CAB Consults with Retailers to Boost Sales

US - Grocery stores and supermarkets have unique considerations, from customer base to store location and neighborhood culture. They need individualised marketing plans to capitalise on beef sales, pulling more value through the production chain, and ultimately back to your farm or ranch, writes Emily Krueger, Certified Angus Beef (CAB) Industry Information Intern.

4 April 2012

2 minute read

North America

The Certified Angus Beef LLC (CAB) team acts as “marketing consultant” for these businesses. They cater promotion programmes to each retail account to grow their businesses success.

“We are continuing to build relationships and better learn their business so we can be that consultant resource,” says Tara Adams, CAB assistant director of sales marketing.

One of the tools that helps drive beef sales is case-ready packaging with labels, available from licensed packers.

Ms Adams works with the brand’s packing team to develop case-ready solutions for the CAB retail menu. It’s not for large-volume items, but retailers are showing interest when it comes to cuts that they may not offer otherwise.

“Case-ready lets retailers expand their beef offerings, adding more options and reasons to buy," she says. “It’s a lesser risk to the retailer because it does have that extended shelf life.”

Among the cuts marketed that way are the tri-tip, flank steak, sirloin flap, brisket, inside skirt and flat iron. Added to the list are ground beef in CAB brand traditional, Prime and Natural, which lets more retailers try those extensions. The more ways to buy beef, the more value added to Angus cattle that qualify for the brand.

“We will have a lot of summer grilling campaigns going on with our top retail accounts,” says Ms Adams, noting those efforts are customised to fit retailer needs. They can choose a theme and work with CAB to coordinate promotional activities such as in-store demonstrations, radio remotes, newcut introductions and advertising.

“These activities help bolster sales during peak beef demand and grilling season,” says Ms Adams.

When one Northeastern chain held an 18-week sales contest that incentivized their team to support the summer marketing efforts, the result was a four per cent sales volume increase.

Whether the strategy ties to case-ready, summer grilling or any other initiative to boost sales, the efforts build relationships and business for retailers, producers and everyone in-between.