1

JF Martin: A Major Brand

in Bacon at ShopRite
SITUATION :
Introduce & grow the JF Martin brand @ Shoprite & become a major player in the Bacon
Category

OBJECTIVES/STRATEGIES :
• Increase distribution of JFM items and become a Core Brand.
• Achieve first print ad @ SR
• Utilize relative tie–ins with other RDD breakfast items, such as Eggland’s Best Eggs and
Bay’s English Muffins.

RESULTS :
RDD began representing John F Martin in January of 2020. In 2021, JFM had their first of four
print ads in the ShopRite circular. In the last two calendar years, the brand has grown +211% in
dollars. JFM is now the #7 brand in the Bacon Category @ SR, doing almost $5MM annually.
Growth of the brand has provided additional opportunities to advertise within ShopRite From
Home programs as well as Price Rite initiatives.

RDD ASSOCIATES
Perishables Expertly Merchandised Source: IRI data ending 12/26/2021
 JF Martin: A Major Brand 2

in Bacon at ShopRite
$6,000,000
JFM Bacon by year @ SR $4,808,155
$5,000,000
The JFM
$4,000,000
$3,458,058 brand grew
$3,000,000 +211% in $’s
$2,000,000 $1,547,984 over 2 years
$1,000,000 @ SR!
$0
2019 2020 2021
2020 2021

Dollar Dollar Dollar Dollar Dollar

Dollar Sales
BRAND Sales % Dollar Share Sales Sales % Dollar Share
Dollar Sales Change vs Dollar Sales
Change vs Share Change Change vs Change vs Share Change
YA
YA vs YA YA YA vs YA

RFG BACON $112,054,353 $22,659,228 25.3% 100.0 0.0 $111,811,760 -$242,593 -0.2% 100.0 -
OSCAR MAYER-RFG BACON $32,522,726 $4,047,330 14.2% 29.0 (2.8) $30,591,670 -$1,931,056 -5.9% 27.4 (1.7)
PRIVATE LABEL-RFG BACON $25,341,351 $7,561,018 42.5% 22.6 2.7 $18,183,229 -$7,158,121 -28.2% 16.3 (6.4)
JIMMY DEAN-RFG BACON $18,346,147 $6,622,463 56.5% 16.4 3.3 $25,085,087 $6,738,940 36.7% 22.4 6.1
HORMEL-RFG BACON $7,999,645 $529,889 7.1% 7.1 (1.2) $6,443,682 -$1,555,963 -19.5% 5.8 (1.4)
HATFIELD-RFG BACON $5,319,740 $305,694 6.1% 4.7 (0.9) $6,436,592 $1,116,852 21.0% 5.8 1.0
BUTTERBALL-RFG BACON $4,581,955 $683,801 17.5% 4.1 (0.3) $4,240,717 -$341,238 -7.4% 3.8 (0.3)
JOHN F MARTIN-RFG BACON $3,458,058 $1,910,074 123.4% 3.1 1.4 $4,808,155 $1,350,097 39.0% 4.3 1.2
APPLEGATE-RFG BACON $2,350,780 $168,550 7.7% 2.1 (0.3) $2,570,243 $219,463 9.3% 2.3 0.2
GODSHALLS-RFG BACON $2,000,305 $667,131 50.0% 1.8 0.3 $3,190,223 $1,189,918 59.5% 2.9 1.1
ED HIPPS-RFG BACON $1,968,177 $907,521 85.6% 1.8 0.6 $2,422,832 $454,655 23.1% 2.2 0.4
JONES-RFG BACON $1,404,750 $238,936 20.5% 1.3 (0.1) $1,418,992 $14,241 1.0% 1.3 0.0
BOARS HEAD-RFG BACON $1,230,670 $525,656 74.6% 1.1 0.3 $1,399,856 $169,186 13.7% 1.3 0.2
GREENFIELD NATURAL MEAT CO-RFG BACON $803,522 $153,736 23.7% 0.7 (0.0) $775,050 -$28,472 -3.5% 0.7 (0.0)
SMITHFIELD-RFG BACON $656,277 -$2,341,009 -78.1% 0.6 (2.8) $66,316 -$589,961 -89.9% 0.1 (0.5)
JENNIE O-RFG BACON $632,700 $179,656 39.7% 0.6 0.1 $582,556 -$50,144 -7.9% 0.5 (0.0)
RDD ASSOCIATES
Perishables Expertly Merchandised Source: IRI data ending 12/26/2021
 3

RDD ASSOCIATES
Perishables Expertly Merchandised
 4

RDD ASSOCIATES
Perishables Expertly Merchandised
 5

RDD ASSOCIATES
Perishables Expertly Merchandised