CONTACT:
Angie Horkan
Wisconsin Beef Council
608.833.9941
amh@beeftips.com
SENTRY FOODS AWARDED “MID-SIZE RETAILER OF THE YEAR”
Fourth Annual National Retail Beef Backer Award Winners Unveiled at the 2011 Cattle
Industry Annual Convention & Trade Show
Madison, Wisc. (Feb. 3, 2011) - Sentry Foods was honored as the “Mid-Size Retailer of
the Year” at the 2010 National Retail Beef Backer Awards. Each year, the Beef Checkoff
Program recognizes retailers which demonstrate an outstanding commitment to beef
marketing and merchandising. Winners were announced today at the 2011 Cattle
Industry Annual Convention and Trade Show in Denver, Colo.
“Achievements like this are made possible through strong partnerships across the entire
supply chain – including the producer, vendor, beef council, wholesaler and retailer,” said
Mike White, director of meat and seafood for SUPERVALU, wholesaler of Sentry
Foods. “Sentry and SUPERVALU are fortunate to work with some of the best and
brightest in the meat industry; individuals who are always looking for - and not afraid to
try - new ideas.”
Winners were selected for their excellence in merchandising of beef at the meat case. A
third-party judging panel also took into consideration the retailers’ support of beef
checkoff-funded initiatives such as Beef Alternative Merchandising, Hispanic Marketing,
Easy Fresh Cooking®, Beef Training Camp, Summer Grilling and Holiday Roast
promotions, in addition to store specific campaigns. Other 2010 Retail Beef Backer
Award winners include Broulim’s Fresh Foods (Idaho), Harris Teeter Inc. (N.C.) and
HAC Inc. (Okla).
“This retailer continues to go the extra mile to market and merchandise beef through
executing outstanding beef promotions, programs and training,” said Chuck Adami,
president of the Wisconsin Beef Council Board of Directors. “We truly value our
partnership with Sentry -- we’re thrilled their hard work and commitment has been
recognized.”
Winning Sentry Foods Beef Programs
As a landmark institution in Southeastern Wisconsin since 1953, Senty has adapted with
the times and kept ahead of the changing marketplace by partnering with the Wisconsin
Beef Council to extend checkoff programs, introducing value cuts like Flat Iron and
Denver steaks and beef alternative merchandising to feature the Top Sirloin Filet. Sentry
relies on the checkoff-funded Beef Training Camp to educate their meat department staff
on the latest cutting techniques.
Sentry Foods Awarded National Retail Beef Backer Award
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It has created a wealth of promotions to stimulate short-term sales, including the “12
Roasts of Christmas,” July Flat Iron Steak promotion, 3-day Meat Sales, Flat Iron Fridays
and the Rib-Fest. All of the programs are aimed at promoting beef and often include
middle meat cuts such as T-bones, tenderloin, ribeye, sirloin steaks and roasts.
Sentry also was the exclusive retail sponsor for the 2010 Wisconsin Farmers Feed US 90day promotion. Farmers Feed US is a proactive initiative that created greater consumer
trust in our nation’s farmers by creating a compelling reason for consumers to engage
with farmers and maintain meaningful consumer engagement at multiple levels.
Retail Meat Advisory Council
The focus of Sentry has always been strong customer service and quality perishables,
earning them the title of “Best Meat in Town!” A program that is unique to Sentry and
its wholesaler, SUPERVALU, is the Retail Meat Advisory Council (RMAC), which was
formed to set standards and disciplines for the warehouse product that is carried and
delivered to stores. Comprised of Sentry and SUPERVALU retailers, RMAC sets
freshness and quality standards that go beyond federal and state standards. All store meat
managers are asked to attend the RMAC two-day convention and training each year.
SUPERVALU utilizes checkoff resources and subject matter experts to execute the event.
“Sentry and SUPERVALU would like to thank the Beef Checkoff Program for this
recognition and we look forward to continuing to offer high quality beef products to our
customers,” said White.
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About The Beef Checkoff Program
The Beef Checkoff Program (www.MyBeefCheckoff.com) was established as part of the 1985 Farm
Bill. The checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a
comparable assessment on imported beef and beef products. States retain up to 50 cents on the dollar and
forward the other 50 cents per head to the Cattlemen’s Beef Promotion and Research Board, which
administers the national checkoff program, subject to USDA approval.
About the Wisconsin Beef Council
Enacted through the 1986 Beef Promotion and Research Act and Order, the Wisconsin Beef Council is a
check-off-funded, producer-directed organization dedicated to building demand for beef and veal through
promotion, consumer education and research.