Cargill launches online experience to support ground beef
Whether it's in the form of meatloaf, Italian meat sauce, taco filling, an ingredient in chili or the ubiquitous grilled burger, ground beef is America's favorite protein, and Cargill produces a larger quantity of it than anyone else in the world – more than 1 billion pounds annually in the U.S. and Canada. Because Americans have a love affair with ground beef, in 2012 Cargill conducted consumer research to find out how it could help them better experience it as an ongoing staple food in their diets.
The extensive consumer research data Cargill gathered pointed the company's ground beef marketing team toward the Internet, resulting in the launch of CargillGroundBeef.com to provide consumers with information and an ongoing interactive dialogue about the most popular and versatile protein in America. The new website also allows consumers to share content via social media platforms including Facebook, Twitter and Pinterest. The goal is to engage, inspire, educate, incentivize and partner with consumers responsible for feeding themselves and their families.