The change in consumer buying habits has shifted the way state beef councils are utilizing some of their checkoff dollars.
Tammy Vaassen, executive director of the Wisconsin Beef Council says online grocery shopping continues to rise. “That surprised the retail industry,” she says. “So, they’ve adapted how they’re reaching their customers and because of that, we’re also marketing in that e-commerce space or advertising there to drive more purchases of beef.”
She tells Brownfield the coronavirus pandemic resulted in families eating more meals at home, and the organization got creative to keep beef at the center of the plate.