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Nandu’s releases informative videos, digital campaign on Right to Good Meat
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Thursday, 23 June, 2022, 16 : 00 PM [IST]
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Our Bureau, Bengaluru
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Nandu’s, India’s largest hyperlocal and omni-channel meat retail brand, is committed to providing consumers with fresh, safe and healthy meat and meat products. Invoking consumers to exercise their right to buy and consume fresh and healthy meat, the brand has launched a unique consumer focused campaign titled “Right to Good Meat”. A first-of-its-kind initiative, the campaign aims to educate consumers on their right to know everything about the meat they eat- How is it raised? Where is it processed? The source, quality control processes and hygiene standards involved in the making of their favourite meat.
The traditional meat market has so far been driven by the habit, convenience, and price sensitivity of the consumer. Usually, very little or no heed is paid, either by the consumer or by the seller, to the importance of food safety while identifying or declaring the source and environment in which the meat is reared for human consumption. It thrives on the good faith that the consumer reposes in the seller. Therefore, traditional meat producers or retailers have never felt the need to walk the consumers through the stages involved in the production of meat - from rearing to the processing and retailing of meat.
Nandu’s believes that consumers have a right to know everything about the meat they eat. With its uniquely conceptualised short videos series, the “Right to Good Meat” campaign takes consumers through every aspect of meat rearing, processing, and retailing – including controlling the quality of bird feed to storage and transportation of processed meat in a temperature controlled cold chain, and how all of this eventually affects the quality of the meat that reaches the consumers. Weaving these stories together are videos of the best practices followed by Nandu’s at their own farms, processing centres and state-of-the-art retail stores. Through the campaign conceptualised and developed in-house, Nandu’s also seeks to amplify the voice of the farmers who have benefitted through their association with the brand.
Narendra K Pasuparthy, chief farmer, founder & CEO, Nandu’s, said, “We maintain 100% transparency and traceability of our products to give our consumers the satisfaction of having chosen the truly healthy option for themselves and their families. However, we are also aware that many meat consumers are still in the dark regarding their right to know about the quality control methods and processes regarding meat production. Through our “Right to Good Meat” campaign, we wish to make consumers aware of what information they should seek before buying meat. The assurance of quality should be preceded by real insights into the steps that go into creating quality products. Our “Right to Good Meat” initiative is a step forward in disseminating that information to consumers in general, and thereby fostering transparency in one of the fastest growing markets in India.”
Vinay Gopinath, COO, Nandu’s, added, “We believe that our first and foremost duty is to inform our consumers about the quality checks that each one of Nandu’s products goes through. With this campaign, we also wish to reiterate our commitment to their right to fresh, healthy, safe and good meat.”
Pavangopal A, CMO, Nandu’s, said, “Most consumers today make purchase decisions based on prevailing habit. It’s time consumers know all about the meat they eat, and this campaign is aimed at empowering the consumers to make the right choice”.
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