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NCBA Promotes Value in Difficult Economy

With food prices on the rise and the economy mired in a sluggish recovery, shoppers are still looking for ways to save. In meat departments, many frugal shoppers have been falling into two distinct camps. On one end of the spectrum, there are budget-conscious shoppers who watch for specials and buy in bulk when they spot a deal. On the opposite end, there are shoppers who lack the disposable income

With food prices on the rise and the economy mired in a sluggish recovery, shoppers are still looking for ways to save. In meat departments, many frugal shoppers have been falling into two distinct camps. On one end of the spectrum, there are budget-conscious shoppers who watch for specials and buy in bulk when they spot a deal. On the opposite end, there are shoppers who lack the disposable income to stock up, and are buying smaller quantities of meat and poultry during each shopping trip.

SN recently spoke to the National Cattlemen's Beef Association about several programs the organization has developed to help retailers appeal to both types of shopper.

“All of these programs really highlight the value of beef to consumers,” said Trevor Amen, NCBA's manager of channel marketing. Retailers who serve shoppers who like to buy in bulk, for example, might be interested in NCBA's Slice ‘n Save program, which offers point-of-sale materials and a series of free step-by-step Web videos that teach shoppers how to buy boneless middle meat subprimals — such as ribeye steaks and tenderloins — and then cut the meat at home into individual steaks and roasts.

“Another buying-in-bulk strategy would be the bargain bundles, where retailers are bundling multiple items and then offering that [bundle] at a discount, a lower price per pound,” Amen said. “Consumers can make that initial up-front purchase, and extend that purchase through many meals.”

For those shoppers who are buying in smaller quantities, Amen suggested that retailers take another look at NCBA's Beef Alternative Merchandising program.

This program involves “taking high-quality middle-meat items, like the ribeye, the top sirloin, the top loin or strip loin, and innovatively fabricating those to have a more correct portion size,” he explained. “Items that are further trimmed … appeal to consumers that are looking for a lower-fat option at the correct portion size.”

Even though the price-per-pound may be slightly higher, these smaller steaks can place high-quality cuts within the budgets of more shoppers, and can also appeal to one- and two-person households who prefer smaller portions.

“This also adds variety to the meat case for different consumers and their different needs,” Amen explained. “They can still enjoy a really high-quality steak item.”

In addition, value cuts such as flat iron steaks, Denver steaks, and tri-tip roasts offer shoppers mid-priced options to feed a family.

“We've identified those [cuts] through Checkoff research,” he said. “A muscle profiling study years ago helped identify those cuts that have positive attributes in terms of tenderness, flavor and eating quality at that mid-priced level.”

And, finally, Amen pointed to NCBA's regular promotions with beer, wine and consumer packaged goods companies, which offer shoppers coupons for bundled purchases that include beef. NCBA's annual promotional calendar is available at beefretail.org/promotionalcalendar.aspx.

TAGS: Meat