Making the Unfamiliar Comfortable

Making the Unfamiliar Comfortable

Project: Making the Unfamiliar Comfortable
Brand: ibp Trusted Excellence®
Client: Tyson Fresh Meats

How do you educate and excite your sales team about an unfamiliar product? Interest in variety meats has been increasing among consumers, due in part to growing Asian and Hispanic populations. Our client wanted to capitalize on these changing demographics to increase market share of its case-ready variety meats, but was faced with the challenge of educating field staff who were mostly in the dark about these unfamiliar products. Midan’s task was to enlighten the sales team about the potential of their branded variety meats.

The Midan team conducted a thorough strategic review of the existing variety meats program to clearly identify objectives. We started with the basics and developed staff training materials explaining what variety meats are and why they are important to ethnic populations. We also created an incentive program to help generate excitement about the revamped program among the sales team.

New sales elements that staff could use to communicate with retailers included a sell sheet, sales brochure, pocket guide and on-pack label.


Our efforts definitely helped put a spotlight on variety meats, with a very positive effect: sales of our client’s case-ready variety meats jumped 100% during the first month after the incentive was started and have continued to show excellent growth. Year-over-year average weekly sales increased 300%!