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Midan’s Danette Amstein to Speak at NCBA Cattlemen’s College

MOORESVILLE, N.C. (Jan. 30, 2023) – Danette Amstein, Midan Marketing managing principal and co-founder, is set to discuss consumers’ perception of beef production and how the beef industry can increase demand during the National Cattlemen’s Beef Association Cattle Industry Convention & NCBA Trade Show in New Orleans.

Amstein’s workshop, titled, “Keeping Beef at the Center of the Plate,” is part of the “Better Beef Business” track of Cattlemen’s College, held in tandem with the annual Cattle Industry Convention. Her workshop, set for 10:30 a.m. CST Feb. 1, 2023, will share Midan proprietary research on sustainability, beef quality attributes, inflation and consumer segmentation.

Key statistics from her presentation include:

  • Sustainability influences 68% of non-grocery purchase decisions, compared to 54% of meat purchase decisions.1
  • When assessing beef quality, USDA Prime, USDA Choice, Product of the U.S.A. and All Natural were the top quality indicators resonating with consumers.2
  • More than half (56%) of consumers say they are seeking out less expensive meat/chicken than they normally purchase in response to inflation.3

“Increasing beef demand comes down to understanding the consumer and communicating in a way they understand,” Amstein said. “How do they perceive topics like inflation and sustainability, and what is most important to families at the retail meat case? Understanding the consumer shapes how we communicate to them.”

Amstein brings firsthand cattle industry experience. She grew up on her family’s cattle and crop farm in Southwest Kansas and worked for the Georgia Beef Board before founding the award-winning agency with Michael Uetz in 2004. Midan is the first agency of its kind to provide strategic marketing, research and creative services exclusively for the meat industry.

“At Midan we focus on one main thing: to be champions for the value of meat,” Amstein said. “We work to strengthen consumer demand for meat by conducting research to better understand consumers and then applying what we learn to create communications that best resonate with them.”

For more information on the National Cattlemen’s Beef Association Cattle Industry Convention & NCBA Trade Show set to take place Feb. 1-3, 2023, in New Orleans visit: https://convention.ncba.org.

For more information, contact:
Lauren Neuman, public relations manager at Midan

About Midan Marketing 
Midan Marketing brings together meat industry insider knowledge with seasoned marketing communications agency experience. Servicing clients around the globe from offices in Chicago and Mooresville, N.C., the Midan team works closely with all aspects of the meat industry to provide marketing, advertising, communications and consumer research to ensure meat is consumers’ protein of choice. As a designated Great Place to Work business, Midan Marketing is a collaborative team that recognizes hard work, embraces inclusion, nurtures community and is committed to personal and professional integrity. For more information, visit www.midan.com.

1 Midan Marketing, Meat Eater Sustainability Survey, July 2021
2 Midan Marketing, Beef Attributes Research Survey, April 2022
3 Midan Marketing, Meat Consumer Tracker, March 2022

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