The Angus Journal is a monthly magazine known for in-depth coverage of American Angus Association programs and services; the Angus business; herd management techniques; and advertising reflecting genetics herd philosophies.
Issue link: http://angusjournal.epubxp.com/i/435083
W hat was a "trend" fi ve to 10 years ago has become mainstream today: The majority of consumers want to know where their food comes from and how it was produced or raised. Rick Husted, vice president of strategic planning and market research with the National Cattlemen's Beef Association (NCBA), a contractor to the National Beef Checkoff Program, acknowledges that consumers have varying degrees of how much information they want about their food — but the common theme is that most consumers want some information. Husted points out that typically today's consumers are getting the "answers" to their food-related questions online. He notes this may — or may not — be factual information, saying, "Given advancements in the ability to communicate broadly and fi nd information quickly, activists have become much more adept at spreading propaganda that can negatively impact perceptions of agriculture and related production practices." He adds, "Out of concern that these perceptions could have a lasting negative impact on consumer confi dence, the beef industry needs to consider being more proactive and transparent when communicating the facts about the beef production process." One beef industry segment that millennial consumers (adults ages 18 to 35) especially appear to struggle with understanding — or perceive negatively — is the feedlot/feedyard sector, according to fi ndings of one market research effort funded by the beef checkoff. Consumers often associate the term "factory farming" with feedlots, Husted says. "This is not a term that the beef industry uses, but it is a term and perception that has been used by detractors to portray the beef industry and agriculture in a negative way." Thus, Husted explains, to better 35 Keys to Success Consumer Relations 170 � ANGUSJournal � January 2015 Fig. 1: Which part(s) of the beef production process do you most associate with factory farming? Select all that apply. Table 1: How concerned are you about the following items in relation to beef production? Post-stimuli indicate response after watching narrated video. Very/somewhat Pre- Post- Percentage point concerned about stimuli stimuli improvement Foodborne illnesses 63% 50% 13 Inhumane treatment 63% 47% 16 Hormone use 60% 45% 15 What cattle are fed 60% 41% 19 GMOs 57% 41% 16 Crowded conditions 53% 42% 11 Antibiotics 51% 41% 10 with Millennials Checkoff-funded study evaluates perceptions and effective methods to better reach millennial consumers. by Kindra Gordon, fi eld editor The entire process 44% Packaging/processing 27% Feedyard/feedlot 24% Livestock auction 13% When calf is born 12% After weaning 11% None of the process 5% Communicating