This morning at the Cattle Industry Summer Conference there are a series of industry Issues Forums taking place. One of them is titled, “Enhancing The Brand.” The brand referred to is beef. I think the consumer research that’s being done by organizations like NCBA with Checkoff funding is fascinating. What’s even more interesting is seeing how they put that research into action.

Presenting this session are Kim Essex and Rick Husted who work for NCBA, which has been contracted by the Beef Checkoff to conduct consumer research. Some of the results of that on-going research are being presented here today.

I spoke with Kim in between sessions to see what producers are being told. For example, she says that Checkoff-funded research says there’s a need to target consumers with a message that focuses on rational reasons to choose beef. She says beef has great emotional appeal. You can listen to my interview with Kim here: Essex Interview (6 min. MP3 File)