Meat + Poultry - July 2005 - 69
SUPPLY- CHAIN INFLUENCE
the road, so it was better to eliminate
the problem upfront."
Consolidation
Wal-Mart played an unquestionable
role in the industry-wide shift to
case-ready, but what role has the
retailer played in the consolidation
of the various meat industries?
"The consolidation of the pork
and poultry industries was under
way before Wal-Mart was a factor,"
Jolley says. However, he believes
Wal-Mart's presence will speed beefindustry consolidation.
Buhr agrees that Wal-Mart will
likely play an increasing role, but he
differentiates two consolidations,
both driven by desire for increased
efficiencies. One is vertical consolidation, which is the desire for increased
quality and supply control through
the chain. The other is horizontal
marketing consolidation driven by
efficiencies to bundle meat categories into a one-stop supplier for the
meat case. He notes that recent
cross-sector consolidation, like Tyson
pork, beef and poultry and Hormel
pork, turkey and beef, is an example
of the desire by Wal-Mart and others
to have a single solution for the
meat case. The industry hasn't yet hit
the third stage, which is a continued
combination of vertical and horizontal consolidation, in which Buhr says
the demands of retail will directly
affect the production sector.
Working together
Wal-Mart offers glimpses at Buhr's
third stage. It has improved supplychain coordination primarily through
market power. More emphasis will
continue to be placed on the supplier
to both fill the entire case and coordinate the supply chain to meet
Wal-Mart's specifications.
"When you buy as much meat
as Wal-Mart does, you can decide
how that looks," Pierce says. "WalMart has become the leader in the
8 FSI
FOOD SYSTEMS
ınsıder
JULY 2005
Case-ready revolution
Case-ready packaging has revolutionized the retail meat case. The
technology was introduced in the
1960s, but it's just recently become commonplace at retail, thanks largely to Wal-Mart. About five years ago, the world's biggest retailer
switched to 100 percent case-ready beef, launching a large-scale industry conversion by hundreds of other retailers.
"As a practical matter, we can't become any more committed or
passionate about case-ready," says Bruce Peterson, vice president and
general merchandise manager of perishables for Wal-Mart. "We've really tried to be the pioneers of this."
The technology uses a modified-atmosphere packaging that allows
for a longer shelf life. Case-ready meats also ensure a safer final product, decreasing contamination chances as processors and packers package the meat themselves for retail sale instead of sending it to retailers'
backrooms for cutting and packaging.
The concept initially raised eyebrows among some consumers, who
wondered why the packaging on their ground beef looked different. As
more retailers have converted their meat cases to case-ready packaging,
consumers have realized they have basically two choices: buy case-ready
meat at their primary grocery stores or shop at another store, one that
still cuts its meat in the backroom.
Case-ready meats have also become more acceptable to players
further down the food chain. Demand for case-ready packaging has increased, and processors have been forced either to offer it or to face loss
of business from Wal-Mart and other major retailers.
"You have to work with your suppliers before you get into a move
like that," Peterson says. "They were really involved from the beginning. There were some companies that decided they didn't want to be
in a case-ready operation, and so they opted out."
Since 2002, case-ready packaging has increased in all major species,
now representing 60 percent of total self-service meat-case packages,
according to the 2004 National Meat Case Study. This is an 11 percentage-point increase over 2002.
Wal-Mart knows it took a risk going 100 percent case-ready. But
Peterson believes it's paid off. "Anytime you do anything that looks different to the customer, you take a risk," he says. "There's always a risk in
change, but that's the price you pay for leadership."
By Christy Pitney
retail chain, and, in my opinion, it's
the retail chain working as a partner
with the consumers that will decide
how and what and why meat shows
up in the retail counter."
Working together is the key -
enabling everyone in the chain to
better respond to consumer needs.
Sam Walton himself acknowledged
this as the solution when he said,
"We're all working together; that's
the secret."
By Kristal Arnold
Food Systems Insider
Meat + Poultry - July 2005
Table of Contents for the Digital Edition of Meat + Poultry - July 2005
Contents
Meat + Poultry - July 2005 - 1
Meat + Poultry - July 2005 - 2
Meat + Poultry - July 2005 - 3
Meat + Poultry - July 2005 - Contents
Meat + Poultry - July 2005 - 5
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