ShopRite Touts Antibiotic-Free Chicken

ShopRite partnered with Perdue Farms to add rotisserie-style chicken raised without antibiotics under private label ShopRite Kitchen.The No Antibiotics Ever rotisserie chicken rolled out to all ShopRite stores last month in ShopRite Kitchen- and Perdue-branded packaging. The pre-cooked chickens come in "oven roasted" and "barbecue" flavors and are raised cage free, without steroids and hormones, and fed no animal byproducts, according to the retailer.In-store stanchion signs positioned near the product, features in March circulars and multiple Facebook updates spotlight the new item with a "rotisserie-style chicken raised cage free" message. ShopRite also uploaded a promotional video (see below) to its YouTube channel that starred Perdue spokesperson and chairman Jim Perdue. "Shoppers today are concerned with how their food is raised. No Antibiotics Ever [chicken] addresses that concern," said Perdue in the video. The retailer drummed up further support by offering shoppers a free chicken with a purchase of $100 or more through ShopRite From Home delivery/in-store pickup service. The offer was valid April 23-29. An April 23 Facebook update supported.“We know our customers are looking for products that they can feel good about serving their families and we believe this chicken, raised entirely without antibiotics on an all-vegetarian diet, is in line with the changing health and wellness needs of our shoppers," said Geoffrey Wexler, vice president, food service division at ShopRite, in a media release. Wexler also added that 900 million rotisserie chickens are sold annually in the U.S., according to the National Chicken Council.The chicken is the latest private label product recently introduced by ShopRite that aims to address changing customer needs and buying preferences. In December 2016, the retailer launched private label Wholesome Pantry, which includes more than 100 items spanning frozen food, produce, dairy, meat and snacks that are either USDA-certified organic or free from artificial additives, flavors or preservatives.

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