Dahl’s Meets Customers’ Holiday Needs with BAM Roast

Posted to BeefRetail.org in conjunction with January 2010 issue of Retail Beef Blast.

Dahl’s Foods recently launched a special holiday promotion around the Beef Alternative Merchandising (BAM) Top Sirloin Petite Roast cut. Dahl’s, a hometown grocer with 12 stores in the Des Moines, Iowa, metro area, ran the promotion in all stores throughout the month of December.

The promotion demonstrated a true partnership between the Iowa Beef Industry Council and Dahl's Foods as they worked together to implement a beef checkoff-funded program, using several vehicles to get the word out. Dahl’s developed an ad insert with a focus on the Top Sirloin Petite Roast cut. Dahl’s also developed point-of-sale materials communicating the fact that these roasts are great for the holidays and everyday.

The Iowa Beef Industry Council partnered with Dahl’s to create radio advertising and a recipe card. Using the beef checkoff-developed recipe for Top Sirloin Petite Roast Herb-Crusted with Fig-Onion Relish, the Iowa Beef Industry Council created and printed recipe cards for Dahl’s to place by the meat case. Everyone worked together to create a great promotion!

“We are thankful for beef checkoff-funded programs like the Beef Alternative Merchandising program and that our state beef council was able to provide the resources and materials we needed to reach our customers,” Mike Hoffman, Meat Supervisor, at Dahl’s said. “This new cut provides a different option so we can meet our customers’ varying needs.”

The entire staff received training to get on board with the new cut and the promotion. Meat managers and assistants participated in a two-day workshop in June 2009 to watch a demonstration of all BAM cuts. To reinforce training, they have internal meetings weekly to get their meat staff together to enhance techniques.

This isn’t the first time Dahl’s has promoted innovative beef checkoff-funded programs. Dahl’s actively promoted the Flat Iron in 2006, Chuck Roll cuts in the summer of 2008, BAM cuts during the summer of 2009 and the BAM holiday roast during the 2009 holiday season.

“This has been a successful partnership in the past and one we hope to continue,” said Michelle Baumhover of the Iowa Beef Industry Council.