One theme that encompasses consumer concerns about modern beef production is what takes place at a so-called “factory farm.” Considering the lasting repercussions this portends for consumer confidence, recent checkoff research set out to identify opportunities for a proactive and transparent approach to communicating facts about beef production, especially to Millennials.
The findings: Millennials, who generally reached young adulthood around the year 2000, are not only concerned about ‘factory farming’ but also rank beef production as the No. 1 industry associated with it. In fact, many of them associate the entire beef-production process with ‘factory farming.’ And while generally uninformed and lacking familiarity with the process, these consumers identified inhumane/crowding, foodborne illness, hormone use, GMOs (or bioengineered foods) and disease as the aspects of beef production that concern them most. When it comes to addressing these concerns, fact-based stimuli presented in a visually appealing, credible format that addresses the entire production chain resonated most with millennials to address their concerns.
This story is from the November issue of the checkoff’s monthly Beef Briefs, a snapshot of beef checkoff news affecting the dairy and beef industries. For more information or to sign up to receive issues in your inbox, visit beefboard.org.