Meat + Poultry - January 2016 - 34

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Foo
The new fresh meat consumer
If you see someone taking a selﬁe at the meat counter, take note. Generation X and millennials
represent a quarter of beef and pork sales. Referred to as "social conscious foodies," these
consumers spend more proportionally on fresh red meat than any other consumer segment,
explains Brian Bell, Vice President, Cargill Beef North American Sales and Marketing.
Cargill initiated a recent proprietary study1 of more than 8,000 fresh meat consumers to
better understand attitudes, needs and behaviors. From this study, Bell reports that three
key ﬁndings reveal how the grocery industry can cater to this segment's preferences.

MOTIVATION FOR
MEAT SELECTION:

22%

18%
ROUTINE

NO REASON

21%
INDULGE

39%
ENTERTAIN

Food with a story
"Social conscious foodies will pay for quality; however, they are redeﬁning what quality means,
emphasizing the story of their food-where, how and by whom it is produced," says Bell.
More transparency in how animals are raised and by whom is critical to their purchase
decisions. "These consumers drive the social issue conversation related to food on websites,
social media and blogs," says Bell.

A foodie in the mirror

KEY MEAT CUTS FOR
SOCIAL CONSCIOUS FOODIES:

According to the study, these consumers see themselves as foodies
and want others to see them that way. "Retailers should offer
them exclusive information about preparing food, complementing
cuts and latest trends," Bell says. "After they bolster their foodie
reputation, they'll come back for more."

FLAT IRON STEAK
159 INDEX*

DETERMINE WHAT TO PREPARE
BASED ON COMMUNICATION
FROM GROCERS, IN-HOME OR
POINT-OF-SALE

Cooks in training

BRISKET
138 INDEX*

Bell points out that the study shows grocers can support the busy
foodie lifestyle with point-of-sale recipes or serving ideas. These
consumers enjoy eating red meat; however, they are less familiar
with selecting and preparing it, which means they are likely to
default to brands.

FLANK STEAK
129 INDEX*

GROUND SIRLOIN & ROUND
129 INDEX*

Social conscious foodies are the only age segment in the study that
indicated they were planning to eat more red meat. A separate
Mintel study, released in February 2015, reinforced this ﬁnding.
"Adapting to social conscious foodies will impact today's bottom
line and build the foundation for a proﬁtable future," says Bell.

PORTERHOUSE STEAK
127 INDEX*
*index numbers based on total population

For more information about consumer segments, contact a local
Cargill sales representative or visit www.CargillFreshMeat.com.

© 2016 Cargill Meat Solutions Corporation.

