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Editor's Comment

BY GARY THORNTON

Poultry's fresh
opportunity in local
chicken, turkey
There's an opportunity for poultry producers to put chicken and turkey in the sweet
spot of one of the fastest-growing categories of the supermarket perimeter, itself the
growth section for grocers. Not just fresh poultry, but fresh and local poultry.
Consumers are serious about health and wellness, and it shows in their purchases of foods in categories like natural, organic and fresh. Not every poultry
producer will market natural and organic chicken and turkey in 100 percent of
their product lines - let alone locally produced poultry - but more companies
are adding such fast-growing categories to their traditional product lines.
As David Schoeder, The Food Partners, said in a recent Food Institute webinar, the three biggest factors motivating customers to buy natural and organic
products are avoiding chemicals, the perception of higher quality and watching
out for their family's health.
Noting that consumers are demanding local more often than organic, he
cited Food Marketing Institute research showing the popularity of "locally
grown" continues to soar, with 61 percent of shoppers wanting their grocery
store to stock more local items. He also pointed to data from A.T. Kearney that
shows shoppers associate "local" with "fresh" - which they cite as the most
important attribute in the food they buy.

How to appeal to consumers
Local and fresh are primary drivers in shopper purchasing, and 75 percent of
retailers say consumer wellness and family health is a strategy they use to build
a competitive advantage. One study, in fact, showed consumers believe their
food retailer is their trusted ally to help them achieve their health and wellness
goals, with 45 percent of shoppers saying their grocery store is working to help
them stay healthy.
It may not be feasible for every chicken and turkey company to market locally-produced poultry, but more producers are offering products relevant to these
consumers. Grocers are siding with consumers in their demands by expanding
perimeter sections to highlight fresh and local products. Successful poultry producers are finding ways to show consumers that they, too, are allies in helping
them achieve their health and wellness goals. ■

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Table of Contents for the Digital Edition of WATT PoultryUSA - May 2017

TOC
Editor's Comments: Poultry’s fresh opportunity in local chicken, turkey
WATTAgNet news
US poultry industry weighs in on Trump presidency
Journey’s Steve Perry goes from turkey farm to rock hall
6 strategies to increase retail poultry sales in 2017
100TH YEAR SERIES: Future of poultry welfare: What producers should expect
Antibiotic-free animal feed production grows worldwide
How to improve broiler feed effi ciency beyond genetics
Product Review
Market Place
Ad Index
WATT PoultryUSA - May 2017 - CT1
WATT PoultryUSA - May 2017 - CT2
WATT PoultryUSA - May 2017 - Cover1
WATT PoultryUSA - May 2017 - Cover2
WATT PoultryUSA - May 2017 - TOC
WATT PoultryUSA - May 2017 - Editor's Comments: Poultry’s fresh opportunity in local chicken, turkey
WATT PoultryUSA - May 2017 - 3
WATT PoultryUSA - May 2017 - WATTAgNet news
WATT PoultryUSA - May 2017 - 5
WATT PoultryUSA - May 2017 - US poultry industry weighs in on Trump presidency
WATT PoultryUSA - May 2017 - 7
WATT PoultryUSA - May 2017 - 8
WATT PoultryUSA - May 2017 - 9
WATT PoultryUSA - May 2017 - 10
WATT PoultryUSA - May 2017 - Journey’s Steve Perry goes from turkey farm to rock hall
WATT PoultryUSA - May 2017 - 6 strategies to increase retail poultry sales in 2017
WATT PoultryUSA - May 2017 - 13
WATT PoultryUSA - May 2017 - 14
WATT PoultryUSA - May 2017 - 15
WATT PoultryUSA - May 2017 - 16
WATT PoultryUSA - May 2017 - 17
WATT PoultryUSA - May 2017 - 18
WATT PoultryUSA - May 2017 - 19
WATT PoultryUSA - May 2017 - 100TH YEAR SERIES: Future of poultry welfare: What producers should expect
WATT PoultryUSA - May 2017 - BB1
WATT PoultryUSA - May 2017 - BB2
WATT PoultryUSA - May 2017 - 21
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WATT PoultryUSA - May 2017 - 29
WATT PoultryUSA - May 2017 - Antibiotic-free animal feed production grows worldwide
WATT PoultryUSA - May 2017 - 31
WATT PoultryUSA - May 2017 - 32
WATT PoultryUSA - May 2017 - 33
WATT PoultryUSA - May 2017 - 34
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WATT PoultryUSA - May 2017 - 37
WATT PoultryUSA - May 2017 - How to improve broiler feed effi ciency beyond genetics
WATT PoultryUSA - May 2017 - 39
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WATT PoultryUSA - May 2017 - 43
WATT PoultryUSA - May 2017 - 44
WATT PoultryUSA - May 2017 - 45
WATT PoultryUSA - May 2017 - Product Review
WATT PoultryUSA - May 2017 - Market Place
WATT PoultryUSA - May 2017 - Ad Index
WATT PoultryUSA - May 2017 - Cover3
WATT PoultryUSA - May 2017 - Cover4
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