Incremental Innovation and Value Addition in SMES Operating as Retailers in the Meat Sector

Purpose: This article aims to demonstrate that introducing specialized technical meat cuts can serve as a driver of incremental innovation in small retail marketing stores. Metodology: Exploratory interviews were conducted with four business owners in the sector to better understand its operations. Consumer profiles were assessed through a survey, with 286 validated respondents. Prices for technical cuts of meat were surveyed online across four supermarket chains and local butchers. Additionally, a detailed bibliographical review was carried out. Findings: A comparative analysis of technical meat cuts from animals such as pork and beef revealed that these cuts are less detailed in Portugal than in other countries. There is a significant lack of knowledge regarding major international technical cuts. While customers tend to follow traditional purchasing patterns, they have begun adopting innovations—such as special cuts from Spain (notably prime cuts of Iberian pork) and from Brazil (especially for beef). Market pricing data shows that technical cuts add value and cater to more sophisticated consumers. The findings suggest a market opportunity: the introduction of technical meat cuts represents an incremental innovation for small retailers. Limitations: The study was limited to southern Portugal, so it is recommended that future research be extended to the entire country. Originality: Research has shown that there is a significant lack of work in this area in Portugal.