COMPETITON IN MEAT AND POULTRY
Panelists at the National Turkey Federation convention identified opportunities for turkey as pricing and product valuations continue to shift in the meat and poultry protein categories.
Turkey producers not only see current high meat prices and feed costs as an opportunity to win market share from beef and pork, they tend to see themselves as the underdog protein that punches above its competitive weight. Perhaps Perdue Foods President Jim Leighton had this in mind when he cited best-selling author Jim Collins' book, "How the Mighty Fall and Why Some Companies Never Give Up," during a panel discussion at the National Turkey Federation convention. Turkey producers are taking aim at the mighty in meat protein market share — especially beef. It was against this economic backdrop that Leighton and fellow panelists identified opportunities for turkey to win market share as pricing and product valuations continue to shift in the meat and poultry protein categories. They pinpointed the need for companies to develop higher-value ground products, strengthen or develop new relationships in marketing channels and increase turkey exports. The panel included executives from the No. 1, No. 3 and No. 8 ranked turkey companies in the United States and the United States Department of Agriculture Agricultural Marketing Service official responsible for commodity procurement. Theirs was not a pollyannaish outlook for turkey but a calculated assessment of market openings at a time when value propositions are in flux and customers and consumers are reevaluating their protein options. Read more