NASHVILLE, Tenn. — The National Cattlemen's Beef Association on Thursday honored Broulim's Fresh Foods, Haggen, Harris Teeter and Safeway, announcing these four chains as the winners of the National Retail Beef Backer Awards, here at the 2012 Cattle Industry Annual Convention and NCBA Trade Show.
"The majority of beef sales in the United States depend on the commitment and dedication of supermarkets of all sizes," Margie Hande, cow-calf operator in Amidon, N.D., and chair of the Beef Checkoff Program's Retail Committee. "For the fifth year we are able to say thank you to retailers that are blazing new trails in the meat case and making beef more accessible to their consumers both through checkoff-funded programs and their own innovative marketing and merchandising efforts."
Broulim's, which won the Independent Retailer tier for the second year in a row, was recognized for its knowledgeable staff, its strong partnership with the Idaho Beef Council, and its regular use of checkoff-funded programs such as Summer Grilling Campaigns, Holiday Roast Campaigns, Beef Alternative Merchandising (BAM) and advertisements, all of which "have positively changed the way their customers interact with beef to dramatically increase beef sales," NCBA explained in a release.
Yakima, Wash.-based Haggen, winner in the Mid-Size Retailer tier, was recognized for building a brand focused on local products, the sale of which support local ranchers in the Pacific Northwest. Additionally, "in 2011, its team highlighted its commitment and focus on beef with the launch of its branded beef program, focused on the selling aspects of what drives beef usage and innovation at the case with new cuts and recipes."
Harris Teeter was recognized for a fourth time in the Large Chain Retailer tier. "Through deep consumer research, Harris Teeter truly understands their customer’s desires when considering beef purchases enabling them to blaze new trails in product labeling and point-of-sale merchandising," NCBA explained. "Year after year, Harris Teeter puts beef as a top priority in their advertising and marketing efforts. Fun promotions such as the 'Friday Night Steak' initiative increased daily beef sales more than 80 percent."
And Safeway was recognized as Innovator of the Year for utilizing market insights, sales trends and checkoff-funded advertising, training and promotions to consistently deliver to consumers expectations with brands like its private label Ranchers Reserve. "Safeway is recognized as a pioneer beef retailer that is committed to driving innovative marketing tactics, including new beef items like Beef Alternative Merchandising, Slice 'N Save, and marinated meats as well as seasonal promotions like the Mobile Grill."
Winners were selected by an independent judging committee of retail industry professionals based on criteria including the variety of promotional partnerships, beef merchandising and education programs. The judges also took into consideration the retailers' support of beef checkoff-funded initiatives such as Beef Alternative Merchandising, Hispanic Marketing, Easy Fresh Cooking, Beef Training Camp, Summer Grilling and Holiday Roast promotions, in addition to store-specific campaigns.
