Kroger's Flat Iron Steak Program
Last month, 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 (see additional story). This is the first of three retailer spotlights devoted to showcasing the efforts of these outstanding retailers.
The first annual Beef Backer Award for Innovation went to The Kroger Company. Kroger was the first national retailer to take initiative and introduce the vacuum-packaged Beef Shoulder Top Blade Steak (Flat Iron) to their customers as part of the fresh meat case mix. Their decision was rewarded with impressive growth in the entire chuck category. Kroger’s extensive work to convert an under-utilized roast to a delicious eating steak for their customers has made a significant impact across the entire beef industry.
.jpg)
Kroger first introduced the Flat Iron Steak in test markets in August 2005, and completed the impressive expansion of the Flat Iron Steak and Beef Shoulder Center Steak (Ranch Steak) into all 2400 of their banner stores in 2007. This massive investment of time and money, including thousands of in-store demonstrations and advertisements to introduce the steak and drive trial and repeat sales, emphasizes Kroger's commitment to welcoming new, quality products into their stores. In addition to the Flat Iron, they also carry and promote other cuts from the Beef Value Cuts program, including Beef Shoulder (Petite Tender) Roast, Ranch Steak, Beef Round (Sirloin) Tip Center and Beef Round (Sirloin) Tip Side.
Kroger used in-store merchandising to build customer awareness of the new Flat Iron Steak in their self-serve meat case. The Flat Iron Steak was also promoted through radio spots, in-store demonstrations, special advertisements, promotional labeling, billboards and contests/sweepstakes.
Kroger utilized the resources of the beef checkoff to gather research on the Flat Iron Steak and other Beef Value Cuts. Kroger continues to develop Beef Value Cuts and build partnerships with vendors that will ultimately benefit not only the customer, but the entire beef industry.
Congratulations to Kroger!