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Michigan Beef Commission targeting consumer gaps

The Michigan Beef Industry Commission is evaluating how to improve its outreach to consumers.

Registered dietitian Katie Serbinski tells Brownfield their annual Consumer Beef Tracker survey found about half of Michigan consumers say they are unknowledgeable about how cattle are raised.

“We know that the Michigan consumer looks to beef as a nutritious and valuable protein,” she shares.  “They’re a little unsure about how beef is raised, so animal welfare, animal care is very top of mind for them.”

Serbinski says consumers also want more quick and easy meal ideas which has increased their recipe development efforts to reach people cooking at home and buying groceries online.

“What can we add to a beef meal?” she says.  “The vegetables, the whole grains, even fruit—we’re looking at how we can help the consumer make informed choices, not just with the beef on their plate, but other healthy and maybe budget-friendly options too.”

She says survey results help identify gaps in their outreach and points to the need to elevate animal welfare and sustainability efforts moving forward.