Minneapolis-based Supervalu has introduced a new brand of premium USDA Choice Angus beef, Stockman & Dakota. This program joins a long list of retailers who have launched or re launched beef brands over the last few years: Butcher’s Brand Beef from Food Lion, Sutton & Dodge from Target and the Genuine Steahouse Brand from Walmart. The new brand is available nationwide at Supervalu’s family of stores, including Acme, Albertsons, bigg’s, Cub Foods, Hornbacher’s, Jewel-Osco, Shaw’s/Star Market, Shop ‘n Save and Shoppers Food & Pharmacy.
According to the Supervalu press release:
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 vice president, 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.”
Supervalu will support the program with a 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.