Consumers want to know more about how beef is raised

ICA ARCHIVE

Consumers want to know how Idaho beef is raised, so let’s tell them

It’s vital to let state residents know about safety, sustainability and preservation when it comes to cattle ranching

By the Idaho Beef Council

The Idaho Beef Council serves as the marketing arm for the Idaho beef industry, and it relies on market research data to make sure that the messaging delivered to consumers addresses the things they care about most, and speaks to areas where they may lack knowledge or understanding about beef or the beef production process.

Insights gathered through the August 2021 National Cattlemen’s Beef Association Consumer Dashboard Survey tell us that beef consumption in Idaho is similar to the rest of the U.S.,

WHAT CONSUMERS THINK ABOUT THE BEEF INDUSTRY

SOURCE: SAMPLIFY STATE DASHBOARD AUGUST 2021; TOTAL U.S. N=1000; IDAHO N = 151

with 70% of Idaho consumers claiming to eat beef weekly, compared to 76% nationally. These results are positive, and we want to keep them that way. So keeping a pulse on the top concerns related to beef and beef production is paramount.

Census data show that Idaho’s 17.3% population growth in the past 10 years made it the No. 2 fastest-growing state, behind Utah (18.4%). The data also tell us that the majority are coming from larger urban areas such as Seattle and Portland, and 26.3% are coming from

population-dense areas of California.

In a recent focus group of California-to-Idaho migrants, we learned that while they enjoy eating beef, there are gaps in their level of understanding of beef production.

Additional insights from the August 2021 Consumer Dashboard Survey tell us that when it comes to beef, environmental concerns and animal welfare are important to consumers. Fewer than 48% of survey respondents could say with confidence that cattle spend at least half of their life on pasture, consume a natural diet and are not a major contributor to climate change.

At the same time, this group reported to have a low level of knowledge of beef production, with 40% claiming to be unknowledgeable and 27% claiming to be only somewhat knowledgeable.

CONSUMERS NEED KNOWLEDGE ABOUT IDAHO BEEF RANCHING

As our state’s consumer demographic continues to evolve, with the influx of arrivals from neighboring regions, education about the way beef is raised in Idaho becomes increasingly important.

With these insights, the IBC has identified “Growing Consumer Trust” as a key strategic priority for FY22. Sharing more information about how cattle are raised, and how cattle

IDAHO NEWS MEDIA REACH

Publication Reach Coeur d’Alene Press 258,000 Spokesman-Review 1,011,300 Idaho Press 187,278 Teton Valley News 15,100 Idaho Falls Post Register 84,000 Twin Falls Times-News 178,000

producers protect the land and the environment, can elevate consumers’ perceptions.

To advance this objective and share beef’s positive sustainability stories, Idaho cattle ranchers Bill Lickley, Trish Dowton, Robert and Linda Rider, and Liz Woods agreed to share their sustainability stories to educate consumers across the state (and the surrounding region) by submitting letters to the editor as part of NCBA’s reputation management efforts around Climate Week NYC and the U.N. Food Systems Summit in late September.

Hearing from Idaho ranchers gives consumers a deeper understanding of how sustainability is an integral part of the daily life and standards of Idaho’s most vigilant stewards of the land and livestock. Leveraging media outlets across the state is a cost-effective way to get the message out to a broad audience. So far six publications

Hearing from Idaho ranchers gives consumers a deeper understanding of how sustainability is an integral part of the daily life and standards of Idaho’s most vigilant stewards of the land and livestock.

have published Idaho producer letters, potentially reaching 1.7 million consumers.

Here is a sampling:

The Spokesman-Review

“Our goal is to effectively manage the ranch and natural resources so we can pass them on to the next generation in even better condition. Our cattle graze on land that is hilly and heavily treed, so proper forest management is central to our conservation efforts. We keep space between trees and plant grass seed in open areas, which maintains forest health and provides forage for both cattle and native wildlife.” Robert and Linda Rider, Coeur d’Alene

Idaho Falls Post Register

“Sustainability is at the forefront of what we do each day. Our grasslands remove carbon from the atmosphere and store it in the soil. Our cattle grazing practices accelerate the process of carbon storage in the soil, reducing the carbon footprint and increasing the soil’s capacity to hold water so the land is more drought-tolerant and wildfire resistant.”

Trish Dowton, Ellis

Idaho Press

“Our improved soil quality promotes the growth of diverse plant and habitat of wildlife species. By understanding the symbiotic needs of these living systems, we create an optimal environment for our cattle while enriching the natural ecosystems, leaving the land better than we found it.” Bill Lickley, Jerome

The next phase in IBC’s strategy includes the launch of a targeted advertising campaign that highlights the way Idaho cattle graze and enjoy the freedom to roam in wide-open spaces. Consumers will learn more about the

ways that grazing protects the land while upcycling inedible plants into high-quality beef, all while keeping the views vast and open.

The Nourish Idaho campaign presents beautiful Idaho-specific imagery and messaging that reinforces the importance of beef ranching and the way it helps to preserve the things we love about Idaho. Reaching consumers where they are through a robust social media campaign will connect with an audience that’s less familiar with Idaho’s beef industry and will deepen their understanding about the way cattle are raised.

It also will highlight the tremendous benefits that the beef industry contribute to the landscape we all cherish.

The Nourish Idaho campaign launches in January and the IBC will share updates with you as it progresses. If you are on social media platforms, we encourage you to follow the Idaho Beef Council on Facebook and Instagram to like, share and comment on these important messages to amplify their impact.

Sharing the story of Idaho beef production is an excellent way to help Idaho’s newest residents learn about and gain a deeper appreciation for the industry. This expanded knowledge builds trust and strengthens beef’s position in the marketplace.

Your own beef production story may hold the key to unlocking consumer trust. Across the beef industry supply chain, there are many opportunities to share your expertise to help consumers gain a clearer understanding of the ways cattle are raised in Idaho and how they are part of the solution to today’s climate challenges. From Beef Quality Assurance Certification or Masters of Beef Advocacy training, you can find excellent resources and information to help you share the message at www.idbeef.org/raising-beef.

PROVIDED BY THE IDAHO BEEF COUNCIL In this example, Facebook and Instagram consumers will be reminded that cattle turn inedible plants into high-quality beef, and keep our views vast and open.