When shopping at the meat counter, one thing consumers might notice is the sticker price of beef is higher than in years past. A number of factors influence the price of beef, including a smaller U.S. cattle herd, an ongoing drought, and an increased demand for U.S. beef around the world.
However, despite the higher price tag for beef, consumer demand for beef remains strong, thanks in part to the Beef Checkoff Program. A recent study of the checkoff showed a return on investment of $11.20 for beef producers.
The checkoff assessment is used for promotion, research, education and new product development, and the South Dakota Beef Industry Council (SDBIC) is placing a new emphasis on helping retailers around the state sell beef to consumers.
“The SDBIC is here to support retailers,” said Briana Burgers, SDBIC nutrition assistant and director of online communications. “We want to focus more on retail and in-store visits.”
Burgers has made several stops to visit with meat managers at area South Dakota grocery stores including Coborn’s, Hy-Vee, Sunshine and Family Thrift.
“In visiting with the meat managers, it was very apparent there are a few barriers in selling beef, including the price of beef, lack of consumer knowledge on beef preparation, and staff education,” said Burgers. “We took this feedback and developed a strategy to tackle these issues for the retailers.”
Burgers created an e-newsletter to stay in communication with the retailers. Each month, she focuses on a specific challenge grocers might face in moving product. For example, the e-blast suggested packaging “sweetheart steaks” for February, with two steaks displayed in a red, heart-shaped container.
“I was pleased to hear Coborn’s in Mitchell used this packaging idea to sell pre-cooked prime rib, just in time for Valentine’s Day,” said Burgers.
In March, the e-newsletter focused on National Nutrition Month, and grocers were sent information on the nutritional benefits of beef. She was also able to alert meat managers when 96% extra lean ground beef was certified as a heart-healthy option by the American Heart Association.
“We are trying to introduce a few different strategies for retailers to implement at the meat case including cross-promotion and point-of-sale-influencing,” said Burgers. “With cross-promotion, retailers share a breakfast recipe with beef and eggs and a burger recipe with coleslaw mix. The recipes are then placed by the eggs and coleslaw to prompt an unanticipated beef purchase when the customer is outside of the meat case.”
In point-of-sale-influencing, Burgers is offering promotional stickers for grocers to place on fresh beef.
“The stickers are fun and eye-catching and say things like ‘Dietitians dig me,’ ‘I’m lean,’ ‘Protein to power through your day,’ and ‘Surprise, I’m part of a heart-healthy diet,'” said Burgers. “All of our retail locations are receiving these stickers to use through March.”
In April, the e-newsletter will focus on employee education and addressing how meat managers can boost the beef knowledge of staff members.
“We will offer educational pieces that meat managers can share with staff including beef cuts, preparation, internal cooking temperatures, the list of lean cuts, etc.,” said Burgers. “Consumers make decisions about what they want to buy to feed their families in the grocery stores, so it only makes sense for the SDBIC to work with retailers to promote and sell beef. Without providing retailers with materials, staff education and supplies, we can’t expect them to help sustain beef as a competitive protein.”
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