Emma Pierce, brand manager at Daily’s Premium Meats, a subsidiary of Merriam, Kan.-based Seaboard Foods, recently discussed the company’s growth strategy for the future and how it comes at a time when bacon sales are lagging, and many consumers are still reeling from inflation over the past 12-18 months.  

MEAT+POULTRY: According to recent Circana data, retail bacon sales have been down over the past year and overall retail prices are down as well. Obviously, Daily’s has accelerated its campaign to increase retail distribution nationally, and retail production for the company has eclipsed foodservice and there is talk of an expansion of its Saint Joseph, Mo., facility sooner than later. What are some of the factors that fuel Daily’s bullish stance on continued demand for bacon?

Emma Pierce: Household penetration for bacon continues to be strong and bacon continues to be a beloved staple in US households. Despite lower pricing in the category resulting in less overall dollar sales, volume is up slightly compared with a year ago. We remain confident in our product and want consumers to experience the Daily’s difference. This is why we’re focused on bringing our product to more consumers across the United States by expanding into new markets and adding new retail partners. We’ve tapped into that insight with our Bacon First campaign, where bacon comes first in everything we do and is celebrated as the main attraction of any dish. We’ve only scratched the surface when it comes to retail and are not letting short-term performance category fluctuations deter us.
 
M+P: Daily’s introduction of its new Steak Cut Bacon this past year was also during a period when bacon sales in the industry declined. How has Daily’s continued to grow and boldly launch new products during this time and why was this the right time to take that new offering to market? 

EP: According to Circana, thick cuts are currently outperforming standard cuts in the bacon category. In tracking this trend, our goal was to bring some excitement and innovation to this established category as well as drive new usage occasions for bacon. Our newest product in the portfolio, Daily’s Steak Cut Bacon, launched during National Pork Month last fall. Daily’s Steak Cut Bacon is the bacon that bacon lovers dream about. The thicker-than-thick slice is a fresh approach to a saturated category that we’ve seen consumers consistently demand. 
 
M+P: Other Circana data indicated sales of bacon bits and their use as an ingredient and topping more than tripled in the past year. Is Daily’s seeing similar trends and how is that segment expected to grow (pre-cooked, etc.)?

 EP: Convenience continues to be increasingly important to today’s consumer, as shoppers are looking for products that save time, effort and don’t break the bank. Bacon bits fall into this segment as they are a versatile, protein-forward topping that’s ready to eat for all occasions and dayparts, plus it can be used across cuisines. Bacon bits are also a great example of how health-conscious shoppers are allowing themselves indulgences in moderation to incorporate in an overall healthier diet such as tossing bacon bits on a salad.
 
M+P: With the retail push at Daily’s recently, how has demand among its longstanding foodservice customers fared and is there still plenty of runway in that segment in terms of applications and new customer prospects? 

EP: Daily’s foodservice customer base has proven resilient through post-pandemic channel recovery, and we believe this is partly due to the commitment to quality that guests continue to show up for. With more than 130 years of history in the foodservice industry, we are proud of our market share in the Rocky Mountain and Pacific regions, especially as we continue to experience category growth in these markets as well as continued expansion with regional chains and national accounts. Our team is poised for growth as we are underindexed in eastern markets. We’ve doubled down on our investment in resources and strategy execution to continue to build on our success from the last 130 years of being in business.