Contact:      Stephanie Darling       303/850-3359        sdarling@beef.org
                   Diane Henderson       303-850-3465        dhenderson@beefboard.org

                       Beef Label Literacy Studied

Midwest retailer finds nutrition labeling boosts sales and consumer attitudes about beef

NASHVILLE, Tenn.( Feb. 1, 2007)  – The percentage of consumers who said they believed beef was healthier than they’d previously thought jumped 45 percent following an on-pack nutrition labeling test project, funded by the beef checkoff. Nearly 15 percent of respondents also said they would be more likely to shop at stores that featured nutrition-labeled meat.  

Indiana’s Marsh Supermarkets Inc. held a 16-week project to test consumers’ responses to fresh meat nutrition labeling in the meat case at its Marsh and LoBill retail stores. Consumers were interviewed before and after they were introduced to on-pack nutrition labels. During the test period, Marsh’s beef dollar sales increased by six points, while pound sales were up one point. At LoBill locations, dollar sales were up four points and pound sales rose two points.  

Marsh added a nutrition facts panel into the scale label for beef, veal, pork and lamb. Beef labels emphasized the product as a good source for Zinc, Iron, protein and many B-vitamins, nutrients that help maintain the immune system, help mental development in children and help build muscles. Ground beef labels listed nutrition information for both the raw and cooked product.  

The labeling test was supported by extensive point-of-sale materials, such as posters and shelf signs. Participating stores also included information on nutrition labeling in their weekly advertising.   

“Beef nutrition labeling is a voluntary practice right now but this test appears to confirm that many consumers want this kind of information. It’s gratifying to see how labeling can help consumers realize the lean and nutrient-rich qualities of beef, said Cattlemen’s Beef Board member Virginia Coelho, chairman of the beef checkoff’s Joint Retail Committee.