Meat + Poultry - September 2006 - 34

Image update

Better slotting
The packaged deli and meat section
of the supermarket is probably the most
competitive department, according to
Jon Hauptman, vice president at Willard Bishop, a retail consulting fi rm
based in Barrington, Ill. "The real estate in the refrigerated packaged meats
case is more valuable than any other
real estate in the store," he says. "The
return that retailers get from that space
is the highest, higher than any other
category or department. Consequently, retailers are only willing to keep
those brands that not only perform exceptionally well but also create some
excitement. I would imagine that one
of the reasons behind (John Morrell)
rebranding is to refresh their image to
the shopper and create a little more attention and excitement."
Hauptman says he does not know if
reworking a logo and packaging will
get the company more attractive positioning on the shelf. However, if the
new branding appeals to consumers,
the products will perform better on the
shelf and they should be able to maintain or expand their current shelf space,
he adds. Or, at a minimum, the company is giving retailers another reason to
keep its products where they are, even
if sales have not been increasing significantly, Hauptman says.

New offerings
In addition to launching a new logo,
the company has also recently introduced several new products. John Morrell has introduced a resealable tub for
its premium hardwood smoked bacon,
and the company has developed a selection of 11 precooked, presliced ham
cuts that are also sold in resealable
packaging. "John Morrell & Co. has
always prided itself on providing quality, fresh products that meet the needs
of our customers," said John Pauley,
executive vice president of John Morrell & Co. "Our tub bacon and ham cuts
are exciting innovations that we know
34

I

MEAT&POULTRY

I

September 2006

I

customers will appreciate."
The company developed the bacon
tub as a result of research it conducted to determine additional uses for its
products. Research indicated consumers found ordinary bacon packaging
to be messy and inconvenient for multiple uses. While bacon used to be considered primarily a breakfast food, today's consumers use bacon in a variety
of recipes throughout the day, and the
new tubs allow consumers to readily access the bacon. John Morrell's new tubs
addressed the issue by eliminating the

"The real
estate in the
refrigerated
packaged
meats case is
more valuable
than any other
real estate in
the store."

www.MEATPOULTRY.com

mess associated with the previous bacon packaging.
The new Ham Cut line eliminates
the need for consumers to dice, cube,
slice or julienne ham prior to using it
in recipes. Like the new bacon product, the Ham Cuts are sold in resealable
packaging. The product is available in
several different packaging sizes and
varieties, including diced ham, cubed
ham, ham juliennes, Canadian bacon,
breakfast slices and ham steaks.
Overall, John Morrell offers more
than 3,000 products. Its products are


http://www.MEATPOULTRY.com

Meat + Poultry - September 2006

Table of Contents for the Digital Edition of Meat + Poultry - September 2006

Contents
Meat + Poultry - September 2006 - 1
Meat + Poultry - September 2006 - 2
Meat + Poultry - September 2006 - 3
Meat + Poultry - September 2006 - Contents
Meat + Poultry - September 2006 - 5
Meat + Poultry - September 2006 - 6
Meat + Poultry - September 2006 - 7
Meat + Poultry - September 2006 - 8
Meat + Poultry - September 2006 - 9
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https://digital.meatpoultry.com/sosland/mp/meatpoultry-november-2024
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https://digital.meatpoultry.com/sosland/mp/meatpoultry-september-2024
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https://digital.meatpoultry.com/sosland/mp/meatpoultry-august-2022
https://digital.meatpoultry.com/sosland/mp/meatpoultry-july-2022
https://digital.meatpoultry.com/sosland/mp/meatpoultry-june-2022
https://digital.meatpoultry.com/sosland/mp/special-supplement-meat-alternative-trends-and-technology-may-2022
https://digital.meatpoultry.com/sosland/mp/meatpoultry-may-2022
https://digital.meatpoultry.com/sosland/mp/meatpoultry-april-2022
https://digital.meatpoultry.com/sosland/mp/special-supplement-bacon-trends-technology-march-2022
https://digital.meatpoultry.com/sosland/mp/meatpoultry-march-2022
https://digital.meatpoultry.com/sosland/mp/meatpoultry-february-2022
https://digital.meatpoultry.com/sosland/mp/meatpoultry-january-2022
https://digital.meatpoultry.com/sosland/mp/-meatpoultry-december-2021
https://digital.meatpoultry.com/sosland/mp/meatpoultry-november-2021
https://digital.meatpoultry.com/sosland/mp/meatpoultry-october-2021
https://digital.meatpoultry.com/sosland/mp/special-supplement-ground-meat-trends-technology-october-2021
https://digital.meatpoultry.com/sosland/mp/meatpoultry-september-2021
https://digital.meatpoultry.com/sosland/mp/meatpoultry-august-2021
https://digital.meatpoultry.com/sosland/mp/meatpoultry-july-2021
https://digital.meatpoultry.com/sosland/mp/meatpoultry-june-2021
https://digital.meatpoultry.com/sosland/mp/meatpoultry-may-2021
https://digital.meatpoultry.com/sosland/mp/special-supplement-meat-alternatives-may-2021
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https://digital.meatpoultry.com/sosland/mp/meatpoultry-march-2021
https://digital.meatpoultry.com/sosland/mp/2021_02_01
https://digital.meatpoultry.com/sosland/mp/2021_01_01
https://digital.meatpoultry.com/sosland/mp/2020_12_01
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