Agricultural News
I Heart Beef- Ya Gotta Love It!
Wed, 10 Feb 2010 6:19:22 CST
During a time when sales of middle meats are traditionally slower, the checkoff’s food and nutrition communications team, using conclusions drawn from checkoff-funded market research, is gearing up to capitalize on a month that boasts many familiar holidays and special occasions. Thus, the beef checkoff has initiated an “I Heart Beef” campaign.
The program was specifically designed to help strengthen interest in beef middle meats, cuts that have a proven return on investment for beef producers, by reminding consumers of their passion for great steaks like the T-bone and tenderloin. Not only that, but February is Heart Health Month.
Kim Essex of the NCBA says this checkoff funded program is based on several factors that the beef industry discovered in recent consumer research:
The checkoff-funded consumer survey used as a foundation for the campaign found:
* In this month of romance, beef is the preferred choice of Americans (62 percent) because nothing says love like a great steak dinner for Valentine’s Day.
* Americans associate steak as a “best match” for love (44 percent), romance (42 percent) and passion (41 percent)—more so than other high-end proteins.
* When it’s time to share that Valentine’s Day meal, beef wins. A ribeye (35 percent) or T-bone steak (32 percent) are chosen as the best meal to share with a significant other.
* Americans most often associate beef with celebrations (50 percent), compared to chicken (18 percent), pork (17 percent) or fish (15 percent).
* Sixty-two percent of Americans say they choose to prepare beef if they are looking for gratitude or appreciation from their dinner partner.
* Fifty-three percent of Americans identify filet mignon as the food most associated with candlelight romance and 50 percent of Americans think filet mignon is the best way to say “I love you.”
Kim Essex is our guest on the Beef Buzz- and explains all you need to know about the "I Heart Beef" campaign.
The Beef Buzz is a regular feature heard on radio stations around the state on the Radio Oklahoma Network- but is also a regular audio feature found on this website as well. Click on the listen bar below for today's show- and check out our archives for older Beef Buzz shows covering the gamut of the beef cattle industry today.
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