BRANDING BEEF

PORTLAND, Ore. -- The surging popularity of creating identities for items like produce and dairy has had an effect on the meat case as well, where steaks and chops have been given names that bolster the retailer's profile -- and boost profits as well.Meats sold by Sentry Supermarkets, a 37-unit independent chain based here, found their identity following the integration of the retailer's Sentry Signature

PORTLAND, Ore. -- The surging popularity of creating identities for items like produce and dairy has had an effect on the meat case as well, where steaks and chops have been given names that bolster the retailer's profile -- and boost profits as well.

Meats sold by Sentry Supermarkets, a 37-unit independent chain based here, found their identity following the integration of the retailer's Sentry Signature Beef line last April.

"Coining an identity is crucial, because you're af

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