If you’re into research, science or even raising beef cattle, it’s easy to fall into the jargon or inside language of the trade. Specialized knowledge is great, but Melissa Brewer, director of communications for Certified Angus Beef LLC (CAB), suggested more universal words can be better.
“Our consumers are inundated with so many messages, we have to figure out a better way to be able to engage them, eventually to be able to share the science behind how food is raised,” she said.
Daily interaction with consumers gives Brewer an understanding of how those who don’t know agriculture see the beef industry. She shared that in a “TED”-style talk with animal scientists from all over the country during the Joint Annual Meetings (JAM) of the American Society of Animal Science this July in Salt Lake City, Utah.
“It’s hard to let go of the scientific terms, charts and graphs. But if you want to be heard in a soundbite society, it’s crucial to think like a consumer and engage in a simpler way,” she told the group.
Data and research never will lose their importance, but before responding to questions, misconceptions or biases with science, Brewer said a conversation needs be started and trust built.
That means thinking differently about how you can share your story. Be approachable. Be understandable.
“Don’t start with the thesis,” she said. “Know the simple way that is enough to get you started in conversation that may lead to other questions as you become a trusted source.”
Brewer encouraged the scientists to think visually, from the consumer’s point of view. Sharing a photo of cattle at a bunk that appeared healthy and happy to the JAM audience, she said a consumer may see a line of cattle in tight quarters being forced to eat. Simply broadening the shot to include more of the pen and possibly a person is enough to show the context of care (see links to feedyard photos).
For those with access to university farms, she suggested open houses or school tours to start these conversations, and encouraging urban students to share what they’re learning with family and friends.
“These are your future agvocates,” she said. “Use them.”
But relating to consumers isn’t just for the scientists, Brewer said: “Looking at your farm or ranch through a consumer’s eyes is a good tip for anyone in beef production.”
Opening the gates and sharing stories with CAB partners is a critical need today.
“That’s crucial in helping our brand continue to connect with consumers, give them confidence, and keep them coming back to the meat case for premium beef,” she said.
JAM invited Brewer to speak in the “TED talk” format, famous since 1984 for concise, personable and informational delivery, because people today want things fast and clear. That delivery style helped drive home her argument for simplicity.
“Being able to communicate science in that format, in a very, very short and precise manner, that’s not easy when you have the depth of science,” she noted after the five-minute presentation.
Source: Certified Angus Beef ® brand
