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Beef generates more sales than any other product in the fresh meat case. But consumers are still confused by many of today’s beef products.
In fact, research has found that 32 percent of shoppers frequently have trouble locating a certain beef item. If they are unable to find what they want, 12 percent of those shoppers won’t buy any meat at all. Rappahannock County beef producers plan to increase beef sales and reduce meat case confusion with a revolutionary program that makes fresh beef easier to shop for and prepare.
Developed after four years of consumer research, the checkoff-funded “Beef Made Easy” program reorganizes the fresh beef section by cooking method. “This is more in-line with how consumers think about meal preparation,” says Cynthia Boggs, Director of Education & Beef Promotion of the Virginia Cattle Industry Board. “Lack of cooking knowledge prevents many consumers from buying a broader range of beef products.”
The program addresses these issues by grouping beef products into eight cooking method categories: oven roasts, pot roasts, steaks for braising, steaks for grilling/broiling, steaks for marinating, steaks for sauteeing, beef for stewing and beef to stir-frying. Colorcoded signs and rail strips separate the eight categories, making them easier for consumers to find.
In addition, on-pack labels provide simple cooking instructions so consumers can see how to prepare any given fresh beef item. “Beef in Minutes” signage also helps designate a
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