Feeding millennials’ craving for facts

(May 23, 2017) The millennial generation has had an enormous impact upon the fabric, the culture of this country.
The name “millennials” has been assigned to those individuals born between 1980 and 2000.
They have not only surpassed “Baby Boomers” as the United States’ largest living generation, they have caught up to them when it comes to their ability to influence what goes on in this nation.
According to research from the Pew Charitable Trust, both generations now comprise roughly 31 percent of the voting-eligible population.
The millennials have demonstrated clearly, for example, that they care about their health and how it is affected by what they eat.
That means, of course, that the economic backbone of the country — its agriculture — pays attention.
Take, for instance, the whole issue of food labeling:
The millennial mom wants to know what she is feeding her family and agriculture has been trying to tell her through the process of labeling.
But that’s not foolproof enough — Mom might want to know more.
What’s the difference between “grass-fed” and “organic beef”?
Maybe Mom wants to know precisely what is meant by terms like “antibiotic-free” and “raised without antibiotics”?
The ag industry is trying to answer those questions, among them the cattlemen who are putting the steaks on the grills in thousands of millennial backyards.
“Today’s consumer demands transparency and more information about how their food, including beef, is raised and grown,” said Dr. Mandy Carr, senior executive director of Science & Product Solutions for the National Cattlemen’s Beef Association, a contractor to the Beef Checkoff. “Cattle farmers and ranchers are committed to providing answers to their questions.”
The cattlemen have created two new fact sheets, “Decoding the Label: Know Your Beef Choices” explains terms like “grain-finished,” “grass-finished,” “Certified Organic” and “naturally raised” breaking down what the labels actually mean, based on USDA definitions.
The “Antibiotic Use in Cattle” fact sheet addresses consumer questions about how and why antibiotics are used and what the Beef Quality Assurance program is doing to educate producers about best practices.
This fact sheet is designed to help consumers feel confident knowing that antibiotics are only given to cattle to treat, control or prevent disease.
According to the beef industry, research shows that 88 percent of millennial parents polled approved of the new “Antibiotics Use in Cattle” fact sheet, saying that it was “meaningful” and it made them “feel better about how beef is raised.”
Want to get a look at (or download) these fact sheets? Visit
Throughout the ag industry, efforts are being made to ease the apprehensions of the millennials.
They are “the bread and butter” of food merchandising and cannot be ignored.