The Animal Agriculture Alliance hosted its annual Stakeholders Summit in Kanas City, Mo., earlier this summer. The event, themed “A Seat At The Table,” brought together 335 food and agriculture stakeholders to discuss sustainability, consumer perceptions, engaging influencers, labels and much more. Here are my top takeaways for anyone in the animal agriculture or meat business:
1. The public often prefers ads and messages emphasizing the brand’s or company’s values rather than why its product is superior to others. Product marketing should connect with the consumers’ emotional “why,” not just talk about the product.