Among the speakers at the Farm Journal Forum (FJF) this week in Washington, Wal-Mart’s merchandise manager for fresh meats, Ken Stettmeier. He had some very interesting observations and comments that livestock producers should consider.
Just in case you’re wondering why a livestock producer should care that much about the giant discount retailer, remember that Wal-Mart is now a huge, and I mean HUGE force in the food business.
At the FJF, Stettmeier noted that the company is entirely in case-ready meats. Product arrives in shipping containers ready to put in the meat case.
What does the customer expect from the producer? Nothing, he says.
“They’re not interested in the producer--although as we go down the road, they may be someday. But right now they don’t care whether that steak came from a steer or a heifer, or what breed.” If that steak is tough, they blame the brand or the retailer. The producer’s role is to make sure his product meets what the consumer wants and do it via the fabricator and the retailer.
Another interesting topic discussed by Stettmeier was the current high protein diet craze which has been credited in part with high consumer demand for meats. He says Wal-Mart does not think these diets are a fad, but will in fact become a lifestyle. Their numbers are pointing that way.
