Vion: 'BBQ Star is an impulse for meat shelf'

Vion introduced a new barbecue range on Thursday 2 May. The meat concern, in collaboration with grill master Jord Althuizen, has developed the BBQ Star label and wants to respond to the increasing demand for quality and taste. "We want to give meat consumption a positive impulse in this way," said Maiko van der Meer, the CCO at Vion Pork.

What does BBQ Star mean?
"Below BBQ star we have introduced 7 barbecue products, both beef and pork: from well-known products (ribs) to more exclusive meats (Flat Iron Steak and Côte de Boeuf). The intention is to entice consumers to eat and prepare more special quality products. Not everyone dares to do that on the barbecue. We want to lower this threshold with our specially developed spice mixtures, marinades and instructional videos."

What is the role of barbecue guru Jord Althuizen?
"We found each other in September. Althuizen, like Vion, wants people to enjoy an honest and beautiful piece of meat. Together we have carefully selected 7 types of meat. It concerns pork with the 1 star Beter Leven quality mark and the best parts. of the Simmental."

Why is Vion taking this initiative?
"Vion is an important player in the meat market. We notice that the large masses are increasingly looking for special meat at retailers and see it as our task to help these consumers navigate through the meat shelf. We were there last year. "We already started with the introduction of Tomahawk. That was received with applause by the retail. BBQ Star is a follow-up. With these 7 barbecue products we want to breathe new life into the meat shelf."

How will you roll out this concept?
"We are initially rolling out the concept on the Dutch market through Albert Heijn. The first retailers in Italy and Germany were also supplied. We are still considering how we want to roll it out further. We are critical of the quality and We therefore work with care. In addition, it concerns expensive products. A price of over €10 each is not unusual. BBQ Star is mainly intended for special occasions, for example for consumers who want to look good at a party. Star focuses on experience."

What will pig farmers notice from the concept?
"It is important that Vion remains a healthy company and is able to add value for consumers. The livestock farmers in the Netherlands benefit from a future-proof Vion. By ensuring that the consumption of meat and the added value of meat are maintained, the whole chain."

Despite critical voices from society about contemporary meat consumption, the barbecue is on the rise. Will this concept give sales an extra boost?
"As Vion, we think it is unfair that meat is portrayed in such a bad light. Sustainability, animal welfare and quality are paramount in Dutch pig farming. We therefore do not recognize ourselves in the prevailing negativity and believe it is important to present meat in a positive light. . BBQ Star should contribute to that."

Jeanette Pennings

Jeannet has her roots in the flower bulb sector and she grew up on an agricultural company in the northern part of North Holland. As a generalist she reports for Boerenbusiness across all sectors. She is also exploring the possibilities of sponsored advertising.

j.pennings@boerenbusiness. Nl

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