Supervalu Launches Premium PL Beef

EDEN PRAIRIE, Minn. — Supervalu here has launched Stockman & Dakota, a new private-label line of premium, USDA Choice Angus beef.

The comprehensive new brand includes 60 different cuts of beef, ranging from steaks to boneless roasts, and will be supported with a new in-store signage system for all Supervalu family stores, as well as a new merchandising scheme that groups all beef cuts by cooking method. Packages will also feature cooking labels to help shoppers choose beef products by their preferred cooking method, such as grilling, oven-roasting, slow-cooking or pan-searing.

Company officials said the new brand was developed and launched in response to the American trend toward cooking and eating more meals at home.

“With our new beef program, we're positioned to address the growing trend of eating at home by providing customers with fresh, quality cuts of beef and a differentiated in-store experience that gives them the preparation tips, recipes and serving ideas they need to create a restaurant-quality meal at home, for less,” Jim Smits, Supervalu group vice president, fresh foods merchandising, said in a release.

It has been a buyer's market for premium beef this spring. Declining finishing feed prices and a sharp drop in demand from the restaurant industry, among other factors, have helped push beef wholesale prices to multiyear lows. As SN reported last week, Loblaw Cos. has also launched a USDA Choice/Canada AAA line extension for its President's Choice brand.