RICE ADDS BRANDED HAM PRODUCTS TO ITS EPICUREAN MARKET OFFERINGS

AMY I. STICKEL

HOUSTON -- Rice Food Markets here introduced HoneyBaked Ham Co. products last month, marking the first time a Texas supermarket has carried the gourmet company's products.

Rice is carrying HoneyBaked Ham Co. products in the delis of its upscale Rice Epicurean Market format, according to Scott Silverman, vice president and director of specialty foods.

Each deli has devoted 6 to 8 feet of case space, along with in-store signs, to the line. Condiments and a variety of mustards are merchandised on "knee-knockers," in front of the case, Silverman said.

Product offerings include the fully cooked spiral-sliced hams for which the company is known, as well as smoked turkeys, roasted turkeys and ribs. Hams retail for $4.99 a pound at Rice, which is also the retail price at HoneyBaked Ham Co.'s freestanding stores, according to Silverman.

"The response has been overwhelming," he said. "This is going to be huge for us."

So far, five Epicurean markets offer the HoneyBaked Ham Co. program. The sixth Epicurean store is undergoing a remodel, and will reopen with the program included, Silverman said.

HoneyBaked Ham Co. describes itself as the nation's original and leading retailer of spiral sliced hams, operating 265 freestanding stores across the country.

This is the first time the Troy, Mich.-based company's Southern division has placed its products in a supermarket, said Amy Zimmer, marketing manager. "We considered [Rice Epicurean Markets] because their standards mirror ours," she said. "We want to try this out. So far, it's worked out quite well."

The gourmet ham marketer is waiting to see how its products fare in a supermarket setting before expanding the program to other chains, she said.

Rice is spreading the news about the HoneyBaked Ham Co. program in a big way. A full-page, color ad in the Houston Chronicle announced the arrival of the HoneyBaked Ham Co. products. "Another first from Rice Epicurean Markets!" read the headline. "The authentic spiral sliced HoneyBaked Ham, available exclusively at Rice Epicurean Markets and The HoneyBaked Ham Company Stores."

The hams are also getting big play in its weekly circulars; and Rice has devoted several billboards to the products, Silverman said. He said Rice is also sending out mailers to its frequent shoppers and personal letters to its corporate customers, to let them know Rice is carrying the brand.

"We are totally, totally behind this," he said.