RETAILERS ROUND UP AWARDS FROM ANGUS BEEF PROGRAM

WOOSTER, Ohio -- Six retailers were commended for their work with the Certified Angus Beef Program, based here.

; Farm Fresh, Norfolk, Va.; Giant Eagle, Pittsburgh, and Randalls Food Markets, Houston.

Meijer, based in Grand Rapids, Mich., was named Retail Marketer of the Year for "aggressive marketing and creating awareness of Certified Angus Beef product," according to a statement from the program.

Other honors included the Rookie of the Year Award to Fred W. Albrecht Grocery Co., Akron, Ohio; Best Advertising Campaign of the Year to Metro Food Markets & Basic Food Centers, Baltimore; Commitment to Excellence Award to Butson's, Woodsville, N.H., and the Commitment to Integrity Award to Carter's Food Centers, Charlotte, Mich.

The program also recently rolled out precooked meat items, adding a 2-pound tri tip, a 2- to 2.5-pound pot roast and 6-ounce prime rib slices to the existing product line.

"We are continuing to come out with new products," said Jim Stickley, director of value-added products.

Whole muscle items warm in approximately 20 minutes in a convection oven and 10 in a microwave, and the prime rib slice warms in two minutes in a microwave.

Customers are familiar with the Certified Angus Beef brand in the fresh meat department, he added. "We wanted to expand its reach into other areas of fresh meat, deli and peg rack sections."

The desire to enter other supermarket department areas has been hampered by product development, Stickley said.

"It is difficult to offer a meat item that is precooked that does not have that warmed-over taste," he said. "Using a good quality product, that has a great taste and is easy to prepare are the key elements we have been striving for over the past two years."

The Certified Angus Beef Program also has a boxed meal concept including a pot roast of up to three pounds or a 3-pound prime rib, packaged in a plastic film bag and ready for holiday meal bundling. Side dish selections include yam apple supreme, green bean casserole and cornbread dressing. To reheat, the consumer simply places the meat in boiling water for a half-hour.

Other precooked items currently under consideration include a marinated fajita and a beef barbecue.