Harris Teeter Makes Beef It's Quarterback for Tailgating 2007

In February, three retailers were honored as the 2007 Retail Beef Backers. Harris Teeter, Johnnie's Foodmaster and The Kroger Company were each recognized at the 2008 Beef Industry Annual Meeting. This is the third of three Retail Spotlights devoted to showcasing the efforts of these outstanding retailers.

Harris Teeter is the winner of the 2007 Retail Beef Backer® Award in the chain category. Headquartered in Matthews, NC, Harris Teeter has 166 stores stretching from Florida to Virginia. The company has a three-tier beef program, which includes HT Rancher®, HT Reserve Angus® Beef and Harris Teeter Naturals®. They participated in several beef checkoff-funded programs while also implementing their own retailer-initiated programs.

Tailgating Promotion
Harris Teeter used a tailgating promotion to launch the 2007 National Football League® (NFL) season. For the promotion, they teamed up with the Carolina Panthers® and the Washington Redskins®, two NFL teams within their region, to promote beef as a meal solution at tailgate parties. The promotion included $5.00 off HT Rancher or HT Reserve Angus Beef after the customer purchased a specific amount of select grocery items during the promotional time frame. Partnering with the beef checkoff, radio spots, weekly advertisements and in-store signage were developed to create awareness of the promotion. The promotion ran from June through October 2007, a longer timeframe than the 2006 promotion due to its huge success.

Summer Grilling 2007
Harris Teeter’s summer grilling promotion heavily emphasized beef’s grilling cuts. Beef was featured on the front page of every circular throughout the summer. The company also participated in the beef checkoff-funded radio spot promotion and "Bold Flavors of Summer" promotion with Samuel Adams® beer. Featured cuts included Top Sirloin, Tenderloin, Kabobs, Marinated London Broil, T-Bone, Porterhouse, Ground Beef Patties and Beef Back Ribs. Harris Teeter further emphasized beef by providing convenient beef recipes in their ads.

On-Pack Nutrition Labeling
Harris Teeter has implemented a company-wide on-pack nutritional labeling program highlighting the positive health attributes of beef. The on-package labels include micronutrients found in beef including Zinc, B-Vitamins, Iron, Niacin, Thiamin and Riboflavin. Beef’s positive nutrition profile was included in the company’s “Your Wellness Program” that includes point-of-sale signage in all of Harris Teeter’s meat departments.

Holiday Roasts
Harris Teeter used the 2006 holidays as an opportunity to introduce an underutilized beef cut to their product mix. They added a new beef roast, the Rancher/Reserve Angus Steakhouse Striploin Roast, and introduced it with a direct mailing that targeted their beef customers. Additionally, on-pack labels were created to catch customers' attention and offer preparation ideas. The roast was sold in full-service and self-service cases, and a promotional insert was placed in Harris Teeter’s circular to promote the new beef roast throughout the holiday season.

Training
As a company focused on customer service, Harris Teeter launched a Meat Expert Training Program to drive sales at the full service counter. The program involves detailed training of associates to increase their knowledge of beef and meat merchandising and is supported with TV and radio advertising.

Congratulations to Harris Teeter!

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