Let's see if the recommendations, from marketing specialist, Tad Schroeder, make sense. He starts with 5 errors the industry makes (my comments in italics):
- Defensiveness about criticism. "All that does is feed the fire." A tad vague, no comment.
- Too much secretiveness. "We need to be open and honest about what we're doing." Could not agree more. Tell us exactly what's on our plate and how it got there. See this for a start.
- Camouflaging through labeling gimmicks. For example, Schroeder said, "The word 'natural' in the meat case means almost nothing." Hallelujah!
- Assuming "consumers are stupid." "They're not stupid. They're very savvy, and they have lots of information." And I'm trying to make them smarter.
- Scare tactics. Eh?
And follows with 5 tips:
- Give 'em what they want.
- Show and tell our story.
- Invest in new technologies that are aimed at consumers.
- Coordinate and share information within the industry, rather than keeping it secret for what may be a short-term competitive advantage that hurts the industry in the long term.
- Give 'em your 800 number." Encouraging consumer feedback sends the message, "I'm proud of this. Come talk to me about it."
This is what we care about.
- We care about supporting good farms and workers.
- We care about protecting our families from bad stuff in the beef.
- We care about happy cows.
- We care about keeping our environment clean.
- We care about great taste and texture.
Bottom line: Tell us exactly what's on our plate, where it's from and how it was raised and aged. Then let us decide if we want to buy from you or the other guy.
Finally, do not snooker us into believing that USDA Prime tastes better than Choice or Select. Admit it, marbling is just one factor. Different breeds raised on different farms on different diets and aged with different techiques will taste different from each other - even if they score the same USDA grade. And this is a good thing, my gosh, imagine tailoring different beef styles to each individual's personal taste buds!
If you have any doubts, please call me, I will send you an artisan steak tasting kit to prove it.