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Agricultural News

Digital Marketing Key Ingredient for Beef Checkoff to Reach Millennial Generation

Tue, 14 Apr 2015 12:53:57 CDT

Digital Marketing Key Ingredient for Beef Checkoff to Reach Millennial Generation

The strategic shift moving from print advertising to digital promotion by the national beef checkoff goes hand-in-hand with targeting millennials. Cattlemen's Beef Board Chief Executive Officer Polly Ruhland said this an essential generation to target when it comes to the future of beef demand.

With a shrinking U.S. cowherd and checkoff resources, Ruhland said the producer leadership had to decide a couple of years ago if they would continue to advertise to the masses or focus on a single audience. In looking at market research, she said millennials. were the generation of choice. Ruhland said they are the biggest generation, they are parents that are raising future food consumers and millennials are five times as likely to share their eating experiences, than generation "x" or the baby boomers.

"We know millennials are on social media, they are taking pictures of their meals, they are enthusiastic about food, Ruhland said. "All of those things are factors that made us decide to focus on the millennials as far as beef marketing goes."

Radio Oklahoma Network Farm Director Ron Hays featured Ruhland on the Beef Buzz feature. Click or tap on the LISTEN BAR below to listen to today's Beef Buzz.

While consumers of all ages enjoy a good steak, the beef industry is working to get millennials to think about beef as an ingredient. Ruhland said millennials, like a lot of consumers, are working to stretch their dollar. With six to eight ounces of beef, she said they can feed their family by combining beef with a grain or a pasta, so they can stretch their dollar and still serve beef. Further she said millennials can get more creative with their dishes.

"So, beef as an ingredient lends itself to a lot of ethnic flavors that millennials love," Ruhland said. "A lot of different kinds of interesting ways to use beef because they are always looking for that new flavor, that fresh flavor, that's not something they had yesterday."

The national beef checkoff recently launched the 30 Day Protein Challenge. Ruhland said 30 grams of protein is about the amount of protein the body can digest in one meal. She said eating a steady amount of protein through the day can help consumers remain fuller, regulating blood sugar levels, while helping build muscle and reduce body fat. To learn more about the 30-Day Protein Challenge by clicking here. There you can sign up to receive daily inspirational emails, tools to succeed and beefy recipes.

Ruhland has been featured recently on other Beef Buzz segments:

Cattlemen's Beef Board Using Science to Fight Dietary Guidelines Proposal, click here.

Beef Checkoff Touching Consumers Through Engagement, click here.

The Beef Buzz is a regular feature heard on radio stations around the region 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 Polly Ruhland, CEO of Cattlemen's Beef Board
right-click to download mp3


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