Value-Added Meats Get Renewed Attention

What’s Cooking at FreshDirect

In addition to their efforts in the store, many retailers are experimenting with how to best promote value-added fresh items online.

DuBois notes that it can be “tricky” to promote these products in the digital realm, mainly because it’s so much easier for customers to shop a varied meat case in person. However, the online channel presents a valuable demographic, he notes, because value-added meat tends to skew toward older couples without children – people who want to try something new or are looking for smaller portions – as well as younger couples who have a lot of disposable income. Both of those groups tend to gravitate toward shopping online.

New York-based FreshDirect, a pure-play online retailer owned by Ahold Delhaize, is promoting more value-added meats, including those it has developed in its own kitchens and new items from its vendor partners, according to Scott Crawford, FreshDirect’s chief merchandising officer.

Crawford explains that while the company’s merchandising team has always seen great traction on value-added items throughout its fresh departments, “we’ve seen a growing trend in the meat category specifically over the past couple of years, with an even deeper customer demand and merchandising focus.” He adds that he expects the trend to continue, and that FreshDirect plans to grow its share of value-added meats in the future. 

According to Crawford, with unprecedented shifts to home cooking during the pandemic, value-added proteins “really solve a few pain points for our core customers – whether it be cooking fatigue, easy weeknight prep or protein angst, which is the intimidation factor of cooking at home.”

FreshDirect’s latest product offering includes such tantalizing recipes as Mediterranean Stuffed Branzino and Bourbon Marinated Flank Steak, all the way to a fully marinated half chicken.

The online grocer also recently featured a section on its website touting “New Ready-to-Cook Proteins,” noting, “We’ve added lots of tasty prepped and pre-marinated meats – consider them your secret weapon for easy weeknight meals.”

The section featured new pre-seasoned products from Farmer Focus, one of FreshDirect’s vendor partners that aligns with its values by offering high-quality organic and humane-certified chicken.

Harrisonburg, Va.-based Farmer Focus just launched its pre-seasoned, uncooked line in October, featuring Red Curry Chicken Thighs, Organic Toasted Lager Half Chicken, Organic Savory Chophouse Boneless Skinless Chicken Thighs, Organic Peruvian Boneless Skinless Chicken Breasts and Organic Lemon Pepper Boneless Skinless Chicken Breasts. Two of the items were recognized as NEXTY Award finalists.

Mark Saylor, senior brand manager at Farmer Focus, says that the line was crafted for health-minded shoppers, but also offers “adventurous and seasonal flavor profiles to help home cooks recreate restaurant experiences.”

While the company won’t comment on sales data, Ed Hinson, chief sales officer, says that Farmer Focus is seeing “solid early adoption across grocery, online retail and natural stores.” In preparation for more growth, the company is getting ready to open a new packaging facility.