Cargill has rolled out new ground beef initiative that includes a new CargillGroundBeef.com website and informational tools ranging from enhanced labelling on ground beef products, including finely textured beef, to more fact-based material online, as well as a pre-printed, on-pack, quick response (QR) code for mobile devices.

"Based on dialogue we had with consumers and retailers, Cargill designed these ground beef communications initiatives to provide information that enhances consumer awareness about ground beef products regarding how they are made and used," said John Keating, president of Cargill's Wichita-based beef business.

Cargill also refreshed its 'Our Certified™' ground beef brand with a new logo and design elements. Effective January 20, 2014, in the US, its 'Our Certified™' brand will include a quick response (QR) code on the front of packaging that enables consumers to instantly access the CargillGroundBeef.com website. Consumers will be able to trace the ground beef they buy back to Cargill processing facility where it was produced. The packaging will also provide clearer labelling of the ground beef as being "gluten free," while also clearly identifying 93% lean ground beef products as "Lean Ground Beef."

Also effective January 20, 2014, all Cargill branded US produced, fresh, 100% ground beef products containing finely textured beef, including 'Our Certified™' brand products, began rolling out to the marketplace carrying the declaration "Contains Finely Textured Beef" on the product box end labels. Cargill's 'Our Certified™' brand ground beef chubs also will include the printed declaration on retail packaging.

A dedicated website for its finely textured beef-GroundBeefAnswers.com—that contains detailed information and videos about finely textured beef was also developed by the company.