BIC partnership grows beef sales

by Janet Kanters

The Beef Information Centre (BIC) has partnered with Macdonalds Consolidated to deliver an integrated merchandising and marketing program to independent grocers this summer.

Macdonalds Consolidated is a leading retail supplier to independent grocers across western Canada and western Ontario.

The spring/summer program promotes Canadian Beef Medallion steaks and Rotisserie Roasts through a comprehensive merchandising program that provides promotional and staff training support to the grocer. The BIC provided product photography for feature and flyer advertisements, and tools to help retailers merchandise their product. These tools included a technical cutting DVD for in-store meat cutter training, consumer culinary materials such as recipe booklets, customer engagement notes for meat counter personnel and product factsheets about the featured cuts.

Debbie Krieger, Macdonalds Consolidated meat coordinator, notes the promotional material received a lot of positive feedback from meat cutters.

“I think the DVDs were great for our stores and for new cutters especially, who indicated the DVDs are very easy to follow, and simple and to the point,” she says. “And the word has spread – we’ve had accounts that have called asking to get the promotional package.”

The promotional material supplied includes extensive information and tips on how best to cut, package and promote Beef Medallions and Rotisserie Roasts. Medallions are a creative new steak cut that are easier to cook to perfection. They can be cut from several different steak categories, including Top Sirloin, Rib Eye, Strip Loin, Inside Round and Sirloin Tip. Rotisserie roasts are custom-cut for barbecue roasting. They can be cut from several different roast categories, including Prime Rib, Top Sirloin, Inside Round, Outside Round, Cross Rib or Sirloin Tip.

According to Duane Ellard, BIC’s western channel development manager, the cuts featured in the Macdonalds Consolidated promotion align with BIC’s goal to help drive more value from the beef carcass.

“Steak Medallions allow retailers to better utilize heavy carcasses by giving the consumer a smaller, thicker cut steak that meets their preferred serving size, yet allows for better cooking control for preferred level of doneness,” he says. “The Rotisserie Roast for the barbecue provides a feature opportunity for a cut which is traditionally under-utilized in the summer.”

This promotion is an example of how BIC works with partners in the meat trade to provide business solutions in the areas of consumer promotion, product merchandising and staff training to increase opportunities for Canadian beef.

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