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Agricultural News


There's a New Expert in Town and His Name is Chuck- NCBA Formally Launches Chuck Knows Beef

Mon, 04 Mar 2019 12:15:15 CST

There's a New Expert in Town and His Name is Chuck- NCBA Formally Launches Chuck Knows Beef


Alisa Harrison is senior vice president of global marketing research for the National Cattlemen’s Beef Association and has been working with Beef Checkoff dollars to help roll out the industry’s newest consumer outreach project, Chuck Knows Beef - a digital beef expert powered by Google artificial intelligence. Chuck can be accessed by consumers via computer, smartphone or smartspeaker for advice and information on all things beef. Harrison spoke with Radio Oklahoma Ag Network Farm Director Ron Hays recently about Chuck and how he can help promote beef in the marketplace.


“It’s interactive so you can verbally ask it questions about beef, how to cook it, what the cuts are and even a lot of the production questions that consumers have today,” Harrison said explaining Chuck’s various functions.


Chuck underwent a “soft launch” last year in October and was “hard launched” on March 1st. Harrison explained the necessity of the soft launch, clarifying that artificial intelligence - in order to work properly - learns as it grows. Allowing it time to operate live and the opportunity to interact with users, she says, has given NCBA time to make tweaks and fine tune the program to ensure Chuck is answering questions properly. Since that October launch, feedback from both consumers and producers has been largely positive. Harrison asserts that today’s consumer, particularly the industry’s target demographic the Millennial generation, wants and is consuming and seeking information in this manner. She points out that currently, 15 million smartspeakers such as Alexa and GoogleHome are already being used in the marketplace.


“It really is the wave of the future, it’s the way people want information and we’re proud we are the first commodity promotion board out there to have this kind of technology out there for consumers,” she remarked. “We hope its going to sell more beef and make customers a lot more confident in cooking beef.”


Listen to Harrison and Hays talk more about Chuck Knows Beef and how the beef industry is on the forefront of this new technology in consumer marketing, on today’s Beef Buzz - brought to you by the American Angus Association. America’s breed.


The Beef Buzz is a regular feature heard on radio stations around the region on the Radio Oklahoma Network and is 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.



   




   

Hear Harrison, Hays talk more about how Chuck Knows Beef is revolutionizing beef promotion below.
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