CATEGORY LEADERSHIP AWARDS BISON

Bison suppliers continue to invest in consumer awareness to take the category to new heights. Acknowledging that bison may not become a commodity protein, companies like Great Range Bison and NorthFork Bison are helping their retail and restaurant partners diversify their meat offerings, celebrating bison as a healthier and arguably more sustainable alternative to mainstream beef. Bison’s typical higher price tag reflects the specialized nature of this protein, but it also attracts a different shopper, with a higher overall basket value into the meat case. As supplies fluctuate due to economical as well as natural impacts, companies are banking on the conscientious consumer who wants to support small family ranchers and regenerative agriculture to help carry the category through these current economic challenges.

“This year has been very tough with inflation and the economy,” said Cory Schmeling, Director of Sales for Rocky Mountain Natural Meats, which carries the Great Range Bison brand. “We are seeing steady sales, but the bison market like the beef market is tight on animals with the drought and then with all the recent rain, we are going to see producers keeping animals back so it will tighten up even more.”

Great Range Bison is consequently keeping its head down this year to focus on supporting its partners on both ends of the supply chain. “We are trying to keep the family ranches going, and they have had a rough couple of years with high feed cost as well as the drought,” Schmeling said. “We will have to pay more for animals just due to supply and demand as they bounce back with all the good rainfall we have had the past six months.”

Rather than endeavor to bring new items or initiatives, Great Range Bison is “focused on what we do best, which is producing consistent products our consumers know, love and trust in producing the best fresh bison on the market,” he said.

All the while, Great Range Bison will continue to grow its audience. Schmeling said earlier this year that while it’s difficult for grocers to tell the comprehensive story of bison, “with social media becoming more prevalent, there are excellent ways for us to access a national audience more cost effectively than traditional printed media advertising.”

Likewise NorthFork Bison is working toward more awareness. “Bison will never be a commodity item, but it is certainly on its way to becoming the undisputed alternative red meat,” said President Rocco Verelli. “With ever growing consumer familiarity with the taste and health benefits of bison, it will become less ‘exotic’ as it trends towards mainstream marketplace acceptance. Throughout our 26-year history in the business, Northfork Bison has always been heavily involved in educating the public on the quality and health benefits of bison.”

Verelli explained, “The key to growth and sustainability for the bison cat- egory is very much tied to consumer awareness. The more people come to understand that not only is bison raised in a more natural environment, but it is also healthier for you, the greater the acceptance. Widespread consumer approval is what will ultimately ensure a solid future for the bison industry. Even though bison will always be a tiny fraction of the beef industry, it is certainly well positioned for long-term growth and stability.”

NorthFork Bison has invested in diversifying options to support its partners and educate consumers. “When it comes to bison products, we currently offer the widest array possible,” Verelli said. “Our focus will always be on continuous improvement by incorporating leading edge technologies in processing and packaging. On the retail side, all our packaging will have QR codes that will link consumers to short, informative product videos that will help them make their purchasing decision.”

In spite of external impacts on the category at the moment, “We have always been optimistic about the future of our industry,” Verelli said. “Our optimism is driven by our fundamental belief in the overall quality and health benefits of bison. We have always led the way when it came to educating the marketplace and sharing our enthusiasm with anyone that was willing to listen. When everything is said and done, we can’t help but feel good about engaging and encouraging consumers to make healthier choices for themselves and their families.”