Setting the Stage
Today’s consumers admit that they’re confused about the fresh meat cuts they see in your meat case. They don’t understand the differences between many cuts and just buy “whatever looks good.” They don’t tend to venture beyond 3-4 cuts they’re most familiar with. That’s costing you potential sales.
The National Pork Board and the Beef Checkoff spent over 18 months doing research with consumers to identify what, specifically, will help them better understand the beef and pork cuts they see every day at the meat case.
The result is revised Uniform Retail Meat Identity Standards (URMIS) nomenclature that has been consumer-tested. This new standard has also been reviewed and approved by FSIS and AMS.
Extensive consumer research was conducted over the course of an 18-month period to identify consumer challenges with fresh meat and to determine how best to overcome them. Concepts were tested, refined and retested, and ultimately evolved into a two-pronged solution, based on what consumers told us they need:
Consumers want the common name prominently displayed on the meat label (Line 1 = consumer-friendly name, Line 2 = cut characteristics), and they prefer to have the best preparation method (Line 3 = preparation and/or tips) and, if possible, some recommended use ideas listed too. We’ve tried to respond to their requests with a recommended new label format that summarizes all this information in three lines on the scale label.
Simplify common names on your labels by eliminating redundancy, shortening long confusing names, addressing cuts sourced from multiple subprimals and removing unappealing names:
Line 1: Cut identity or descriptor (ex. Sirloin Tip Roast/Loin Roast/Kabobs)
Line 2: Cut form or shape (ex. Beef, Bone In/Pork, Boneless/Pork, Shoulder, Boneless)
Enhance your marketing with geographic and brand names
Individual muscles (IM) with a unique common name (e.g., Denver Roast/America’s Cut)
Each item has a unique U.P.C.
Each item has a specific definition
Add value to your pork loin cuts by adopting beef terminology
Research has shown that consumers better understand pork loin cuts when labeled with the correct beef terminology
Pork loin cuts now carry beef terminology that consumers recognize (e.g., Ribeye Chop/Porterhouse Chop/New York Chop)
To get more information
There are a multitude of resources for you.