"Credence Attributes" Prove There is More Than Meets the Eye When It Comes to Marketing BeefWed, 31 May 2017 09:56:17 CDT
Consumers want to know more about what they’re buying, and certainly what they’re eating. There’s a term for what they want to know.
“Credence attributes are those things that a consumer, when she picks up a product in the meat case, that she can't necessarily determine with a naked eye,” said Leann Saunders, of Where Food Comes From Inc. “It moves beyond price and packaging and color of product to things like how are the animals treated, what was the environmental impact. All of those questions that consumers have today about how their food was grown and how it gets to them.”
To watch a video clip featuring Leann Saunders, of Where Food Comes From Inc., on how she aims to help cattlemen get the most for their cattle through verified programs, by clicking or tapping the PLAYBOX below.
Ninety-five percent of people being removed from agriculture has increased demand for the full story, to the point that buyers will pay more for it. That gives producers a chance to put more dollars in their pockets.
“The great opportunity today we have in the beef industry is consumers want choices and they want transparency and they want information,” she said. “So, there isn't one size fits all, so that provides great opportunity for each producer to really look and say, ‘Okay, what do I want to do?’”
As a baseline, Saunders says proven, quality genetics are essential. Then it’s about record keeping and opportunities to build.
“You want to look at more standardization and more quality around those genetics over time, Saunders explained. “You need to look at vaccination protocols and predictability around vaccination programs and animal health. And then you start to look at things like source and age verification and using electronic identification that means something to the buyers upstream. Then if you want to continue to add attributes you can over time.”
Ranchers already have a good story to tell. At the end of the day, those added dollars come from thinking beyond the ranch.
“It's absolutely critical today that, as we're producing product at different segments in the supply chain, so if I'm a cow/calf, that I'm always thinking about the demands of the consumer. Because we're a segmented supply chain, we have to know what they want in order to deliver. They don't have to buy our product. They can buy other products,” concluded Saunders. “It's really important to be focused on their wants and their needs and how they change over time.”
Source - Certified Angus Beef
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