Beef Buzz News
Clay Burtrum, Chairman of Federation of State Beef Councils, Says They Are Focusing on Explaining Sustainability to Consumers
Wed, 12 May 2021 14:32:47 CDT
Sustainability is the key word Clay Burtrum, Stillwater, Okla., rancher and chairman of the Federation of State Beef Councils, is focusing on these days as cattle producers reach out to consumers.
Ron Hays Beef Buzzes With Clay Burtrum
Sustainability is very important and with this new administration it is a key topic and what people are wanting to hear, Burtrum said.
The Oklahoma rancher defines sustainability as the ability to maintain and he said producers have been doing this for many years.
As you look at what we do with our grazing operations and our animals as we continue to look at the ability to change and how we rotate our cattle, Burtrum said.
Connecting with consumers is a vital part of the messaging Burtrum and other cattle producers are focusing on today.
We have to continue to engage with them and we have to educate them on the land and the most wholesome nutritious protein we have out there, he said.
The federation has invested in that and we are putting more money behind the sustainability project.
The science of sustainability is relatively new, and we need to have the most accurate information, he said.
Burtrum said the state Beef Councils have launched a series of successful messaging projects during this past year.
We reached over 72 million consumers with the Hallmark TV ads during the Christmas holidays, he said.
The Daytona race “Beef It’s What’s For Dinner 300” reached 1.9 billion consumers and beef was at the center, he noted.
The very successful United We Steak campaign had over 1 million clicks.
The recently launched program focusing on beef in the early years of a child’s development is appealing to consumers, he said.
They are in the early stages of summer grilling season promotion and in Oklahoma they are putting emphasis on the nicely done beef billboard ads, Burtrum said.
Click on the LISTEN BAR below to hear more of Ron’s interview with Clay Burtrum.
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