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It’s true that everyone in the beef
industry is invested in the task of selling beef. But,
admittedly, some folks are a little closer to putting red meat
on the consumer’s plate than others. Here, a restaurant owner,
retail grocery club, and well-known beef cooperative provide the
scoop on how they’ve built their success.
What is CostCo’s philosophy on
selling beef?
In a word it’s quality, according to Charlie Winters from CostCo
Wholesale Corp., Issaquah, WA.
“Our mission at CostCo is to
continually provide our members with quality goods and services
at the lowest possible price, and that will never change,”
Winters says.
With 527 warehouses nationwide,
his company is the fourth largest retailer in the U.S., and the
eighth-largest in the world. CostCo is also the largest buyer of
USDA Choice Beef in the world – as well as the largest buyer of
salmon and lamb.
Despite its large scale, Winters
says its primary focus is always the customers – and bring
quality products to them. He adds that price may be a deciding
factor for some consumers, however CostCo’s attention to detail
in how meat is processed is proof that quality outweighs price
in most cases.
How do you ensure quality in a restaurant setting?
John Pickerel, owner and operator of ten Buckhorn Steak &
Roadhouse restaurants located in the San Francisco Bay area,
says the key to restaurant success is always offering a
consistent, premium beef product.
Pickerel started his first
restaurant with “beef on a bun” and a little au jus. The
business grew by always offering a reliable product – premium
Choice Angus beef, wet aged, carefully seasoned, and cooked
medium rare.
He recognized the success a
restaurant could have by offering patrons a stellar eating
experience – and from then on he says he’s been devoted to
“doing meat right.”
He says, “We’re fanatical about it. We take quality very
seriously and promote the flavor….We’re aggressive about
explaining to the customer why they should and will enjoy our
beef.”
Annually, Buckhorn restaurants serve 500,000 pounds of CAB brand
beef to more than 100,000 patrons. In 2006, Buckhorn Steak &
Roadhouse was selected as the National Beef Backer Award winner.
Pickerel is so focused on serving
high-quality beef, he says, “If we do our job right, we can
convert die-hard vegetarians, stubborn children and skeptical
Texans. They will talk about the experience and return for
more.”
What other restaurant lessons has Pickerel learned?
At Buckhorn restaurants the focus on quality isn’t only on the
entrée’s served; it’s also on the staff who is serving the
customers. This helps create that premier dining experience
Pickerel employs his own meat cutter, to cut beef to customer
specifications, and in his restaurants he focuses on educating
servers as well. They must earn certification through Buckhorn’s
own “Cow School,” which trains employees on the differences in
meat cuts as well as the differences in beef quality, aging,
marination and preparation methods.
How was success achieved in Country Natural Beef
ranch-to-retail cooperative?
In 1986, Doc and Connie Hatfield of Brothers, OR, blazed a new
trail for the beef industry when they formed an alliance with 14
other ranch families with the goal of producing beef to meet
specific consumer needs and wants. They formed Country Natural
Beef, a cooperative that would merchandise beef to consumers
seeking beef grown without added hormones and antibiotics.
They began by marketing 3-5
head/week in 1986, and today, Country Natural Beef has grown to
sales of more than 50,000 head in 2007. The cooperative now
includes more than 100 ranches owning more than 100,000 mother
cows.
Connie Hatfield explains that
emphasizing the connection between the beef products and the
cooperative’s producer families has been core to Country Natural
Beef’s success.
Consumers find appeal in learning that the beef they buy was
raised in environmentally friendly production systems and under
low-stress conditions. It’s a merchandising step that adds an
emotional connection and further differentiates Country Natural
Beef in the marketplace, she says.
How do ranchers help make the cooperative a success?
Rancher involvement has been integral to the growth and success
of Country Natural Beef. Ranch members must agree to deliver
cattle that are committed to the program 12-18 months in
advance. Ranchers must also follow requirements for animal
handling and management principles.
Beef promotion and interaction
are also part of member duties. Ranch members must attend two
3-day membership meetings per year. As well as agree to spend
one weekend in the city promoting Country Natural Beef, and
devote at least one day to hosting customers attending an
appreciation day on the ranch or a rancher-sponsored tour.
Of the ranch-to-retail alliance
that is entering its 22-year, Doc Hatfield concludes, “It
provides more value to the customer and more price and meaning
to our rancher’s work. It’s simple, but it isn’t always easy.”
Editor’s Note: This article is based on comments made by
speakers at the Range Beef Cow Symposium held in Fort Collins,
CO, Dec. 11-13. To review more presentations by speakers at the
event visit
www.rangebeefcow.com. |
