YOUNG CATTLE RAISERS
Targeting a Generation Millennials integral to beef demand now and tomorrow By Katrina Huffstutler
I
NSTEAD OF COOKBOOKS, THEY’RE TURNING TO THE WEB FOR recipes. They learn their techniques from Food Network programming or YouTube videos. Odds
are their shopping lists are even on smartphones in- stead of the traditional notepad. They’re Millennials, and they’re increasingly more important to today’s beef producer. Rachel Chou, senior manager
of consumer communications for the Texas Beef Council, says research has shown this group, loosely defi ned as those born in the early 1980s or later, not only outnumbers the Baby Boomers, but also has more buying power. “They are the new and up-
24 The Cattleman May 2014
SOCIAL BY THE NUMBERS
Number of BEEF Loving Texans by Outlet
54.064 | Facebook 3,892 | Twitter 2,983 | Pinterest 198 | Instagram
and-coming parents,” she explains. “They are the new and up-and-coming decision-makers and they are spending a lot of money on food.” And they are not that easy to infl uence or impress. Chou says it takes a different strategy to reach this discerning audience. “They care about the quality
of their food,” she says. “They want to know the source of their food and the process it goes through from farm to plate.” With constant access to the
Internet, this group is natural- ly inquisitive. They’re born re- searchers who know they can fi nd the answer to just about any question they have within
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