meat
meal traditions, including Baby Back Pork Ribs, Pulled Pork, Pulled Beef
Brisket and Seasoned Pork Carnitas at the store level.

Partnering with an icon
Golden West Food Group, based in Vernon
Calif., has achieved several beneficial
partnerships, most notably its team-up
with Louisville, Ken.-based BrownForman, manufacturers of Jack Daniel's.
The brand licensing agreement, which
started back in 2007, includes ready-toeat barbeque meats.
" Our first client was Albertsons in
Southern California, and it's grown
to probably the industry's most
successful partnership, " said Tony
Cimolino, chief marketing officer of
Golden West. " Today, it's the No. 1
packaged barbeque entree line in
the US. "
Jack Daniel's is in 187 countries and
ranked No. 1 in whisky sales worldwide, and it's often
been used as an ingredient in sauces and marinades.
" They started their barbeque contest, one of the four majors in the
world, 30 years ago, which even pre-dates our license, which shows
they've long had an established relationship with food products, "
Cimolino said. " They have over 65 licensees, with everything from
glassware to apparel and our licensing has grown to be the largest one
in their portfolio. "
What makes the partnership work, Cimolino noted, is that the
matchup really resonates with the consumers.
" We've developed a core set of products around chicken, beef and
pork and using the Jack Daniel's Tennessee whisky in the sauce, and
from that sprang a relationship with Brown-Forman that allowed us to
gain the Jack Daniel's bottled sauce license, " Cimolino said. " There's a
lot of great brand quality and lore that goes with Jack Daniels. "
This newer product is in 3,200 Walmarts, plus Food Lion, Albertsons,
Kroger and many other supermarkets. Golden West also has the global
license for the barbeque sauce and has successfully placed it in Canada
and England.
Golden West also has licensed partnerships with Focus Brands for
Cinnabon, one with Certified Angus Beef and others as well.
" What we've learned over the last 15 years, is that you really need the
No. 1 brand in the category to partner with, " Cimolino said. " We look for
that status when considering any new partnerships. "
Another fundamental thing to look at going into any relationship, he
added, is whether the consumer thinks there's a natural food tie-in or
enhancement with that product.
" We've had experiments where we've tried to take a brand name
that's a popular brand name and tried to put it on products, but the
public is very sharp when it comes to that, and if it's not authentic, they
won't go for it, " Cimolino said.

supermarketperimeter.com

COLEMAN, GOLDEN WEST

" We are providing the natural beef and pork for a hot dog and bacon
line in the Wahlburgers At Home portfolio, " Coleman said. " Both items
will feature our promises of product that is uncured, all-natural, and
sourced from livestock humanely raised in the USA with no antibiotics
or hormones, ever. "
The 12-oz uncured hickory smoked bacon is sourced from US family
farms that are American Humane Certified and raise their hogs 100%
crate free, never using antibiotics or growth promotants. The 12-oz
8-count all-beef uncured hot dog product is 100% beef with no fillers,
artificial ingredients or preservatives.
Paul Wahlberg noted that the company's goal has always been to
continuously expand its retail product line beyond burgers to bring its
fans delicious offerings that they can enjoy with their families at home.
" Like Wahlburgers, Coleman Natural Foods started with a workingclass family and they too trace their roots back to their family's kitchen
table where the only star is the food, " he said. " We agree that there is
no better feeling than sitting at the table together, sharing good food,
stories and a few laughs. "
Another strong partnership is between Kingsford Products Co.,
owner of the popular charcoal brand, and CBQ, LLC, a wholly owned
subsidiary of Homewood, Ill.-based Carl Buddig & Co.

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supermarket PERIMETER - May 2021

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