Beef Checkoff: “It’s imperative to stay up-to-date with what consumers think about beef”

Research is a big part of the Beef Checkoff, and that research helps make sure the consumer keeps coming back.

Leaders there say customers are asking very different questions about the product lately.

“Something we are seeing is that in the last two years, really the elevation of consumers wanting to know more about how cattle are raised and grown for food, and also nutrition. Consumers are looking at how to have a healthy and well-balanced life, how does food fit into that and how beef in particular fit it. So we’re starting to see some of those shifts seeing a few shifts in their buying patterns. Where do they buy? How much do they buy? Do they do that in a regular store or do they use a mobile app and have that delivered or? Pick up so seeing some shifts. And some really leveling off after covid of what is maybe the more common practice that will last. A little bit longer,” said Mandy Carr Johnson.

Acceptability is another area they are looking at. Carr says just three decades ago, one in four steaks were not considered acceptable to consumers because of tenderness. She says going forward, it is important to highlight a good beef-eating experience.

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