RETHINKING MEAT CASE CAN BEEF UP SALES, SAYS NCBA

CHICAGO -- Meat retailers and the beef industry are missing opportunities to reach consumers, partially because supermarket meat cases are organized to serve the industry rather than the consumer, according to a study issued by the National Cattlemen's Beef Association here.

upermarket retailers as two of the most effective weapons in their competitive arsenals," said Kevin Yost, executive director of channel marketing for the NCBA. "Considering meat department sales generate about 33% of dollars spent on perishables, it makes sense that category management of fresh meat be a key element in any retailer's overall tactical plan."

The report was developed for the NCBA by Robert C. Blattberg, director of the center for retail management at Northwestern University; Lynn Chaney, Blattberg, Chaney and Associates; and Leo Burnett Co., based here. It gives an overview of category management's basic concepts, the prerequisites of a successful program, a sample category plan, a look at NCBA initiatives supporting category management, and an assessment of current category management practices in fresh meat.

Copies of the report are available from the NCBA.