2011 Retail Beef Backer® Award Winners

The 2011 Retail Beef Backer Award winners included Safeway as the Innovator of the Year, Broulim’s Fresh Foods in the Independent category, Haggen Food & Pharmacy in the Mid-size Retailer category and Harris Teeter as the Large Chain Retailer winner. Read below to learn more about the 2011 winners.

Mike McGinnis and Jim Sheeran, Safeway and Jim Maxey, board member for the California Beef Council

Innovator of the Year, Safeway

The innovator award recognizes a retailer that is a pioneer in its marketing, merchandising and promotion of beef.  Safeway is the 2011 Innovator of the Year recipient for its commitment to driving innovative marketing tactics, including new beef items like Beef Alternative Merchandising, Slice ‘N Save and marinated meats as well as seasonal promotions like the Mobile Grill.

As a national retailer with nearly 1,700 grocery stores across the United States, Safeway has built its Rancher’s Reserve beef brand to be the largest and most recognized in the marketplace. Safeway practices an innovative three-prong approach to marketing, merchandising and selling beef that is an undisputed model for retailers to learn from and follow. Through market insights, sales trends and checkoff-funded advertising, training and promotions, Safeway consistently meets its shoppers’ expectations with proven sales results.


Jerry Tingey, Associated Food Stores, Mike Smith, Broulim’s Fresh Foods, and Cevin Jones, a feeder in Idaho and Board Chairman of the Idaho Beef Council


Independent Retailer, Broulim’s Fresh Foods

A progressive grocer rooted in quality customer service, innovation at the meat case and quality beef products, Broulim’s Fresh Foods is a repeat winner in this category.

Customers shopping at Broulim’s seven stores can count on employees to have knowledgeable information on new beef cuts, recipes, safety, labeling and even the production process that goes into delivering a quality product. Its strong partnership with the Idaho Beef Council is demonstrated through use of checkoff-funded initiatives such as summer grilling promotions, holiday roast campaigns and weekly beef features. In 2011, Broulin’s also implemented the Beef Alternative Merchandising cutting method to promote sirloin sales, introducing customers to the Top Sirloin Filet, Top Sirloin Cap, Center Cut Top Sirloin and Top Sirloin Petite Roast. As a result of these programs, Broulin’s positively changed the way its customers interact with beef to dramatically increase beef sales. 

Broulim’s Fresh Foods has paved a path for independent grocers across the nation to drive effective promotions and programs that result in a superior beef shopping experience. 

Clement Stevens and Russ Casteel, Haggen Incorporated


Mid-size Retailer, Haggen

This year’s winner in the midsize chain category, Haggen, is a Washington-based grocer that has built its brand on offering local beef products that represent the quality and integrity of the Pacific Northwest and marketing Northwest beef to customers, supporting local ranchers.

In 2011, Haggen demonstrated its commitment and focus on beef with the launch of its branded beef program focused on the positive attributes of beef and innovation at the meat case with new cuts and recipes. Through a partnership with the Beef Checkoff Program, the Washington State Beef Commission and its employees, Haggen raised awareness of its high-quality beef offerings and educated shoppers of beef’s nutritional benefits and extreme protein value through summer grilling and holiday roast campaigns.

In addition to featuring beef in its weekly circulars, Haggen gave the protein daily attention by training its employees to be knowledgeable and well-versed in beef. Haggen also profiled the local ranchers who supply its beef to help shoppers connect with their local farmers and ranchers. 

David Migala, President of the North Carolina Beef Council with Marcus Minster and Luke LaPerriere, Harris Teeter


Large Chain Retailer, Harris Teeter Inc.

Recognized as the large chain beef backer for the fourth time, Harris Teeter is a nationally-recognized beef backer known for the highest quality meat products with a commitment to superior service, value, innovation and safety. Beef represents 52% of its overall fresh meat sales throughout its 206 stores in North and South Carolina, Virginia, Georgia, Tennessee, Maryland, Delaware, Florida and the District of Columbia.

Year after year, Harris Teeter puts beef as a top priority in its advertising and marketing efforts. Through deep consumer research, Harris Teeter truly understands their customers’ desires when considering beef purchases, enabling them to blaze new trails in product labeling and point-of-sale merchandising. For example, Harris Teeter rolled out new color-coded labels and point-of-sale materials to take the mystery out of shopping the meat case. The labels helped shoppers decipher between cuts suited best for grilling, marinating, stir-frying or pot-roasting. Also, the retailer introduced an initiative to reconnect the consumer to the butcher – placing an oversized “Big Red Button” in front of the meat case of every store. Designed to enhance interaction between customers and meat department associates, this tool allowed shoppers to ask questions about beef and in turn, helping beef sales soar. Fun promotions such as the “Friday Night Steak” initiative increased daily beef sales more than 80 percent.

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