Every story has a number: 23%

I used to worry that my local grocery store checkers thought I was a vegetarian. After all, it’s a rare occasion that I put meat on the conveyer.

Not unlike many in the ag community, my family has a deepfreeze full of protein (both sides of the family raise pigs, chickens and cattle). During normal weeks we’re dipping into that supply daily.

When we are out to eat, I know what the USDA quality grading system means and generally how to scrutinize branded beef claims.

I don’t stand at the meat case overwhelmed with questions. When I don’t know the answers, I personally know chefs, meat scientists and other experts who are more than happy to help.

As a cattleman or woman, perhaps you feel like you “know” your fair share, too.

Not every consumer is that comfortable with beef.

Take this example that brings us today’s number: 23%. That’s how many consumers say they’ve never cooked a beef roast. Add together a few more categories in the on-line survey we completed with the Beef Checkoff earlier this year and you’ll find that 43% cook one roast or less per year.

You may wonder, like many of us did, why not?!

Well, the survey covered that, too:

It’s in that suite of numbers that we find an opportunity. Most of the apps available for smartphones and tablets were geared toward steak. Our consumer team sprung into action, and by this fall we launched the Roast Perfect app which includes a selection guide, recipes, step-by-step video tutorials, a store locator, built-in timer, and portion calculator.

We want consumers to be successful when trying a new cut or technique. And as a beef producer, I’m sure you do, too.

After all, ham and turkey often take center stage this time of year. But here’s another number that may look like opportunity: 30%. That’s the portion of the survey respondents who said they consider a beef roast appropriate for a holiday meal.

Use the app to help “wow” your guests, or if you’re going somewhere for the holidays share the app (here’s the link) with family and friends.

Maybe that’ll help give us a new number to talk about: increasing beef demand.

May your bottom line be filled with black ink (and your bellies be filled with good beef),

Miranda

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PS-We’re revealing the stories behind the numbers this whole month. Check out these posts which include everything from EPDs and premiums to carcass weights and menu collection:

Day one: $6.93

Day two: 2.5 million

Day three: $204.10

Day four: 12.1 million

Day five: 11/13

Day six: 8 million

Day seven: 139

Day eight: $39

Day nine: 30.1%

Day 10: 120 million

Day 11: -2.26

Day 12: 12 to 15 minutes 

Day 13: 30%

Day 14: 32 million

Day 15: $154,000

Day 16: 118

Day 17: .51

Day 18: 105

Day 19: 1650

Day 20: 36,575

Day 21: 603

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