Source: Dani Friedland, MEATINGPLACE.COM, 7/30/10

A pilot test of Hispanic point-of-sale materials in three Kansas Dillons supermarkets showed significant increases in beef sales, according to the Cattlemen’s Beef Board.

All major subprimals sold more, though beef variety meats led the way with a whopping 82.7 percent more volume sales.  Chuck followed with a 60.1 percent increase in volume sales. Loin volume sales rose 41.7 percent, round volume sales were up 35.5 percent, and rib volume sales saw a 26.9 percent increase.

Overall, 70 percent of test store shoppers said they would shop for meat at Dillons much more often or somewhat more often because of the new elements at the meat case, with trips to the grocery store rising from 8.2 trips per month to 11.1 trips per month. The shoppers also reported eating beef more often, with percentage of meals including beef rising from 62 percent to 77 percent.

“With a growing Hispanic population in the U.S., the need to reach out to this group is increasing,” Jim Henger, executive director of marketing for the National Cattlemen’s Beef Association (which contracts to manage retail programs for the beef checkoff) said in a statement. “The beef checkoff-funded Hispanic point-of-sale materials were developed to meet the needs of this growing segment of the population.”

During the three month pilot test, stores offered materials including a brochure with a dictionary of cuts, a “Hablo Español” employee button and recipes. Researchers used sales data, consumer intercepts and a retailer survey to evaluate the effect the materials had with a test prewave in July 2009 and a test and control postwave in November 2009. The Hispanic point-of-sale materials can be purchased online.

Test stores were located in Wichita, Garden City and Liberal, Kansas. The research was funded by the beef checkoff and gathered with assistance from the Iowa Beef Industry Council.

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