Oklahoma Farm Report masthead graphic with wheat on the left and cattle on the right.
Howdy Neighbors!
Ron Hays, Director of Farm and Ranch Programming, Radio Oklahoma Ag Network  |  2401 Exchange Ave, Suite F, Oklahoma City, Ok 73108  |  (405) 601-9211


Agricultural News

Traditional Beef- Beef You Can Count On

Wed, 05 Jan 2011 7:26:29 CST

Traditional Beef- Beef You Can Count On

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.


Ron Hays Beef Buzzes with Tracy Chapman of Just Ask a Woman.
right-click to download mp3


WebReadyTM Powered by WireReady® NSI


Top Agricultural News

  • Feeder Steers Lower, Feeder Heifers Steady, Steer and Heifer Calves Unevenly Steady at Oklahoma National Stockyards on Monday  Tue, 04 Oct 2022 05:49:11 CDT
  • Feeder Steers Steady to Higher, Feeder Heifers Higher at Joplin Regional Stockyards on Monday  Tue, 04 Oct 2022 05:41:17 CDT
  • Winter wheat Planted in Oklahoma and Kansas Behind Last Year and the Average Due to Dry Conditions  Mon, 03 Oct 2022 16:12:30 CDT
  • Oklahoma Grain Elevator Cash Bids as of 2 p.m. October 3, 2022  Mon, 03 Oct 2022 15:35:52 CDT
  • Cost-Share Program Proposal Unanimously Approved by Commissioners of the Oklahoma Conservation Commission  Mon, 03 Oct 2022 15:34:44 CDT
  • October 3, 2022, Market Wrap-Up with Justin Lewis  Mon, 03 Oct 2022 14:50:03 CDT
  • Voter Registration Deadline Approaching for November 8 Election   Mon, 03 Oct 2022 13:16:49 CDT
  • 2023 Cattle Industry Convention Registration Now Open   Mon, 03 Oct 2022 12:37:51 CDT

  • More Headlines...


    Ron salutes our daily email sponsors!

    Oklahoma Beef council Oklahoma Ag Credit Oklahoma Farm Bureau National Livestock Credit Ag Mediation Program P&K Equipment Oklahoma City Farm Show Union Mutual Stillwater Milling Oklahoma Cattlemen's Association KIS FUTURES, INC.


    Search OklahomaFarmReport.com

    © 2008-2022 Oklahoma Farm Report
    Email Ron   |   Newsletter Signup   |    Current Spots   |    Program Links

    WebReady powered by WireReady® Inc.