NCBA's Head of Market Research Rick Husted Talks Consumer Perceptions of Beef and Beef ProductionWed, 03 Jul 2019 10:24:59 CDT
In June of this year at the Beef Improvement Federation Conference held in South Dakota, National Cattlemen’s Beef Association’s Vice President of Strategic Planning and Market Research, Rick Husted, presented on the large body of research his organization has conducted to better understand today’s consumers and how to effective market beef to them. Husted explains that this extensive research through focus groups and quantitative work has led to many of the strategies we see in place today including the refreshed Beef. It’s What’s for Dinner. brand and its consolidated companion website - a one-stop-shop for all things beef.
These and other strategies were developed based on the key positives that have been identified by NCBA’s research efforts which Husted says possess the most leverage in appealing to consumers and persuading their purchasing decisions. Among those, he says producer perception is first and foremost the most important aspect of the beef business used to market to consumers.
“That is something we understand how consumers think about and how to take action, develop promotions, messages, etc.… to really drive home the positives around beef production,” Husted said, adding to that list beef’s protein content and nutritional value. “Lastly, the thing we leverage most of all is the sheer pleasure - the taste of beef. Consumers love beef and we want to make sure we don’t ever let them forget how great beef is. And, we do this by maintaining focus on these three through the Beef. It’s What’s for Dinner. brand.”
The research is useless, though, without effective execution in utilizing that information gleaned. Husted explains that with targeted marketing, the beef industry can communicate directly with the consumers most interested in beef and with the most buying power based on what the research has told them. The industry’s main target audience at present is older Millennial parents, a segment of the consumer population reaching 90+ million. Broader demographics are marketed to as well including the general consumer population - persons 24 to 44 years of age. In addition, the industry also works with key influencers such as dieticians, physicians, retailers and food service operators who are engaged to help promote the true nutritional benefits of beef as part of a healthy diet.
Learn more about the research and marketing efforts of the beef industry by listening to Husted talk more on the subject 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.
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