Beefing Up Millennial Consumption
Checkoff-funded consumer research shows us that the key generation for beef marketing – millennials – practically lives on digital devices. They use platforms like Facebook, Twitter, Pinterest and Instagram to get beef recipes, information and industry news. They see what their fellow consumers are saying about beef, then look elsewhere online to check if the information is scientifically sound. Most important for beef producers, they look to social media for quick and convenient recipe ideas to feed their families and help them thrive1
Your Beef Checkoff program is working diligently to make real, meaningful connections with these consumers to share positive, science-based stories about all things beef. It is the checkoff’s “Beef. It’s What’s for Dinner.” campaign that reaches this target audience in an authentic, genuine way – not only through the communication channels they use most but also through hands-on opportunities with Millennial influencers that are genuine beef advocates.
While challenging, all of these interests translate to tremendous opportunities for the Beef Checkoff program. Millennials are a growing generation, with expanding families and influence, who will make beef-buying decisions for the next 40-plus years.
The future of the industry depends heavily on this next generation of beef eaters, and your checkoff is seeing to it that they have the information to increase their confidence in you and your end product, making sure that beef remains “What’s for Dinner” for generations to come.
Connecting With Consumers Through “Chuck Knows Beef”
By the year 2020, 50 percent of all searches will be voice searches.2 That is why the checkoff is connecting with this important audience through “Chuck Knows Beef,” an all-knowing beef expert available on Amazon Alexa and Google Home. Chuck gives users the ability to connect with recipes and cooking information found on “Beef. It’s What’s For Dinner.”through voice activation. With nearly a half million sessions since being launched in 2018, the “Chuck Knows Beef” digital assistant, powered by Google Artificial Intelligence, is keeping beef information easily accessible for consumers. Chuck is available for download at ChuckKnowsBeef.com
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 may 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.