VONS PAVILION CORRALS BUFFALO STEAK SALES

PAMELA BLAMEY

ARCADIA, Calif. -- Buffalo steaks have made their debut in the meat case at Vons Pavilion supermarkets, according to officials at Vons headquarters here.

Pavilion recently ran a successful three-week promotion of buffalo rib eye steaks, sourced from Star B Ranch in Ramona, Calif., Vons spokeswoman Sandra Calderon told SN.

The promotion, which ended June 14, "moved a lot of product," Calderon said.

"Sales were really successful and now a lot more people are aware that [buffalo meat] is available," she added.

In-store demos, including barbecued samples of the steaks, accompanied the promotion, along with a contest to determine which store had the most creative displays.

"One store built a big corral with [models of] buffalo in it, and some meat department personnel wore cowboy outfits," Calderon said. Checkers also sported buttons with the slogan, "Ask me about Buffalo steak."

"Bison steak is actually better for you," said Calderon. "It has half the cholesterol of roasted skinless chicken breast. It's the beef of the '90s."

Buffalo steaks cost considerably more than either chicken or beef, carrying a price point of $10.99 per pound during the promotion.

Ground buffalo patties are $4.29 for a 16-ounce package, according to Calderon.

Flyers and Pavilion newspaper ads helped to advertise the arrival of the bison.

The promotion showed a substantial increase over the last time the chain tried to promote buffalo meat, in the form of ground patties, according to Calderon.

Buffalo steaks will continue to be offered in the frozen section of Pavilion stores' meat cases, but Calderon said it is uncertain whether or not stores under the Vons banner will also begin to carry the product.