Boar’s Head listeria outbreak slams sales at rival deli meat brands

The recent listeria outbreak linked to Boar’s Head products has significantly impacted the demand for cold cuts, causing a ripple effect throughout the industry. Experts are warning that sales may remain sluggish for a year or more as consumers grapple with concerns over contaminated deli meats.

Boar’s Head, a brand with a century-old legacy, experienced a listeria outbreak at a Virginia plant in July, resulting in the deaths of 10 individuals, hospitalization of dozens more, and the recall of over 7 million pounds of meat. The full extent of the impact on the company’s business remains undisclosed.

Avi Kaner, co-owner of Morton Williams, a supermarket chain in New York City, reported a 33% decrease in cold cuts sales across their 20 stores, with Boar’s Head products experiencing a steeper decline of 50%.

Grocery shoppers have shifted their preferences to other brands, leading to a significant drop in sales for Boar’s Head. Some supermarkets in the New York metro area have even stopped promoting Boar’s Head products in their weekly circulars.

Thumann’s, a family-owned deli meat brand based in New Jersey, has also seen a 10% decrease in sales since August, despite gaining new accounts from distributors and retailers who have moved away from Boar’s Head. The company has taken steps to assure consumers that their products are not implicated in the recent recall.

Other retailers, like Schnucks Markets, have switched to competitors like Dietz & Watson following customer concerns about Boar’s Head products. Even sandwich chains have felt the impact, with some posting signs to reassure customers that they do not use Boar’s Head products.

Food safety consultant Arlene Spiegel noted that caterers are emphasizing house-made and hand-carved meats on their menus to alleviate consumer concerns. The overall impact on the cold cut industry may take a year or longer to recover, as seen in past deadly outbreaks affecting other food categories.

It’s a challenging time for the sandwich industry, with customer traffic to popular chains showing flat to declining trends. The aftermath of the listeria outbreak linked to Boar’s Head products highlights the lasting impact of food safety incidents on consumer behavior and industry sales.