As inflation, tariffs and raw material volatility continue to pressure the protein category, premium beef brand Pre Brands is relying on two tightly linked strategies to maintain momentum: strict sourcing standards designed to protect product consistency, and consumer-friendly pricing..
For Pre, which focuses primarily on whole-muscle cuts and ground beef, growth has not come from rapid line extensions but from enforcing what the company’s Chief Marketing Officer Nicole Schumacher describes as a “15-point curation” that governs how and where its cattle are raised.
That curation includes criteria such as where cattle are sourced and breed standards, Schumacher said.
Sourcing as a quality control system
Pre currently sources all of its beef from New Zealand and Australia, a decision Schumacher said is an operational necessity tied to quality, consistency and flavor.
New Zealand has “a very tepid climate,” she said. “Throughout the year, they’re pretty consistent.”
That consistency allows Pre’s cattle to be raised on pasture year-round, Schumacher noted.
According to Schumacher, rotational grazing 365 days a year contributes directly to tenderness, flavor and lean muscle development – attributes that support Pre’s positioning as a high-protein, better-for-you option despite having less fat than traditional grain-fed beef.
“While our steaks have less fat than the traditional grain-fed steak, ours do still have a lot of flavor,” she said. “A lot of that comes through because of the different grasses that they’re able to eat throughout their life.”
The ability for cattle to move freely also plays a role. “Because they have the ability to move around, that also contributes to the lean muscle mass of these particular steaks,” she added.
While Pre is currently focused on New Zealand and Australia, Schumacher said the company is not tied to those regions alone.
“We are country agnostic,” she said. “If there are other regions – for example, the US or Uruguay – that could meet all of our 15 points and pass our taste and quality assurance tests, we would be open to it,” she explained.
Navigating tariffs and raw material inflation
That sourcing strategy, however, has not insulated the brand from global cost pressures. Pre went nearly five years without taking price increases, absorbing rising commodity and operational costs through much of the post-pandemic period, Schumacher said.
That changed as tariffs and raw material prices began to compound in 2025. Pre faced both higher input costs and shifting tariff rates, including an increase on New Zealand imports from 10% to 15%.
“When we received the first set of tariffs, we ended up getting not only the increase on tariffs, we also got another price increase on the raw material,” Schumacher said.
In response, the company implemented a modest price increase in May, followed by a second incremental increase later in the year.
“While prices for us have increased 25 to 30% with raw material costs, in addition to the 15% tariffs, we took a nominal price increase,” she said. “We’ve been compressing our margins as well.”
Later that year, the Trump administration lifted tariffs on commodities from certain countries, including New Zealand beef.
Retail partners also played a role in limiting shelf impact.
“Some of our retailers elected to compress their margins,” Schumacher said. “So, the consumer didn’t really see much of the increases through September.”
It wasn’t until the second round of increases that some shoppers saw changes at shelf, typically in the range of 6% to 7%, she said.
“We want to be very thoughtful and strategic,” Schumacher added. “Ensuring that the consumer is able to continue to purchase the better-for-you beef that they’ve learned to enjoy.”
Pre Brands’ 10-ounce ribeye sells for $18.15 on Instacart, though prices vary depending on retailer. Other premium brands like Riverbed Ranch sell its 12-ounce ribeye for $27 and Meyer Natural‘s 12-ounce ribeye retails at $43.
Pricing, promotions and consumer behavior
Schumacher acknowledged that today’s consumer remains highly price conscious, even as demand for high-protein, better-for-you foods continues to shape the category.
“We know that they’re just doing it less often,” she said, referring to premium protein purchases. “So with that, we want to make sure that it is affordable.”
To help offset pricing pressure, Pre plans to lean more heavily into promotions while continuing to work closely with retail partners.
Schumacher said shifting consumption patterns are also influencing how consumers engage with beef. Portion control, in particular, has become increasingly important.
That flexibility allows consumers to split larger cuts across multiple meals or opt for ground beef to feed families more efficiently – a trend Schumacher said has gained traction among households with children.
