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Sharing Stories from the Farm: Raley's goes back to the homestead to offer non-GMO, antibiotic-free fresh pork.

At a time when shoppers want to know more about where their meat comes from, retailers are offering products that share stories about the farms and ranches where animals were raised. In the case of Raley's, the West Coast chain is going back to the homestead to provide customers with such information.

This particular homestead happens to be American Homestead Pork, a group of 35 family farms in Iowa that produces fresh pork that is non-GMO and antibiotic free. Raley's, which is based in West Sacramento, Calif., and operates 122 stores in Northern California and Nevada under the banners of Raley's, Bel Air Markets, Nob Hill Foods and Food Source, revealed the new partnership with American Homestead Pork in October. Through the partnership, Raley's will carry several varieties of American Homestead Pork, such as all-natural boneless center cut chops, boneless sirloin chops, shoulder roast, boneless thin-cut chops and country-style strips, among others.

American Homestead Pork's prized Hampshire hogs are never given antibiotics or growth promotants, and are raised in open spaces and cage free. The animals follow a vegetarian and grain diet with feed grown by neighboring family farms that don't use chemicals or rely on genetically engineered products. Farms that are part of American Homestead Pork practice other sustainable farming methods such as composting and water reclamation.

Raley's is marketing the all-natural products with the tagline, "It's tender pork, raised tenderly." To provide customers with even more information about the products, the retailer has produced a series of videos available on YouTube that profile American Homestead Pork and tout the sustainable and transparent aspects of the line.

According to Keith Knopf, Raley's president and CEO, the fresh pork fits with customer interest in non-GMO and antibiotic-free meats. "We take our customers' needs seriously. And what they've shared with us is the importance in having full transparency in where their food comes from and how it's produced," he says. "That's why we dug deep to find the right partner that will offer our customers natural pork alternatives."

In addition to its collaboration with American Homestead farms, Raley's works with and supports other family farms and businesses for a range of store offerings. Knopf notes that with the addition of American Homestead Pork, Raley's now offers more than 15,000 natural and organic foods.

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Publication:Winsight Grocery Business
Geographic Code:1U9CA
Date:Dec 1, 2017
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