New Study Shows Consumers Prefer Beef as COVID Keeps Them at HomeThu, 17 Dec 2020 16:22:56 CST
A recent study of Covid-19ís impact on consumersí behaviors indicates they are choosing beef more often than before the pandemic.
Clay Burtrum, Stillwater, Okla., rancher and vice chairman of the Federation of State Beef Councils, talks about that study on todayís Beef Buzz.
Weíve seen that consumers intent to eat beef weekly increased from 67 percent to 72 percent compared to 2019, Burtrum said.
The study was conducted by the NCBA to help understand the impact of Covid-19 on consumers.
The good news is that consumers are choosing beef more often as they eat at home, he said.
The Oklahoma rancher has also been part of the 20-member operating committee that makes decisions on where to place the beef checkoff dollars.
The holiday season has become a prime time to push the good news about beef to consumers.
One thing we rolled out in 2019 was the beef drool log video with a rib eye roast turning over an open flame, Burtrum said.
A constant theme is Beef, itís whatís for the holiday dinner.
Another holiday promotion used this year was running beef ads on the Hallmark TV holiday channel.
This was the first time on TV since 2003, Burtrum said.
Itís just a limited holiday broadcast to have a broader reach with our consumers this holiday season, he said.
We see ribeye roasts and tenderloin roasts popular now as more than 56 percent of our tenderloin and strip roast sales occur in December, Burtrum said.
A majority of the viewers of the Hallmark channel are women age 18-49 and 25-54, and these are our consumer targets during this time, Burtrum said.
This was a huge value and opportunity for us, he said.
Click on the LISTEN BAR below to hear more of Ronís interview with Clay Burtrum.
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 todayís show and check out our archives for older Beef Buzz shows covering the gamut of the beef cattle industry today.
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