From grilled steaks to burgers to delicious roasts, consumers seek top-quality beef cuts and rely on local grocers to help them serve their favorite family meals. At this year’s Certified Angus Beef ® Annual Conference, held in Tucson, Arizona, these retailers and distributors from around the globe were honored as beef leaders. The retailers and distributors gathered with family Angus cattle ranchers to nurture their focus on delivering premium beef.
“We are proud to partner with these companies and congratulate their ongoing successes,” says John Stika, the beef brand’s President. “Every time they recommend the Certified Angus Beef brand, they embrace our family ranching heritage and dedication to quality from farm to table.”
Giant Eagle, based in Pittsburgh, Pennsylvania, earned the retailer of the year award. Through its focus on bringing top-quality beef to customers, Giant Eagle held a store-wide grilling event and featured roasts for the holidays. Promotions included social media, targeted e-mails and weekly recipes. Stores offer beef that’s cut fresh in-store, as well as specialty burgers, beef kabobs and Certified Angus Beef brand prime cuts. Circular features also included buy-one, get-one opportunities. Giant Eagle’s focus on premium beef earned loyal customers and the top retail sales volume increase award.
Price Chopper and Market 32, based in Schenectady, New York, earned the award for retail marketer of the year for a large chain. Creative promotions year-round feature the Certified Angus Beef brand, which anchors the meat case at all Price Chopper and Market 32 stores. For example, the summer grilling promotion included in-store, print, television and radio promotions leading customers to the meat case, where their beef can be cut to order. Collaboration between the meat team, marketing team and the brand’s staff also introduced top-quality ground beef, helping Price Chopper to also receive a top five sales volume large-chain retailer award.
Foodland Super Markets, in Hawaii, was named the retail marketer of the year for a small chain. The retailer developed comprehensive marketing programs that made the Certified Angus Beef brand the focal point of the meat case and front-page features. Meat department staff were trained to approach customers to discuss beef cuts and meal solutions, which aligned with a campaign inviting customers to meet Foodland’s in-house beef experts. Radio ads, coupons and social media also added sales, which led to a top five sales volume small-chain retailer award.
Meijer, Grand Rapids, Michigan, was named the retail value-added products marketer of the year. Meijer is an innovator in offering Certified Angus Beef brand products in all categories: fresh meats, convenience items, frozen foods and deli meats. The retailer regularly features them in the circular, store signage, advertising and social media. Training programs for meat department staff provide customers with meal solutions.
Reasor’s in Tulsa, Oklahoma, received the retail brand extension marketer of the year award. Stores offer a selection of premium fresh cuts, including Certified Angus Beef brand prime and some dry-aged steaks. Deli and convenience meats also give customers more options for mealtime. Informed meat staff help customers choose beef cuts. Videos with cooking tips and the semi-annual “fill your freezer” sales also help customers enjoy great-tasting beef year-round.
DeMoulas Market Basket, Tewksbury, Massachusetts, was named the retail rising star. Custom marketing materials throughout stores and monthly cooking demonstrations with coupons and recipes lead customers to the meat case. DeMoulas has also been offering a wider selection of fresh beef cuts since introducing Certified Angus Beef brand products two years ago.
Hays Supermarkets, Wynne, Arkansas, received the retail rookie of the year award for its year-long focus on introducing Certified Angus Beef brand products to customers. Throughout the year, Hays stores featured the brand in promotions and focused on offering ground beef to shoppers as a quality advantage in the market.
Centro Cuesta Nacional in the Dominican Republic was recognized as the international retail marketer of the year. The single-store retailer uses a comprehensive marketing plan to offer a wide selection of Certified Angus Beef brand cuts. Billboards, print advertising in major publications, social media and in-store promotions explain beef quality and lead customers to the meat case.