Verifying Your Marketing Verifying Your Marketing StrategyStrategy

Charlie Bergh, Sun Land Beef Co.Charlie Bergh, Sun Land Beef Co.

2004 Cattle Industry Annual Convention2004 Cattle Industry Annual Convention

Phoenix, Arizona – Januaury 28, 2004Phoenix, Arizona – Januaury 28, 2004

Located in Maricopa County, Located in Maricopa County, ArizonaArizona

An area ideal for producing high quality beef cattle.

Sun Land Beef CompanySun Land Beef Company

• 2000 head per day capacity of high quality purebred cattle

•1350 full time associates

Sun Land Business Conduct…Sun Land Business Conduct…

• Strong commitment to associate safety

• Focus on all aspects of food safety

• The practice of humane animal handling

• Responsible environmental stewardship

• Craftsmanship that delivers customer satisfaction

The Ultimate Marketing ProgramThe Ultimate Marketing Program

“One that your competitor cannot or chooses not to meet”

USDA Process VerificationUSDA Process Verification

Verifying Your Marketing StrategyVerifying Your Marketing Strategy

Meaningful differentiation can deliver…

“THE ULTIMATE

MARKETING PROGRAM”

Meaningful Differentiation in BeefMeaningful Differentiation in Beef• Superior eating

• Convenience

• Truly consumer safe

Verifying Your Marketing StrategyVerifying Your Marketing Strategy

A superior product that has third party verification gains tremendous credibility

Verifying Your Marketing StrategyVerifying Your Marketing Strategy

Consumer Life In The Fast LaneConsumer Life In The Fast Lane

Lifestyles, time pressures and demand for good taste offer opportunity for food producers

Verifying Your Marketing StrategyVerifying Your Marketing Strategy

Verifying Your Marketing StrategyVerifying Your Marketing Strategy

Products are changing to meet changing consumer demands

Verifying Your Marketing StrategyVerifying Your Marketing Strategy

Move from commodity returns to value added returns

Verifying Your Marketing StrategyVerifying Your Marketing Strategy

Consumers are willing to pay for products that deliver what they are looking for.

ValueValue

Verifying Your Marketing StrategyVerifying Your Marketing Strategy

Verifying Your Marketing StrategyVerifying Your Marketing Strategy

Value is a function of differentiation which is either identified or created that when recognized, is rewarded at some level of compensation

Verifying Your Marketing StrategyVerifying Your Marketing Strategy

New York Steak

$8.99 per pound

Top Round Steak

$4.99 per pound

Value ComparisonValue Comparison

Verifying Your Marketing StrategyVerifying Your Marketing Strategy

$.30 per lb.

Value ComparisonValue Comparison

Verifying Your Marketing StrategyVerifying Your Marketing Strategy

$ 3.39 per 64 oz carton

Value ComparisonValue Comparison

Verifying Your Marketing StrategyVerifying Your Marketing Strategy

Oranges $.30 per lb.

Orange Juice $3.39 per 64 oz carton

Value ComparisonValue Comparison

Verifying Your Marketing StrategyVerifying Your Marketing Strategy

Value ComparisonValue Comparison

Verifying Your Marketing StrategyVerifying Your Marketing Strategy

Verifying Your Marketing StrategyVerifying Your Marketing Strategy

Consumers are seeking information about the foods that they purchase

Verifying Your Marketing StrategyVerifying Your Marketing StrategyMeat & Poultry, March, 2003

Verifying Your Marketing StrategyVerifying Your Marketing Strategy

To qualify for USDA Process Verification your claim must be…

• Truthful and believable• Demonstrable• Fully documented• Audit proof

Verifying Your Marketing StrategyVerifying Your Marketing Strategy

All the great ideas and all the great products have yet to be developed

Verifying Your Marketing StrategyVerifying Your Marketing Strategy

Make one of your goals to produce

“THE ULTIMATE MARKETING PROGRAM”

and then… develop third party verification

THANK YOUTHANK YOU

Verifying Your Marketing StrategyVerifying Your Marketing Strategy