Meat package's fresh look stands out from the herd

摘要

Superior Farms Inc. specializes in high-quality lamb products and has served retailers and foodservice operators since its founding in 1963. The employee-owned company has grown significantly with officesrnin Boston, Denver, and Davis and Dixon, CA. But its growth has alwav been impeded by one fact: Lamb is a challrng product to sell in the U.S. "Lamb has traditionally been the slowest moving item in the meat counter," remarks Greg Feinberg, president of Aisle 9, the packaging design and development agency who helped Superior Farms launch its newest product line. Nancy Mamann, vp of the agency, adds, "In fact, lamb accounts for less than 2 percent of total meat sales."rnA study commissioned by the American Lamb Board, sought to find out why lamb doesn't move as quickly as other meat products. The study looked at the purchasing habits of men and women between the ages of 21 and 54. The study found that only one in eight respondents has prepared lamb within the past three months and as little as one in five reported that they ate lamb but did not prepare lamb in their home. One of the purchasing barriers cited was the perception that lamb can be difficult to prepare.