Selling the season

After a tough slog of a year, COVID-19 restrictions are being lifted and with them, hopefully, Canadians’ spirits and their desire to entertain friends and family this summer.

“Without going as far as to declare summer 2022 as the ‘best summer ever,’ I think that this summer will be a significantly stronger period than we’ve seen over the past few years,” says Jeff Doucette, general manager of marketing agency Field Agent Canada. “More gatherings will be likely and [they’ll] be larger, if restrictions remain lifted.”

But, like ants at a picnic, inflation will be the unwelcome guest this summer. It will affect categories like meat, Doucette says. “Retailers may want to consider picking a star protein and developing a ‘won’t be beat’ stance,” he advises. “Become the destination for chicken, pork or ground beef and make a price impression that can be the centre of summer campaigns.”

THRILL OF THE GRILL

Despite the impact of inflation on meat prices, Rod Koning, executive director, domestic channel marketing, Canada Beef, is also confident about the season ahead. “The last two summers we’ve seen strong demand with consumers coming out of restrictions and mandates,” he says. “We expect that to continue in 2022.” He points out that value-cut offerings from the hip and shoulder cuts, thin cuts, and medallions—pre-marinated or cross-merchandised with marinade solutions—can help stretch food dollars.

And to help consumers be more confident in their cooking, the recently launched The Canadian Beef Information Gateway provides grilling recipes, accompanied with instructional cooking videos, nutritional information and more.

A food prep trend expected to continue to be popular this summer is smoking. “Backyard smokers with indirect heat, using smoker boxes containing wood chips, provide a great flavour base to favourite beef cuts,” adds Koning. Popular items will include Korean-style thin cut short ribs, bone-in rib steak (French cut-style) and skewers. Brisket and top sirloin cap steaks remain in high demand. Hanging tender and skirt steaks are gaining popularity at specialty butchers and provide bold beef flavours and they’re ideal for creating “dine-out dishes” at home, such as shawarma and fajitas.

MORE THAN MEAT

While we’re still figuring out how COVID-19 has changed society, it’s clear that Canadians’ eating habits have shifted. A recent Deloitte Canada survey, for instance, found nearly two-thirds of consumers said they’re more interested in how their diets affect overall health and immunity.

It has created a sweet spot for retailers and suppliers. Ryan Dennis, owner of Larry’s Market in Vancouver, says he’ll be focusing on providing kits for customers to help them do vegetarian barbecues right. “I think vegan protein shreds with a pulled-pork type consistency will do well,” he says. “It’s not just about burgers this year, so we’re creating easy options to take the work out of summer entertaining.”

As Canadians embrace non-meat selections, B.C.- based The Very Good Butchers has added more soy and gluten-free options to its lineup—spicy Italian Mmm Meatballs, ground Butcher’s Select options like A Cut Above Beef and A Cut Above Pork are made with simple ingredients such as split peas, navy beans, and pea protein.

Lauren Watkins, president, Puravida Foods, also expects to see momentum build for quick, healthy foods: “We believe that summer grilling season is the perfect time to keep this trend moving forward. There’s something so satisfying about grilling vegetables or meats that allow their natural flavours and textures to be highlighted by the subtle smokiness of a grill.” She predicts grilled fruits and vegetables will be the star of the 2022 grilling season as people seek ways to increase their vegetable intake.

Consumers will want to maximize their time outdoors, so items offering convenience will be appealing. Puravida Foods’ line of pre-prepped, fire roasted vegetables offer a heat-and-serve option. They work as a side dish, or can be incorporated into other dishes such as a salad.

Puravida Foods will work with grocers to bring awareness of the value pre-prepped, ready-to-use products to consumers. “Educating grocers on available products trickles down to the consumers because the choices grocers make directly impact what’s available in the market,” says Watkins. The company will also collaborate on sampling events.

Watkins is bullish on summer sales. “I think they will soar to new levels since people are looking to restore a sense of normalcy while also taking advantage of loosened restrictions and great weather.”

NAVIGATING NEW PRODUCTS

During the pandemic, Canadians sought excitement by shaking up their old habits and this included trying new foods. “We believe people will start grilling different things,” says Teresa Spinelli, president, Italian Centre Shop, a grocery retailer with locations in Edmonton and Calgary. “They will try other exciting fish, more stuffed meats, like kabobs. Spices will be big this year—from Mediterranean to South American.” Grilling cheeses, like halloumi, are trending, wrapped with prosciutto or eggplant, grilled peaches and portobello mushrooms.

The trick with new products is getting consumers to try and to understand them. This summer may mark the return of demos and sampling. “We’re hoping to have demos and a barbecue at all our stores, promoting not only our house products, like Massimo’s Italian sausage and Piedmontese beef, but having those items alongside complementary items,” says Spinelli. She’d like to have supplier support for those demos. “We know that is difficult to do, but even information from the vendors really helps our retail team make that product shine.”