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A woman herds cattle near Livingston, Montana. Market research shows that building on the credibility ranchers already hold is crucial to increasing consumer confidence.
Beef Cattle, Features

Market research reveals opportunity to educate U.S. beef consumers

Building on the public’s trust in farmers and ranchers key to communicating humane treatment of animals and increasing consumer confidence

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Now more than ever, consumers are indicating they care about animal welfare in livestock production. However, the average consumer has little knowledge of beef production. In the United States, the National Cattlemen’s Beef Association (NCBA) conducted focus groups as part of its market research to understand what consumers believe about beef production. Participants who considered […] Read more
Crops, Markets, Reuters

Kraft Heinz cuts output at three plants, adds mac and cheese shifts

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Sao Paulo | Reuters — Kraft Heinz said Friday it has moved to significantly reduce production at three plants providing restaurant supplies amid the COVID-19 coronavirus outbreak, but its CEO noted the company has added shifts at others to meet demand for packaged foods such as macaroni and cheese. Speaking in a video presentation hosted […] Read more
Crops, Markets, Pulses

Pulse weekly outlook: Increased demand seen, but problems loom

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MarketsFarm — Unlike other commodities, pulses aren’t yet feeling ill effects from an economic downturn due to the COVID-19 coronavirus outbreak, according to Marcos Mosnaim of Globeways Canada in Mississauga. With consumers panic-buying, there has been increased demand for pulses, as many are non-perishable, Mosnaim said. “These products will be there for ages,” he said, […] Read more
New research by the Canadian Centre for Food Integrity will examine how COVID-19 has affected public trust.
Features, News

Research finds Canadians want to learn about agriculture

Public Trust: Study by the Canadian Centre for Food Integrity shows gaps in consumer understanding of modern agricultural practices

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The general public’s lack of agricultural knowledge is more widespread than likely imagined, according to a 2019 study. The study by the Canadian Centre for Food Integrity (CCFI) found that 91 per cent of Canadians feel they know little, very little or nothing about modern agricultural practices. However, this research also shows that 60 per […] Read more
Crops, Oats

Mexico wants Canadian oats

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MarketsFarm — Mexico’s largest oat manufacturer is calling for Canadian oat producers to explore new varieties and increase acreage in order to keep up with global demand. Jorge Sanchez, chief financial officer of Mexico’s Corporativo Grupo Vida Internacional, said Canada’s oat crops need to “adapt to changing growing conditions” in order to meet world demand, […] Read more
Charlebois suggests marrying beef with foods that are growing in popularity.
Features, News

Flipping the script on environment and nutrition

Two experts discuss public perceptions and misinformation around beef production, and what the industry can do about it

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Environmental impact and nutrition are two major public trust issues facing beef production, with misconceptions and false information widely promoted. An expert in each field spoke at the 2019 Alberta Beef Industry Conference about opportunities for the Canadian beef industry in these challenges. Environment Dr. Frank Mitloehner knows well how animal rights activists cite climate […] Read more
October 2019 saw strong domestic and export demand for beef.
Markets, News, Prime cuts

Beef demand should remain strong

Prime Cuts with Steve Kay

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How much consumers pay for beef and how much they buy largely determines the success of the North American beef industry. Beef demand at home and abroad was strong last year across the continent and should remain so in 2020. Much of the reason is that the U.S. and Canadian economies are among the strongest […] Read more
Hogs, Livestock, Reuters

Packers win dismissal of U.S. pork price-fixing suits

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Reuters — A federal judge on Thursday dismissed antitrust lawsuits accusing several large U.S. pork companies of conspiring to limit the supply of pork to inflate prices and their own profits at the expense of consumers and other purchasers. Chief Judge John Tunheim of the federal court in Minneapolis said the plaintiffs failed to show […] Read more
General

Six steps to better consumer conversations

The science is worth learning. Gaining knowledge about why consumers behave the way they do and make the decisions they do is essential to building constructive, forward-thinking dialogue, engaging in artful and “value-added” arguments, and educating and influencing your audience. One way to gain insight into how the human brain processes information is by exploring[...]
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Enright Cattle Company ships 95 per cent of their beef to high-end restaurants in Toronto, Ottawa, Kingston and smaller locations in southern Ontario.
Features, Livestock

Direct marketing is their path to full-time farming

Marketing: Enright Cattle Company is meeting the challenges of building their brand and informing their customers

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When consumers recognize your brand, it’s a sure sign that you’re doing something right. At restaurants across southern Ontario, to see the name of one particular beef operation on the menu is a testament to the hard work of Kara and Darold Enright. “Something that we are always trying to promote to the consumers is[...]
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