Today’s consumer is confused about fresh meat cuts, and as a result, they tend to purchase only the three or four cuts they are most familiar with preparing at home. This presents huge marketing potential to drive meat department sales by helping shoppers become confident about the beef and pork they purchase.
The beef checkoff, together with the National Pork Board, conducted extensive research to:
- Understand the gaps in consumer knowledge about fresh meat cut names – Uniform Retail Meat Identity Standards, better known as URMIS
- Determine the most effective ways to share information through a targeted redesign of on-pack labels
The findings led the industry to update the URMIS nomenclature and develop new labeling best practices to minimize consumer confusion and boost shopper confidence at the meat case.
- 63% of consumers said they were likely to try a new cut of meat after being introduced to the new names and labels
- 77% said they were likely to find and go to a store that had this program; 31% said they were very likely
Read more about the challenges uncovered in the research and the resulting opportunities for retailers.
Or use these instructional videos to teach your meat department and shoppers how to cut, prepare, cook and shop for beef.
Source: The Beef Checkoff Program
