Brookshire Gains From Category Collaboration

Brookshire Grocery Co. has experienced a notable lift in pork sales through a category management collaboration with supplier Hormel Fresh Foods.

ATLANTA — Brookshire Grocery Co. [3] has experienced a notable lift in pork sales through a category management collaboration with supplier Hormel Fresh Foods, according to a presentation at a conference here.

Hormel provided insights and analysis to the Tyler, Texas-based retailer on how to change certain sales and marketing practices in its formats. The successful results will lead to additional fresh meat opportunities based on deeper exploration of shopper card data.

"It's hard to be an expert in every category, so we have been learning from the Hormel team on this category," Keith Bejcek, category analysis manager for Brookshire, said during a presentation at the 2010 Category Management Conference sponsored by the Category Management Association.

Among the successful collaboration initiatives, Brookshire developed an ad rotation for running ribs on promotion, which produced a 17% sales increase and a 20% jump in the retailer's fair share of the market, said Stephanie Postma, regional team leader, Hormel Fresh Foods.