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Keeping beef in front of consumers

The change in consumer buying habits has shifted the way state beef councils are utilizing some of their checkoff dollars.

Tammy Vaassen, executive director of the Wisconsin Beef Council says online grocery shopping continues to rise. “That surprised the retail industry,” she says.  “So, they’ve adapted how they’re reaching their customers and because of that, we’re also marketing in that e-commerce space or advertising there to drive more purchases of beef.”

She tells Brownfield the coronavirus pandemic resulted in families eating more meals at home, and the organization got creative to keep beef at the center of the plate.  “We implemented a monthly virtual cooking class where consumers register by Zoom,” she says.  “We walk them through how to cut that beef, the nutritional value of beef, and how to prepare it so that they’ve got dinner on their table for their family in under an hour.”

Vaassen says the classes have continued even though restaurants have resumed in-store dining as inflationary pressures still have consumers eating more meals at home. 

She says the classes feature recipes from the Beef, It’s What’s for Dinner website. 

AUDIO: Tammy Vaassen, Wisconsin Beef Council