Superior_Source_Winter_2020

REAL LONG-TERM SUSTAINABILITY

ally be the most sustain- able protein company in the world. Of course, sustainability has many meanings for many people. For us, sustain- ability means a balanced approach between our responsibilities to our employee-owners, the environment, our prod- uct and animal welfare. In this publication, various aspects of our sustainability efforts are outlined. We are proud

The employee-owners of Superior Farms are proud of the sustainable prac- tices that go into producing our nutri- tious protein. For decades, Superior Farms and our producer partners have made long-term decisions that benefit the envi- ronment, animal care, food quality and people. While other organizations have just recently begun to focus on sustainability, it is nothing new for Superior Farms or our producer partners. Our sustainability goals include work- ing diligently with our producer partners to enhance all the resources over which we have stewardship. Superior Farms may liter- Rick Stott President & CEO Rick.Stott@superiorfarms.com

of what we have accomplished and where these efforts will lead us. These achieve- ments include the most renewable-energy- efficient packing plant in the world, a state-of-the-art Flock54 SM animal welfare genomics program, advanced packaging systems and our Employee Stock Owner- ship Plan. Superior Farms is truly focused

on renewing our environment, treating animals with the utmost care, continually enhancing food quality, and helping the people associated with us to achieve their goals. We have made and will continue to make significant, responsible and practical improvements in all of these areas. Thank you for your support. 

SUPERIOR FARMS TO PARTNER WITH AMERICAN LAMB BOARD ON RETAIL DEMOS

readers of The Superior Source may recall that we have invested significantly in retail demos in the past year or so and we were happy to partner with the American Lamb Board and the California Sheep Commis- sion in that effort in 2019. We worked with a number of retailers in some key markets to both educate and inspire shoppers with a delicious bite of lamb. The strategy was simple: If you show people how delicious lamb can be for even a regular Wednesday night family meal, and how easy it can be to prepare, you can win over people who didn’t think they liked lamb. Furthermore, for those people who already like lamb, you give them ideas about different ways they can prepare lamb for their family. We worked with one large retailer on this effort in 2019 (not Costco) and received an analysis on the results of this effort. The project included a signifi-

cant number of retail stores during the month of July when we sampled lamb sliders. Confirming what we believed, the results showed that even ten weeks after the event, sales in those stores where our ground lamb was sampled were up 6 per- cent from the baseline levels that those stores were used to seeing. In addition, the analysis showed that 300 new shop- pers who had not bought lamb in those stores were now buying lamb in those stores. This all means that these efforts don’t just increase sales during the time of the demo event, but that they provide sustained sales long after. We’re very happy to announce that the American Lamb Board has agreed to partner with us again in 2020. We hope to expand this program into additional key markets to reach more consumers with the delicious taste of American lamb. 

If you ever shop at Costco, espe- cially on the weekend, you’ve undoubt- edly stopped to sample some of the goods offered for sale. Whether it is a chicken apple sausage or some spinach ricotta ravi- oli, there are many options to graze your way through the giant warehouse. Shock- ingly, it turns out that the folks at Costco haven’t been doing this just to nourish weary and famished shoppers! It actually has a significant impact on sales. Those of you who have been regular Anders Hemphill V.P. of Marketing and Brand Strategy Anders.Hemphill@superiorfarms.com

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