Coleman Natural Foods is an iconic brand in the meat industry as a pioneer in organic and antibiotic-free meats. Budweiser is an iconic brand in the beer industry and is one of the most recognizable brands in the food and beverage market. Together, the companies are embarking on a highly anticipated line of natural meat products, called Budweiser BBQ Collection by Coleman Natural. The new products will be available nationwide in local grocery stores starting early this summer.
“Budweiser was looking to get into brand extension, and they were looking for clean meats. The two companies kind of came together,” explains Mel Coleman Jr., founding family rancher and Chairman of Coleman Natural Foods.
He adds that the two companies both share a long history.
“Budweiser was founded [around] 1879, and Coleman Ranch, our family ranch, was founded a year before Colorado became a state, in 1875,” he says.
The five new products include barbeque and grilling items: St. Louis Style Pork Spareribs in full and half racks, Pulled Pork, Jalapeno Cheddar Brats and Beer Brats. The St. Louis Style Pork Spareribs and Pulled Pork are drenched in Budweiser sauce, and the Jalapeno Cheddar Brat and Beer Brats are made with Budweiser American lager.
“The category has been stagnant for years, and we think this is going to bring an exciting new customer into the meat department,” he says. “It has items that we know Millennials are looking for. It has convenience, which we know consumers are looking for. And as always, it’s a great-tasting product.”
Coleman calls the collaboration between the two brands as “fun.” The company is also working on an effort with American Humane, the group that certifies the humane handling efforts of Coleman’s producers. American Humane has been an organizer behind Pups for Patriots, a program that trains shelter dogs and partners them with veterans in need of a canine companion.
“Every day today, 22 veterans take their own lives,” Coleman says. “When you pair up a trained dog with a needy vet, you dramatically reduce any kind of mental illness in people who would do self-harm.”
Coleman is committed to donate $800,000 to Pups for Patriots over the next three years. The company has seen first-hand the benefits that the program can provide.
“We have a young man who served who works in our company, and he has a dog. He went through some traumatic trials in the war and lost some of his buddies. This dog has really helped him become not only a great man but also a super productive employee and associate,” says Coleman.
The company’s continued success with its fresh meats and the anticipation of the “fun” Budweiser Collection project allows Coleman Natural to participate in projects like Pups for Patriots and other programs that Coleman calls “meaningful.”