Jim Bottomley has managed marketing programs for breakfast cereal companies like Quaker Oats, launched new pet foods, and is now involved in consulting. He has provided advice to Future 500s, non-profit organizations, and — through his Alberta Beef Industry Conference presentation — the beef industry.
Bottomley described to the crowd what he calls “better benefits” — essentially meeting the needs of customers in a way that is unique (and superior) to the competition.
“The world is about creating better benefits if you want to make any money,” he said, providing examples like a camouflage clothing company, heritage jam start-up, and, of course, cowboy sushi.
For the beef industry, Bottomley had a few suggestions:
- Improve the product – can we create a more tender meat?
- Improve the environmental impact – is there some potential in the experiments to measure methane production?
- Taste tests – where are the chili cook-offs?
Have you identified a better benefit for your operation? Or have a suggestion for the agriculture industry? Leave us a comment. We’d love to hear from you.