Monetizing the adjectives in beef production

Differentiating products through marketing has long been a goal of commodity groups. The Alberta Beef Producers have (according to their website) promoted the Alberta Beef brand for thirty years. It featured widely-recognized advertisements like that of three female ranchers leaning on a fence, with text that read, “If it ain’t Alberta, it ain’t beef.”

Increasingly, the opportunities to market through unique branding campaigns is moving down the product line, right to the primary producer.

And today, the list of labels and brand that may apply to a product is extensive, ranging from “raised without antibiotics” to “locally sourced” to “humanely raised”. It’s something Vicky Horn knows quite a lot about.

Horn works for Spring Creek Ranch, an Alberta-based business that offers meat raised without antibiotics or added hormones, with full traceability, high marbling, and more. She was recently a speaker at the inaugural BeefTech conference in Edmonton.

“A lot of the ranchers that supply into our program were already doing a lot of these production practices that we were looking for, but they weren’t getting rewarded for it,” says Horn.

Horn caught up with RealAgriculture after speaking on the benefits of branded products at BeefTech in Edmonton.

“So when we can brand a product, you can differentiate it, you can explain the attributes to the consumer, and [in today’s presentation] we talked about one of my favourite quotes from Dr. Hughes, that ‘the margins are in the adjectives’.”

The more ways you can describe your product, adds Horn, the more you can build customer loyalty and increase perceived value for that product.

And the process isn’t about putting others down, she says. A brand describes the attributes of a product, and is not a judgement on other methods of production.

The bottom line? When producers supply different market segments, more customers eat beef.

 

Debra Murphy

Debra Murphy is a Field Editor based out of central Alberta, where she never misses a moment to capture with her camera the real beauty of agriculture. Follow her on Twitter @RealAg_Debra

Trending

U.S. dairy subsidies equal 73 percent of producer returns, says new report

Comparing government support for Canadian versus American dairy farmers is not a simple black and white process. While Canada's dairy sector operates under a regulated supply management system, the U.S. government's support for its dairy farmers is less direct. Support, in its various forms, equaled 73 percent of U.S. dairy farmers' market returns in 2015,…Read more »

Related

Leave a Reply

 

This site uses Akismet to reduce spam. Learn how your comment data is processed.