Meat Case Management
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Many forward thinking retailers across Canada have chosen to differentiate themselves within the marketplace by offering high quality Canadian beef combined with a consumer information program that includes revised nomenclature.
This new program includes:
- revised nomenclature which incorporates the cooking method with the anatomical cut name,
- on-pack cooking instructions, and
- beef counters setup by cooking methods to simplify the shopping experience.
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This trend has contributed to the results of a recent consumer tracking study (NPD Group Canada Inc.) confirming that retailers who have properly implemented and executed all three elements of this program (originally launched as the "NEW NAME BEEF" program) have realized annual dollar volume increases of 17.7 % and kilogram increases of 12.7%.
Results indicate Canadians are buying more beef, and paying more $/kg, in retail outlets that have properly implemented and fully executed this program.
The simple focus of the program is to reduce consumer confusion and eliminate the risk of error in selection and preparation of fresh beef.
Increased eating satisfaction results in higher levels of customer loyalty and expanded cut repertoires, which in turn create expanded merchandising opportunities for the retailer.
The Beef Information Centre has developed all the POS materials you need to implement this program.
Cooking instruction labels are now produced or distributed by most store supply companies, check with your supplier or contact your local BIC retail team member.
Let Your Customers Know!
Once the counter setup has been completed, create some NEWS around your new beef section.
Use print or radio advertisements to announce your revitalized meat counter. Highlight a seasonal cooking method feature in your flyer or in-store. Create some excitement with your customers! They are always looking for new ideas. Be sure to train and involve staff members to maximize effect.
