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In today’s Beef Buzz, senior farm and ranch broadcaster Ron Hays continues to feature comments with Danette Amstein, Managing Principal of the Midian Marketing Group. Midian Marketing, the only strategic marketing, research and creative agency that focuses solely on making a difference in the meat industry. Amstein is a sixth generation Kansas farmer/rancher.  She is active in the management of her family’s commercial cow herd and row crop operation.

Amstein shared powerful insights into how today’s consumers view beef and what drives their purchasing decisions. She began by emphasizing that price remains front and center, noting, “Consumers do not understand that there are fewer cattle… They really care when they get to the grocery store and they see that price has gone up again.” Despite the strain of higher costs, she praised consumers for their loyalty, saying, “They’ve hung in there with us this far, and I’m hoping they’ll hang in for the full ride.” Amstein reminded producers that now, more than ever, it’s critical to communicate “what we are doing to address it and why it’s important to buy our product.”

Amstein described a fascinating behavior shaping beef demand today — what she calls “affordable indulgence.” She explained, “I might skimp on certain things this week… But then when I want to celebrate, or Friday has come and I just want to say that I’ve survived the week, I’m going to go with the affordable indulgence.” With more people eating at home instead of dining out, Amstein said this creates a major opportunity for beef, adding, “When I’m home and I want to celebrate as a consumer, one of the things that they like to celebrate with is a steak.” Beef, she said, is perfectly positioned to serve both the budget-conscious and those seeking a bit of luxury.

Still, Amstein cautioned that not all cuts are benefiting equally from current trends. “People will buy the middle meats. They’re going to buy grinds, they’re going to buy the cheaper things,” she said, warning that “we’ve got a lot of cuts there that are going to end up in a spot that are going to be of concern.” To maintain value across the carcass, she stressed the need for innovation and strategy: “We have to figure out how to move it all.” Whether through marketing or genetics, Amstein said producers must ensure that every part of the animal remains valuable to sustain profitability and efficiency.

Turning to consumer trust and sustainability, Amstein emphasized that these values remain strong motivators. “Sustainability and transparency are still important and will continue to trend,” she said. While they may not dominate political discussions as before, consumers still care deeply about the environment and their families’ well-being. “They care a lot about the planet, and they care about how they can contribute to these things,” she explained, underscoring the need for clear, honest communication from the beef industry.

Amstein says the beef industry has something that other food and beverage sectors want to get in on- “the power of protein.” She pointed out, “Starbucks now has protein that you can add to your coffee… Why did they do that? Because the word protein sells right now.” While competitors from cereal to coffee are using protein to attract buyers, she reminded the audience that “the very best source for their bodies is what we are raising.” With “67% of consumers saying they’re trying to get more protein than last year,” Amstein urged producers to keep reinforcing beef’s nutritional edge: “Sure, get it in your Cheerios, buy it at Starbucks — but make sure you’ve got beef on your plate, because that’s how you’re getting your best source of protein.”

The Beef Buzz is a regular feature heard on radio stations around the region on the Radio Oklahoma Ag Network and is a regular audio feature found on this website as well. Click on the LISTEN BAR for today’s show and check out our archives for older Beef Buzz shows covering the gamut of the beef cattle industry today.

The post Today’s Consumer – Watching Prices But Loving to Indulge With a Steak first appeared on Oklahoma Farm Report.