Archives for October 2016

Fat is Flavor!

maggie-o'quinnAs a southerner raised in Georgia and now a proud nine-year resident of Alabama, I have enjoyed a lifelong love affair with saturated fat. I live for pork BBQ from local hole-in-the-wall restaurants with dirt floors (my favorite is Fresh Air BBQ in Jackson, GA), CAB® fat-on tri-tips on the grill and my husband’s buttermilk biscuits where lard is the not-so-secret ingredient. And no respectable southerner serves their greens without some saturated fat to make our dishes sing:  We are unapologetic about adding bacon to our kale and ham hocks to our collards.

I was born in 1975 at the time the “war on fat” was raging in our country. But I never understood why saturated fat was considered the evil enemy until I read Nina Teicholz’ book, “The Big Fat Surprise.” Her book is a fascinating dive into the studies that propelled the low-fat diet craze into our modern day lexicon.

A few key takeaways from the book that help explain how fat came to be the bad guy:

  • In the 1950s, Ancel Keys, a professor at the University of Minnesota, was the leading researcher to demonize fat because he provided a quick answer to why middle-aged men were dropping from heart attacks: eat less fat. Despite lots of flaws in Keys’ research methodology, his idea prevailed because several prominent leaders died from heart disease, including President Eisenhower. Corners were cut to back up Keys’ flawed science due to the pressure to find a solution.
  • The American Heart Association (AHA) recommended a diet low in saturated fats to prevent heart disease in 1961 on the basis of Keys’ work, and the government followed the “war on fat” bandwagon in 1980 by publishing the first Dietary Guidelines for Americans which later became the basis of the USDA food pyramid.
  • AHA pamphlets published in the 1970s and 1980s recommended that Americans control their fat intake by increasing refined-carbohydrate consumption. To avoid fat, people should eat sugar, advised the AHA.

Fortunately, a paradigm shift is happening: As early as 2011, nutritionists began admitting that saturated fats aren’t as harmful to us as carbohydrates. Obesity, diabetes and heart disease aren’t caused by saturated fat but rather by sugar, white flour and other refined carbohydrates.

I was thrilled to see saturated fat redeemed in the October issue of Prevention magazine whose target audience is women my age (read: we are 40+ but know our best years are yet to come if we follow a healthy lifestyle!). In an article filled with delicious meat-inspired recipes entitled “Bring Back the Flavor,” Dr. Mark Hyman of the Cleveland Clinic admitted that much of the early science on saturated fat was flawed. “Saturated fat is essential to our functioning. We now know that whole foods high in saturated fat can improve cholesterol quality, cognitive function, and even metabolism.”

And the global fat outlook is bullish according to the Credit Suisse Research Institute: Fat will increase from the current 26% of calorie intake to 31% by 2030. Saturated fat will grow the fastest, increasing from 9.4% to 13% of calorie intake.

While this is great news for the meat industry, long-standing public opinion is slow to change. Knowing this backstory spelled out by Nina Teicholz only makes it more clear to me what those of us in the meat business need to do:

  • Shamelessly tell your story. Share your unique selling proposition with your target audience – they crave your products!
  • Tout the health benefits of saturated fat in your products.
  • Remember that you are in the flavor business. Fat is flavor! Your products are the proteins of celebration!

Pass the bacon, the porterhouse and the pulled pork sandwich, please.

About the author:
Maggie lives on a farm in Alabama with her husband, James, and three-year-old son Jimmy. They will welcome another little boy to their family in 2017, who will grow up with lots of delicious saturated fat recipes passed down from multiple generations of farmers and foodies. Maggie joined Midan Marketing in April as the new business development manager.

2017 Planning: Take Your Cues from 2016

Ah, fall is finally here!  The temperature has cooled down and that means it’s time for sweatshirts, pumpkin spice hot chocolate and Fantasy Football (Wish me luck — I’m a rookie!). It is also the period when we start mapping out marketing plans for next year.

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In preparation for this blog, I reviewed what I outlined in last year’s planning blog and soon realized that the 7 points that I highlighted for 2016 are more relevant than ever. Some are especially significant now that we are getting a better handle on Millennials’ and Boomers’ meat consumption habits through our recent research. So my advice here is simple: read and repeat! (Just think of that genius marketing phrase from the shampoo bottle: “Lather, Rinse, Repeat.” If something is effective, do it again!)

Some of you have been working on these areas. I see it: in your advertising, in-store POS, social media posts, packaging, etc. As someone deeply invested in the meat industry, I am inspired when I observe these kinds of positive changes that move us forward. Now that you have started, keep the course. If you haven’t embraced these ideas to up your marketing ante, pick one or two that could have the biggest impact on your business and get started.

If you have read this far and are not the “marketing guy,” then please forward this blog to him/her and ask how these items can be incorporated into the marketing plan for next year.

Wondering how you should apply these to your company and/or brands? I welcome your questions and comments. And feel free to leave me a Fantasy Football tip – I can use all the help I can get!

Watch our “2017 Planning” Midan Minute Video

 

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