Meat+Poultry - August 2020 - 21
S
hoppers continue to seek out product
attributes when purchasing packaged deli
meats in the United States and abroad.
Free-from claims as well as natural, organic,
non-GMO, certified humane, etc., have steadily
increased and are projected to increase
into the future. London-based international
market research firm, Technavio, states in
its "Global Cold Cuts Market 2019-2023"
report, an expected growth of $90 billion from
2019 through 2023. The report also specifies
increasing demand for healthy and natural cold
cuts as a key trend in the growth of the market.
Niman Ranch
ATTRIBUTES OF SUCCESS
The attributes and label claims start at the
farm. For processors and brands to provide
the products consumers gravitate to in the
segment, farmers begin the process by the way
they raise and care for their animals.
"Consumers have more concerns about
where their food comes from and how the
animals are cared for," said Dawn Burns,
brand manager, Organic Valley, La Farge,
Wis. "Attributes like no antibiotics, humanely
raised, and clean ingredients are important
when deciding what package to pull off the
shelf. Organic growth is two times more
than conventional deli meat in the food
and natural channel in the last 52 weeks. At
Organic Valley, our small family farms put
love into their animals and tending to the land
so our consumers can get the love out and
feel good about providing their family quality
meat products."
Russ Smoke, vice president of prepared
foods at Niman Ranch (acquired by Salisbury,
Md.-based Perdue Farms in 2015), added the
importance of involvement at every step of the
process it takes from animal to packaged meat.
"We work with like-minded co-packers and
producers that understand the importance of
high-value attributes and transparency," Smoke
said. "All of our facilities are Certified Humane
and American Humane and have regular
audits. We have a state-of-the-art facility with
new technology and equipment to enhance
productivity and exceed consumer demands.
We are currently upgrading our packaging
for longer shelf life with more sustainable
materials. We work with niche processors to
maintain our high standards."
Brands with label claims that sell based on
CONSUMER DEMANDS
54% of shoppers want
more grass-fed items
52% of shoppers want
more all-natural items
52%
of shoppers want more
antibiotic- and hormone-free items
Source: 210 Analytics, FMI The Power of Meat 2019
PRODUCT GROWTH
(Dollar growth for packaged proteins with free-from claims)
+21%
No preservatives +15%
No antibiotics + 41%
No hormones +15%
GMO-free
Source: IRI Marketing Advantage, US MULO, Data ending 12/30/2020
attributes work hard to maintain the necessary
integrity throughout the entire supply chain.
To maintain its certified humane claim, Niman
Ranch incorporates a closed loop system.
The company designed the entire business
model based on the system. Examples include
picking up small numbers of hogs at specific
drop points and 1,000-lb minimum deliveries
to customers.
"The harvesting and fabrication facility
is integrated with Niman Ranch and recently
had a $29 million expansion," Smoke said. "It
is 100% solar powered. They are the premiere
niche pork processor and maintain the highest
level of animal care throughout the process.
From the ranch to harvest, our animals have
the lowest stress possible to maintain the
finest tasting meat."
Niman Ranch plants schedule processing
for certain days during the week according to
product attributes.
www.meatpoultry.com | 08.20 | MEAT+ POULTRY
21
http://www.meatpoultry.com
Meat+Poultry - August 2020
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