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Connecting with the next generation of consumers

The demographics of red meat consumers around the world are changing.

Iowa beef producer Ross Havens, who sits on the Beef Checkoff’s International Marketing Committee, says a recent cooking demonstration from the U.S. Meat Export Federation with Japanese culinary students is an opportunity to secure demand for years to come.

“There were young people who were in that cooking seminar,” he says.  “Being able to get in their minds that we provide some of the best beef and pork products in the world. They’re just good future customers for us as producers back home.”

Missouri pork producer and member of the National Pork Board Jesse Heimer tells Brownfield the industry is figuring out how to market to a new generation of consumers. “Certainly, they have choices and options here in Japan, and it was a great opportunity to encourage them to choose US beef and US pork as they enter the cooking field and have a chance to make culinary decisions,” he says.  “It was a very impressionable opportunity.”

Representatives of USMEF are in Japan this week, meeting with buyers of U.S. beef and pork. 

USMEF utilizes beef and pork checkoff dollars to promote U.S. meat products in international markets to grow demand for U.S. red meat.

AUDIO: Interview with Ross Havens and Jesse Heimer