South Texas retailer converts stores to branded program
HUNTSVILLE, Tex., May 29, 2007 – Banking on consumers’ growing interest in natural and organic foods, San Antonio-based Super S Foods has teamed up with Nolan Ryan’s Guaranteed Tender Meats as the chain’s exclusive supplier of fresh all natural beef converting the entire fresh beef case in 46 stores to the baseball legend’s branded program.
According to a survey conducted by Midian Marketing and released at the Food Marketing Institute Conference this month, more and more consumers are showing interest in natural and organic meat. Supermarkets like Super S Foods are the primary outlet for both conventional and natural meat purchases, representing 70.8 percent of meat purchases and 48.9 percent of natural meat purchases. The reason for the increase in interest in products like Nolan Ryan’s Guaranteed Beef is recognition of better health and treatment of the animal, better nutritional values, better taste and freshness.
Super S serves hometown communities throughout central and south Texas. The Super S locations carry a full line of fresh cut boxed beef. According to John Ware, vice president of store operations, the Nolan Ryan brand was a good fit for their organization.
“Our customers come to us because they know us … they trust that they’ll get the freshest foods with fast and friendly service. We create a shopping atmosphere based on honesty, integrity and hometown values,” said Ware. “Nolan Ryan stands for these same values in his ranching business and in the meat case just as he did in his baseball career.”
As a South Texas Rancher, Nolan Ryan is excited about the partnership. “Super S Foods’ philosophy fits very well with our brand and it’s a pleasure to make our product available in the region where I grew up and now where my ranches are located,” said Nolan Ryan. The Ryan ranches are located in Gonzales and McMullen County and near San Angelo.
Prior to the launch, meat managers were hosted to an evening of beef and baseball with Nolan Ryan at the Dell Diamond in Austin where they were briefed on the attributes of the beef products and discussed details about the roll-out. Super S launched the new beef program at the beginning of April and is supporting it through weekly ad activity, a radio ad campaign and new branded point-of-sale materials and signage featuring Nolan Ryan.
“We’ve been thrilled with the response to Nolan Ryan’s beef; it’s gone really well,” said Freddie Zepeda, director of meat merchandising.
For a list of Super S Foods locations, visit www.SuperSFoods.com. For more information about fresh beef and case-ready ground beef from Nolan Ryan’s Guaranteed Tender Meats, contact Ted Lawson at (936) 436-1622.