Checking in on the Beef Checkoff - Checkoff Marketing Efforts Dispel False Claims About Alternative ProteinsTue, 30 Jul 2019 11:26:40 CDT
In this week’s edition of Checking In on the Beef Checkoff - Radio Oklahoma Ag Network Farm Director Ron Hays is joined by Heather Buckmaster, executive director of the Oklahoma Beef Council. During their visit, Buckmaster talked about the growing presence of alternative protein products and how that has played into the Beef Checkoff’s marketing efforts. Listen to Buckmaster and Hays full conversation by clicking or tapping the LISTEN BAR below at the bottom of the page.
As awareness of alternative protein products has grown, one tactic has been utilized by the companies promoting those products. In their own advertising, these companies have disparaged conventionally produced meat products like beef. By law, the Beef Checkoff can not market or promote beef by disparaging other products. However, according to Buckmaster, the Checkoff can correct misinformation about beef and promote its many benefits.
“And that’s exactly what we’re doing,” she said, citing Checkoff-funded consumer research which disproves some of the claims alternative protein companies are making. “Regarding consumer attitudes about meat alternatives, consumers consider beef one of the very best sources of protein - actually the best source. Plant-based and lab-grown alternatives are ranked much lower.”
So, while there is interest in some of these substitutes, research shows that those who have tried them, did so while continuing to enjoy beef.
“In other words, very few if any are replacing the beef they have with substitutes,” Buckmaster said. “So, on a state and national level, the Beef Checkoff is leveraging the iconic Checkoff-funded “Beef. It’s What’s for Dinner.” brand to tell a story of real beef and the people who produce it and we believe these efforts help address our alternative choices.”
Learn more about the Checkoff’s marketing efforts or for more stories about what your Beef Checkoff is doing, visit www.oklabeef.org.
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