Shock. Fear. Panic. Frustration. These emotions have been coursing through Americans since mid-March and have been especially acute for those of us in the meat business. I know I experienced the first two, then was too busy supporting crisis communication to ever have time for panic. But frustration? Yeah, I am there as I suspect many of you are, too. We are all wondering when this pandemic is going to end and what our world will look like when it does.
12.17.2020
The vultures are circling: Address negative perceptions of the meat industry now
Danette Amstein•
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About the Author
Danette’s “farm-to-boardroom” perspective isn’t a tagline, it is the foundation of her career. Raised as the sixth-generation on her family’s farm, she remains actively involved in the Kansas cattle and row crop operations. Danette brings a deep, firsthand understanding of the agricultural supply chain to her role. As a Co-Founder, and now President of Midan Marketing, she has spent more than two decades successfully bridging the gap between producer legacy and modern consumer expectations.
If you need to know what the modern meat consumer is thinking, or how the Kansas wheat harvest is looking, ask Danette. A master of strategic communications, she guides both industry giants and emerging brands through complex brand evolutions, major retail launches, and shifting consumer demands.
A frequent speaker, blogger, and respected voice in the meat industry, Danette is fiercely dedicated to building a more resilient global food system. She actively serves on the Annual Meat Conference Planning Committee and contributes her expertise to the Meat Institute and the U.S. Roundtable for Sustainable Beef. Danette brings that same relentless energy to her life outside the agency. If she isn’t taking her turn on the combine during wheat harvest, she is likely cheering on Kansas State football or tracking down the world’s best chocolate. Ultimately, family is what fuels her, whether she is at home with her husband, Todd, or visiting their grown children.
