Calling all 'Grillenials'
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The 80-million strong Millennial generation – consumers between 18 and 33 years old – represent the target market of the future for virtually all marketers, including the beef industry. That’s why the checkoff has been investing in market research about this generation for years, finding clearly that there are distinct differences between buying habits, lifestyle trends and the like among younger Millennials (18-24 years) and mature Millennials (25-33) with additional separation between mature Millennials and mature Millennials with kids. This information will help the checkoff develop strategic marketing efforts that capitalize on key findings – like the fact that Millennials love to grill – so much so that some of them might be better called “Grillennials.”
Learn more in this checkoff presentation.
The Beef Checkoff Program was established as part of the 1985 Farm Bill. The checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen’s Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA approval.