What We Can Learn from the Grassfed Movement: Amplify to Multiply

The Grassfed Movement has got it going on.

Recent Nielsen data tells the story of grassfed beef’s dramatic domestic growth: U.S. retail sales of labeled fresh grassfed beef grew from $17 million in 2012 to $272 million in 2016, doubling every year.

But beyond these impressive numbers, I recently saw firsthand how the commitment and passion of grassfed producers and processors are helping fuel this momentum when I attended the 2018 Grassfed Exchange in Rapid City, South Dakota. At this conference for regenerative producers and sustainable food supporters, more than 500 individuals from 41 states, four Canadian provinces, two Australian territories, New Zealand, England and Denmark gathered to talk about the future of grassfed beef.

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Are You “Brand Safe”?


As a meat processor, you stake your reputation on the quality and safety of your products. You wouldn’t dream of letting meat leave your plant without following every safety precaution to the letter of the law. Unfortunately, many companies aren’t as careful about maintaining the safety of their brand. Although intangible, your brand reputation requires the same kind of stringent safeguards that protect your meat products.

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AMC 2018 Top 10

At Annual Meat Conference (AMC) 2018, digital dominated. How today’s meat consumers are using digital to plan, purchase and prepare meals was the unifying theme that coursed through nearly every session. As always, the Midan team was on the scene to sift through all the learnings and compile our annual list of top takeaways. See below for our most meaningful nuggets, with the influence of digital leading the pack.

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At Midan, What We Do Is Who We Are

danette-amstein's-feedlot

Danette often returns to her roots on her family’s cattle farm in Kansas.

Happy New Year! It’s only the second week of 2018, but some of us (no names mentioned!) might already be wavering on those ambitious resolutions we made to do more of “this” and less of “that” in the coming year.

While the new year offers a chance to start fresh, it’s also an opportunity to re-commit to the causes we hold dear. For those of us in the meat business, this is a pivotal time to rededicate ourselves to an industry we love that is facing intense upheaval. Unless you’ve been living under a rock, you know that 2018 is poised to disrupt the status quo: meat itself is no longer “meat” (“fake meat” is not “fake news”!) and the Amazon fall-out is far from over. (Read my headlines blog to get my take on the trends to watch.)

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Top Meat Industry Headlines of 2017

Oh 2017—what a news-filled, exciting year you have been!

Here at Midan we work hard to stay on top of news and trends in the meat industry. As this year wraps up, I wanted to reflect with you on some of 2017’s prominent trends that we believe will impact 2018.

  1. The Evolution of Retail: It has been a big year for retailers — no one can deny that. This year, retailers have moved at a fast-pace to keep up with consumer trends and the demand for convenience. Retail consolidation is a trend that started some time ago and continues to gain momentum. Major retailers like Kroger have purchased smaller specialty grocers—and we can’t forget the $13.7 billion check Amazon wrote to add Whole Foods to its portfolio. These changes in strategic posturing require retailers to pause and give thought to how they will continue to differentiate themselves. Many are focusing on the areas of consumer convenience: online ordering, curbside delivery and in-home delivery, as well as creating their own meal solutions.

    Outlook for 2018: Expect more posturing, more niche playing and more convenience for consumers.

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Millennial, Meet Carcass

The last time I was in a classroom, I was analyzing the significance of windows in Wuthering Heights. Three weeks ago, however, I found myself seated in a meat science and technology building with a beef carcass being escorted into the room by an apron-clad man with knives in his tool belt and a hook in his hand. My front row seat was physically and aesthetically miles away from my social media hub back in NC, but there I was at Center of the Plate Training® – trading ‘likes’ for longissimus and Instagram for infraspinatus.

Center of the Plate is a three-day crash course in meat, starting with the leg of a cow and ending at the gill of a snapper. This course is designed to educate members of the meat industry on all center-of-the-plate proteins: beef, veal, lamb and pork, as well as poultry, processed meats and seafood. Attendees were given a copy of The Meat Buyer’s Guide and watched as it came to life, with the Guide acting as our roadmap, Davey Griffin as the driver and Steve Olson as the rambunctious tour guide leading us through this full-immersion experience of converting carcasses into cuts.

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