There are two important goals in the Beef Industry Long Range Plan which are focused on demand generation for beef and image management. Over the past several years, the beef checkoff has migrated to a target audience focus that combines aspects of one’s generation, age, household lifecycle status, and attitudinal interest in both food and nutrition.
Given consumers’ ever changing relationship with beef, it is time to take a fresh look at the target audience to ensure we seize every opportunity to positively impact beef demand.
It is time to take a fresh look at the target audience and their relationship with beef. This study does exactly that — it looks at the new target of the millennial generation against the non-millennials. The previous target market of food and health involved consumers is still on the radar but more in light of how millennials fall into the food and health category.
To read the rest of the story, please go to: Beef Issues Quarterly
