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 Supporting retailers to help customers find meal solutions The Channel Marketing team supports Canadian retailers—from small, local independents to multi-unit grocery stores—with programs to inspire and encourage Canadian beef promotion at the meat case. The goal is help retailers provide their customers with meal solutions that meet their needs for taste, quality and value. The team works with retailers to develop programs and resources that fulfill consumer needs while growing the beef category. Here’s a look at some of the programs developed recently. How-to-Cook on-pack labels were launched earlier these years. These labels provide consumers with easy-to-use cooking instructions that support at-home cooking success as well as reinforcing for the consumer that they are buying the right cut for their need. The How-to-Cook label program is available for both on-pack and scale labels.  “We see the on-pack cooking labels at many of the independent retailers and butcher shops,” says Duane Ellard, Director, Channel Marketing, Canada Beef. “These labels are often applied at the full-service counter on brown paper wraps. They are also perfect for application directly on pre-packaged beef at the self-serve case.” Another popular program is the Marinating Sachet program. Geared for the full-service counter, the marinating sachets allow retailers to create value-added products that are ready-made for consumers to take home and cook. Merchandising the sachets at the meat counter also gives consumers the option (and idea) to pick something up to prep at home. The marinades are perfect for value cuts that benefit from tenderization. This offers a great meal solution for customers and profitability for retailers. Ground beef is top seller at the meat case and Canada Beef wanted to inspire retailers and consumers to look beyond burgers and sauces. The Ground Meat Inspiration Guide for retailers offers a number of ideas for source grinds; roasts, loaves and stuffed specialties; chopped steaks, blends and patties; and grilled sticks and meatballs. These ideas offer meal solutions for customers while providing retailers an opportunity to increase margins, grow the ground meat category and provide a competitive advantage.  “These ground meat ideas go beyond the basics and create interesting meal solutions for consumers looking for something new and different,” says Ellard. “They reinforce value-added products at the full-service counter although many of these could be packaged and offered at the self-service meat case.” These are just a few of the programs created by the Channel Marketing team to support Canadian retailers. “With more Canadians cooking and eating at home these days, we need to work with retail chains to help them help consumers find meal solutions that include Canadian beef,” notes Ellard. You can find information about these and other retail support programs at cdnbeefperforms.ca/retail. Back to main page  Duane Ellard Director, Channel Marketing |
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