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

advertisements
   
   
   
   
   
   
   
   

Agricultural News


Not Just a Fad - Producers May Find Opportunities in Consumer Trends

Thu, 07 Jul 2016 15:31:38 CDT

Not Just a Fad - Producers May Find Opportunities in Consumer Trends Trends in the food business affect people far beyond restaurant diners and retail shoppers. They reach back to the farm and ranch to shape the way food is produced, keeping consumer demand for high-quality, sustainable beef top of mind in the country.


At the National Restaurant Association (NRA) trade show in Chicago this spring, exhibition halls were filled with chefs, culinary and other professionals, ranging from food to beverage, packaging to cookware.


Midan Marketing, which encompasses the food chain from gate to plate from offices in North Carolina and Chicago, shared five beef demand trends noted at the show:


1. Trust and transparency are tops
2. Local is trendy, but fuzzy
3. The Story matters
4. Premium is in
5. Fat is back


“There was a clear theme that attendees were seeking regional or local products, sustainable products and transparency between producer and consumers,” said Steve Hixon, account management director for Midan. Trends were identified from topics in common among exhibitors and presenters throughout the show, he explained.


Some of the biggest changes Hixon noticed were increased demand for added value - both in terms of processing and high-quality beef - and more desire for transparency from producers.


“Cattleman should really see that as an opportunity to do a better job of adding value to the cattle they’re producing by doing simple things,” said Mark McCully, vice president of production for Certified Angus Beef LLC (CAB). “Sometimes we look at these things as cattleman and maybe get a little overwhelmed at, ‘What does the consumer fully want to understand?’”


The answers are simple though, he said.


“There are some basic things that I think the market will start rewarding as it relates to source verification, some documentation of animal care, antibiotics, stewardship and those sorts of things,” McCully said.


Those components combine to create the producer’s “story.”


Hixon said producers at the show who stood out in telling their story demonstrated being “genuine and transparent. No smoke and mirrors but complete openness to the process and the distribution.”


“Small farmers should focus on their niche,” he said. “Don’t expect to consume the whole pie. Capture your piece and do it well.”


And they should not feel intimidated competing with larger producers, either. Using the power of social media to reach consumers gets your voice heard, Hixon said.


Combining clear channels of communication with a quality product leads to the top, McCully said, noting that has long been the recipe at CAB.


“It’s kind of the cornerstone of how this brand was built,” he says. “It is understanding that at the end of the day, the consumer still wants a consistently great eating experience and quality products.”


Most cattlemen know some basics of what consumers want, but as trends like the top five from the NRA show become more apparent, McCully said it’s time to think about how to fit those into management and marketing today.


   

 

WebReadyTM Powered by WireReady® NSI

 


Top Agricultural News

  • Oklahoma Grain Elevator Cash Bids as of 2 p.m. Friday, October 22, 2021  Fri, 22 Oct 2021 15:19:14 CDT
  • Friday, October 22, 2021, Market Wrap-Up with Justin Lewis  Fri, 22 Oct 2021 15:15:18 CDT
  • Labor Shortages are the Root Cause of Stagnant Cattle Prices Says Justin Benavidez  Fri, 22 Oct 2021 13:14:24 CDT
  • OSU Inks Head Football Coach Mike Gundy to New Contract  Fri, 22 Oct 2021 13:11:06 CDT
  • Dairy Management Inc. 2020 Annual Report Available Online  Fri, 22 Oct 2021 12:40:03 CDT
  • Sign Up Now for the 2022 National Farmers Union Women's Conference  Fri, 22 Oct 2021 12:33:48 CDT
  • OSU Agriculture Honors Distinguished Group During Ceremony  Fri, 22 Oct 2021 11:54:25 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 Tulsa Farm Show Union Mutual Stillwater Milling Oklahoma Cattlemen's Association KIS FUTURES, INC.

       
       

    Search OklahomaFarmReport.com

    © 2008-2021 Oklahoma Farm Report
    Email Ron   |   Newsletter Signup   |    Current Spots   |    Program Links

    WebReady powered by WireReady® Inc.