Now here is an insight we can use: We know what consumers CARE about when it comes to sustainability. The great news is, the meat industry has genuine stories on how humanely raised animals are the very core of our business and that protecting the environment is critical to our operations.
So how do we tell these stories in ways consumers can understand? Put in the political context, it’s time to start kissing some babies. We need to show the human side of agriculture. Describe what it’s like to wake up 4:00 am to feed your livestock before you feed yourself, go out in the frigid cold to break ice on frozen water troughs, or stay up all night nursing a sick calf. What farmers and ranchers do every day is manage the welfare of their animals. And while you are at it, start talking about the environmental concerns that drive your soil and rangeland management plans. While this may not sound romantic to you, the restorative practices that are integral to your business model are the kinds of inspiring stories that today’s meat consumers want to hear.
Our best chance of reaching meat eaters with our sustainability message is to treat it like a political campaign and appeal to people’s hearts and emotions. Our ag stories are grounded in facts but fueled by a passion and dedication that’s hard to beat. And the work we are doing today is planting the seeds for a better tomorrow by ensuring the next generation can carry on, and improve upon, our efforts. Now tell me, who wouldn’t be moved by this story and vote for the “candidate” in this campaign?
2 Sustainably Raised Meat Research, Midan Marketing, July 2021