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Beef Buzz News

NCBA's Jennifer Houston Says USRSB Consumer Insights Pinpoint Key Issues Industry Must Address

Thu, 03 May 2018 10:35:09 CDT

The US Roundtable for Sustainable Beef met in Oklahoma City this week to continue its work on advancing and improving the level of sustainability within the US beef industry. Part of this week's program included a consumer panel, during which participants opened up about their purchasing habits, preferences, attitudes and concerns related to beef. President-elect of the National Cattlemen's Beef Association Jennifer Houston was there and shared her reaction to the panel's discussion with Radio Oklahoma Ag Network Farm Director Ron Hays.


"I think the biggest thing that jumped out at me is just the disconnect between terms we use and what the consumers' version of that term is," she said. "We've got to continue working on our side to talk in terms that they can understand and that they're familiar with."


Discussion during this panel hit a high-note when one question from the audience sparked some vigorous debate about the use of growth hormones in beef production. It became clear that most panelists were either outwardly hostile or at least suspicious of hormone use in cattle. Houston says that backs up what the industry already knows. She says that reinforces the need for the industry to collectively reach out to that segment of concerned consumers and educate them on why producers use the methods they do. Most importantly, Houston explains that those involved in the industry from producer to packer need to do a better job at simply telling their story. Boiling her strategy down, she says we must find new ways to reach consumers, use those channels to share the industry's story and speak to consumers in terms they understand.


"Market research is absolutely key, because no matter what we think as farmers and ranchers, if it doesn't resonate with consumers then we don't need to be doing it. We need to reassure them that they can buy (beef) and feel good about it," Houston explained. "I think they all said - 'If you as farmers and ranchers would buy it, eat it and feed it to your children, then we feel ok doing that.' I thought that was a really telling message to the credibility of farmers and ranchers."


Listen to Houston and Hays discuss her reaction to the debate that took place during the USRSB consumer panel focus group, 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.



   



   

Hear Houston and Hays' discussion on the debate that took place at the USRSB consumer panel right-click to download mp3

 

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