The North Dakota Beef Commission brought social media influencers together in Carrington for its Girls Who Grill event, highlighting how beef checkoff dollars are being used to connect with consumers. North Dakota Beef Commission Executive Director Nicole Wardner said these efforts are designed to reach audiences producers may not see directly. “We have a lot of producers that don’t see the checkoff at work because we’re targeting different types of people,” said Wardner. “The lower amount of checkoff that we have invested right now means we need to make every dollar return as much as possible.” Wardner said influencers provide a direct connection to consumers. “Today’s consumer doesn’t trust brands, but they trust the influencers that work with the brands. If we can connect with those influencers and have them bring their followers along, we’re now reaching consumers in their homes on the devices that they hold in their hands.” Wardner said the goal is to build beef demand while helping consumers better understand how their food is produced.
