Shoppers browsing the fresh meat cases in their local supermarkets have little idea of the influence they exert over the case-ready tray packaging displayed there. U.S. consumers have an uncanny, almost emotional connection to red meat that is red. We like our beef red and we like it in a seemingly bulletproof package. Both are influential quality cues that instill confidence and satisfaction. Purple meat just looks wrong, and a flimsy feeling tray is worrisome. Retailers and processors have long since clued into this and, consequently, trays have reinforced these attitudes for years. Let’s face it: the system works and works well. Everyone wants to go to market with a heavy-duty vehicle, and with today’s pre-made barrier trays have it. From the emergence of modified-atmosphere packaging and case-ready merchandising, the overriding objective has been to not shock shoppers with the packaging.
But the pre-made tray market has matured to the point at which its growth potential is limited, according to an expert source. As a practical option, he suggests considering in-line thermoformed trays. This is not a call to change for change’s sake. In-line thermoforming is all about down-gauging, while still being fit for use, and improving costs and efficiencies. There are even some regional retailers using it for ground beef and some whole-muscle product because of the lower package costs. The packages are said to deliver the same look and feel as their pre-made cousins.