From The Winter 2004 Issue of Natural Grocery Buyer

Trendspotting

What’s the Meaning of ‘Natural’ Beef?
The scare over mad cow disease has raised the profile of so-called “natural” beef. But don’t be fooled—the use of the word natural is essentially meaningless. Even if meat is labeled natural, the cattle from which it is produced can be fed hormones, antibiotics and feed that contains animal byproducts.

Here’s an explanation from the National Cattlemen’s Beef Association: “All fresh beef is natural according to the United States Department of Agriculture definition of natural beef as ‘minimally processed containing no additives.’ All fresh beef found in the meat case that does not have an ingredient label [a label is added if the product includes a marinade or solution] is natural.”

Mel Coleman, president of Coleman Natural Meats, scoffs at the government’s definition. Only cattle raised from birth on a vegetarian diet should be labeled natural, he says. Coleman chides other producers who, in his opinion, use natural only as a marketing ploy.

Without an organic label, the only way to know for sure if cattle are raised on a vegetarian diet, says Coleman, is to talk to the producer.

Beef labeled organic must be certified organic by the USDA. Organic beef is produced without the use of antibiotics, growth hormones, feed made from animal byproducts or feed that has been grown with synthetic chemicals.

Mad cow disease—also known as bovine spongiform encephalopathy—has been traced to meat and bonemeal proteins from ruminant animals used in cattle feed. The use of ruminant-derived protein supplement in cattle feed was banned in the United States in 1997. The federal government has not, however, banned the use of poultry and pork protein products from cattle feed.

—Joe Lewandowski

Plenty of Other Fish in the Sea
Thanks to research that’s shown that omega-3 oils found in fish help fight cardiovascular disease, consumers have swamped the fish counter recently. But research released in January found that farm-raised salmon contain more PCBs and other carcinogens than wild salmon.

Some scientists have said that the chemical levels aren’t high enough to hurt most adults. Still, many consumers probably will avoid buying farmed salmon and search for alternative sources of omega-3. Fortunately, there are plenty, says Dave Grotto, a registered dietitian in Evanston, Ill. He recommends: cod liver oil, omega-3 eggs, omega-3 capsules, omega-3 oil, ground flaxseed, flax cereals and walnuts. In addition to wild salmon, other wild fish are considered safe—mackerel, herring, sardines, anchovies and lake trout.

—J.L.

Expo Veterans Offer Tips for Trade Show
Grocery buyers who attend Natural Products Expo West for the first time will find there’s more to the largest trade show in the natural products industry than samples on toothpicks.

“The natural food folks are all about products, and they’re passionate,” says Michael Cianciarulo, president of Earth Fare Healthy Supermarkets in Asheville, N.C.

A 30-year grocery veteran, Cianciarulo says Expo is more business-oriented than many shows. More than 1,500 manufacturers come to Expo to write orders, so be prepared to talk business, he says.

Buyers should plan carefully before the March 4-7 show in Anaheim, Calif. Set aside time to attend seminars such as “Growth Categories for Successful Mass Merchandising” and “Marketing Accurately to the New Natural Consumer.”

ExpoWest is especially advantageous for buyers looking for new profit opportunities, explains Robert Tucker, a buyer for a Bashas’ store in Flagstaff, Ariz.

“A lot of natural products have high margins,” Tucker says. “I’ve seen a lot of people who are very surprised when they find out what the margins are.”

High margin products include health and beauty aids, pet food, soaps and environment-friendly paper products, light bulbs and cleaners.

He recommends that grocery chains send people who are open-minded and familiar with natural products. Don’t try to buy natural products using traditional grocery store methods, Tucker says. While Bashas’ is a large grocery store, he doesn’t hesitate to buy small lots of various products. He explains that special items carry a two-fold effect: They can attract customers who might not otherwise shop at the store; and regular shoppers are often surprised by new items and often request more.

“If buyers are just looking at velocity reports they’re a step behind,” Tucker says.

Kathleen Taggersell, spokeswoman for Tom’s of Maine, says Expo is an excellent place to get product questions answered, because “we try to send out knowledgeable people.”

Once you’ve hit your must-see booths, Taggersell recommends visiting the New Product Showcase to identify intriguing items. Then, take time to stroll the 240,000-square-foot floor to sample new products and make contacts.

For a complete schedule of events, go to www.expowest.com.

—J.L. and V.U.