DAKOTA DUNES, SD – Tyson Fresh Meats Inc. has reinvigorated its Chairman’s Reserve Premium Meats brand in response to rising interest in premium meat.

Pound volume of premium beef steaks has increased steadily over the last few years, reaching 665 million lbs. in 2010, an increase of nearly 11 percent compared to pre-recession levels in 2007, according to FreshLook Marketing. In 2010, volume of regular beef steaks decreased 1.6 percent compared to pre-recession levels in 2007.

The Chairman’s Reserve Certified Premium Beef line includes Prime and upper 2/3 Choice grades of beef and the Chairman’s Reserve Premium Pork line includes color-graded, non-enhanced pork. Chairman’s Reserve Premium Pork products must also fall within the natural optimal moisture-holding capacity pH range of 5.7 – 6.2.

Messaging for the brand was revamped to increase its appeal to consumers wanting premium meat products and focus on conveying “premium as quality.” Preliminary research conducted by Tyson Fresh Meats reveals when comparing beef brand characteristics, consumers associate quality with “premium” second only to the descriptor “prime.”

New brand elements include the consumer-tested tagline, “Reward Yourself with Quality” and aconsumer-friendly website that offers product information, recipes and cooking tips for beef and pork.

“We are very excited to unveil the new Chairman’s Reserve Premium Meats website during a time when premium beef and pork products are enjoying a resurgence with consumers,” said Kent Harrison, vice president of marketing and value creation for Tyson Fresh Meats.