Demand Strategies
Understanding beef’s consumer and checkoff programs.
SAN ANTONIO, Texas (Feb. 6, 2015) — Polly Ruhland, CEO of the Cattlemen’s Beef Board, kicked off a beef checkoff update session at the 2015 Cattle Industry Convention in San Antonio by asking attendees to consider one powerful question: “Why?”
She noted, “Everyone knows what they do. Some know how their organizations work. But few [take time to] know why they do what they do. What’s your purpose? Why do you get out of bed in the morning?”
She went on to share a short video clip from a TED talk by Simon Sinek that highlighted the importance of identifying and understanding “why” to business and organization success. Sinek essentially explains that the most successful companies – such as Apple – have surpassed their competitors because of their focus on “why” they are in business. (Watch the TED talk here: https://www.youtube.com/watch?v=sioZd3AxmnE)
Ruhland added that “making money” is a result people want from what they do, but for most in the cattle industry preserving their business and passing their land and life’s work on to the next generation is truly their “why.”
To that she said, “We [the Beef Board] are here today to bring more beef eaters into the environment. Why? To preserve your business for future generations.”
Ruhland then asked who in the audience believed the beef industry’s future lies in the hands of the populous ages 19 to 36 living in metropolitan areas like Los Angeles, New York and Beijing? She responded, “I do. Your future rests in the hands of a 22-year-old in LA….without whom we [the beef industry] could not survive.”
She added, “Consumers truly hold your future in their hands.” She encouraged those serving on checkoff committees to keep this in mind as they met and worked with committee members to help establish a long-range plan for beef checkoff programs.
To further emphasize the role of consumers, Ruhland highlighted insights from the Industry Scan report — the continued need for educating consumers about beef nutrition with a foundation of sound science; designing beef messages and products to reach the key beef consumer audience of older millennial parents; and continuing to focus on providing the best quality of beef, especially in these times of higher retail prices.
Ruhland said as global desire for U.S. beef has hit an all-time high, “the global marketplace is something the American beef industry should pursue aggressively.”
To speak to the interest in beef by global consumers, Homero Recio, president and chief operating officer of meat export company Agri-West International, provided an overview of trends being seen around the world.
He noted that flavor is a big trend, saying, “The world loves the flavor of U.S. beef, and consumers around the world are enjoying experimenting with flavors from around the world.” He cited Asian, Middle Eastern and other cultural flavors as examples.
Recio shared that growth of the middle class around the world — particularly in Asia — is helping boost people’s ability to buy beef. As examples of efforts to supply the increasing demand for lean beef, in Japan high-end steak houses, Japanese restaurants, and even take-out meals are emerging featuring a variety of beef cuts for diners.
Recio also provided updates on consumer trends in Hong Kong and Mexico as places where more opportunities for beef sales are expected over the next few years. He concluded, “Clearly, export markets will be a big part of your [American beef’s] future.”
As those in attendance prepared to spend the afternoon in checkoff committee meetings, Ruhland stated, “Our direction and strategy is up to you."
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