IARN — Both domestic and international consumers show enthusiasm for red meat, according to U.S. Meat Export Federation (USMEF) officials. Consumer outreach, however, looks different now.
Commodity organizations are finding new ways to interact with consumers, domestically and internationally.
U.S. Meat Export Federation staff, with support from the Beef Checkoff and National Pork Board, work to raise the profile of United States pork and beef on social media, as well as online promotional and educational platforms.
Jesse Austin, USMEF vice president of marketing, says eastern markets seem to have embraced online, eCommerce platforms.
“Korea and Japan have been at the forefront of digital marketing. They have stepped up their social media campaigns,” Austin said. “One idea that came out of Japan is everyday at four o’clock they release a recipe for dinner. Everybody’s cooking at home, so this is a pretty efficient way to communicate with families cooking at home. (This gives them) ideas of what to make for dinner and how to use U.S. pork and beef in this capacity.”
Western markets do not hold similar interests. USMEF staff adjusted their outreach efforts for customers in this region.
“In addition to increasing their social media presence, they have also used platforms like this to promote webinar events where a chef works with end users, identifying what’s in their fridge. The chef will (then) help create a meal based on the ingredients in their fridge,” Austin said.
Story courtesy of the Iowa Agribusiness Radio Network.
