Meatless Mondays, health concerns and rising prices have dampened beef consumption. Or not, depending on who is talking. Regardless, demand among a group of consumers regarded as being key to the future of Texas beef is waning: millenials. And Texas beef producers have levied themselves to fund a marketing campaign designed to win that particular consumer group over.
The New York Times reports on the activities of the Beef Council:
“The group uses custom-made promotions for younger consumers, said Linda Bebee, the council’s vice president for domestic marketing.
Because millennials lack “cooking confidence,” the council targets them with how-to events like “Girls Gone Grilling” — where young women are invited to beef-centric grilling demonstrations — and online videos.”
American consumption of beef has declined about 17% since 2007, while consumption of beef has increased in other nations, including China and India.For the full article, published by the New York Times (via the Texas Tribune), click here.