John Lundeen, executive director of market research for the National Cattlemen’s Beef Association, a contractor to the Beef Checkoff Program, recently conducted a July 2009 study on behalf of the beef checkoff called the Consumer Beef Index, a tool used to provide a measure of change in consumer demand for beef. Lundeen says it’s important that the checkoff track consumer attitudes in order to better understand the market and to optimize national communication strategies. The study surveys more than 1,000 consumers ages 13-65…tape

Cut #1 :53 O.C...”embodied in the tool”

Lundeen notes that the Index shows nice positive upswings in attitudes on various measures of how consumers think about beef. One thing to understand is that studies show the heavy beef consumer is also a heavy chicken consumer – they’re protein fans, plain and simple. Chicken scores high in the nutrition category but beef is gaining ground. Beef is also trying to maintain its lead on taste and crave-ability where it beats chicken. Here he tells us what consumers are saying and notes that all checkoff programs have to respond long-term with what’s gaining in importance, all the while, being able to respond short-term…tape

Cut #2 :38 O.C...”place on safety”

So how have consumers changed? Lundeen helps answer that question. He’s a numbers man, but says the numbers tell the story...a story that helps the beef checkoff tailor programs in order to ultimately help drive demand…tape.

Cut #3 :39 O.C...”react to that”

For more information about the beef checkoff’s story, visit www dot my beef checkoff dot com (www.MyBeefCheckoff.com).