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
2010 Okeewemee Rd. • Troy, NC 27371 Kerry Collins, Owner • 910-572-3350 Fax 910-572-3305 Mitchell Scheer, Manager • 910-220-0663 We Look Forward to Seeing You in 2015! g Seventh Annual Production Sale Saturday • March 14, 2015 • Noon at the ranch in Troy, NC understand how to address these misunderstandings and negative perceptions of the beef production process and to identify effective means of communicating to millennial consumers, a checkoff-funded research project was conducted to gather insights from millennials. Husted notes that they were the demographic focus for the study because of their importance to the future of beef consumption. Research fndings The research found that millennials' knowledge of the beef production process and feedyards is very limited. One in four millennials are familiar with the beef production process, and only 17% are familiar with feedyards. Millennial consumers ranked their top concerns related to the entire beef production process, and these concerns included inhumane/crowded conditions for cattle, foodborne illness, hormone use, genetically modifed organisms (GMOs) and disease, such as bovine spongiform encephalopathy (BSE). Roughly one-third of millennials who were surveyed indicated they are concerned (extremely/very) about factory farming and, when defning it, tend to associate the entire beef production process with factory farming rather than any individual stage or activity (see Fig. 1). Although the information was not unanimous, Husted points out that this insight could imply that simply addressing a single aspect or two of the beef production process may not fully address millennial misperceptions. What messages resonate? After assessing general perceptions about factory farming and the beef production process, the second phase of the research included exposing millennials to information in a variety of formats to determine which, if any, would most positively impact their perceptions and/or concerns about beef production. Formats tested included a narrated video, two articles, a blog and a myth-specifc video. The results to this exposure found that information carrying fact-based messages about the overall production process — packaged in an engaging, visual manner — were most effective at improving millennial perceptions. Each of these formats helped improve consumer perceptions about concerns specifc to the beef production process (e.g., inhumane treatment, hormone use, etc.), and results also showed a considerable increase in positive perceptions of factory farming (i.e., accepting, hopeful, trusting) and a considerable decrease in negative perceptions of factory farming (i.e., suspicion, worry and uncertainty). Husted reports that while all stimuli had a positive impact on millennial perceptions, the most positive outreach tool was the short video that used a narrator and examples to communicate the facts about the entire beef production process, from cow-calf operations through the channels, ultimately reaching the consumer (see Fig. 2). Regarding the narrated video, millennials who were surveyed shared these comments after viewing the information about the beef industry: @ The main message to me in the video is that there are regulations in place to prevent mistreatment of animals and the spread of diseases. @ The beef is carefully cared for and produced with the consumer in mind. @ I am somewhat relieved to know that the cows have access to fresh air, clean water and food. The take-home message from this research is that with factual information, consumer misperceptions can be changed. "When it comes to addressing these concerns, fact-based stimuli presented in a visually appealing, credible format work best," Husted says. "While other stimuli like articles and blogs are effective, this research found that a narrated video, showing the entire beef production process, resonated most with millennials and most effectively addressed concerns." Editor's Note: Kindra Gordon is a freelance writer and cattlewoman from Whitewood, S.D. Millennials' information sources The beef checkoff-funded research collected data on where millennials are most likely to get information about the beef production process. They reported the following: @ from Internet search engines (47%), @ television news channels (39%), @ online news sources (35%), @ special TV programs (32%), and @ food and health blogs (31%). Regarding credibility, millennials ranked the following as their most credible sources when it comes to receiving information about the beef production process. @ researcher/academic, such as a Ph.D. (56%), @ USDA (51%), @ family farm owner (51%) @ veterinarian (51%) @ FDA (50%) @ human health or medical professional (50%) January 2015 n ANGUSJournal n 171