Nutrition Labeling

Nutrition Labeling

Project:Nutrition Labeling
Client:NCBA, with funding through
The Beef Checkoff


How do you share the nutritional benefits of beef? It sounded simple enough: consumer interest in nutrition was growing and the beef industry wanted to ensure customers had easy access to beef’s nutritional benefits.

The actual process of developing nutrition facts panels to be placed on every single beef package was slightly more challenging! The project started by compiling a list of beef cuts that required nutrition facts, a list that grew exponentially when trim and grade specifications were added.

Nutritional analysis had already been done for some; for others it was needed. Logistics had to be worked out with scale companies to ensure that the facts panel would print on the price/unit label. Nutritional data had to be entered into retailer databases.

Midan’s expertise in the retail channel was tapped to lead this charge. We worked with the U.S. Department of Agriculture, dieticians, scale companies, label companies and a multitude of meat industry professionals to put beef nutrition facts in front of consumers.

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Midan designed an in-store test protocol that was used with a number of retail operators to experience and document the process of introducing an effective and compliant on-pack nutrition labeling program in the meat case. Program results were measured using changes in meat department sales, and consumer awareness and response using consumer intercepts.

Midan’s proactive stance on nutrition labeling encouraged retailers to prepare for the full implementation of the “Nutrition Labeling of Single-Ingredient Products and Ground or Chopped Meat and Poultry Products” rule that was enacted by the USDA Food Safety and Inspection Service (FSIS) on March 1, 2012.

The rule states that nutrition information must be provided for all meat and poultry, either at point-of-purchase or on-pack (on-pack is mandatory for all ground products).

With the enactment of the new rule, our on-pack nutrition labeling research is more relevant than ever. Studies continue to reinforce that the number one place consumers look for information is on the package. While point-of-purchase nutritional signage can be effective, on-pack labeling has a more powerful impact on consumers and gives retailers a stronger competitive advantage.

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The good news: our efforts reaped great rewards! Beef sales increased, and consumers had a better perception of beef’s nutritional benefits when packages had nutrition facts panels. Consumers were also 32% more likely to shop stores that had on-pack nutrition information – a 15 percentage point increase over the pre-research testing!

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