Display Strategies for Organic, Grass-Fed or Cage Free Fresh Meats

There is much more psychology going on behind the scenes of every grocery store layout and product display strategies than consumers may ever realize.  For grocers, it comes down to every square inch of commercial space that is utilized to engage, inform and entice consumers to add new and favorite grass-fed or organic products to their grocery cart.

How can independent or chain grocers effectively market new brands of grass-fed or organic beef and other meat products, to meet the demand of consumers who are focused on reducing toxins (such as antibiotics and hormones) in their meat?   If you want your customers to make an informed choice, here are some strategies that can help you market premium meat products to the consumers who are looking for them every day in your store.

Create a Specialty Section

Never mix organic or grass-fed fresh meat products with economy cuts or brands that are not premium quality.  This is more a marketing and brand perception issue, than one of practicality where space is limited in the meat section.  A choice to not differentiate your organic, grass-fed or premium brands of meat can impact sales.

We know that the methods used for organic and grass-fed beef production are more expensive, time consuming and in some cases, offer less profit to the producer.  However, the result is a premium grade of meat that by far surpasses the nutritional value than other mass-produced meats.  And those extra steps and costs result in a higher price for true grass-fed and organic meat.

The higher priced premium meats are not for every shopper who visits your grocery store.  However, the ones that are looking to upgrade and scrutinize the meat they purchase, are making a deliberate choice to do so (at an additional expense).  This means treating the products a little bit different than you would other economical or discounted varieties.

The consumer expects this distinction, and it is part of the buying process for consumers, particularly if they are following a regimented diet such as Paleo or Keto.  They want to feel and know that they are buying something that is a step above other products.  So, make room to create that specialty section to showcase your premium quality meats.

Color Matters for Visual Appeal and POP Advertising

When you think of organic meat, or grass-fed beef what color comes to mind? Green is a resonate branding color that helps remind consumers that they are purchasing a better than standard quality of meat.  And your fresh meat display should follow that color scheme for best sales results.

Hues of light green remind us of grassy fields, being outside, and at the product level of marketing it makes us feel that we are making a much healthier choice.  Take a look at other products marketed that are organic or grass-fed and you will see this same color and branding convention.   By differentiating the color scheme in the fresh meat section, you can help direct consumers looking for premium meats, and help them find the healthier products they are looking for.

Provide Brochures and Additional Meat Product Information

Consumers are wary about false advertising, and they should be.  The laws regarding the labeling of food products are not as stringent as they could be, and they can mislead consumers into believing that a meat product is organic, if it is labeled ‘Natural’.  To make it more difficult for consumers, some meat products are labeled ‘Pasture Raised’ which isn’t the same as grass-fed meat.

For example, a meat processor or consumer direct producer can use the term “Pasture Raised” if the agricultural method allows for calves (in the example of beef) to remain for a brief period with the herd, before being transported to a feed lot.  Essentially, the calve has had access to natural pastures, but that does not mean that the meat is true grass-fed.

And then there are cases where a meat product is labeled as ‘Grass Finished’.  Again, the assumption is that the animal was free-roaming and given access to natural grazing, however it is also an industry tactic to allow feedlot raised cattle to graze for a period of six months to one year before maturing.  That is not the implied meaning or true industry intention of ‘Grass Finished’, but it happens every day.

Consumers today are more informed than ever before, about those kinds of tactics and pricing strategies.  They are willing to pay a little more for verified grass-fed beef, which means ranched beef the traditional way.  But these informed consumers also reasonably expect some proof, regarding the method and agricultural processes used.

Don’t forget to include some of the most important benefits of purchase organic or grass-fed beef products, including higher conjugated linolenic acid (CLA) which some clinical studies have shown to have an anti-carcinogenic effect that also helps promote the metabolism of healthy fats.

Grass-fed beef also has 2-4 times more essential Omega-3 fatty acids than standard grain-fed varieties, and that matters because dietary sources of Omega fats are sometimes difficult to acquire.  It is also higher than standard grain-fed beef in the following vitamins and minerals:

• Beta carotene (precursor to vitamin A)
• B vitamins
• Magnesium
• Potassium

It benefits the consumer and increases the authenticity, value perception and price tolerance for true grass-fed beef, if the grocer provides additional information in terms of a peel-off pamphlet, card or brochure at the point of sale.  Help them understand and feel better about the healthier choice they are making, by supporting traditional and environmentally sustainable agricultural practices.  And flavorful, nutritionally fortified meats.

 

Miami Beef® has been innovating quality meats for grocery stores, and private label burger brands for almost 90 years.  Our USDA Regulated Headquarter Plan features state-of-the-art processing, adhering to strict HACCP guidelines.   Contact us to learn more about our quality meats, and services available to help you create your own private label brand for quality organic or grass-fed meat products, including beef, cage-free turkey and more.