Packaging counts

Beef packaging performance has become increasingly important with the shift to online grocery shopping in the last couple of years.

“Consumers are focused on food safety, ease of use and convenience, and are seeking the benefits of packaging options such as vacuum-packed steaks or meal kits, or brick packs or chubs of ground beef over their counterparts,” Harrison said.

Additionally, there are increased opportunities for storytelling on packaging, especially as the virtual world continues to blend into the retail meat space, Wasser said.

For example, QR codes are seeing increased popularity again, and this creates increased opportunity for transparent storytelling of beef’s production story.

“GPS technology can identify the farm where a steer was raised with the package a consumer holds in their hands at the grocery store thousands of miles away,” Wasser said. “This is an exciting frontier, and we are excited to see where our clients try new marketing opportunities like these.”