Purpose:
Inspire consumers, and those who impact consumers, to make beef their preferred protein through targeted, innovative communication and marketing.
Initiatives:
- Implement a marketing campaign that communicates beef’s advantage compared to competing proteins
- Develop targeted marketing programs focused on the highest opportunity market segments
- Cultivate collaborative promotion partnerships
- Engage consumers in a memorable beef eating experience
- Develop a more interactive and exciting beef purchasing experience
- Promote underutilized beef cuts and new variety meat products
- Defend beef’s product identity
Twice a year, producer leaders meet in committees to review promotions and other projects that directly tie to their initiatives based on the Beef Industry Long Range Plan.
