071255 Cargill Plant Makes First National Brand of Hamburger

Cargill Inc. is turning its attention to ground beef for its next national branding effort, and a Milwaukee Cargill plant is playing a role.

Cargill earlier this year introduced Meadowlands Farms ground beef -- its first effort in branding a product that had always been considered a commodity -- and has aggressively marketed the product.

Since its rollout, about 500 grocery stores in the Northeast, West Coast and Upper Midwest have signed on to carry the brand, which features a variety of lean ratings as well as sirloin, chuck and ground beef cuts.

The product is being marketed commercially as well. In addition to the one-pound trays commonly seen in meat cases, 10-pound tubes -- referred to as chubs -- are also available for restaurants and other service industries.

The ground beef is produced at plants in Fresno, Calif., Milwaukee and Wyalusing, Pa. More than 120 million people live within an eight-hour drive of the plants. That feeds into the marketing effort that Meadowland Farms is regional. The proximity ensures the product can be transported quickly -- within a day's drive -- which ensures freshness.

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