With age comes wisdom. That is the proverbial saying, right? I’d like to believe it now that I am um… well, now that I have more experience! Perhaps the saying should be With experience, comes wisdom.
This month Midan Marketing turns 20! Since we consider ourselves an “accidental” agency (my partner and I started working together and eventually realized we had become an agency!), this accomplishment is not lost on me or Michael Uetz, the “Mi” in Midan. The collective experience of 20 years of marketing within the meat industry does, however, provide food for thought. As we looked back across the past two decades something really struck me: The education of meat consumers is never, ever done.
Some of you have previously argued this point, taking the position that educating the consumer is not worth your time. I disagreed then and I still do. In fact, I’ve banked my entire career on it. The world looks very different now than it did 20 years ago. Every aspect of the meat industry, including meat consumers, has evolved dramatically, making the case even stronger for ongoing education and engagement.
Here are five key reasons why we must continue to educate consumers about meat:
1. Nutrition: 20 years ago we were just starting to see nutrition facts panels on meat products that were cut in-store (and more than 80% of everything was cut in-store then). The industry had barely started talking about protein and the other wonderful vitamins and minerals found in meat. So, when the Atkins diet’s focus on protein went mainstream, it was companies whose products live in the center of the grocery store that jumped on the protein bandwagon and began “fortifying” their products with it. While it took a while for the meat industry to defend this space, we are seeing more and more branded meat offerings rightfully claim, through consumer and on-pack messaging, that nutrient dense, protein-rich meat is the gold standard.
2. Economics: Inflation, animal supply cycles and a pandemic have all contributed to rising costs. What we are experiencing right now we have seen before, multiple times. Are the prices higher this time? Yes, across the board. This is where efforts to help consumers understand and find options that keep meat on the plate have been critical. Such efforts have taught younger consumers and reminded older ones of the value of batch cooking to stretch their dollar, and how to use less common, more budget friendly cuts to get dinner on the table. This is also an opportunity to promote cooking at home, since food away from home costs have risen more sharply than retail food costs.
3. Food Safety: Consumers rightfully expect the products they buy to be safe to eat when properly cooked. They also expect all food purveyors to adhere to very high standards. When that doesn’t happen it is not only a problem for the offending company but the entire industry. News events this summer served as a reminder of the importance of communicating and following the basics of food safety at every stage of preparation, from the processor to the home cook. Consider this case in point: Consumers unsure of cooking temperatures to ensure safe meat.
4. Claims: 20 years ago I could count the most prominent claims on one hand. For beef: USDA grade and Angus. Pork: ummmm…??? My, how times have changed! Walk any meat case and you will easily spot a dozen or more. Sure, grade and Angus are still prevalent on beef packages but so are natural, Wagyu, grass-fed, pasture-raised, etc. And on pork, you can easily find breed, animal welfare and diet claims. Twenty years ago we were learning that effectively reaching our meat consumers was not a one-size-fits-all approach. Today, we can easily segment and target them, leaving plenty of room for a variety of mainstream and niche opportunities.
5. Brands: Sure there were a few meat brands two decades ago but nothing like today. Why is that important? Refer to my audience segment comment above. Branded products allow consumers and producers/processors to find each other and build loyal connections. Consumers are looking for brands they identify with on a value and beliefs front. They want to know who is raising their food, how and why. Brands also create an avenue by which producers can raise livestock to branded specifications and know where their product is going. This is often a more profitable route because they are delivering a product for which there is demand. That is a win/win!
In my book, every opportunity to educate a meat consumer is an investment in your business and the industry. Education creates informed consumers who can make better choices for themselves and their families, promotes transparency that fosters loyalty and drives demand for our products. Isn’t that the ultimate goal?
