Category Captains: Pita Bread and Veal

Pita Bread

The pita bread category is experiencing rapid growth as consumers realize the versatility, convenience and appeal for various fillings and creative uses delicious flatbread presents. Companies like Toufayan Bakeries are at the forefront of the category, helping shoppers realize the utility of pita bread, whether it’s combining pita with familiar ingredients or being adventurous with Mediterranean-inspired dips and meat dishes. Retail partners are doing their part to offer consumers familiar and global options in the bread aisle, with pita and flatbreads taking center stage. Toufayan Bakeries continues to step up to the plate, bringing diversity, real ingredients and creativity to snacking and meal time.

“The pita category is in an especially dynamic moment,” said Karen Toufayan, VP of Marketing. “Consumers continue to embrace pita as a tasty, convenient option for enjoying a meal. Whether it’s filled with simple favorites like PB&J or ham and cheese, or used as a base for more creative sweet or savory combinations, trendy spreads, or comforting leftovers, pita fits the need. As retailers broaden their global and better-for-you offerings, pita and flatbreads are becoming essential parts of that assortment. The growth potential is significant. We expect this category to keep gaining momentum as shoppers seek breads that offer exceptional versatility. Our role is to meet those expectations while never sacrificing the softness and quality people associate with Toufayan.”

Toufayan’s extensive experience gives retailers leverage and a competitive edge. They reliably offer a broad product range, innovation and valuable market data all aimed at helping retailers succeed within the category. “One of the advantages Toufayan brings to retailers is the depth of our experience,” Toufayan said. “Pita is part of our heritage—it’s where we started—and we’ve built capabilities that help retailers grow the entire set. We offer a broad assortment of products, reliable U.S.-based manufacturing, dependable fill rates and an innovation pipeline that responds quickly to what shoppers want. We are also able to provide category and trend data that is useful for buyers who want to stay ahead of the game. On top of that, we support retailers with merchandising guidance, content and promotional programs to help drive velocity. We want retailers to feel that when they partner with Toufayan, they’re gaining both a category leader and a hands-on support team.”

Retailers value Toufayan’s approachable and collaborative approach to partnerships, in addition to the company’s commitment to long-term partnerships rooted in quality and innovation. Their scale and reliability help retailers expand their offerings. “Retailers tell us they value that we’re accessible, collaborative and deeply invested in their success,” Toufayan said. 

“Because we’re a third-generation family company, we build long-term partnerships, we show up, we listen, we innovate and we deliver. When retailers need a trusted partner to help expand the deli bread offering, we want to be their first call. Our scale, consistency and commitment to quality allow retailers to confidently broaden their assortment and capture new shoppers. We take great pride in making sure our retail partners are proud to have Toufayan on the shelf.”

Toufayan Bakeries has succeeded in balancing two formidable tasks: staying true to its roots and heritage and staying relevant to today’s consumers while keeping the pita bread category interesting. The company’s message is clear: their leadership combines family values and tradition with innovation and responsiveness to consumers’ changing preferences. “If there’s one thing I hope retailers remember about Toufayan, it’s that our leadership is rooted in staying true to our family values while always pushing the category forward,” Toufayan said. “We’re proud stewards of a product that’s been part of our family for generations, but we’re also innovators who respond quickly to changing tastes. That combination, heritage and agility, is what makes us such a strong partner. When we grow, our retailers grow with us.”

For nearly 100 years, Toufayan has been baking breads that bring people together. What started in a small bakery with old-world recipes and a deep love for sharing food has grown into one of the most trusted family-owned bakeries in America. Time-honored tradition combines with innovation to lead the category with continued growth. 

Veal

Catelli Brothers is proving that niche categories like veal perform strongly and hold their own when compared to mainstream proteins like chicken, fish and beef. In fact, veal’s presence in the meat case periphery is helping to make veal’s corner of the market special and sought after by an evolved consumer who values the cuts and flavor of veal. Catelli Brothers is guiding the trajectory of the veal category by reflecting consumers’ preferences to cook with veal in assorted formats to take advantage of how versatile this rising protein can be in weekday meal planning. 

“The veal category is niche,” said Marketing Manager Mara Steinitz. “We see veal sold nationwide, but only in higher-end retailers and mostly in French and Italian restaurants. Currently, the challenges facing the beef industry have affected veal through increased calf costs; however, there is still plenty of high-quality veal entering the market. While demand for veal muscle cuts has declined, the demand for ground veal and items like meatball and meatloaf blend remains consistent. Growth opportunities in this category include reaching a younger audience base and promoting veal as part of a wider variety of cuisines.”

 Catelli Brothers is paying attention to consumers’ unrelenting demand for proteins that are quick and easy to prepare and proteins which fit into better-for-you eating habits. The company’s ground veal and veal cutlets in particular deliver on households’ need for entrees that offer health benefits and can be enjoyed by even the most vigilant health-minded shoppers. Further, these cuts help prevent time-starved consumers from giving in to fast food and delivery options that undermine their healthy eating efforts. “As with all proteins, consumers prioritize convenience and health when it comes to veal,” Steinitz said. “Fully cooked and ready-to-cook options are popular with time-crunched shoppers, as are quick-cooking cuts like ground veal and veal cutlets. Clear labeling and communication about the protein content and other benefits of veal serve shoppers who are seeking out healthy choices. In particular, the leaner cuts like veal cutlets and veal stew provide nutritional benefits that are in high demand with consumers.”

“Catelli Brothers works closely with our retailer partners to create customized programs to support veal sales,” she added. “From attractive packaging to in-store POS like case dividers and shelf talkers, we ensure that the veal display is enticing and informative. Our case-ready veal saves time and labor for the meat department, increases shelf life and appeals to shoppers.”

Retailers that work with Catelli Brothers have discovered the company is swift and adaptable and reflect consumers’ specific demands without hesitation. “As the US Meat Division of Préval AG, we are part of the largest vertically-integrated veal company in North America,” Steinitz said. “Our company has invested millions of dollars in industry-leading veal group housing. The veal calves are raised in the most modern facilities with excellent air circulation, natural sunlight and temperature control. The calves are never tethered and receive no added growth hormones. This seamless integration from the farm through to the fork ensures superior meat quality, increases efficiency, boosts agility and dramatically improves our ability to anticipate demand. We offer the highest quality veal backed by excellent service. Retailers have had success partnering with us because our nimble team is able to adapt to meet each customer’s unique needs. From cuts to packaging to private label capabilities, we take pride in the depth of our offerings and our emphasis on collaboration.”

Catelli Brothers collaborates with retailers to develop tailored programs that boost veal sales. The company brings to the table enticing packaging and materials that allow retailers to construct a tempting destination to broaden shoppers’ eating habits.