Supervalu beefs up the meat aisle

MINNEAPOLIS Supervalu announced the launch of the Stockman & Dakota brand of premium USDA Choice Angus beef that is part of the company’s comprehensive new beef program. The new brand is available nationwide at Supervalu’s family of stores.

In addition to Stockman & Dakota brand products, the company’s beef program will include a new store-branded beef line that provides improved quality over existing offerings at a good value. In total, the program will encompass 60 different cuts of beef and feature improved merchandising, new signage and enhanced service in the meat department. Consumers will now find useful information, tips and tools both in-store and online to help them make better sense of beef.

“With our new beef program, we’re positioned to address the growing trend of eating at home by providing customers with fresh, quality cuts of beef and a differentiated in-store experience that gives them the preparation tips, recipes and serving ideas they need to create a restaurant-quality meal at home, for less,” said Jim Smits, Supervalu group VP fresh foods merchandising. “In fact, we’re so confident in the quality of our beef that we’re guaranteeing our products twice. Customers who aren’t satisfied will receive a refund and a free replacement cut of beef.”

As part of Supevalu’s new beef program, all stores will receive a new in-store signage system in the meat department that provides easy customer navigation and directions on how to properly prepare and serve beef. In the meat case, beef cuts will be grouped by cooking method — such as grilling, oven roasting, slow or pan cooking — and all packages will feature a cooking label, making it easy for customers to choose beef products by the cooking method they prefer.

Supervalu’s new beef program will be supported with a fully integrated marketing campaign titled “Beef Spoken Here.” The campaign debuts May 10 and includes print, TV, radio and outdoor advertisements, as well as interactive and direct marketing.