Fresh Pork Cuts Get New Consumer Friendly Names
Consumers will soon find more consumer-friendly names for fresh pork cuts in the retail meat case. National Pork Board Director of Retail Marketing Patrick Fleming says this effort began two years ago with consumer focus groups…
“We are always interested in how we can sell more. And we want to know what is keeping consumers from buying more meat. We started with consumer focus groups and one of the things that came readily to the top was that the current labels were too long, technical and confusing. Many consumers don’t even read the labels or use them to make a decision. So from that we knew we could do better.
We did six consumer research studies to support the common name system, every time making sure the consumer was the focus and we were giving them something that they could easily understand and help them to make buying decisions.”
The new names are designed to allow retailers to differentiate pork and merchandise pork cuts more effectively. Fleming says the new labeling will also include basic preparation information on the package…
“The big change for pork really is the loin. Consumers always told us that we didn’t have any variety, because a pork chop is a pork chop. So now, we have changed a rib chop to a rib eye chop, a top loin chop to a NY chop, etc. When we did the consumer research, they told us they knew what that meant and the different eating experiences they have had with each. The value proposition would also be different. For pork its changing the names to make them more differential to consumers and so we can add value to that pork.”
As the new names suggest – these pork cuts are perfect for the grill