The art of pairing

Charcuterie boards are still going strong in all of their meat and nonmeat variations, and have been Exhibit A for the sales-spurring potential of thoughtful pairing. But that kind of sampling-inspiring creativity doesn’t have to be limited to whatever can be sliced up for a sausage-and-cheese board, says Roerink.

She points to one retailer that, for the holidays, debuted a classic shrimp ring that also featured smoked-salmon bites. It’s a pairing that makes so much sense that it should be unremarkable, Roerink suggests, but simply connecting those dots for consumers and presenting both items in one well-presented package can help them create the kind of guest-wowing experience they seek–and that can build trust with a retailer, she notes.

Within the meat department, out-of-the-box pairings might take the form of a burgers-and-brats combo promotion or an Oktoberfest sausage sampler. Or maybe it’s suggesting a pork shoulder, slider buns and a local brand of barbecue sauces for an at-home pulled-pork barbecue sampling event.

“Think about that family dinner, about togetherness over a grilling-out occasion,” Roerink says. Those dinners may not happen too often for today’s busy households, but when they do, consumers want to make them count with a meal that is memorable. After all, notes Circana’s Parker, “Wellness is also emotional.”