What's on Your Plate?
One of the things Jennifer Nealson, NCBA Senior Vice President of Global Marketing and Research oversees for the dollar-a-head Beef Checkoff efforts that are contracted by the checkoff to the National Cattlemen’s Beef Association are research projects.
At the recent Cattle Industry Convention, Nealson said the checkoff released a new piece of research…
“It is about a 12-page report, that talks all about today’s beef consumers, and in that report, there are many measures that we are winning against chicken, and I am excited to share that over the many years and all of the efforts we have been doing on the promotion side, we are starting and continuing to see that we are making very good progress.”
If you’re going to lay it out as a competition between proteins, chicken is still more widely consumed. Through that research, Nealson said it has been learned that 81 percent of the population eats chicken at least once a week as opposed to only 69 percent that eat beef once a week…
“We really need to increase the frequency by which people are eating beef, and I think many our marketing programs are helping consumers understand and get more comfortable with the selection and the preparation, and even how to use one meal many times.”
Again Jennifer Nealson, NCBA Senior Vice President of Global Marketing and Research.