Midan’s Reaction to Chain Reaction: Quick Facts on Antibiotic Use in Livestock

Mainstream media outlets swallowed up the subjective content of the recently published Chain Reaction III study, evoking fear and panic among consumers. The report wants consumers and investors to pressure the top 25 fast food and fast casual restaurants to move to meat offerings from livestock raised without the use of antibiotics. It cites consumption of meat from animals that may have been given antibiotics as a leading cause of antibiotic resistance. The report also calls for more government action and pressure from investors to remove such animals from their supply specifications.

At Midan Marketing, we strive to examine the news with both the meat industry and consumer in mind—here’s how you can be a cattle-lyst for the conversation.

While NAE meat continues to grow, it is still a niche in meat production. There is no way the top 25 chains, who are being pressured to move to NAE, can do so and still offer meat on their menus.

So what can you expect from this cattle-lyst? An understanding that your meat is 100% safe.

5 Ways to Dig into Digital Marketing

Remember the days (and sounds) of dial-up internet – kerrhh beep beep wurrh

What started as a way to simply store and share information, the internet’s explosive growth has paved the way for Digital Marketing, a full discipline and true necessity for companies. It’s big, it’s hairy and comes with widgets and plugins and data – oh my! But whether your goal is to build your brand or increase sales, marketing on the internet is critical to growing your business in today’s world.

So what does all of this mean for the meat industry – an industry rooted in cattle-calling and horseback, not Snapchat and Uber.

It all goes back to the consumer. The same person who uses Facebook as a diary and Twitter to read the news is also a meat eater, searching for the perfect roast recipe and the best place to buy Angus beef. Digital Marketing allows companies to reach their target audience exactly where they are along the buyer’s journey with digital touchpoints that help accelerate the process and encourage repeat purchases. With 51 percent of grocery sales being digitally influenced, there’s no better time than now to jump in the saddle and start controlling your own digital horsepower! Here are five ways to dig into digital:

1. Personalize. When it comes to developing your brand message in the digital space, it’s all about getting personal. Know who you’re speaking to and how to speak their language so you can cater your message to meet their specific needs, wants and desires. By using the targeting tools available in each platform (ex: targeting by geographic location in Facebook), you will be able to deliver relevant content to your intended audience; therefore, reaching the right person and getting the most bang for your buck!

2. Connect. Unlike many traditional advertising efforts, Digital Marketing creates an always-open, two-way line of communication with the consumer – but you’ve got to use it! Today’s meat consumers are eager to connect with brands. Let them see exactly who you are by sharing your brand story: what you do, why you do it and what you stand for. In doing so, you’ll be able to create an engaged online community that’s hungry for more.

3. Inform. It’s the era of Google and everyone’s a researcher. With experts, nutritionists and encyclopedias at their fingertips, it’s easier than ever for consumers to learn about the food on their plates – and they are eager students! But it’s not just what you say, it’s also what other people say about you and your product. Online reviews play a large part in the decision-making process. Think about it: if one product has 4.5 stars and another has 5, which would you buy? Let those stars work for you!

4. Assist. With the influx of meal kit and grocery delivery services, convenience shopping is having a major moment in our fast-paced society. Create a more pleasant shopping experience for your consumer by exploring ways to make things easier using digital avenues. For example, you can catch them with a Google ad while they are searching for a nearby store and point them directly to the meat case. Cha-ching!

5. Optimize. It’s in your hand, in your pocket, by your computer and beside your pillow. Mobile is no longer just a phone – it’s used for recipe searching, coupon clipping, list making and really just about anything…including phone calls! By understanding how your offering aligns with mobile use, you can create a more impactful, user-friendly experience that can turn swipes to spends.

At the intersection of your business goals and your target audience, you will find the right platform to strategically share your message, meet objectives and drive meat sales.  Don’t go it alone – let’s work together in mapping out your digital journey. Contact us today!

Just Another Day at the Office…

Kevin communing with Red Angus
cattle at Kniebel Farm.

If you know anything about Midan, you know it’s not just an empty slogan when we say that we live, breathe and dream about meat.

Our recent annual Team Meeting bears this out in spades. While some companies jet off to Vegas or escape to Disney World to get away from the office, Midan takes a completely different approach: we head to America’s heartland. When the team first heard we were going to Manhattan for this year’s retreat, we were kind of stunned. Then we realized it was Manhattan, Kansas. Ah, that’s more like it.

While the annual meeting is a prime chance to bond with teammates, it’s also an important time to reconnect with the land and livestock. For us, continuing education happens out in the field — literally. As an eight-year veteran of Midan, I’ve toured more than a few cattle and hog farms and have learned that it’s not only what you see on the farm, but whom you meet there that reminds us of why we do what we do.

[Read more…]

How to Spot an Aging Idealist

Diana (r) with her sister Patty, the Aging Idealist

This blog is the final in our series detailing each of six distinct meat consumer segments from our recent Meat Consumer Segmentation research.

My sister and I have always been very different. She likes the heat, I like the cold. She likes spicy foods, I like sweet foods. So after learning that I am a Wavering Budgeteer, I was curious to see what category she fell into.

