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What's cooking? Retailers are leveraging a new wave of beef recipes to attract the plethora of shoppers seeking novel flavor profiles.

Article Excerpt
Recipes are becoming an increasingly prominent fixture in supermarket meat departments.

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Merchandisers are flooding cases with protein preparation literature via such vehicles as on-pack labels, countertop brochures and standalone displays. They are seeking to spur sales among the growing base of consumers who have limited cooking skills, but still want unique and flavorful meals.

"Many people don't know how to cook meat unless it's a tender cut that can be grilled," says Marcia Schurer, president of Culinary Connections, a Chicago-based food industry marketing and consulting firm. "Recipes are important as many stores are cutting back on staff, which means there are fewer reference persons in the outlets to provide information."

As recipes become more popular, suppliers, retailers and trade...