INDIANAPOLIS -- Marsh Supermarkets has rolled out beef nutrition labeling to all its stores, all three banners, after a 16-week test run by the National Cattlemen's Beef Association was seen to lift beef sales and increase customer loyalty. Beef sales at Marsh test stores rose 6% in dollar sales, compared to controls. In intercept interviews, 52% of customers said they had learned more about beef's nutrient contribution to a healthy diet. That's up 20% from a similar 2003 study, and this time, 32% said the labeling would bring them back to that store. On-pack labels highlighted protein, zinc, iron and vitamin B content and POS materials described their benefits. "We're pleased with the results," said Dewayne Wulff, vice president of meat merchandising, for Marsh Supermarkets. "This is a new standard of meat labeling, and it differentiates us in the marketplace." The test was financed by the beef check-off program.
-- Roseanne Harper
