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Beef Buzz News


NCBA Research Targets Education Message to Millennial Generation

Mon, 29 Jul 2013 12:29:24 CDT

NCBA Research Targets Education Message to Millennial Generation
The 2013 Oklahoma Cattlemen’s Association Conference and Trade Show is in the history books, but not before planting some seeds in producers’ minds.


Forrest Roberts, chief executive officer of the National Cattlemen’s Beef Association was the keynote speaker and he talked about today’s audience for beef products. He says it’s an audience that is a more skeptical than the audience of five or ten years ago. Radio Oklahoma Network’s Farm Director Ron Hays spoke with Roberts.   (Click on the LISTEN BAR at the bottom of this story to hear the complete interview.)


“If we look at some of our recent research it would suggest, when you look at all of agriculture, 49 percent of consumers feel that conventional agriculture is headed down the wrong track. So, as we look at how we build trust with today’s consumer-especially that of the Millennial Generation-they have a lot of questions about how that-especially in the beef industry-how that beef eating experience is actually produced.

“So they begin from kind of a sense of skepticism because they just weren’t raised with any knowledge about not only where their food comes from, but how it was raised. And so we’ve really tried to understand not how we talk at them, but how we created a dialog with them. And that’s an effort that we’ve been involved with in the beef industry not only directly within beef consumers, but also across all of today’s agriculture with an effort that we call the U.S. Farmers and Ranchers Alliance. So, we’re trying to balance both sides of that in our role not only in the beef industry, but also across all of today’s agriculture.”


Roberts said that there are a lot of people who are suspicious of corporate involvement when it comes to beef issues, but he thinks the NCBA has found a productive avenue-technology. He says the Millennial Generation is very comfortable with technology and showing them how technology is used to provided them with a safe, wholesome beef eating experience for them and their family, could help in the educational efforts directed at today’s beef consumer.



The Beef Buzz is a regular feature heard on radio stations around the region on the Radio Oklahoma Network- but is also 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.


   
   







Forrest Roberts talks with Ron Hays about reaching out to today's skeptical beef consumers.
right-click to download mp3

 

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