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 they purchase.
The Beef Checkoff conducted extensive research to:
- Understand the gaps in consumer knowledge about fresh beef 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.
To read the rest of the story, please go to: The Beef Checkoff