SPECIAL SUPPLEMENT: Ground meat trends + technology - October 2021 - 16
PRODUCTION
" On an ongoing basis, we evaluate our suppliers'
performance to fortify and enhance the
trust between parties by holding regular meetings
to review supplier scorecard results and inplant
audits to verify all programs and records, "
Andrade said. " This protocol goes beyond industry
standard, which dictates that each supplier
is required to provide a set of documentation
to demonstrate compliance with all USDA/FSIS
provisions and a continuous commitment to
food safety and quality.
" The opening of our own USDA Organic, level
2 SQF-certified processing facility in 2019 emphasized
our commitment to offering the highestquality
products, while maintaining transparency
and exceptional customer service. "
GRASS-FED GROWTH
Ehrlich and Verde Farms believe consumer interest
in sustainable, pasture-raised and grass-fed and
finished beef will maintain its current growth trajectory.
The company sees this as a progressive
growth opportunity, especially among consumers
who have historically purchased conventional beef.
" We embrace our role as an industry leader
and will continue to work toward expanding consumer
access to grass-fed beef raised the right
way, " Ehrlich said. " Demonstrating this growth
from a market perspective, the 2017-2020 CAGR
for ground beef overall is 5%, while grass-fed
ground beef is growing 2.5 to 3.5 times faster at
13%. Organic grass-fed tops off at 17.7%. "
16
2021 GROUND MEAT TRENDS + TECHNOLOGY MEAT+POULTRY
Verde's registered film
packaging enhances
the visual perspective
of its products.
As an accessory strategy to the growth in consumer
interest, Verde added registered film packaging
(See " Executing a packaging plan " in the
April 2021 issue of MEAT+POULTRY) to enhance
the visual perspective of its USDA Organic 100%
grass-fed,
grass-finished,
ground beef.
" The new technology allowed us to maximize
use of the product packaging itself for on-shelf
appeal to convey important attributes and spotlight
quality, " Ehrlich said. " We were also able to
add functional conveniences including a transparent
viewing window and Easy Peel opening. "
A minority investment from Manna Tree
Partners in 2019 and the completion of a Series
A in 2020 reinforced investor understanding that
consumers are more conscious of the health and
sustainability impact of their purchase decisions.
This understanding is especially true when consumers
purchase meats. These conscious choices
of meat consumers reinforce the belief in Verde
Farms positioning to be the brand choice for its
growing consumer base, a base spread across
retail, club and e-commerce via AmazonFresh,
according to Geordie Shaw, chief sales officer.
With a 93 SQF certification, organic certification
and a portion of Verde's supply non-GMO
Project verified, along with its processes, high standards
and clear vision of the way beef should be
raised, Ehrlich still animatedly believes, " The success
of Verde's ground beef business is definitely a
reflection of an overall company team effort. "
100% pasture-raised
SPECIAL SUPPLEMENT: Ground meat trends + technology - October 2021
Table of Contents for the Digital Edition of SPECIAL SUPPLEMENT: Ground meat trends + technology - October 2021
SPECIAL SUPPLEMENT: Ground meat trends + technology - October 2021 - 1
SPECIAL SUPPLEMENT: Ground meat trends + technology - October 2021 - 2
SPECIAL SUPPLEMENT: Ground meat trends + technology - October 2021 - 3
SPECIAL SUPPLEMENT: Ground meat trends + technology - October 2021 - 4
SPECIAL SUPPLEMENT: Ground meat trends + technology - October 2021 - 5
SPECIAL SUPPLEMENT: Ground meat trends + technology - October 2021 - 6
SPECIAL SUPPLEMENT: Ground meat trends + technology - October 2021 - 7
SPECIAL SUPPLEMENT: Ground meat trends + technology - October 2021 - 8
SPECIAL SUPPLEMENT: Ground meat trends + technology - October 2021 - 9
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SPECIAL SUPPLEMENT: Ground meat trends + technology - October 2021 - 11
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SPECIAL SUPPLEMENT: Ground meat trends + technology - October 2021 - 15
SPECIAL SUPPLEMENT: Ground meat trends + technology - October 2021 - 16
SPECIAL SUPPLEMENT: Ground meat trends + technology - October 2021 - 17
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SPECIAL SUPPLEMENT: Ground meat trends + technology - October 2021 - 20
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SPECIAL SUPPLEMENT: Ground meat trends + technology - October 2021 - 28
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