Despite Consumers Growing Concern with Production Practices - Taste, Price, Convenience Still KingTue, 12 Jun 2018 10:09:19 CDT
Radio Oklahoma Ag Network Farm Director Ron Hays caught up recently with Shawn Darcy, director of market research for the National Cattlemen’s Beef Association on behalf of the Beef Checkoff. Darcy explained what today’s consumer looks like, how they think and how producers as an industry should approach their marketing strategy to most effectively reach them.
“The biggest highlight and the first thing to remember is that they are coming from a place of being very positive. Over three-quarters of people think that the beef industry is doing a good job or feel positive about that,” he said, but added. “At the same time, there’s been a growing trend of consumers wanting to know more information about how their food is raised.”
While people are becoming more concerned about how their food is made, Darcy explains that we are now beginning to see consumers soften their tones on the subject and realizing that they have a certain level of unfamiliarity with normal production practices that go on at the farm. Darcy says consumers are acknowledging that fact and are taking it into consideration when evaluating our food production system for themselves, which has created a learning opportunity in which the industry can reach out to consumers and educate them about beef. However, even with the strong emotional feelings tied to these issues, Darcy says consumers are ultimately motivated in their purchase decisions by baseline economic drivers.
“Taste, price and convenience are still king,” he said, but described the best strategy for overcoming consumer concerns regarding production. “The most important thing is highlighting the people that are involved in the process, whether it’s the ranchers, the operators, nutritionists, veterinarians… People matter to consumers and I think hearing those stories through whatever platform that might be - that resonates with consumers.”
Listen to Darcy and Hays discuss the behavioral profile of today’s beef consumer, 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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