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Peapod, Meats by Linz Enter Exclusive Distribution Deal

Online grocer introduces Virtual Butcher Shop, new features to customize shopping experience
Photograph: Shutterstock

Peapod has entered an exclusive distribution partnership with meat purveyor Meats by Linz. The deal marks the first time Meats by Linz products will be available at grocery retail, with Peapod serving as the only distribution channel for direct-to-consumer purchase.

A third-generation family-owned company, Chicago-based Meats by Linz provides high-quality meat for high-end steak houses throughout the Midwest, including Maple and Ash Restaurant, Ditka's Restaurant Chicago and Michael Jordan's Steak House.

"Peapod is continuously looking to add new sources of high-quality products to our lineup, and that is what initially brought us to Meats by Linz," said Spencer Baird, SVP of merchandising for Chicago-based Peapod, in a statement. "As another Chicago-based company, we saw the immense potential not only to distribute their products, but also collaborate in a full partnership that gives the Peapod customer a truly unique experience delivered right to their door."

With the partnership, Peapod has also introduced a Virtual Butcher Shop, offering a variety of resources to connect its online grocery shoppers to its meat products including an Ask the Butcher Q&A section and a Dry Aged Steak Room, where shoppers can view the aging process in real time.

"Consumers hear a lot about 'dry aged steak,' but not a lot of shoppers actually know what that means," said Meats by Linz owner Fred Linz in a statement. "This partnership with Peapod gives us a way to not only share our amazing products with consumers, but also provide an educational component that will help them purchase items best suited for any occasion."

To help shoppers navigate the products and easily locate what they’re looking for, Meats by Linz will offer an array of cuts and aging styles specifically for Peapod customers. Peapod also plans to introduce a Gourmet Butcher Shop, slated to launch before the holiday season to allow shoppers to custom-order their holiday meals, specifying cuts and sizes.

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