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Grocery Headquarters (Rebecca Zimoch,"The Wrap-Up on Packaged Meats" November 2003) The Wrap-Up on Packaged MeatsA few years ago, no one would have thought to suggest red meat as a health food. People were doing their best to shift to a more low-fat, vegetarian lifestyle and packaged meats and meat snacks were disappearing from their menus.Times are changing. Dr. Atkins and the Zone diet have revolutionized the way people think about losing weight. "The higher-protein diet and the more moderate a-little-bit-of-everthing kind of diet has helped swing the pendulum back to incorporating protein in snacks as opposed to ignoring them," says Betty Hogan, director of new product marketing for the National Cattlemen's Beef Association, based in Centennial, Colo. Joseph Ceraulo, the regional vice president for Taylor, Mich-based Mirab USA, which packages meat for major meat snacks manufacturers and retailers, agrees. "Consumers are more sophisticated today then ever before," he says. "We are finally seeing consumers demand more healthful food products, and beef jerky is a high-protien, low fat, low-carb food." But that doesn't mean people are taking an all or nothing approach to eating red meat. Instead, many are seeking healthful options that offer the benefits of protein but with less processing and saturated fat. Diet fads come and go, but packaged meat companies are doing their best to meet the shoppers' often conflicting health needs. Snake River Farms, a subsidiary of Boise, Idaho-based AgriBeef Co., made news recently with the beef it produces from cattle imported from Kobe, Japan. The genetic makeup of the cattle creates a higher-quality meat product. Besides steaks and other cuts of beef, Snake River Farms produces packaged hamburger with a natural marbling that makes it more juicy. The cattle's genes also create a fatty acid profile with lower amounts of saturated fat then regular meat products-which happens to be on the right side of the health trend, says Jay Theiler, marketing director. Theiler has noticed that even in a rough economy, consumers seem willing to pay for the quality. "In my mind , it's pretty clear that in a down economy, these are affordable luxuries," he says. "Our business has tripled in this economy. I was prepared for the idea that we'd have to be careful and things would really slow down. I had no idea that this would be a great time to expand our business." And, of course, packaged meat and meat snacks are growing because they combine the latest health trends with convenience. Half of today's consumers say they have little or no time to plan meals, and 20% of there meals are consumed in the car, says Cathy Sturm, senior marketing manager at Jack Link's, based in Minong, Wis. It's essential that meat manufacturers develop convenient, shelf-stable meat products to help consumers eat balanced meals despite their busy schedules, she adds. This trend is one of the reasons the meat snack category continues to experience strong growth. More consumers are viewing meat as an alternative to snack bars or pretzels during work or on their way to the gym. "You've got a protein source you can eat on the run, and the trend for wanting more convenience is only getting stronger. Our lives have not slowed down," says Ann Wilkes, vice president of communications for the Snack Food Association, based in Alexandria, Va. Another type of packaged meat growing in popularity is pre-cooked meat that can be added to salads, wraps and other meals. "There's been tremendous growth in the meal kit category, as consumers look for quick solutions to their daily meal preparations," says Sturm. "Most of these kits require that consumers just add meat. Meat manufacturers should develop more convenient meat products, so that this last step in meal preparation is simplified." Consumers are also enjoying pre-marinated meats. Many are looking for items that are already seasoned and don't necessarily need a recipe says Kim Clark, brand development specialist for the eastern U.S. for Wichita, Kan.-based Cargill Meat Solutions, a division of Cargill Foods. These products eliminate the time spent marinating and seasoning the meats-consumers can basically heat and serve. Cargill has created a flavored pork line that includes individual servings of pork chops. In response to this trend, retailers must put more effort in merchandising these products to get the most out of their growing consumer appeal. "Retailers can support the launch of innovative packaged meat products in a number of ways," says Sturm. "We've found in-store demonstrations are very helpful." Grilling is a popular mealtime tradition and many consumers are turning to meatless options-from veggie burgers to soy corn dogs. Clearwater, Fla.-based Casual Gourmet created a comprehensive line of chicken sausage and chicken burgers that contain about 10% of the fat found in traditional sausages. Dieticians and wellness experts say these products are perfect for a wide variety of weight-loss programs, including the Atkins and Zone Diets. "Experts say that satisfying a person's food craving is the best way to be successful on a diet," says Dave Canarelli, one of the four founding Casual Gourmet partners. Despite some meat substitutes that taste like cardboard , these chicken sausages and burgers come in varieties like garlic and herb, chicken and apple, and spicy salsa and cheddar. "Our customers are always amazed at how Casual Gourmet sausages and burgers can taste so good and be so good for you," says Rober Hapanowicz, another managing partner. Hope, Minn.-based Sunrich Food Group has also created a new line of organic, gluten-free veggie burgers under the Sunrich Naturalsa name. Winner of a Best in Show award from the American Vegetarian Association at the 2003 Expo East show, the line will hit stores in January, and includes varieties like country garden, portobello mushroom and cheddar cheese. |
