International Markets, Millennial Generation Key to Certified Angus Beef Demand GrowthThu, 22 May 2014 16:32:53 CDT
International demand for Certified Angus Beef has continued to grow despite the domestic trend for a flattening growth curve. John Stika, president of Certified Angus Beef, spoke recently with Radio Oklahoma Network Farm Director Ron Hays and said the all important international market is only one target in the effort to continue to grow beef demand.
“The international market is a big part of our growth this year and it’s been interesting. Our retail numbers are fairly flat because of the relatively high prices we’ve seen on M cuts. While we’re up four to five percent as a program, a big portion of our growth this year is actually food service and it’s in the form of middle meats, steak items. International is growing as well and it’s been a big part of our ability to continue to drive this program forward even when we see our domestic retail business to be relatively flat.”
Stika said that his group is reaching out to the Millennial generation in an effort to increase domestic demand. He says the most current data shows “Millennials want to eat beef. They want to eat meat… While some consumers, year over year the last two years, have consumed less red meat, Millennials have increased their red meat consumption by 24 percent.
“What we see is the opportunity to take a population, that demographic of people who are open to consuming our product and honestly just refine and improve our communications message, our messaging to them about our production industry, about the benefits and attributes of certified Angus beef and beef in general. And we believe that this is an audience that is open to hearing the facts and the truth perhaps more than any audience we’ve had in front of us in the past and definitely today.”
Stika said that he is very confident that the Millennials are going to be very positive for beef consumption.
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