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Prime Future
The only way brands will win the meat case

The only way brands will win the meat case

Prime Future 255: the newsletter for innovators in livestock, meat, and dairy

Janette Barnard's avatar
Janette Barnard
May 31, 2025
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Prime Future
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The only way brands will win the meat case
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YOU GUYS. I love it when the stars align.

Like last weekend, just after publishing Liquid Death and (meat) moats, I found myself chatting at the gym with someone who sells energy drinks to retail and convenience chains. With Liquid Death on my mind (as one does), I asked their take — which sparked a rapid-fire rundown of the clever moves the brand used to carve out early traction in a crowded space.

The most relevant was how Liquid Death initially targeted event venues, where a big problem was people throwing bottle caps on stage. Canned water reduced that issue, so venues were quick to switch.

It struck me how this B2C brand got its start by solving a specific yet overlooked problem for B2B customers.

It also reminded me of something the meat category manager for a major retail chain said: “My customers trust our store brand. I don’t know what problem I’d be solving for my customers by adding other brands to the meat case.”

I know shockingly little about the business of food retail for someone who both lives in the livestock industry and loves a grocery adventure (who doesn’t tho?) so I let my questions about the retail business model lead the way, which turned up some interesting clues for our branded meat questions…

Today, let’s unravel the retail thread all the way as we continue exploring what the future of branded beef might look like.

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