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Kroger, PBFA pilot plant-based meat section

The Kroger Co. has teamed up with the Plant Based Foods Association (PBFA) to test a plant-based meat concept inside 60 stores in three states.

Kroger and PBFA said Tuesday that the three-foot, plant-based meat sets — located within the meat department — will be piloted for 20 weeks at stores in Denver (King Soopers) and parts of Indiana and Illinois (Kroger Central division).

In the trial, the stores will gauge the concept’s impact on plant-based and conventional meat sales as well as assess customer engagement, Kroger and PBFA said. Also participating in the pilot is 84.51°, Kroger’s data analytics subsidiary, whose suite of tools will be used to translate customer data into actionable information.

“We’re excited to team up with the Plant Based Foods Association to study this category,” Marcellus Harris, assistant commodity manager in the meat department for Kroger, said in a statement. “The test, which emerged from our partnership with PBFA, will allow us to unearth rich insight regarding how to best merchandise the category and connect with consumers.”


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