Grocers nationwide now have the opportunity to create a unique shopping experience in their aisles for Martha Stewart's 37 million loyal fans with a variety of all-natural Martha Stewart-branded products to be offered across multiple departments within stores. This new program will include sustainably raised, antibiotic-free meats produced by Niman Ranch and Hain Pure Protein, as well as a line of all-natural baking mixes with The Hain Celestial Group, Inc., adding to an existing line -- Martha Stewart Clean™ environmentally safe, home cleaning solutions with Hain Celestial. The product lines are expected to be distributed in supermarkets, mass-market retailers and warehouse clubs nationwide.
This assortment of Martha Stewart-branded products was unveiled at the Food Marketing Institute's annual trade show May 10 and was enthusiastically received by mainstream and niche retailers in attendance. This concept incorporates a uniform Martha Stewart-branded look across all product categories, linking them together for shoppers. This will provide an ease of shopping for enthusiastic Martha Stewart consumers looking for convenient, quality products they can trust. The Martha Stewart gourmet natural meat case offers more than 35 different items to be merchandised as one comprehensive Martha Stewart destination.
The company already offers the Martha Stewart Clean™ line of environmentally safe home cleaning solutions in a broad range of national and regional grocery stores across the country, including Publix, A&P, Giant Eagle, Shop Rite, Fairway and more. The products are also available at The Home Depot.
The new Martha Stewart™ line of all-natural meats provides a variety of gourmet options for conscientious consumers. Niman Ranch, the largest network of U.S. family farmers and ranchers, and an industry leader in humane and sustainable livestock practices, will provide the meats to create easy-to-prepare meal solutions. All Martha Stewart™ products are made from meats that are antibiotic-free, 100 percent vegetarian-fed and contain no added growth hormones, as well as being gluten-free.
The selection of products includes ham steak, bratwurst, spicy chorizo, applewood-smoked bacon, fresh marinated pork chops and roasts, smoked pork shanks, braised beef short ribs, hot dogs, and a variety of chicken and pork sausages, as well as holiday hams and turkeys. Hain Pure Protein, a leading supplier of natural, vegetarian-fed, antibiotic-free poultry products, will supply the turkey, which it produces under the Plainville Farms® brand.
Many of the meats are fully cooked for fast heating, and the packaging features Martha Stewart recipes for main and side dishes to accompany the product.
Stop and Shop will begin testing this destination beginning in August. Additional retail tests and launches will follow this fall.
"Niman Ranch is thrilled by the opportunity that the Martha Stewart brand name will provide to our farmers. We hope that this partnership will continue to educate consumers about traditional farming practices, the humane treatment of animals and environmentally responsible agriculture, allowing Niman Ranch to continue to grow the number of independent family farmers within our network," said Jeff Swain, CEO of Niman Ranch.
"Hain Pure Protein's mission of providing pure, antibiotic-free and sustainably raised poultry is even further enhanced by this partnership with Martha Stewart, whose name is synonymous with good food. We are delighted to be able to expand our offerings through this partnership, which is positive for our family farmers and our entire Plainville Farms® team -- not to mention the consumers who will now have access to our all-natural, antibiotic-free turkey," said Joseph A. DePippo, president, sales & marketing, Hain Pure Protein Corporation.
Martha Stewart's new line of cake, cookie and brownie mixes provides exceptional depth of flavor from pure, all-natural ingredients, including the highest-quality chocolate and vanilla beans. The products are competitively priced, filling the gap between conventional mixes at $1.99 and super-premium mixes at $8.99. The product line includes mixes for chocolate cake, vanilla cake, fudge brownies, sugar cookies and chocolate chip cookies. Additional recipes for variations and frosting are provided on every package.
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This article originally appeared in Gourmet Retailer, May 2010.
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