A Pitmaster on the Power of Meat

Promoting and Advancing Petroleum Marketing, Retail Grocery, and Convenience Stores in West Virginia

Driving Local Business and Community Growth Across West Virginia

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OMEGA is a West Virginia-based organization dedicated to supporting and advancing the business interests of the state’s petroleum marketing, retail grocery, and convenience store industries.

As a network of over 225 locally owned businesses, OMEGA actively promotes cooperation, advocates for favorable legislation, and provides education and resources to its members. With over 50,000 employees, OMEGA members significantly contribute to the state’s economy, generating more than 10% of all state taxes and supporting local communities through scholarships, charitable donations, and civic involvement.

OMEGA is committed to fostering industry growth while serving West Virginians with essential services like fuel, food, and convenience.

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Your Essential Connection in West Virginia

OMEGA offers three types of membership: Convenience Store Members, Petroleum Marketer Members, and Grocer Members, all of which play a vital role in providing fuel, food, and essentials across West Virginia. As a liaison with state and national agencies, OMEGA works closely with organizations like NACS, PMAA, FMI, and the N.G.A. to advocate on behalf of its members.

We keep members informed through newsletters, legislative updates, an online resource hub, and educational seminars. Additional member benefits include access to the Encova Workers’ Compensation Discount Program and participation in our annual Trade Expo and fundraising efforts for children’s charities. OMEGA is here to support, advocate, and enhance the success of our industry members.

As an award winning and competition BBQ pitmaster, it’s always an exciting time for me at FMI when we release the Power of Meat report. In the 2017 report, the concept of “getting meat right” is evident in the way retailers and stores are focusing on the powerful meat category. As someone that is in the meat department in different channels almost every day, this focus is exciting!

By: Lucas Darnell, Director of Membership, Food Marketing Institute <img src="http://www.fmi.org/images/default-source/blog-images/lucas-darnell-pitmaster.tmb-large-350-.png?sfvrsn=1" data-displaymode="Thumbnail" alt="Lucas Darnell Pitmaster" title="Lucas Darnell Pitmaster" style="float: right; margin: 10px;" /> As an award winning and competition BBQ pitmaster, it’s always an exciting time for me at FMI when we release the <a href="http://www.fmi.org/industry-topics/fresh-foods">Power of Meat</a> report. In the 2017 report, the concept of “getting meat right” is evident in the way retailers and stores are focusing on the powerful meat category.  As someone that is in the meat department in different channels almost every day, this focus is exciting! As a frequent meat shopper, I have two different approaches to the meat category at the grocery level.  If I’m cooking at home or for competition, I generally make my meat purchases at the supermarket because I can depend on their quality and variety. In addition, “premiumization” in the meat department can often mean the difference between first or second place in a BBQ competition.  I’m not alone in my dependence on grocery stores for my meat selection with 62 percent of shoppers naming the supermarket as their primary outlet for meat and poultry purchases. Conversely, if I’m cooking BBQ for a large amount of people, such as a birthday party or major sporting event, price becomes a bigger issue.  I will switch to either supercenters or clubs, which account for 59 percent and 53 percent of those shoppers that will switch because of their everyday low prices image. Often times the biggest differentiating factor for a pitmaster is customer service.  If the butcher behind the counter at the supermarket can help me pick out product, order special product or make informed recommendations on new products a bond of loyalty will be established.  Finding that perfect cut of meat makes me happy shopper, which means I’m going to continue to frequent that store and most likely do my total food shopping there. The <a href="http://www.fmi.org/industry-topics/fresh-foods">Power of Meat</a> offers plenty of perspective on the meat department through the consumer’s eyes.  I encourage you to <a href="http://www.fmi.org/industry-topics/fresh-foods">download the report today</a>.

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Supporting West Virginia Communities

OMEGA members play a vital role in West Virginia, supporting communities through substantial tax contributions and a wide-reaching presence across the state. With over 55% of the population living in border counties, our members are dedicated to serving both local and regional needs. Beyond business, we’re proud to give back, having contributed over $3.1 million to children’s charities since 2003, reflecting our commitment to making a positive difference.