Promoting The Nutritional Value of Beef

Abstract

Good morning! I'm pleased to have the opportunity to share with you a quick overview of programs developed as a result of the $1.00 checkoff.

But first, it is important to recognize the primary focus of the marketing programs: consumer demand, an increase that is, in producers' opportunities to make a profit.

To increase demand, the $1.00 checkoff is invested in ways designed to influence consumer's attitudes, or the willingness to buy, enjoy, eat more or better yet, eat beef more often.

In order to reach consumers, we need to first be all eyes and ears - we take our lead from current and potential consumers. Successful marketing however, dictates that we think with a consumer-driven orientation.