000731 Red Oak's Precooked Beef Well Received

Red Oak, IA - Red Oak Hereford Farms, Inc. announced that in preliminary in-store product demonstrations held during the past week in both Michigan and Iowa, the company's precooked beef entrees were exceptionally well received among consumers. In-store consumer sampling of four of the company's precooked beef entrees at Angili's Supermarkets (Mich.) and at Hy-Vee (Iowa) yielded a plethora of positive commentary and brisk product sales.

Products introduced to retail consumers included Red Oak Hereford Farms Inc.'s Family Size Pot Roast (16 oz.), Sirloin “Tri-tip” (16 oz.), single-portion Pot Roast (four 6-oz. servings), and Beef Ribs with Cookies(TM) Barbecue Sauce (16 oz.). The product demonstrations, which were accompanied by the distribution of $1 and $2 introductory coupons, resulted in the sale of nearly 1,000 units in the Angili's stores (Mich.) within three days and over 400 units in a single Iowa store over a two-day period. The company's in-store taste of success comes on the heels of Red Oak Farms Beef Ribs and Pot Roasts having won “Best of Show” 2000 awards from the prestigious American Tasting Institute (ATI) at an awards presentation held last March at New York City's Carnegie Hall.

Consumers consistently cited the excellent flavor and texture of all four product offerings, with the Red Oak Farms single-portion items (4 individually wrapped 6 oz. portions) garnering rave reviews among senior citizens and singles for convenience and ease of home preparation. Red Oak Farms entrees go from refrigerator or freezer to hot and ready to eat in as little as four minutes. Consistent with the ATI's verdict, many barbecue aficionados commented that the lean rib meat cooked with Cookies(TM) Barbecue Sauce was the best that they had ever tasted.

Retail supermarket management called the movement of product “unprecedented.” Will Lester, category manager for the Hy-Vee Supermarket in Iowa, placed product reorders based on “ . . . a much stronger demand than could have been imagined.” Additional store chains and independent grocers in the Midwest reported similar response to the demonstrations and sampling programs in their stores. These are all part of Red Oak's overall in-store marketing program that also includes point-of-purchase displays, media co-op buys, and special event participation.

“We have always believed that the taste of our products speak for the care that goes into them, and that if we could get people to try them even once, they would become buyers,” said Gordon Reisinger, president and CEO of Red Oak Hereford Farms. “With that philosophy in mind, we are exceptionally pleased with these initial product introductions, which we think make a strong statement for the company's potential,” he said.

Additional in-store product demonstrations are planned nationwide to coincide with expansion of retail distribution. The company's precooked entrees are currently available through several supermarket outlets primarily in the Midwest, including SuperValu, Associated Wholesale Grocers, Fleming, and PDI. Additionally, Red Oak Farms products, which have been approved for roll-out within the next 90 days in a number of “club stores” and large retail supermarkets, will soon make their appearance in packaging custom-designed for the wholesale club and warehouse store environment.

Founded in 1997, Red Oak Hereford Farms, Inc. develops and sells premium, branded, fresh beef and premium precooked products to retail, food service, mail order and e-commerce markets. The company also sells and distributes the award-winning beef jerky -- My Favorite Jerky(TM). Through its European division, Red Oak Hereford Farms, Inc. manufactures and distributes My Favorite Jerky(TM) Beef Sticks, smoked salmon and other seafood, and will soon be producing its precooked products in Europe.

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