Oklahoma Ranch, Reasor's Groceries, CAB Tell the Story of BeefTue, 27 Aug 2013 12:46:37 CDT
More than ever, consumers want to know where their food comes from. That's why Certified Angus Beef and Reasor's grocery chain have set out to tell the story of beef from farm to meat counter.
"Last year we started to work with Reasor's to create an advertising campaign that would feature Oklahoma Angus ranchers and make the tie to consumers who want to know more about where their product is from and really share the story that Reasor's is proud to feature the high-quality product that they do," says Tara Adams with Certified Angus Beef.
"There's not a lot of consumers that come out to the ranch and see how we raise the animals," says Sam Buford of Buford Ranches in Welch, Oklahoma. "And, so, they're looking at the end product, not necessarily what we're doing out in the country.
The personnel had the opportunity to see life on the ranch firsthand.
"We're bringing out a lot of our people who work on the fresh side of our business," says Jeff Reasor, chairman and CEO of Reasor's Groceries. "Also, obviously, within the meat department, we're bringing them out so they can understand the program from the ground up. So, they see it all the way from the people who are raising these cattle and how they're cared for and how it's processed all the way through to our store when it comes in our back door and how we take it and market the product in the store all the counter and all the way to the consumer until they leave the store."
For consumers with questions about the origin of their food, Certified Angus Beef, Reasor's grocery chain, and the Buford family have answers.
"It's really important to make this connection because consumers today are asking more than ever where their product comes from," Adams says. "They have a growing desire to learn that. And so, really, by utilizing our retail partner who is the connection to the consumer to help to tell the positive story of family ranching that happens not only in Oklahoma, but really across the country. It's a really important role for all of us in agriculture to tell that story."
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