NCBA's Alisa Harrison Explains Why Checkoff Research is so Critically Important to the Beef IndustryWed, 06 Mar 2019 14:26:42 CST
In a recent conversation with Radio Oklahoma Ag Network Farm Director Ron Hays, National Cattlemen’s Beef Association Senior Vice President of Digital Marketing and Research Alisa Harrison explained why marketing research is so critical to the continued success of the beef industry and how funding through the Beef Checkoff makes that research possible.
“The research the Checkoff funds is critically important in making the case in our consumer marketing,” she said. “We are held to higher standard than maybe other places that consumers can get information. So, we have to make sure that our information is science-based, factual and peer reviewed.”
For example, consumers are constantly confronted by the anti-animal agriculture agenda with messaging that attempts to instill consumers’ distrust of the beef industry, bringing into question its environmental impact and sustainability. Harrison says the Checkoff has worked to refute these claims, funding research proving the value that the beef industry generates to unusable land and resources that would otherwise go to waste - what some call “upcycling,” or making good use of resources of little to no value to create something of high-quality. Harrison says the Checkoff has invested in similar studies investigating the safety and nutritional value of beef as well. She says this research has helped to significantly strengthened the industry’s position when opposition groups attack modern production practices.
“We have to go and create those proof points and do the research and have it scientifically per reviewed and go through the normal scientific process, so we can have credibility with people in the government, non-governmental organizations and certainly with the consumer,” she said. “And, we’re starting to see that pay off.”
Listen to Harrison and Hays discuss the necessity of science-based research and the Checkoff’s role in that, 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.
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