We understand that CONSUMERS are the ones in the driver’s seat when it comes to beef demand. So many of the messages the checkoff delivers are not necessarily what cattle producers might prefer for themselves. So your checkoff gets to know your audience and approaches these consumers with messages appropriate to their tastes. And, we know that consumers are using a new set of evolving factors to make their purchase decisions. These ideas include transparency factors that focus on social impact, safety, experience, and health and wellness, whereas traditional purchase decisions were based on taste, price and convenience. This is not to say the traditional drivers are ignored but that the decision process has become more complex. Learn more about the consumer!