Cargill Rolls Out EZ Peel Pack for Ground Beef

In a bid to address consumers’ desire to minimize contact with raw ground beef when preparing meals, Cargill is launching EZ Peel packaging for 1 lb. chubs beginning January 2017. 

As the first beef producer to offer the technology developed by Bemis Co. Inc., a global supplier of flexible packaging, Cargill will use the application exclusively for its Our Certified ground beef 1-lb. chubs, which is tube-shaped packaging typically recognized for its easy-to-store, economical, freezer-ready and conveniently portioned benefits.

“We know that consumer desires are changing and our team is diligently working to provide innovative solutions to meet these desires,” said Katie Blick-White, brand manager for Cargill’s Our Certified ground beef line, who cites a 2015 Cargill Innovation Study that revealed that 57 percent of consumers surveyed wanted better ground beef chub packaging that allows them to open products without touching raw meat. Cargill’s consumer insights also mirror findings from the Flexible Packaging Association’s 2015 Brand Value Study, which reinforced consumer desire for the added convenience, with 60 percent of its more than 2,000 consumer respondents identifying “easy to open” as a top package attribute.

“The traditional chub packaging has not been modified for a long time, so this is the first major change to the packaging in years,” noted Blick-White, added that, “We’re listening to consumers and want to provide convenience for their home cooking experience, while also maintaining our reputation for delivering high quality, fresh, nutritious and flavorful meat. Limiting the need to handle raw ground beef also enhances the food safety aspect of meal preparation.”

The EZ Peel packaging represents a slight modification to the familiar Our Certified 1-lb. ground beef chub package currently available in retail stores across the nation, and will be offered in a variety of lean points and source grinds, such as sirloin, chuck and round.

“We are introducing EZ Peel packaging 1-lb. chubs, the most popular ground beef portion size for consumers, with confidence that shoppers will know their voices are being heard by Cargill’s beef team,” continued Blick-White. “We want to provide consumers with choices in the meat case that meet their desires and through ongoing consumer research, our goal is to become their preferred ground beef source.”