1:15 pm – 3:00 pm
MA 201 - New Products – NCBA’s Key Account Managers – Natalie Carter, Susan Clark, Bobbi Monroe, Maureen Riley, Derek Toman, Julie Tully

Beef College educates retailers

The National Cattlemen’s Beef Association (NCBA) has created a hands-on training program for the retail industry employees who lack the knowledge of how to inform customers about beef. The training is designed to educate retail meat department employees on cooking and selling a variety of cuts of beef.

The Beef College was developed by NCBA in response to retailer demand for more information. The classes are held on an as-requested basis.

The New Products session at the Cattlemen’s College on Jan. 29, gave a brief overview of what the Beef College does for retailers. "Beef College graduates are better equipped to address consumer questions and concerns accurately, hopefully increasing beef sales," said a representative from NCBA.

Presenters emphasized that the beef and retail industries’ goals are the same to meet the consumers’ needs and get them to buy beef.

Natalie Carter, a field representative for NCBA, said that the problem with consumers is they become confused when shopping for beef. "They don’t have time, nor do they want to learn about cuts or about cooking," Carter said.

The session emphasized the changing consumer, giving examples comparing the consumers from the past to the consumers at the present. Yesterday’s consumer was primarily female, with the majority of who worked at home. Today’s consumer is still primarily female, but the majority, up to 60%, work outside the home. They want to satisfy their families, but don’t have as much time. They need simplicity and convenience in meal preparation.

Presenters also mentioned the changing consumer. Consumers are getting older, and older adults like to eat at home, and like to eat more beef. Minority consumers are also on the rise, with Hispanics making up a majority of minorities in the United States. Retailers need to tailor their merchandise at the beef case to these different groups.

A few statistics on consumers were shared with the audience:
• Approximately two-thirds of all dinner decisions are made the same day.
• One out of three consumers say their lack of cooking knowledge stops them from buying beef.
• 41% of consumers under the age of 25 said their lack of cooking knowledge kept them from buying certain cuts of steak.

If consumers can’t find the cut of beef they are looking for:
• 40% will buy a different cut of beef
• 33% buy a different meat
• 15% won’t buy meat at all

Beef accounts for 40% of pounds sold and 50% of dollars made at the retail level. Beef College helps by educating the meet manager and staff on how to communicate and sell to the customer.

-- Stephanie Veldman