Why Category Management in Meat Needs to Evolve

Hey Reader,

In many retail organizations, category management has become a rotational role. That approach may work for shelf-stable items, but it’s a mistake for fresh departments like meat. Assigning generalist category managers might look efficient on paper, but it creates real issues in departments that drive shopper loyalty and gross margins.

Here’s the bottom line: Meat and produce are the number one reason customers choose a grocery store. When retailers lose depth of expertise in these departments, they lose their competitive advantage.

What Makes Meat Different

Fresh meat is not just another cost center. It’s a complex category with variables that require hands-on knowledge and day-to-day attention.

• Product Specs Matter – Trim level, grind ratios, USDA grades, and pack sizes all affect pricing, shelf life, and the customer experience.
• Seasonality Rules – Holidays, grilling season, hunting season, and even regional weather patterns drive demand.
• Quality Drives Loyalty – Consistency, freshness, and accurate labeling influence repeat purchases more than any promotion can.

Treating this department like center store ignores both the complexity and the opportunity.

The New Mandate: From Promotions to Strategy

Traditional category management has focused heavily on pricing and promotions. That’s no longer enough. The role needs to shift toward strategic engagement and experience. This means asking different questions:

• How can assortment and merchandising better match evolving customer need states?
• Are we serving customers who shop in-store, use pickup, or rely on third-party delivery equally well?
• What digital touchpoints—such as Instagram recipes or ChatGPT meal planning—are influencing purchases?

Customer journeys aren’t linear anymore. Category managers who only think in terms of TPRs and circulars are missing critical opportunities.

The hard truth: customers aren’t always buying what they want.
They’re buying what you consistently give them.

Suppliers: This is Your Opening

Retail category managers are stretched thin. Most don’t have time to dive deep into sub-category trends or stay current with every innovation in claims, packaging, or processing.

This is where suppliers can step in and add value.

Become the expert advisor. Don’t just sell SKUs. Help your retail partner:

• Map need states beyond simple demographics (for example, "busy families looking for quick proteins" vs. "high-protein lifestyle buyers").
• Show how your products align with retailer strategies like store-brand development or claims-based growth (e.g., organic, grass-fed, carbon-neutral).
• Use AI-enhanced data to uncover whitespace, detect customer churn triggers, or surface regional preferences.

Suppliers that win are those who bring insight, not just inventory.

Putting These Ideas Into Practice

For Retailers:

• If assigning generalists, invest in depth. Fresh meat demands more than surface-level knowledge. If a generalist CM is assigned, they need the time and structure to build true expertise:
  • Partner with key suppliers for education and trend briefings.
  • Build internal training programs around specs, quality, seasonality, and shopper needs.
  • Require time as an assistant category manager before giving full category ownership.
• Keep talent in the role longer than center store rotations. Fresh meat has a longer learning curve and greater strategic potential. Don’t short-circuit it with fast moves.
• Focus on total shopper experience. Go beyond price points to build engagement across all channels: in-store, pickup, delivery, and third-party platforms.
• Use tools to uncover buying motivations. Loyalty data and AI can help identify not just who is buying, but why they’re buying—and what else they might need.

For Suppliers:

• Connect your product to the retailer's strategy. Frame attributes like claims, sourcing, and packaging in terms of customer outcomes and long-term goals.
• Deliver insights in a way that’s easy to absorb. Category managers are time-starved. Keep it focused and actionable.
• Share success stories and scalable ideas. If you've helped other retailers grow organic share or lift basket size, show how and why it worked.
• Offer data, not just samples. Show your understanding of market trends, shopper behavior, and pricing dynamics to become a go-to resource.

Final Thought

Fresh meat is one of the most strategic, complex, and valuable departments in the store. Yet many retailers still manage it like center store dry goods. It’s time for a smarter approach that combines expertise, supplier collaboration, and customer insight to unlock the full potential of the meat case.

FreshOps Takeaway:

• Retailers need meat specialists, or a structured path to get there.
• Suppliers must act as insight partners, not just product pushers.
• Strategic category management is your competitive moat.

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—
​Judson Armentrout​
FreshOps | Practical Insights for Fresh Food Operations

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P.S. IFFA Recap is available!

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