flat-iron steak promo helps products gain momentum
TRANSCRIPT
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DENVER, CO (Feb. 3, 2006) —The flat-iron steak — one of thebeef industry’s most popular newproducts — is gaining momentumin the retail meatcase.
That momentum isdemonstrated by a checkoff-fundedpromotion and product launchwith Kroger last summer. Thelaunch has added more energy tothe campaign to put more beefvalue cuts into supermarketsnationwide. A report of thepromotion was presented at the2006 Cattle Industry AnnualConvention & Trade Show inDenver.
Checkoff-funded carcass andnew product research helpedidentify beef value cuts in the late1990s. Those cuts, which includethe flat-iron steak, produce steakfrom tender cuts traditionallyundervalued.
Kroger is one of the nation’slargest supermarket chains. Itdebuted the flat-iron steak in 116Houston-area stores in late July2005, producing a tremendousresponse from customers. Amongthe features of this promotion were25 metro billboards displayed overeight weeks, as well as 265 two-dayproduct demonstrations at 88Kroger stores. More than 50,000
product samples were distributedduring the demonstrations.
In addition, Hispanic outreachand an extensive public relationscampaign were conducted. Thenational Beef Checkoff Program,Texas Beef Council and TysonFoods partnered with Kroger forthis effort.
“Retail visibility of the flat-ironsteak is a critical element of itssuccess,” said Cattlemen’s BeefPromotion and Research Boardmember Virginia Coelho (CBB), abeef producer from Fremont, Calif.and chairman of the Joint RetailCommittee. “Its rollout in one ofthe nation’s largest supermarketchains will mean a lot to howquickly the product catches on atretail. We’re excited about having achance like this to showcase thisvalue-enhancing beef product tomore American consumers.”
The Joint Retail Committeereviewed checkoff-funded effortsduring its meeting at the CattleIndustry Annual Convention. TheCBB and Federation of State BeefCouncils also met in generalsessions on Saturday, Feb. 4, toreview all checkoff-funded research,information and promotionprograms.
Flat-Iron Steak Promo Helps Products Gain MomentumNews release by the Cattlemen’s Beef Promotion and Research Board
The flat-iron steakis gaining
momentum in theretail meatcase.
Editor’s Note: This releaseis adapted from a pressrelease distributed by theCattlemen’s Beef Promotionand Research Board. For theoriginal release or for moreinformation about theorganization, click the“Press Releases” link atwww.beefboard.org.