SUPERVALU launches Stockman & Dakota beef brand

by Bryan Salvage
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MINNEAPOLIS — SUPERVALU has launched the Stockman & Dakota brand premium U.S.D.A. Choice Angus beef as part of the company’s new beef program designed to position its stores as the best destination for fresh, quality beef. Product is now 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.

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," according to a news release. Consumers will find useful information, tips and tools — both in-store and online to help them better understand 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. "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."

The Stockman & Dakota brand includes bone-in rib eyes, New York Strips, Porterhouse and T-bone steaks to boneless rump and boneless chuck roasts. All products are selected from premium U.S.D.A. Choice Angus beef and hand-carved. The new store-branded beef products are hand-selected for the best possible quality and tenderness.

As part of the new program, all SUPERVALU stores will receive a new in-store signage system in the meat department that provides easy customer navigation and directions on how to properly prepare and serve beef. Beef cuts will be grouped in the meat case by cooking method and all packages will feature a cooking label, making it easy for customers to choose beef products by the cooking method they prefer.

Research shows consumers rank quality, freshness and tenderness above other attributes when selecting beef, Mr. Smits said. "Studies also have found that consumers don’t understand the grading system, the different cuts of beef and how to properly cook beef," he added. "By offering two new brands of beef and a differentiated in-store experience, our new beef program helps to address consumer needs not only for quality, value and selection, but also for more beef knowledge and education. With our new beef program, shoppers now have the tools to provide a savory, consistent eating experience at home."

SUPERVALU Inc. is one of the largest companies in the U.S. grocery channel with estimated annual sales of $43 billion. It holds leading market-share positions throughout the U.S. with its approximately 2,500 retail grocery locations.

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