According to Minnesota Beef Council CEO Kelly Schmidt, domestic demand is a priority for the beef checkoff program. “We’re really excited to promote and make consumers comfortable with our product, especially being in Minnesota where there’s a lot of urban areas. It’s our job to make beef their preference when it comes to adding protein to their plate.” The investment also considers the health and nutritional benefits of beef. Regarding international marketing, “they are having amazing success in the Asian market where they are demanding high quality U.S. beef.”
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