FRESH FOOD
Meat
Trust and Transparency in Protein
thal, chief strategy officer at the North American Meat Institute (NAMI). “Research shows that consumers are specifically looking to the industry to make strides for healthy people, healthy animals, healthy communities and a healthy planet. As an industry, we need to be able to show progress in all of these areas to meet consumer expectations and grow trust.” That sentiment is shared by someone who follows data and consumer trends closely. “Increasingly, transparency, social responsibility and environmental sustainability are driving shoppers to want to know more about the products they buy, including production practices and corporate citizenship,” notes Anne-Marie Roerink, principal at market research firm 210 Analytics. “Meat and poultry are no exception.”
Meat of the Matter
The push for greater transparency is fueled by a variety of factors. Some shoppers have an innate curiosity about how food is made, and appreciate storytelling behind the product.
SHOPPER PERCEPTIONS AND E XPECTATIONS ARE CHANGING AS GROCERS T WE AK THE ME AT CASE AND THEIR MESSAGING. By Lynn Petrak t wasn’t that long ago that there was a disconnect of sorts at the meat case, with shoppers picking up various commodity cuts of beef, pork, chicken and other meats packaged in foam trays with clear overwrap, and not thinking too much about where and how the products got there. Along with a makeover of the retail meat department, which now includes an array of case-ready and branded items and natural and organic offerings, there have been some sweeping changes in consumer awareness of animal protein products. People are increasingly interested in learning how animals bound for human consumption are raised, cared for and handled in the farm-to-fork chain. Moreover, their concerns extend beyond the product itself and into considerations like packaging and the operations of manufacturers, processors and retailers. “Greater consumer expectations for companies to be more transparent and align with their values are not unique to the protein sector, but it’s a trend that the sector needs to be responsive to and embrace,” asserts Eric Mitten-
52
progressivegrocer.com
Key Takeaways People are increasingly interested in learning how animals bound for human consumption are raised, cared for and handled in the farm-to-fork chain. Their concerns extend beyond the product itself and into considerations like packaging and the operations of manufacturers, processors and retailers. As the bridge between meat producers and consumers, retailers have been working to boost transparency and build their shoppers’ trust in protein.
