Longmont, Colorado-based Mulay’s Sausage, a female-owned and family-run premium sausage and meatball brand, experienced a year of unprecedented growth in 2021. This growth was driven in large part due to an expanded and diversified distribution footprint that is continuing into 2022.
Remaining unchanged during this time of growth is Mulay’s commitment to produce “better-for-you” products sourced from small family farms in the U.S. using crate-free production practices.
A pinnacle year for growth
In 2021, Mulay’s experienced record sales, growing by 25 percent year over year. Contributing to these gains was a substantial increase in retail volume. For example, Mulay’s experienced a more than 19 percent increase in units sold at Kroger locations in 2021 and placement in Costco in the fourth quarter. These growth trajectories align with increased consumer demand for sustainably-raised meat.
According to a biennial report released by GlobeScan in 2021 exploring consumer shopping habits, due in part to volatility created by COVID-19, consumers have been increasingly seeking brands, products and companies that prioritize sustainability. Mulay’s more than fits this bill thanks to its tradition of sustainably sourcing pork and beef raised without antibiotics from small family farms with exceptional animal husbandry practices.
“Our growth during the past year speaks to the power of delivering products made responsibly and keeping respect for the animals, farmers and consumers our unwavering north star,” said Loree Mulay Weisman, Mulay’s founder, president and CEO. “Mulay’s started with my Nana’s recipe from Sicily, and we continue to make our products in Nana’s tradition, using only high quality, simple and sustainable ingredients, and never taking shortcuts.”
Mulay’s growth trajectory is continuing into 2022. The brand anticipates doubling sales in 2022.
National distribution gains
In addition to increased consumer demand, the company’s 2021 growth was also driven by distribution gains and a more diversified distribution strategy via retail, foodservice and e-commerce channels. Specifically, in the past year Mulay’s entered into new relationships with Imperfect Foods, Costco, Compass-Eurest, Aramark and Harvest Table. With this added distribution, Mulay’s is now available in more than 40 states.
Mulay’s is continuing to build on its distribution gains in 2022. By the end of February, the brand will be available in KeHe locations nationwide. Additionally, Mulay’s has secured national distribution with Western Box through Harvest Foods and DOT. In particular, DOT will provide an opportunity for Mulay’s to substantially increase its food service offerings.
Mulay’s products will also become available in many retailers east of the Mississippi for the first time as a result of its expanded footprint. In all, the brand anticipates distribution in more than 250 new doors by the third quarter of this year.
“Our growth strategy during the past year has focused on driving demand, as well as expanding to the East Coast,” said Mulay Weisman. “Thanks to our new retailer and distributor relationships, we will very soon have blanketed availability across the U.S., providing an opportunity for our quality, sustainable sausage and meatballs to reach a much larger consumer base.”
Mulay’s products can be found via the Store Locator on the brand’s website. Online ordering is also available on the website, with a newly added “bundle building” feature that allows consumers to build customized, bundled orders of their favorite Mulay’s products.