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SAN ANTONIO, Tex. - Banking on consumers' growing interest in natural and organic foods, Super S Foods here has teamed up with Nolan Ryan's Guaranteed Tender Meats as the chain's exclusive supplier of fresh all-natural beef, to convert the entire fresh beef offering in its 46 stores to the baseball legend's branded program.
Super S launched the new beef program at the beginning of April and is supporting it through weekly ad activity, a radio ad campaign and new branded point-of-sale materials and signage featuring Nolan Ryan. Freddie Zepeda, director of meat merchandising, said response to the new line has gone well.
Super S supermarkets already carry a full line of fresh-cut boxed beef.
John Ware, v.p./store operations for Super S, said the Nolan Ryan brand was a good fit for the retailer. "Our customers come to us because they know us -- they trust that they'll get the freshest foods with fast and friendly service," said Ware. "We create a shopping atmosphere based on honesty, integrity and hometown values. Nolan Ryan stands for these same values in his ranching business and in the meat case just as he did in his baseball career."
Ryan's ranches are located in Gonzales and McMullen County and near San Angelo.
Prior to the launch, meat managers were briefed on the attributes of the beef products and discussed details about the roll-out, during an evening of beef and baseball with Nolan Ryan at the Dell Diamond in Austin.