Case-ready meat: more talk and less cube: the benefits of pre-packed meats aren't "clearly" communicated to consumers. Retailers like the easier case management, though - Consumer Corner - Brief Article

Suddenly, prepackaged "case-ready" meats are adding bursts of color, shine and extended shelf life to supermarket meat cases.

But some consumers are finding case-ready packages difficult to accept because of size differences and, in some cases, an inability to see the product.

Consumers also question product safety while harboring memories of meat recalls and related scares.

While some packages shout out "LOOK AT ME, I'M NEW," others are indistinguishable from traditional store-wrapped meat trays. Whether or not they look different, case-ready packages are appearing in meat cases without explanation, and this is causing confusion among consumers.

Retailers hope the packages will deliver improved safety and sanitation. They also hope for better case management and longer shelf life. But the packaging changes aren't easy to explain.

The new packaging represents the tip of a shifting iceberg that is moving meat cutting from behind supermarket counters to tightly controlled processing and packaging plants.

Packaging, such as that used by Pringles, has played a point-man role for new technologies before. But fresh meat represents a more emotional purchase than chips, and consumers' questions need to be answered.

On the upside, many of the new packages seem better than store-wrapped trays. Package appearance is clean and bright while leakage is rare. The wet slimy feel of store-wrapped meat trays is becoming a thing of the past.

Case-ready packages provide sharper product identification and extended shelf life.

On the downside, new packages fall short of satisfying several consumer priorities:

* A new Consumer Network meat packaging study ranks easy storage as the number one consumer priority for fresh meat. Case-ready packages can be larger than traditional packages. As a result, they need more refrigeration/freezer storage space.

* The same study shows oven-ready packaging has strong appeal, especially for ready-to-heat products. Oven-ready packages could save prep/clean up time.

* Wary shoppers find single see-through windows offer less opportunity for close product inspection. Many shoppers distrust meat packages and, without full visibility, have difficulty deciding if they'll get their money's worth.

Here are case-ready packaging comments that came up in our study:

* "I intensely dislike the new meat packaging. It was hard enough before seeing what was hidden on the bottom, but you could see the sides of the meat. Now you take your chances."

* "I like the case-ready packaging because it doesn't drip blood, etc. But it only shows one side of the meat so it's easy for fat and discoloration to be hidden."

* "I am VERY, VERY upset at having meat packaged by an outside packer. I don't trust the conditions at mass production plants. Just listen to the recall warnings and fast food problems on the news."

A change of this magnitude calls for consumer information and education.

For instance, are puffed packages freezer friendly? If the film opens at home, can the same tray be safely re-wrapped in plastic or foil?

Failing to communicate with shoppers could change the meaning of new packaging from new benefit to new danger signal.

The author, Mona Doyle, is the CEO of The Consumer Network Inc., an organization that regularly takes the pulse of consumers on packaging issues. She publishes The Shopper Report newsletter. Contact her at Mona@DonaDoyle.com

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