The next time consumers purchase fresh pork products, they won’t have to look far for a new recipe. The National Pork Board is continuing its checkoff-funded recipe label program. NPB designs the labels for retailers to print and apply to packages of fresh pork.
The program was developed to help educate consumers on how to select and prepare pork. For example, a label on a package of pork chops may show how to marinate the chops in Italian dressing before cooking. Research shows that the on-pack pork recipe labels result in a 6 percent increase in fresh pork sales, according to in-store tests.
These labels drive pork sales because they answer consumer questions about how to prepare the meat. The labels also encourage consumers to try new items.
The recipe label program is part of NPB’s Integrated Meatcase Program, which has helped organize meatcases in more than 16,000 grocery stores since 1996. These stores represent 55 percent of all the meat sold in retail stores in the United States. This method arranges the meatcase by species, then by segment to coincide with the way consumers shop.
The other components of the program are meatcase set and signage. These two elements are crucial in helping customers navigate their way through self-service meatcases.
Retailers participating in the recipe label program include Kroger, Albertson’s, Winn-Dixie, Stop & Shop, Giant of Landover and Food Lion.