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This case-ready beef brand is targeting the growing consumer segment of at-home cooks who are short on spare time and have little cooking experience.
Shoppers have spoken and Cargill has listened, said David Bisek, associate brand manager, Cargill. “They told us their No. 1 frustration with current fresh-beef packaging was the fact that it leaked,” he added. “These leaks plague consumers throughout the shopping process: they leave a mess in grocery carts, they stain car upholstery and they necessitate refrigerator clean-up during storage. This insight led Cargill to develop a product line that meets consumer needs for cleanliness and convenience.”
Research at Cargill identified several elements that shoppers felt detracted from the meat-case experience. These insights were key in developing the Grantwood Meats product, brand position and messaging. Cargill’s new leakproof packaging keeps everything cleaner; provides an easy peel-to-open tab; and includes cooking instructions and simple recipes for novice cooks.
Each vacuum-sealed package features a 30-day shelf-life from date of pack, which provides shoppers with more versatility as to when they choose to cook the product. It also helps retailers reduce shrink.
Cargill has created in-store marketing support and a unique branded Web site, www.grantwoodmeats.com, to launch the brand.
