Giving the Industry Guidance.
No one can tell the meat industry’s story better than someone who has actually lived it. Midan Marketing leads the conversation by bringing together unparalleled experience and deep understanding of what motivates today’s meat consumers.
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The Sustainability Conversation
How to Impact the Sustainability Conversation in the Social Space If you have been reading my blog posts for any length of time, you know I am passionate about the subject of sustainability and how consumers perceive it, especially when it comes to eating meat. To...
Today’s Sustainably Minded Meat Consumers
We see sustainability and climate change mentioned frequently in the news and hear about it in social circles more than ever. Corporate and personal commitments to sustainability are no longer considered to be taking a step above, but rather common practice. Two in...
Growing Demand for Sustainability: How the Industry Is Responding
Conversation about sustainability has been growing for several years among both consumers and investors. Today, there is significant media and societal outcry toward industrial agriculture, the current food system and the impact raising cattle has on the planet....
4 Takeaways From USRSB General Assembly
In recent years, the meat industry’s sustainability conversation has evolved from “what do we do about sustainability” to “how do we measure and report our sustainability progress.” As we move into this next phase of our sustainability journey, the United States...
Sustainability: pushing back on, through and forward in 2023
As I look back on 2022, I think about the things that have pushed me this year and things I pushed. Sustainability falls into both categories. As I look forward to 2023, I find myself contemplating what things are going to push the meat industry. Certainly inflation,...
Think Disruptively to Solve Sustainability
As a brand strategist, it’s my job to remain ahead of the curve, to keep an eye out for future trends that might have an impact on how we stay connected to the consumers of tomorrow. Since I work in the meat industry, I spend a lot of time thinking creatively about...
This is What Sustainability Looks Like
Last month I had the opportunity to attend the U.S. Roundtable for Sustainable Beef (USRSB) General Assembly meeting. The day before the meeting, a group of attendees boarded a bus at dawn for a sustainable ag tour. I always jump at the chance to see agriculture in...
What Meat Consumers Say Versus What They Do
“According to research conducted by Midan Marketing” may be one of my favorite phrases to write when I’m developing content for Midan or our clients. In my position as a Customer Insights Analyst, it’s my job to know what consumers are thinking, feeling and doing when...
Ad Nauseam
Last week I had the honor of attending and speaking at the U.S. Roundtable for Sustainable Beef’s (USRSB) General Assembly meeting. This conference is a true roundtable, bringing together the entire beef supply chain for frank conversations about how to improve upon...
Now’s the Time to Lead the Sustainability Conversation
Consumers need our help to eliminate confusion about sustainability Sustainability – it's a big word with a multitude of meanings. We’ve been hearing about this topic for years as major companies have begun developing and implementing sustainability goals and...
Use Animal Welfare to Get Meat Consumers Engaged With Sustainability
As 2021 ends and we look toward the upcoming year, sustainability is one trend we feel certain will stick around. It has been gaining momentum for several years and is now a term that is commonplace for most shoppers. However, that doesn’t mean consumers fully...
Sustainability – Think Like a Politician to Get Consumers On Board
Sustainability. It is a complex term, but these days it has become a buzzword that gets tossed around in conversations with friends and family and hyped by the media. There are conflicting definitions, outdated stats and plenty of misinformation being shared. It’s not...
Today’s Consumers Can’t Separate Animal Welfare From Sustainability
It seems most things are complicated these days, not least among them: Sustainability. While we assume the term "sustainability" is now synonymous with “the environment,” we need to take a step back. It turns out the key to unlock the credibility of the meat...
Regenerative Agriculture — Meat Claim of the Future?
Mother Earth at a Critical Threshold For thousands of years, humankind has been dependent upon the Earth’s resources for food, safety and survival. Over the last hundred years or so, the Earth's population has grown significantly and along with it, consumer...
Sustainability: It Has Never Been Just a Buzzword for Ranchers
Farmers and ranchers are the original environmentalists. Most are hard core. Often, though, consumers don’t realize it because those working the land and caring for our livestock day in and day out aren’t focused on specific things like reducing our greenhouse gas...
Grassfed Beef Farmers: Leading the Way with Sustainability
One of the things I love about my job at Midan is the opportunity to attend meat industry events to network with ranchers, meat companies, retailers and other stakeholders in the meat supply chain. It gives me a broad window through which to view the evolution of our...