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


Consumer Priorities Can Change, But These 3 Things Never Fall Off the List - Taste, Flavor, Juiciness

Fri, 12 Apr 2019 10:18:42 CDT

Consumer Priorities Can Change, But These 3 Things Never Fall Off the List - Taste, Flavor, Juiciness


Mark McCully is vice president of production for Certified Angus Beef, arguably the gold standard when it comes to branded beef programs. However, he admits at one time, there was some discussion about whether or not to lower the brand’s standards enough in order to get more cattle into the CAB program and meet consumers’ growing demand for the product. In the end though, he says the decision was made to stay the course and looking at how things turned out today - it has paid off.


“There was a time in our shop when we continued to see a little bit of a trend downward and we were having that discussion of at some point, do we need to lower the standards to get more supply? That’s not the conversation we’re having today,” McCully said. “In fact, there’s been such a great response - we’re having discussions on how to tighten up some of the consistency specs in our product to make it an even better premium experience to the end user.”


Even since that critical decision was made though, the consumer has continued to evolve and over time has changed. Today, consumers are seeking more information about their food, wanting to know how it was produced, where it came from, etc. McCully says this is of course something that CAB takes seriously and assumes responsibility for when marketing to their consumer base. However, he says key to the brand’s success still stands on its foundation and can not be divorced from it.


“We can call it ‘beef… with adjectives.’ We definitely see this. All these things we can put on these programs… The one thing we consistently hear though, is that the consumer is not willing to back up on taste, flavor and juiciness. They still want those things,” he said. “We have to keep the foundation of this great thing we’ve created. But now we have to add those additional assurances - all things we know are truly happening and so we take on a little more responsibility to help communicate that story and continue to elevate that trust and assure the consumer that product, those cattle, were handled in an way that aligns with their values.”


Listen to McCully speak about consumer priorities and how CAB works to meet those, with Radio Oklahoma Ag Network Farm Director Ron Hays, on today’s Beef Buzz.


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.



   




   

Listen to McCully speak about consumer priorities and how CAB works to meet those on today's show.
right-click to download mp3

 

WebReadyTM Powered by WireReady® NSI

 


Top Agricultural News

  • Todd Wilkinson to U.S. Senate Committee: American Beef is Climate Change Solution  Fri, 18 Oct 2019 16:19:23
  • Protein Plays an Essential Role in Global Nutrition  Fri, 18 Oct 2019 16:12:22
  • OSU's Janeen Salak-Johnson Tells Cattle Producers Being Open to Doing Things Differently Can Save an Industry  Fri, 18 Oct 2019 15:02:45 CDT
  • Atop the RON Rural Soapbox - Former Secretary John Block  Fri, 18 Oct 2019 06:45:39 CDT
  • Thursday Market Wrap-Up with Justin Lewis  Thu, 17 Oct 2019 22:45:56 CDT
  • OSU's Glenn Selk Talks about how Your Hay Quality can Affect Your Supplementation Strategy  Thu, 17 Oct 2019 20:32:24 CDT
  • American and European Equipment Manufacturers Call on Governments to Negotiate on Trade  Thu, 17 Oct 2019 20:21:03 CDT
  • Dunn, Conaway: USDA Research Developments Remain Top Priority  Thu, 17 Oct 2019 20:16:58 CDT

  • More Headlines...

       

    Ron salutes our daily email sponsors!

    Oklahoma Ag Credit Oklahoma Farm Bureau National Livestock Credit P&K Equipment Tulsa Farm Show AFR Insurance Stillwater Milling KIS FUTURES, INC. Oklahoma Cattlemen's Association

    Our Road to Rural Prosperity sponsors!

    Banc First OPSRC ORWA

    Search OklahomaFarmReport.com


       
       
    © 2008-2019 Oklahoma Farm Report
    Email Ron   |   Newsletter Signup   |    Current Spots   |    Program Links

    WebReady powered by WireReady® Inc.