by Bryan Salvage, editor
Many elements come into play when analyzing what makes a particular meat company outstanding.
Successful meat companies share many things in common. Most are led by effective and knowledgeable executives; employ good, hard-working people; cater to a market niche or niches with potential for growth; utilize new technology to separate it from the pack; and create effective, innovative marketing programs to help drive product sales-just to name a few points.
But that's where the similarities end.
A successful company also produces innovative, affordable, value-added, new products (from closely trimmed cuts to products with added ingredients) with clear points of difference from the competition.
Meat Marketing & Technology just concluded its first New Products Contest, and the winners of this competition are featured on pages 20 through 24. After the judging was completed, the contest chefs and judges were asked for their overall observations on the entries.
One official was impressed with the added ingredients (i.e., pepper, potatoes, rice and even red cherries) featured in some products.
Another official noted the continuing emphasis on convenience and having products "as ready to cook as possible," particularly in the foodservice categories. Many foodservice entries had a gourmet appearance and looked like they were prepared from scratch by a gourmet chef.
Other entries featured a homemade taste enjoyed by all judges. And despite claims that "less is best," many products featured generous serving sizes.
Many entries in the foodservice categories were easy to prepare and did not require additional ingredients-with the latter point being a radical departure from such products a decade ago.
Products with resealable packaging were lauded by the judges.
The down side
What did not appeal to the judges and contest officials regarding some entries?
Quite frankly, several entries simply did not taste good. They exhibited off-flavors, and the texture was not pleasing. The aged flavor of two entries bordered on rancidity. Others contained too much visible fat. One innovative product had rice stuffing that was pasty.
A number of products touted a maple flavor, but the judges believed most did not deliver.
"Anyone who has ever consumed real maple syrup won't be taken in by these products," said one contest official.
In every case where a product could be prepared either in an oven or microwave, the judges preferred oven preparation. Better taste, texture and heat distribution were cited as reasons.
Another criticism was the lack of alternative preparation choices or recipe options for many foodservice entries.
One multi-component, microwaveable retail breakfast product (containing a non-meat entree and sausage) needed better preparation directions and less packaging, said one chef.
"The directions were completely inadequate," she added. "Do you leave the plastic on the package or do you remove it? And there was abundant packaging."
One large-size foodservice entry had directions on the outside bottom of its pan. If whomever is preparing this dish forgets the instructions, it would be impossible to re-read instructions once its been in the oven without the risk of injury.
"Put your directions in a more convenient location," advised the chef.
She also felt bilingual foodservice packaging (in English and Spanish) would be helpful to foodservice operators.
A winning product not only exhibits outstanding flavor, texture and mouthfeel, it is also consumer- or operator-friendly; it is adequately and not over-packaged; and it contains complete, easy-to-find (and read) preparation directions and options. Providing recipe ideas is a plus for any product.
Congratulations to all of our contest winners.