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”
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.
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
Consumers are seeking information about the foods that they purchase
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