Meat+Poultry - August 2020 - 24

SPECIALTY PRODUCTS

Niman Ranch calls out
product attributes on its
packaging so customers
know what to expect from
what they're buying.

"We call out our attributes on our packaging
to recognize our strict protocols, third-party
certifications and the hard work and craft of our
farmers and ranchers," Smoke said.

NAVIGATING THE UNKNOWN

24

MEAT+ POULTRY | 08.20 | www.meatpoultry.com

Niman Ranch

Foodservice, restaurant and dining room
closings due to the coronavirus (COVID-19)
outbreak have caused at-home dining, and
consequently retail food sales, to spike
dramatically. Those consumers looking to
purchase foods at the health and wellness end
of the spectrum for at home will gravitate to
the brands touting attributes.
"COVID offered a window into the food
system that consumers rarely saw," Smoke
said. "Our model built trust and loyalty with
our customers and a new generation of
shoppers. Niman Ranch products are on point
for consumers who care about where their
food comes from and our brand continues
to grow in popularity. We also saw a surge in
customers ordering through our partners who
sell direct to consumer.
"And unlike brands that buy parts and pieces
from varying sources, we are a whole animal
program. Our ability to meet and exceed consumer demand is a delicate balance, but a resilient model that proved especially strong during
this difficult time. Our strategy is complex and
relies on our loyal customers and network of
independent US family farmers and ranchers."
Burns agreed the COVID-19 pandemic
presented a scenario without precedent that

affected both retail and foodservice in new
and challenging ways but remains confident in
Organic Valley's specialty offerings.
"Deli slices continue to provide stability
and safety for consumers during COVID-19,"
Burns said. "They are also the hero of the
lunchbox. If and when students return to
school and employees return to work, we
anticipate sales growth."
While the long-term future of any segment
remains unclear in the midst of the pandemic,
sales of claim-based meats continue to grow,
and sandwiches have always been a staple.
"Premium sandwiches continue to grow in
popularity within restaurants and I anticipate
that trend to translate into at-home trends,"
Burns said. "Indulgent sandwiches are making
inroads and to stay current within the segment,
we are going to have to focus on premium
flavor innovation as well as cuts."
Burns also noted a possible packaging
evolution in the years to come related to
function; resealable, easy to open, shingled,
etc., and environmentalism. "Consumers are
passionate about plastic and prefer not to use
it," she said.
Smoke cited Niman Ranch's deli-sliced beef
at 150% growth in the last 10 years, and fans
of the company's hams have requested a deli
version for some time. Niman put the deli ham
out about six months ago.
"We've finally been able to grow our farmer
network enough to meet the demand," Smoke
said.


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Meat+Poultry - August 2020

Table of Contents for the Digital Edition of Meat+Poultry - August 2020

Meat+Poultry - August 2020 - 1
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