Seven in ten consumers consider an animal’s diet essential to their meat purchasing decisions, according to a 2023 U.S. Soy survey. Notably, half of consumers view soy-fed meat as healthier, higher quality, and more nutritious.
U.S. Soy joined forces with three different grocery retailers over several years—Giant Eagle, a Midwestern retail chain*, and Coborn’s—to put these statistics to the test and understand if consumers are willing to put their money where their mouth is.
The outcome? Customers are indeed willing to pay a premium for pork products they know are sustainably raised and nourished with a nutritious diet, including soy.
Here’s a closer look at those results, plus insights and learnings food industry professionals can apply to their own menus.
Partnering With Giant Eagle
Campaign: Giant Eagle, boasting over 211 stores in Pennsylvania, Ohio, West Virginia, Indiana, and Maryland, turned consumer education into tangible sales growth. Throughout September 2023, digital advertisements promoted soy-fed Pederson’s Natural Farms pork products on their social media channels and website. The campaign emphasized U.S. soybean farmers as the foundation of the food supply chain, committed to maintaining pork’s sustainability and quality.
Outcome: A 267% increase in pork units purchased; demonstrating that consumers don’t just buy meat but also the narratives and values of the farmers that accompany it.
Read the Giant Eagle Case Study
Partnering With a Midwestern Grocer
Campaign: In the heartland, a Midwestern grocer with over 285 stores launched consumer campaigns that celebrated family farms and highlighted soy-fed pork chops and tenderloin as premium ingredients for Fourth of July holiday celebrations.
Outcome: These campaigns resulted in a 52% boost in sales, demonstrating that consumers want transparency around every step of the supply chain, and value seeing how their food sustainably got from the farm to their plate.
Read the Midwestern Grocer Case Study
Partnering With Coborn’s
Campaign: Coborn’s, operating over 135 grocery stores across the Midwest, brought the soy-fed narrative to life by spotlighting a Minnesota pork and soy farmer. Through both digital and in-store promotional tactics, the campaign highlighted the lives farmers lead and the care they put into sustainability raising their crops and livestock.
Outcome: Beyond the numerical success of an 11.7% increase in unit sales and a 5.8% rise in tonnage sold, this campaign became a story of trust. It demonstrated that consumers value knowing about the health benefits of soy-fed pork as well as the stories of hardworking farmers behind the products.
A Resonance of Trust and Quality
There are two fundamental themes across all three campaigns: trust and transparency. Consumers overwhelmingly view U.S. farmers positively, with 79% holding a favorable opinion.
This trust isn’t just a statistic; it proves labels and partnerships build connections between consumers and the journey of their food from farm to fork. The following takeaways from the grocery partnerships underscore that consumers prioritize both the origin and quality of their meat, demonstrating a willingness to pay more for sustainably raised and soy-fed products:
- Soy as the Navigator: Soy isn’t just an ingredient; it’s a guide to aligning consumer preferences with sustainable practices.
- Consumer Education Matters: Consumers don’t just buy products, they buy stories, particularly those rooted in sustainability and quality.
- Trust is Fundamental: Consumer trust in U.S. farmers is the bedrock upon which labels and partnerships can build bridges, enhancing consumer demand.
Interested in learning more about the benefits of U.S-grown soy ingredients? Meet with a soy foods expert and request a soy ingredient sample.
*This grocery retailer prefers to be blinded.