Where's the Beef?

摘要

Nebraska Beef sells quality beef to retail outlets at home and as a premium product on the Pacific Rim, using packaging as the key to after-sales emphasis on quality. Nebraska Beef was started in 1995 and its first full year of operation was in 1996. In five years the company has become a major player in the high-end beef market, selling premium beef to domestic retail outlets as their high-end store brand, and packaging a separate line of premium beef cuts to the Pacific Rim countries. In a business in which the quality of the product cannot be fully realized by the consumer until the product is prepared for eating, Nebraska Beef has set out to emphasize and hold its reputation of quality through its packaging. Based in Omaha, NE, Nebraska Beef uses packaging as few young companies do-as a symbol of the quality of the product within the package. In this interview, Bill Hughes, the soft-spoken president of Nebraska Beef, discusses how a specialty food company uses packaging in it global marketing strategy.