Senior Farm and Ranch Broadcaster, Ron Hays, is talking with the president of Certified Angus Beef, John Stika, about consumer research for CAB.
Stika said through research, he has learned that consumers like to use Certified Angus Beef as a centerpiece of celebration with family, friends, work colleagues, and more.
“We love to say that beef is the protein of celebration, and you know, as we see inflation, as we see, maybe the amount of money spent on going on family vacations this summer, we don’t know for sure, but in the recession, we saw consumers back off on some travel, and we might see that similarly here moving forward,” Stika said. “What we know is they still want to get together; they still want to celebrate family, and they want to celebrate important events.”
Beef is typically the focal point of a good meal between family, friends, and more, Stika said, so it is critical that a product is provided that meets those high expectations.
“We have just got to make sure we provide them with a product that doesn’t disappoint when they spend their hard-earned dollars on our products to again celebrate those special occasions, or again, just a great meal on a Wednesday night,” Stika said.
As beef cow numbers have been lower at the start of this year and supplies will be tighter, Stika said, these next few years will be an opportunity for CAB to drive equity in the CAB brand so that when supplies return to normal, the brand will have increased power and volume.
“End users and consumers alike will be able to benefit from that in the long haul,” Stika said.
The CAB program is going to continue to become more and more important, Stika said, as consumers continue to relate to brands that reflect their values. Consumers are interested in knowing more about the product they purchase at the store, Stika said, so in the next few years, he sees the gap becoming more narrow between producers and consumers when it comes to understanding how the product is made.
“It is going to continue to expand, and the most successful ones will be those that find a way to align with this evolving set of demands that consumers have,” Stika said.
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