Agricultural News
Traditional Beef- Beef You Can Count On
Wed, 05 Jan 2011 7:26:29 CST
Tracy Chapman is a consultant working for a group called "Just Ask a Woman" and they have recently completed a study of today's female consumers in the US- and their beliefs and behaviors related to beef.
Chapman says that the US beef cattle industry needs to adjust its thinking and language to meet today's female shopper where she is at. Chapman calls it "rethinking your business in their terms." One of the key changes that the US cattle industry should consider is to develop a name that invokes trust with the consumer for what we might call conventional beef. This is the vast majority of beef that is produced here in the United States using modern production practices and technology. Chapman doesn't like the term conventional- but suggests the concept of Traditional Beef- Beef You Can Count On.
We explore what she means by this in today's Beef Buzz.
Chapman says there are three emotional pillars that support the idea of Tradional Beef. The first of those is that traditional beef- beef you can count on- is raised by cattle farmer families- families that can be trusted. The second pillar is all about safety- beef that is certified by USDA and FDA for safety. The third pillar involves what she calls "freedom of choice." This involves shoppers having the right to buy what works for their families at every price range.
Chapman adds that the study shows that the typical female shopper currently considers what the industry calls conventional beef as "regular beef" in contrast to organic or natural products. She believes that rebranding it as "traditional beef" allows the consumer to invoke memories of growing up and enjoying beef as a part of family occasions. Chapman contends that consumers respect the role of the cattle farmer families who have evolved best practices over decades for the best quality beef. She adds that Traditional Beef offers dependable flavor and variety- adding that women are accustomed to having a wide selection at the meat case including price, cut and type. These women want to keep a range of choices.
For more information about this study, you can contact Intervet/Schering -Plough Animal Health by emailing them at beef@intervet.com.
Today's conversation with Tracy Chapman is part two of our two day look at this study conducted by Just Ask a Woman. Click here for yesterday's report which was Part One.
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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