FEEL IT'S IMPORTANT TO BUY MEAT
RAISED IN A SUSTAINABLE WAY

1

2015 Cargill Proprietary Red Meat Consumer Study

All Rights
Reserved.
34
MEAT+
POULTRY | 01.16 | www.meatpoultry.com

STATE THAT THE STAFF AT THE
GROCERY STORE INFLUENCE WHAT
THEY ARE GOING TO COOK

http://www.CargillFreshMeat.com

Meat + Poultry - January 2016

Table of Contents for the Digital Edition of Meat + Poultry - January 2016

Meat + Poultry - January 2016
Table of Contents
Commentary - Bigger-than-life characters
BUSINESS NOTES - CHIPOTLE MAKES A COMEBACK PLAN AFTER FOOD SAFETY HICCUPS
LOW CHICKEN PRICES DRAG ON SANDERSON Q4 PROFIT
USDA AMENDS RECORDKEEPING RULE
JBS SA TO EXPAND MEAT, POULTRY PRODUCTION
TYSON REPORTS POSITIVES IN A TOUGH YEAR
ANIMAL ANTIBIOTICS SALES INCREASE IN US
BOB EVANS DELIVERS MIXED RESULTS
WASHINGTON - Food-safety focus in 2016
COVER STORY: PART I - Rare form
MARKET OUTLOOK 2016 - Setting the tone
POULTRY PROCESSING - Targeting Turkey
The dark side
CEO SERIES - Niche player
PLANT TOUR - COWBOY UP
FOOD SAFETY - Ractopamine restrictions
PACKAGING SOLUTIONS - Ready and steady
INGREDIENT ISSUES - FRESH vs. FOOD SAFETY
SMALL BUSINESS MATTERS - CAJUN LEGACY
SANITATION TIPS - Periodic equipment cleaning
MEAT-MINDED - The art of mass consumption
FROM THE CORRAL - Animal handling highlights
SHOWCASE
NAMES IN THE NEWS
CLASSIFIEDS
ADVERTISERS
THE INSIDER
Meat + Poultry - January 2016 - Meat + Poultry - January 2016
Meat + Poultry - January 2016 - 2
Meat + Poultry - January 2016 - 3
Meat + Poultry - January 2016 - Table of Contents
Meat + Poultry - January 2016 - 5
Meat + Poultry - January 2016 - 6
Meat + Poultry - January 2016 - 7
Meat + Poultry - January 2016 - Commentary - Bigger-than-life characters
Meat + Poultry - January 2016 - 9
Meat + Poultry - January 2016 - 10
Meat + Poultry - January 2016 - USDA AMENDS RECORDKEEPING RULE
Meat + Poultry - January 2016 - TYSON REPORTS POSITIVES IN A TOUGH YEAR
Meat + Poultry - January 2016 - BOB EVANS DELIVERS MIXED RESULTS
Meat + Poultry - January 2016 - WASHINGTON - Food-safety focus in 2016
Meat + Poultry - January 2016 - 15
Meat + Poultry - January 2016 - COVER STORY: PART I - Rare form
Meat + Poultry - January 2016 - 17
Meat + Poultry - January 2016 - 18
Meat + Poultry - January 2016 - 19
Meat + Poultry - January 2016 - 20
Meat + Poultry - January 2016 - 21
Meat + Poultry - January 2016 - 22
Meat + Poultry - January 2016 - 23
Meat + Poultry - January 2016 - 24
Meat + Poultry - January 2016 - 25
Meat + Poultry - January 2016 - MARKET OUTLOOK 2016 - Setting the tone
Meat + Poultry - January 2016 - 27
Meat + Poultry - January 2016 - 28
Meat + Poultry - January 2016 - 29
Meat + Poultry - January 2016 - 30
Meat + Poultry - January 2016 - 31
Meat + Poultry - January 2016 - POULTRY PROCESSING - Targeting Turkey
Meat + Poultry - January 2016 - 33
Meat + Poultry - January 2016 - 34
Meat + Poultry - January 2016 - 35
Meat + Poultry - January 2016 - 36
Meat + Poultry - January 2016 - 37
Meat + Poultry - January 2016 - 38
Meat + Poultry - January 2016 - 39
Meat + Poultry - January 2016 - 40
Meat + Poultry - January 2016 - 41
Meat + Poultry - January 2016 - The dark side
Meat + Poultry - January 2016 - 43
Meat + Poultry - January 2016 - 44
Meat + Poultry - January 2016 - 45
Meat + Poultry - January 2016 - 46
Meat + Poultry - January 2016 - 47
Meat + Poultry - January 2016 - 48
Meat + Poultry - January 2016 - 49
Meat + Poultry - January 2016 - 50
Meat + Poultry - January 2016 - 51
Meat + Poultry - January 2016 - CEO SERIES - Niche player
Meat + Poultry - January 2016 - 53
Meat + Poultry - January 2016 - 54
Meat + Poultry - January 2016 - 55
Meat + Poultry - January 2016 - 56
Meat + Poultry - January 2016 - 57
Meat + Poultry - January 2016 - 58
Meat + Poultry - January 2016 - 59
Meat + Poultry - January 2016 - 60
Meat + Poultry - January 2016 - 61
Meat + Poultry - January 2016 - PLANT TOUR - COWBOY UP
Meat + Poultry - January 2016 - 63
Meat + Poultry - January 2016 - 64
Meat + Poultry - January 2016 - 65
Meat + Poultry - January 2016 - 66
Meat + Poultry - January 2016 - 67
Meat + Poultry - January 2016 - 68
Meat + Poultry - January 2016 - 69
Meat + Poultry - January 2016 - 70
Meat + Poultry - January 2016 - 71
Meat + Poultry - January 2016 - FOOD SAFETY - Ractopamine restrictions
Meat + Poultry - January 2016 - 73
Meat + Poultry - January 2016 - 74
Meat + Poultry - January 2016 - 75
Meat + Poultry - January 2016 - 76
Meat + Poultry - January 2016 - 77
Meat + Poultry - January 2016 - PACKAGING SOLUTIONS - Ready and steady
Meat + Poultry - January 2016 - 79
Meat + Poultry - January 2016 - 80
Meat + Poultry - January 2016 - 81
Meat + Poultry - January 2016 - 82
Meat + Poultry - January 2016 - 83
Meat + Poultry - January 2016 - INGREDIENT ISSUES - FRESH vs. FOOD SAFETY
Meat + Poultry - January 2016 - 85
Meat + Poultry - January 2016 - 86
Meat + Poultry - January 2016 - 87
Meat + Poultry - January 2016 - 88
Meat + Poultry - January 2016 - 89
Meat + Poultry - January 2016 - 90
Meat + Poultry - January 2016 - 91
Meat + Poultry - January 2016 - 92
Meat + Poultry - January 2016 - 93
Meat + Poultry - January 2016 - 94
Meat + Poultry - January 2016 - 95
Meat + Poultry - January 2016 - 96
Meat + Poultry - January 2016 - 97
Meat + Poultry - January 2016 - SMALL BUSINESS MATTERS - CAJUN LEGACY
Meat + Poultry - January 2016 - 99
Meat + Poultry - January 2016 - 100
Meat + Poultry - January 2016 - 101
Meat + Poultry - January 2016 - 102
Meat + Poultry - January 2016 - 103
Meat + Poultry - January 2016 - 104
Meat + Poultry - January 2016 - SANITATION TIPS - Periodic equipment cleaning
Meat + Poultry - January 2016 - 106
Meat + Poultry - January 2016 - 107
Meat + Poultry - January 2016 - MEAT-MINDED - The art of mass consumption
Meat + Poultry - January 2016 - 109
Meat + Poultry - January 2016 - FROM THE CORRAL - Animal handling highlights
Meat + Poultry - January 2016 - 111
Meat + Poultry - January 2016 - SHOWCASE
Meat + Poultry - January 2016 - 113
Meat + Poultry - January 2016 - NAMES IN THE NEWS
Meat + Poultry - January 2016 - 115
Meat + Poultry - January 2016 - CLASSIFIEDS
Meat + Poultry - January 2016 - 117
Meat + Poultry - January 2016 - 118
Meat + Poultry - January 2016 - 119
Meat + Poultry - January 2016 - 120
Meat + Poultry - January 2016 - ADVERTISERS
Meat + Poultry - January 2016 - THE INSIDER
Meat + Poultry - January 2016 - 123
Meat + Poultry - January 2016 - 124
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