Meat: The Benefits of the ‘Real Deal’

I love animals; they’re delicious. For me, this is more than a bumper sticker slogan; it’s a way of life.

Growing up on a beef cattle farm in Georgia, no meal made it to the table without some form of animal protein on it. There was always plenty of ground beef (read: cull cows) from our freezer along with fried chicken and smoked pork BBQ. The only “alternative protein” in our house was ground venison from my Dad’s occasional hunting trip that Mom would sneak into spaghetti or lasagna. I spent the first 18 years of my career in the meat business as a proud global ambassador for the Certified Angus Beef® brand. Today, I’m raising two little boys in Alabama who love smoked tri-tip as much as they love Cheerios and mac and cheese.

Not surprisingly, as a loud and proud voracious carnivore, I have very mixed feelings about the alternative proteins coming onto the market. While I’ll grudgingly admit that we need to co-exist with these new competitors (some of my favorite Millennials are even trying them!), the fact is they are coming after our hard-earned meat consumers. Now, I’m a glass-half-full kind of gal who likes to obsess over my clients rather than my competitors, so I usually don’t spend a lot of energy worrying about what the competition is up to. But we know that these trendy plant-based (and soon cell-based) protein players are pouncing on the 23 percent of current meat eaters who would like to eat a less-meat-oriented diet. * So, how do we as a meat industry fight to keep meat on the plate? I have two tried-and-true answers that play to our strengths and they are precisely the reasons why consumers love meat:  taste and nutrition.

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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.

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Millennials, Boomers and Meat: A Closer Look

We’ve all heard so much about Millennials, you might think you already know everything there is to know about them.  But if you’re still trying to get inside the head of this enigmatic species, we’ve got some intel that can help you engage this elusive target and sell more fresh meat.

millennials at the meat case

There’s good reason the media has been advising you to pay attention to this consumer segment — Millennials number 75 million strong and know how to make themselves heard.

At Midan, it was only natural that we wanted to learn more about their meat eating habits.  But we also wanted to understand them in context:  how do they purchase meat compared to other consumers?   We decided to study Millennials alongside that other influential generation impacting the meat case in a big way: Baby Boomers.  Millennials have been getting all the attention lately, but it’s the Boomers that have all the money – don’t underestimate their buying power!

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2015 Recap: Pay attention to these 3 things

When the calendar hits December 1, it’s time to start checking to see if we made the “nice” list or not! (I have confirmed my status…how about you!?!)  As 2015 comes to a close, we also pause to reflect on the significant events that have shaped our industry this year, and consider how they might impact 2016.   As I look back across the major headlines from the past year, three main themes seem to form:

  1. Prices/Supply – Oh, what a roller coaster ride 2015 has been! Beef prices found new ceilings, pork prices leveled out before taking a nose dive the last few weeks. Was any topic more talked about in the media and meat company board rooms across the country this past year?  The good news is that 2016 is bringing greener pastures, literally, thanks to much-needed rain, so more cows are being retained.  Pork producers are also breathing a sigh of relief that the PEDv outbreak is behind them.  The conditions are ripe for increases in supply with less volatile pricing, and that is something we can all be thankful for!
  1. Niches – We live in a world where specialization is becoming the norm, not the exception, and this trend has resulted in niche meat brands and products that cater to specific lifestyle and dietary needs. For some consumers, antibiotic-free is a trigger; for others, it’s animal welfare. We stopped selling one-size-fits-all meat a while ago, and in 2015 we saw further fragmentation. It will serve us well to figure out which niches are feasible to cater to and then build the brands and products to meet those needs.
  1. Health/Wellness – 2015 brought its share of headlines that tied meat with health, like whether lean meat would still be part of the Dietary Guidelines or the IARC’s report that processed meat causes cancer. But when we’re talking about meat and health, let’s not forget protein. “Protein” is a word we have to continue fighting to own. Meat is the ultimate source of protein, and if you are not calling that out in your consumer messaging, it is time to get on the bandwagon.

As we wrap up 201shutterstock_328379666 (1)5, I encourage you to spend a few minutes thinking of the ramifications of these themes.  In order for us to succeed in 2016, we have to keep our pulse on what consumers are doing and what is influencing their behaviors.  What do you think?  Do you agree with my assessment or did I miss something?  What do you think the main headlines will be in 2016?  I always appreciate your comments.

Cheers to 2016!

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