The Missouri Beef Industry Council in Columbia is charged with protecting and enhancing beef demand. Whitney Wallace, director of consumer outreach for the Missouri Beef Industry Council (MBIC), told The Shelby Report that an important way to do that is to work with grocery retailers. And it isn’t a cookie-cutter approach, either.
“The cool thing is the beef industry council is able to tailor to each individual grocery partner that we have, so what’s hot could vary greatly between each grocery location,” Wallace said.
The MBIC provides grocers basics like in-store displays and point of purchase materials for the meat case, but it also brings in partners to work on joint promotions.
“Right now I’m working with a marketing company that markets wines, and we’re making plans for a ‘Roast & Toast’ promotion for the holiday season that brings that red wine into the meat case, but also takes beef into the wine department,” she said. “It’s a great opportunity for grocers, because you’re cross-marketing and promoting in different departments.”
“We’ve got the funding to really reach out and leverage their store dollars to do that promotion and education with their staff, but also with the folks coming in to shop and driving up their margins,” Wallace said.
Wallace attended the Missouri Grocers Association’s annual convention in late August in Branson in an effort to reach out to grocers. Grocers with an idea for a joint promotion can contact her at [email protected]. Visit www.missouribeefcouncil.com for more information.