2. Artisan Meats, formerly Hartmann’s Old World Sausage, has proudly been in business for over 50
years. Originating as a small storefront “mom & pop” butcher and deli providing traditional
homemade sausage and European delights, we have evolved into a thriving artisan business, truly
producing some of the best sausage and charcuterie in the world.
Operating out of a modern, 23,000 square foot facility in the heart of the Finger Lakes region of
Western New York State, we handcraft premium products true to old-world recipes and flavors,
utilizing modern technology that allows us to streamline our production. With a current operating
capacity of up to 10,000lbs per day (40,000lbs per week), we still prepare our products in small
batches using only the best ingredients; whole cuts of meat (no trim), real spices, real fruits, real
vegetables and no MSG or fillers in any of our products.
The future is bright for Artisan Meats, with the recent addition of a larger smoke house and 2
industrial high pressure/low pressure boilers to provide culinary steam for an even better product,
forward momentum is happening! We are excited about where we are headed and want to bring you
along as we continue to provide outstanding, authentic, old-world style sausage and charcuterie!
3. Our Brand: International Recognition, Handmade Products in small batches, and
European sausage and charcuterie inspiration
Who (do we serve): Business to Business
What (do we offer our consumers): Unique products that meet a wide variety of
pallets
How (do we meet consumer needs): Following health and food trends, as well as
producing safe products and being involved in safe systems (SQF/HACCP)
4. Mission Statement: Our mission is to produce the highest-quality, handcrafted
sausage and charcuterie to our clients, by offering products that are free of fillers,
additives and MSG. We are, and will continue to be, committed to continuous
improvement while providing our customers with a safe product and consistent
quality.
Vision Statement: Our vision is to be the preferred supplier in our industry by
utilizing more distribution outlets, social platforms and enhancing our brand. To
achieve our goals, we continually strive to exceed our customers’ expectations and
all regulatory requirements.
6. Integrated Work Environment
Corporate Social Responsibility (Giving
back to our surrounding community)
SQF/HACCP Quality System Certified
Global Food Safety Initiatives (GFSI,
SQF 7.2 Edition), which is independently
audited by an international auditing
agency on a regular basis and by
establishing and reviewing food safety
and food quality objectives
IFFA Gold Medal Recipient
Goals
Teamwork
Motivation
&
Hard work
Organization
7. Strengths:
• SQF Certified
• Variety of Products
• Hand Crafted
• Small batches
• High quality
Weaknesses:
• Internal Communication
• Brand Awareness/Rebranding
Identification
Opportunities:
• New Markets
• New Product Lines
• Virtual Trainings
(standardization/consistence)
Threats:
• Competitors of similar products
• Internal Management/Hierarchy
10. 56.4%
43.6%
57.5%
42.5%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
Yes No
Families
Meat Items Deli Items
53.6%
46.4%45.2%
54.8%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Yes No
Foodies
Meat Items Deli Items
• Both Meat and Deli customers are relatively close when looking at the Family Breakdown.
• Meat customers have a higher percentage that are considered Foodies than the Deli customer.
11. 4.8%
17.0%
20.9%
24.6%
19.2%
13.6%
3.2%
13.1%
20.7%
26.3%
21.1%
15.6%
0.0%
10.0%
20.0%
30.0%
<30 30 to 39 40 to 49 50 to 59 60 to 69 70+
Age of Head of Household
Meat Items Deli Items
14.7%
22.7% 22.8%
17.9%
21.8%
13.2%
23.1% 23.3%
18.3%
22.1%
0.0%
10.0%
20.0%
30.0%
1 2 3 4 5+
Household Size
Meat Items Deli Items
• The largest age range for both
falls between 50-59 years old.
• Meat has 64.7% between 40-69
years old and Deli has 68.1%
falling in the same range.
• Two, Three and 5+ people in
the household all represent
around 22% of customers.
12. This plan is designed to maximize consumer awareness and attract consumers to
purchase our products through our wholesalers and website outlet throughout our
region.
Target Audience: Ages 30-70 years old with an average income of $62,500+
Media Strategy and Plan:
-Advertising Budget- TBD
-Establish Advertising and Marketing Objectives: Goals/Benefits desired
- Media outlets selected: Email blast (showing featured products, holiday
specials), Facebook (local events/news, recipes), Twitter (events, newsletters)
-Strategy for allocating the budget to geographic areas- TBA
-Reach and frequency levels desired by months and/or quarters- TBA
-Effective reach and frequency levels per typical month- TBA
13. Print (folders, flyers, handouts- Portfolios)
Ads (magazines, newspapers)
Social media (Facebook, Twitter)- pair Facebook recipes posts with Wegmans logo
products to ensure that consumers are associating the Wegmans logo as our
products
E-commerce (emails, websites)- need to update website to become more tech savvy
and user friendly in terms of cell phone convertor
In-store advertising- create a display for the cooler at Wegmans, highlighting the
International gold medal winners (perhaps with a display that has the gold medal
icons with the featured winners and a description) this type of display would
attract consumers to our products and potentially increase the gold medal
products!
14. The company can be evaluated based on whether or not we met our advertising
and marketing objectives. This can be judged based on the following criteria: all
future review to explore after marketing and advertising has been implemented
for a period of time.
- Analysis of Sales: Whether or not we established a market share, whether
or not we received a positive return on advertising investments
-Campaign Survey: Measuring whether consumers has a positive experience
with our products or not, rate overall brand appeal, perception of brand, perception
of product and quality