Turns out my sister is an Aging Idealist. They make up 13% of the meat-eating consumer population. While Patty enjoys a good deal as well as the next person, it’s not the only criterion for purchases and can get tossed right out the window if she really wants it. (I will forfeit a much wanted item for cost – her, never!) If she knows the meat is a product of the United States and the brand cares about sustainability, she will purchase it regardless of price.

[Read more…]

Urban Eclectics, Demystified

Jo Ann and Joseph

Jo Ann with her son Joseph, her favorite Urban Eclectic

I have raised an Urban Eclectic. I am not exactly sure how it happened: one day I was doling out Cheerios to an infant in a high chair and the next I was sitting across from a 23-year-old eating kimchi for breakfast.

If you’re not familiar with Midan’s recent Meat Consumer Segmentation research yet, Urban Eclectics are one of six distinct meat consumer groups. Each consumer segment is unique with its own way of thinking about and eating meat. Urban Eclectics tend to be younger, urban, upscale and have families with children. Forty-one percent of them are Millennials (21-34 years old) and slightly more than half are male. You can also define Urban Eclectics by what they care about: novelty, variety, convenience, healthiness and animal welfare.

Based on these characteristics, it didn’t take long for me to realize that my son is likely an Urban Eclectic, although he’s on the younger end of the spectrum and doesn’t have any children. He just finished his first year of law school.

[Read more…]

Everything Old is New Again: Trends from NRA 2017

Maggie with chef Curtis Stone

Sometimes the more you look back, the further ahead you can see. This was certainly the case for the exhibiting meat companies at this year’s National Restaurant Association (NRA) Show. They demonstrated that the U.S. meat industry is staying “Ahead of the Crave” by returning to time-honored traditions that bring out the very best in our products. And the local hotspots in Chicago are completely in sync with this movement, with over-the-top meals that make us remember why we love meat.

[Read more…]

Not Your Average Carnivore

Alexandria Tyre is an Account Executive at Midan Marketing

I love cooking for family and friends. Whether it’s during the holidays, watching a college football game, or a simple weekday dinner, I take pride in preparing my guests a delicious meal. My husband actually says that the easiest way to insult me is to say that you were a guest in my home and left HUNGRY. I guess that is my Sicilian heritage surfacing!

To me, a meal is not complete without meat – unless maybe if it is a delicious bowl of risotto, but even then, a little pancetta never hurt. One of our vegetarian friends (yes, I have friends who are vegetarians) planned to join us for dinner and I was panicked. Despite being a fairly adept home cook, how was I going to make a satisfying dinner for everyone invited without meat? Needless to say, meat is the centerpiece of my meals.

[Read more…]

The Selective Foodies Party

Gibson and Scout out on the town

Coca-Cola. Team Fitz. Vinegar-based BBQ sauce. Dog lover. Millennial.

Thanks to the Meat Consumer Segmentation research study, I can now add a new label to my list: Selective Foodie.

In December of 2016, Midan surveyed 2,200 meat eaters to better understand attitudes and behaviors surrounding meat purchasing and preparation. The results yielded six distinct segments of meat consumers, for which we created unique profiles to illustrate a multi-dimensional view of purchase drivers and shopping habits.

I’m a member of the smallest meat consumer segment, but what we lack in numbers, we make up for in passion! It’s never just about putting food on the table – it’s about finding the perfect recipe, crafting a complete grocery list, preparing with love (and wine) and enjoying a home-cooked meal with the fam. It’s about the experience.

[Read more…]

This Wavering Budgeteer Doesn’t Waver on a Good Deal

Diana and her Voracious Carnivore, Jeff.

My name is Diana Patulak Ross and I am the new proofreader at Midan Marketing. I am also new to the meat world (my background is in journalism, not meat!), so I was excited to attend our recent Meat Consumer Segmentation webinar. I was fascinated by the various meat consumer segments and curious to see which one I fit.

When it comes to shopping I am very thrifty so I wasn’t surprised to learn that I fall into the Wavering Budgeteer segment. The research was spot on!

Being a former newspaper reporter, I still love the smell of a hard copy newspaper so I go through the Sunday paper and circulars for coupons and store advertisements. After doing my research I know which stores have the best prices on meats and I am not afraid to travel to more than one to capture a good deal.

[Read more…]

I’m a Premium Player. What About You?

haley-frazierWhen it comes to my shopping habits, I have always been one to know exactly what I need. I am big on making lists and hate going out of my way to make my purchases.

Hello, my name is Haley Frazier and I am a Digital Content Coordinator at Midan Marketing. But I recently found out I am also a Premium Player.

I am referring to one of the six consumer segments Midan developed from our Meat Consumer Segmentation study. We conducted research to learn more about the different types of meat consumers in the U.S. today.

I am a millennial, but don’t let my age fool you—I pay for the meat I want because I care about having quality food! That’s one of the key characteristics of a Premium Player.

Ready to learn about this Premium Player’s habits?

[Read more…]

photo-credit