Beef’s leanness, ease of preparation seen as key marketing methods | TSLN.com

Beef’s leanness, ease of preparation seen as key marketing methods

Providing strong messages about beef’s lean attributes and easy ways to prepare it are key ways for the beef industry to reach consumers, according to consumer research presented at the recent summer conference of the National Meat Association (NMA). Patti Brumbach, executive director of the Washington State Beef Commission, presented the checkoff-funded research at the meeting, held in Bellevue, WA.

Messages about beef as a source of “lean protein” resonate particularly well with consumers. She also said consumers indicated they are looking for sources of lean protein every time they shop.

Another good marketing technique is showing ways to make beef preparation convenient, given that 80 percent of dinners are now prepared in 20 minutes or less. Brumbach also said individual portions are increasingly important, since consumers now eat more in shifts than together as a family.

Research also found that while consumers are interested in products that they consider created with sustainable practices, they have very little knowledge of how beef gets from the pasture to the plate. She said 81 percent of consumers surveyed said they knew little or nothing about the beef industry – and she warned the industry must be careful not to let other interests fill in that information void.

She also reminded the NMA members about the basics of taste, safety and quality. She said consumers rated taste as their main concern, followed by good value, safety and consistency of quality.

Providing strong messages about beef’s lean attributes and easy ways to prepare it are key ways for the beef industry to reach consumers, according to consumer research presented at the recent summer conference of the National Meat Association (NMA). Patti Brumbach, executive director of the Washington State Beef Commission, presented the checkoff-funded research at the meeting, held in Bellevue, WA.

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Messages about beef as a source of “lean protein” resonate particularly well with consumers. She also said consumers indicated they are looking for sources of lean protein every time they shop.

Another good marketing technique is showing ways to make beef preparation convenient, given that 80 percent of dinners are now prepared in 20 minutes or less. Brumbach also said individual portions are increasingly important, since consumers now eat more in shifts than together as a family.

Research also found that while consumers are interested in products that they consider created with sustainable practices, they have very little knowledge of how beef gets from the pasture to the plate. She said 81 percent of consumers surveyed said they knew little or nothing about the beef industry – and she warned the industry must be careful not to let other interests fill in that information void.

She also reminded the NMA members about the basics of taste, safety and quality. She said consumers rated taste as their main concern, followed by good value, safety and consistency of quality.

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