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Ranchers.net

Consumers want improved consistency, improved eating enjoyment and economical prices from the beef they buy at retail and they would consider buying beef that has had a flavorless solution added to it if that improved their beef. When asked about the importance of brand names, consumers reported that branding is not very influential in today's beef purchases because most retailers stand behind the product. However, branding is seen as beneficial when the product is better, different.

These major outcomes resulted from a national study recently concluded by the National Cattlemen's Beef Association to assess the importance of consumer brands for fresh beef.. The study was very unique because it combined extensive interviews with the retail trade (i.e. Meat VP's, Merchandisers, or Buyers controlling over 50% of U.S. retail beef supplies), together with statistically projectable interviews with over 750 consumers throughout the U.S. The research explored major issues impacting the enjoyment of beef meals cooked in the home and the effect of national and store branding of beef on these issues.

1. Consumers' reported that the major factors that would improve beef consumption centered on improved consistency, improved eating enjoyment and more economical pricing. Although it would likely by mildly helpful, national branding of commodity beef was not seen as a major influencer in beef consumption.

- However, national branding of a better, value added beef product that was promoted and merchandised, would likely generate very positive sales results.

2. There was moderate - strong interest by a niche group of consumers and the trade for an economical line of beef products that would improve the juiciness and tenderness of tougher beef through marination while keeping prices in the economical area.

3. Consumers often consider the store branding of beef as their guarantee of edibility. However, consumers also expect the general store beef, (with or without the store brand logo), to lack consistency and often range between satisfactory and unsatisfactory from a quality standpoint. As a result, more retailers are adding a small line of nationally branded, "premium" products to supplement their typical line of store branded beef, which is increasingly Select
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