Beef Industry Needs to Understand and Respond to Today's Female ShopperTue, 04 Jan 2011 6:36:37 CST
A study that has received virtually no publicity offers some powerful ideas about today's female shopper and how she perceives the beef produced here in the United States. Intervet/Schering-Plough Animal Health commissioned a study this past year that was conducted by a leading women's marketing company, "Just Ask a Woman," on women's beliefs and behaviors related to beef.
Just Ask a Woman reports that women are the most powerful shoppers, buying or influencing nearly 85% of everything sold. In today's society, the beef industry is under attack in a very public way, and despite the fact that beef producers (actually beef farmers is a better term, according to Tracy Chapman of Just Ask a Woman) are working to provide the highest quality and variety of beef products, the challenges are very real from anti-agriculture activists, popular "story tellers" and confusing labels. Just Ask a Woman contends that "these negative influences rally the power of the media, including the celebrity community, to devalue the beef we produce and sell."
Today's Beef Buzz is part one of a conversation that I had with Tracy Chapman of Just Ask a Woman about this study and what today's female shopper is thinking about beef. She spoke this past fall at the Texas Cattle Feeders Association annual convention in Oklahoma City.
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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