Cargill and Kraft Foods summer collaboration pairs ground beef with A.1. Steak Sauce to enhance complementary taste relationship and sales
2009-06-29

– Partnership gives grocery retailers a powerful package of recipes, co-merchandising and discounting for two well-loved products –


WICHITA, Kan. – June 29, 2009 – With consumers continuing to seek great-tasting, yet affordable meal solutions, Cargill has partnered this summer with Kraft Foods in a promotional pairing of Cargill's ground beef products with Kraft Foods' A.1. Steak Sauce. The collaboration gives retailers a bold, powerful one-two product punch supported by meal inspiration and menu education for consumers on how A.1. can make any burger even more flavorful.

The Cargill ground beef and Kraft Foods' A.1. Steak Sauce promotion runs from July 6 to Aug. 23, 2009, and is being offered at more than 1,900 retail grocery locations – including SuperTarget stores – across the country.

"Cargill welcomes and fosters complementary product partnerships, and we think they bring many benefits for everyone involved, from the product manufacturers, to our grocery partners and consumers," said Elizabeth Gutschenritter, Cargill brand manager. "Pairing our ground beef with a well-respected brand such as Kraft Foods' A.1. Steak Sauce adds credibility with consumers and hopefully enlightens those who have used A.1. on steak but perhaps not with ground beef. We're always interested in exploring collaborations that enhance our products and help take them to different consumer audiences."

With nearly 70 percent of the population consuming ground beef an average of 2.3 times every two weeks, according to the NCBA, the fresh meat case and, specifically, ground beef, make a powerful partner for complementary products, Cargill points out.

"Cargill's promotional partnership opportunities help place brands such as A.1. Steak Sauce in one of the most coveted, high-traffic retail grocery positions available, the fresh meat case," Gutschenritter added. "We actively work with our partners to design a customized promotion for them that helps raise awareness, drive trial and increase volume for their brand as well as our own products."

"Kraft Foods is excited to partner with Cargill to let consumers know that A.1. Steak Sauce tastes great beyond its traditional use on steak and adds one-of-a-kind flavor to ground beef as well," said Christie Crouch, brand manager, Kraft Foods. "The promotion is a win-win for both Kraft Foods and Cargill, and the supporting resources give retailers useful tools for enhancing the value proposition for shoppers. As more consumers are eating at home in today's economic environment, A.1. Steak Sauce is just the sauce they need to make a delicious meal."

This promotion with Kraft Foods' A.1. Steak Sauce continues Cargill's innovative efforts to provide value-focused ground beef resources – beyond just the product – for consumers. A coupon on ground beef packages will offer $1 off A.1. Steak Sauce with purchase of the ground beef.

Cargill's market insight has identified that most consumers have their traditional, go-to ground beef recipes, and the company is working to develop opportunities to expand consumers' horizons into new or different ways to prepare ground beef. The promotion will include four recipe cards with mouthwatering burger creations – each including A.1. Steak Sauce – displayed at the ground beef case:
• Texas-Style Burger
• Hearty American Cheeseburger
• Bold ‘n' Saucy Cheeseburger
• All A.1. Burger
These recipes and more will also be available online at www.A1steakhouse.com.

The joint Cargill-Kraft Foods promotion also offers a variety of support for retailers including point-of-purchase materials that create awareness and encourage shopper interaction. These in-store materials include large and mini T-stand posters, 90-degree signs, the four recipe cards and on-pack coupons mentioned previously, as well as A.1. product displays to be located in the meat department.

About Cargill
Cargill is an international producer and marketer of food, agricultural, financial and industrial products and services. Founded in 1865, the privately held company employs 160,000 people in 67 countries. Cargill helps customers succeed through collaboration and innovation, and is committed to applying its global knowledge and experience to help meet economic, environmental and social challenges wherever it does business. For more information, visit www.cargill.com.

About Kraft Foods
Kraft Foods (www.kraftfoodscompany.com) makes today delicious in 150 countries around the globe. Our 100,000 employees work tirelessly to make delicious foods consumers can feel good about. From American brand icons like Kraft cheeses, dinners and dressings, Maxwell House coffees and Oscar Mayer meats, to global powerhouse brands like Oreo and LU biscuits, Philadelphia cream cheeses, Jacobs and Carte Noire coffees, Tang powdered beverages and Milka, Côte d'Or, Lacta and Toblerone chocolates, our brands deliver millions of smiles every day. Kraft Foods (NYSE: KFT) is the world's second largest food company with annual revenues of $42 billion. The company is a member of the Dow Jones Industrial Average, Standard & Poor's 500, the Dow Jones Sustainability Index and the Ethibel Sustainability Index.


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