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BEEF PROGRAM STAKES CLAIM AT SUTTON

BETHESDA, Md. -- Sutton Place Gourmet here is marketing a new Certified Hereford beef program, following marketing and sales successes for the breed in steak houses and other restaurants within this region.consistently high-quality product."The Certified Hereford first appeared in a single Sutton Place unit late last fall, supported by a barbecue fixture sampling cuts in front of the store. The program

BETHESDA, Md. -- Sutton Place Gourmet here is marketing a new Certified Hereford beef program, following marketing and sales successes for the breed in steak houses and other restaurants within this region.

consistently high-quality product."

The Certified Hereford first appeared in a single Sutton Place unit late last fall, supported by a barbecue fixture sampling cuts in front of the store. The program has been rolling out since and now includes all six units of the chain located throughout Washington.

"We have had very positive response," said Lusk. The Certified Hereford beef program is offered in Sutton Place Gourmet's full-service cases.

While the price of the Certified Hereford items is slightly higher than for other beef items offered at local retailers, Lusk said that point-of-purchase materials and signage describe the beef and its points of difference. And meat-department associates get to talk to consumers and answer questions.

The Certified Hereford beef program was initiated in 1991 by the American Hereford Association, following a three-year Colorado State University study that examined palatability, quality and consistency of beef. Specifically, tenderness and flavor were found to be central issues with consumers.

"There were too many defects for consumers to buy beef consistently all the time," said Arden Gremmert, director of marketing at Mid-Ag, Red Oak, Iowa. "Poultry had built consistency into their program, and we had to address that.

"It is our intention to sell a good tasting product," Gremmert added. "If consumers don't have good experiences often enough, they won't buy beef."