Updated Cut Names Give Fresh Pork a Valuable New Identity
Names have the power to transform the “everyday” into the “extraordinary.” Beatles’ band member Ringo Starr didn’t always have that hip “rock star” moniker; his real name was rather run-of-the-mill: Richard Starkey. Actress Marilyn Monroe started out with a name more reminiscent of the girl next door than a sultry screen siren: Norma Jean Mortensen.
Names have the unique ability to forge an identity, and you are about to discover the power of a name to re-define pork’s image in the meat case, just in time for grilling season. Simplify Meat Purchasing
Pork is part of a new nomenclature effort by the National Pork Board and other meat industry partners to make it easier for consumers to identify and prepare fresh meat. Under a new program fully approved by the Food Safety and Inspection Service (FSIS) of the USDA, fresh beef and pork are getting new cut names that will make shopping at the meat case less confusing.
This is big news! With this change, you have the opportunity to re-shape how your customers think about and shop for pork.
New Names, New Opportunities
The upshot is this: 14 cuts of pork are getting new consumer-friendly cut names, many that align with already-famous beef names. Here are a few examples:
Pork Loin Chop = Pork Porterhouse Chop
Pork Rib Chop = Pork Ribeye Chop
Pork Top Loin Chop = Pork New York Chop
The name changes are the result of extensive consumer research that studied the most effective ways to simplify meat purchasing. Right out of the gate, these new names are expected to help consumers think about pork in a whole new way: like a steak. That means new ways you can merchandise fresh pork in the meat case to sell more
, increase margins
and offer greater value
to your customers.
Label Changes Create Positive Impact
A key part of the program is the recommendation to update your package labels this way to appeal to shoppers:
Fully implementing the program to include that new third line could put extra profit in your pocket: 63% of consumers surveyed say they will seek out and shop at a store that has this program.
Merchandising Ideas to Harness the Power of Pork
Here’s how to put pork’s new identity to work for you in the meat case:
Grill it Like a Steak
Because your customers already know what to do with a Porterhouse and a ribeye, encourage them to season and cook pork’s newly-named chops the same way they do beef steaks. Here’s where that third cooking tip line on the label comes in -- consumers are much more likely to purchase a cut of meat if they know how to prepare it, and that can lead to greater overall sales of fresh pork in your meat case.
It’s almost grilling season, and the timing couldn’t be better to let consumers know that pork chops are right at home on the grill, just like beef steaks.
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"Grill it Like a Steak" Point-of-Sale Materials!
Merchandise it Like Beef
The new pork names can help you position pork more like beef in your meat case and be rewarded with better margins. Because consumers are typically willing to pay more for higher-end cuts, you can charge more for the Ribeye Chop and New York Chop than you could before the name change. Seize the opportunity to trade consumers up while capturing more of their protein dollar.
Promote its Value
Pork is currently a great value buy compared to other proteins. In 2012, beef prices jumped 7.42% and chicken prices rose 4.41%, while pork prices edged up only 0.78% in comparison, to $2.71 per pound.1
Combine this attractive price point with familiar cut names, plus 145°F messaging for perfectly-cooked results
, and consumers are on their way to a great eating experience that’s easy to cook and very budget-friendly.
This new program offers an unprecedented opportunity for you and your customers to reap the extraordinary benefits of pork’s powerful new names. Learn how to implement the name changes and label updates at MeatTrack.com
. Get to know pork’s “Fabulous 14.” Download the new chart of pork’s most popular cuts.
1FreshLook Marketing, 52 weeks ending December 23, 2012