Tomorrow’s Meat Consumer: Are You Ready?

I recently had the honor of presenting at the 2018 World Meat Congress (WMC) in Dallas on June 1. Hosted by The International Meat Secretariat and the U.S. Meat Export Federation, WMC brought together more than 700 meat industry leaders from 40 countries to discuss the wide-ranging, complex issues impacting meat production across the globe.

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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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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.

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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.

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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.

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Five Opportunities to Sell More Fresh Meat

sell-more-fresh-meatAt Midan, our Market Research Team is always scoping out the consumer trends that are having the biggest impact on the meat industry. A key part of our job is to help our clients understand the implications those trends can have on their business. By assigning meaning to facts and figures, we can help turn meat trends into opportunities.

So what opportunities should be on your radar? I’ve outlined five that you might find helpful as you jump into the new year:

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Topics that Shaped 2016

At Midan, it is our job to pay attention to what is happening in the meat industry and beyond. Each week we comb the headlines, not only to keep up-to-date, but to identify patterns that could become trends that impact our industry. As we look back at the past year, a few prominent themes emerge that are likely to continue to require our attention in 2017.

Millennials: The challenge is different with this generation – we simply can’t lump them into a nice, neat category. After all, these “kids” have redefined individualism! One thing is certain: they are a large population force to be reckoned with and their impact has led to shifts in how businesses market to them. Millennials grew social media, heightened consumer consciousness about issues like sustainability and led the charge for clean labels, all while demanding bold flavors and convenient meal options. Complicated? Yes! Worth the effort? You bet!

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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, Unfiltered

My name is Gibson and I’m a Millennial. You’ve seen my name attached to several blogs written from the Millennial perspective. Loyal blog readers have gone grocery shopping with me, grilled ribeyes with me and even sat in a classroom of carcasses with me. I’m a member of the elusive generation that everyone is talking about. The generation old enough to remember the days of dial-up internet, but too young to know a time without Justin Timberlake. The generation that knows Google as a verb and the ‘Gram as something other than a S’mores ingredient. (That’s short for Instagram, for you non-Millennials.) And as the generation of 75 million strong that is approaching its prime spending years and taking its money to the meat counter, it may be time to get to know us.

To better understand generational shopping patterns, Midan conducted a study comparing Millennials and Boomers. These two influential consumer groups were asked about meat consumption, preferences and attitudes toward meat and health, and the results are pretty spot on, according to this Millennial. While some of the findings made me feel like there must have been a hidden camera in my kitchen, others were not as applicable to my eating or shopping habits; however, I can easily see how they would apply to my fellow Millennials.

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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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