Looks like meat marketing is stepping center stage.
Whole Foods Markets, in celebration of Animal Welfare Week, is launching a program that will help consumers connect the flavor of meat products with the way they are raised. And Smithfield, the world’s leading producer of pork, is reportedly moving to eliminate ractopamine, a controversial chemical from up to 50% of its hogs.
Marketing conversations about meat are traditionally complicated: Because of the higher cost of organic or even less-chemically raised stock, the majority of Americans eat mostly commercially raised meat, even if they don’t feel good about it. But that’s changing. According to research fielded this year by the Organic Trade Association, 81% of households now say they buy organic foods at least sometimes, and do so in an average of 10 categories. And 41% of those families are classified as “new organic buyers.”
Among all organic buyers, 88% have purchased an organic meat product in the last six months, the trade group says. (About 5% of Americans are vegetarian, according to recent Gallup polling, and about 2% vegan.)
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