Target Marketing Efforts
The beef industry can better reach consumers with strong messaging around lean attributes and easy ways to prepare it, according to checkoff research presented at the National Meat Association’s summer conference in Bellevue, Wash.
“Consumers have a love/hate relationship with our product,” said Washington State Beef Commission Executive Director Patti Brumbach, noting that consumers love the taste but are concerns about saturated fat and sustainability. She said that 81 percent of consumers surveyed said they knew little to nothing about the beef industry. The industry must be careful not to let other interests fill in that information void, she warned.
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