Supervalu adds new beef brand

by Staff
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MINNEAPOLIS — Supervalu is introducing the Stockman & Dakota brand of U.S.D.A. Choice Angus beef. The new brand is part of a program to position its stores as a destination for fresh, quality beef.

"With our new beef program, we’re positioned to address the ongoing 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, group vice-president for fresh foods merchandising.

Stockman & Dakota will have a variety of beef cuts ranging from bone-in rib eyes, New York Strips, Porterhouse and T-bone steaks as well as boneless rump and boneless chuck roasts.

Along with the new brand, Supervalu will feature new signs to promote the meat department, and beef cuts will be grouped by cooking method and packages will feature a cooking label to help educate consumers. The company will promote its new meat program with a marketing campaign called "Beef Spoken Here."

The company also is introducing a new store brand of beef.

"Research shows consumers rank quality, freshness and tenderness above other attributes when selecting beef," Mr. Smits said. "Studies have also found consumers don’t understand the grading system, the different cuts of beef and how to properly cook beef. By offering two new brands of beef and a differentiated in-store experience, our new beef program helps to address consumers’ needs not only for quality, value and selection but also for more beef knowledge and education. With our new beef program, shoppers now have the tools to provide a savory, consistent eating experience at home."

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