The Beef Checkoff's ultimate goal is to drive beef demand. To
effectively communicate beef's benefits to consumers, the Checkoff
first invests in research, which helps determine what trends and
perceptions are shaping consumer behaviors. From there, the
Checkoff can develop promotional programs that have a positive
impact.
LINCOLN,
Neb., June 20, 2024 /PRNewswire-PRWeb/ -- Each
year, the Beef Checkoff allocates funding for research –
research about product quality, safety, nutrition, sustainability
and finally, consumer behaviors and preferences. While all research
is integral to the beef industry's continued success, consumer
research helps the Cattlemen's Beef Board (CBB), the 99-member
organization that administers the Beef Checkoff program, invest
producer dollars in ways that will best drive beef demand.
Clearly, without consumer research,
investing Beef Checkoff dollars would be like going on a trip with
no destination or plan in mind and no roadmap.
"Much of our work on the CBB boils down to ensuring we're
promoting beef in ways that resonate with consumers," said
Jeri Hanson, of Comfrey, Minnesota, member of the CBB and the
Beef Checkoff's Consumer Trust and Evaluation Committees. "Years
ago, I learned that, to sell something, you must be passionate and
knowledgeable about your product, and perhaps even more
importantly, you must understand your customers. What are they
looking for? What do they need? What drives their behaviors? Those
same principles apply to the beef industry."
Without consumer research, the Beef Checkoff could only guess at
what today's consumers are looking for at the grocery store or on
the restaurant menu. There would be no insight about their shopping
habits, recipe trends or nutritional needs. By funding consumer
research, the Checkoff can obtain that data and reach out to people
from all walks of life with specific messages that encourage them
to purchase beef, whether it's for a family dinner at home or a
celebratory meal out on the town.
For example, during the summer grilling season, around 30
percent of all beef products are sold annually in the U.S. Recent
research says, however, that increasing food costs, a decreased
ability to save and a decline in consumer sentiment may cause
consumers to focus more on value in 2024 than in previous years.
While 96 percent still plan to grill this summer, they are more
likely to buy cheaper cuts like ground beef, use more coupons and
look for deals.
"That data tells us that it makes good sense to promote less
expensive beef cuts and develop new recipes for those cuts this
summer," Hanson said. "We've also taken that information and
distributed a press release on National Beef Burger Day and shared
recipes for "Beef on a Budget," along with grilling tips at Beef.
It's What's For Dinner.com."
Another summer grilling season promotion features Beef. It's
What's For Dinner's partnership with Little League baseball. As a
well-known, family friendly activity, Little League is a great
"brand fit" with Beef. It's What's For Dinner., and it hits on
known consumer demand drivers that the Checkoff has uncovered
research, like health, nutrition and convenience. The Little League
regional championships happen from June to August, right during the
heart of summer grilling season. Furthermore, this partnership will
allow the Beef Checkoff to communicate beef's benefits to one of
its core audiences – parents – in all 50 states.
Grocery shopping research also reveals that approximately 57
percent of consumers currently purchase at least some of their
groceries online. To reach those consumers, the Beef Checkoff has
initiated e-commerce partnerships with national grocery chains
across the U.S. Through these partnerships, the Checkoff's Channel
Marketing team can track a consumer from when they see a beef ad to
when they purchase beef, showing a direct return on investment. In
2023, every $1 invested in these
e-commerce campaigns resulted in $47
in beef sales, a tremendous ROI.
Other examples of Checkoff-funded research include a study about
evolving consumer behavior and preferences related to the growing
movement toward sustainability and environmental stewardship. That
research has led to promotions like "Rethink the Ranch," an
interactive map with links to stories about how beef producers are
implementing their own environmental efforts, as well as a video
series and a press release. There's also been a publicity push for
the Beef Quality Assurance program called "The Right Way Is the
Only Way" to show consumers how farmers and ranchers are caring for
their animals and their land.
"Clearly, without consumer research, investing Checkoff dollars
would be like going on a trip with no destination or plan in mind
and no roadmap," said Hanson. "By investing in consumer research,
we can uncover emerging trends, educate consumers and gain their
trust in beef, develop effective promotions and squeeze more from
every producer dollar. As a beef producer, I see research as key to
keeping the beef industry strong for future generations."
Media Contact
Lynette Von Minden, Swanson
Russell, 1 4024376457, lynettev@swansonrussell.com,
www.swansonrussell.com
Sarah Metzler, Cattlemen's Beef
Board, 1 3032209890, smetzler@beefboard.org, www.beefboard.org
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SOURCE Beef Checkoff