Brand Update 2020

Ground beef, the largest retail beef category, gives
shoppers more quality and versatility. Case-ready
ground beef, patties, bricks and steaks reduce shrink
and out-of-stocks. They help retailers manage labor
and keep the case stocked late in the day, while
offering leak-resistant and freezer-ready packages.
Consumers also leaned into comfort foods more this
year and learned about roasting and slow cooking
from the brand’s Roast Perfect app.
Convenient Ways to Learn
“Retailers offering the brand have an edge,”
O’Diam said. “If you can’t dine out for a great
meal, you can have it at home.”
The necessity of DIY fine-dining meant consumers
searched for online tools to develop new skills.
Recipes, social videos and digital tools helped
them conquer the kitchen to create and serve
restaurant-quality, beefy meals.
Similar resources are essential as retailers finetuned
their ecommerce sites for curbside pickup
and delivery. Consumer confidence in online meat
purchases continues to grow.
“What we now have is a consumer that is very
comfortable and a lot more confident in the
kitchen, and this is a great way to engage them,”
said IRI’s senior vice president of protein, Chris
Dubois, during Annual Conference. “The more you
can talk about quality, share ideas and integrate
with the shopping, experience will continue to drive
sales and keep beef at the top of the list.”
Continuing Education
Shoppers often seek tips and advice from meat staff.
The ability to offer solutions and engaging experiences
sets businesses apart, in store and online.
The brand new Retail Certified Angus Beef ®
University, launched in September, offers easy tips
for meat staff to gain confidence for talking about
beef quality, nutrition and beef preparation.
The 20-minute training can be included in a
retailer’s training platform for added ease, including a
short video for all store associates.
Training proved insightful for Southeastern Grocers,
which launched the brand across 421 Winn Dixie,
Harvey’s and Fresco y Mas stores from October 2019
into summer. Winn Dixie leaders and store managers
attended on-farm training in October, helping them
understand the brand’s quality mission and the family
farmers and ranchers it supports.
Known in the market as “the experts in beef since
1925,” Winn Dixie trainings continued throughout the
year into spring. That’s when online sessions reached
more than 650 associates, in English and Spanish,
helping them introduce the brand’s fresh and Prime
cuts, marinated meats, corned beef and other caseready
items to customers.
In fall 2019 more than 100 Giant Eagle meat
managers attended a two-day training at the brand’s
Culinary Center. Hands-on fabrication and cooking
prepared them for an experience to discuss with
customers at the meat case. The group followed up
with online education this September. A Culinary
Center Live session focused on deepening beef
knowledge, including a virtual pasture walk at
Atterholt Farms.
“The feedback that I have received was outstanding,”
shared Joe Seibel, Giant Eagle’s meat merchandising
manager. “They were amazed that the time went by
so quickly and were glued to their computer screens.
With continued follow-up and in-store training, I am
confident we will grow the brand together.”
Retailers continue to transform, creating an experience
both in person and online that feels personal.
We know what will happen the next time someone
asks, “What’s for dinner?” brand retailers will readily
answer with the right tools to make it easy, and the
best beef to make it memorable.
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