NCBA: Better Beef Sales Program Increases Knowledge at the Meat Case

February 1, 2012 08:46 AM
NCBA: Better Beef Sales Program Increases Knowledge at the Meat Case
With an increase in consumer to meat-counter relationship, The National Cattlemen's Beef Association (NCBA) and the Beef Checkoff Program partnered with Merck Animal Health to launch Better Beef Sales, a new web-based retail training program to help boost knowledge about today’s beef and how it’s produced, today at its annual meeting in Nashville, Tenn.
In this industry shift towards more face to face connection between retailers and consumers, retailers need more information to answer consumer questions.
“This program is designed to increase beef sales and demand, while providing information to bridge the gap between consumers and beef producers,” says Kyle Pfeiffer, Merck Animal Health. “Consumers are confused; they don’t understand the choices they have. This will help retailers on the front line be able to make consumers more confident in their purchase and provide the answers to consumer questions.”
These organizations recognized the need for more training of meat-counter employees after Merck Animal Health conducted a series of consumer panels. The panels found that consumers identify the staff behind the counter as experts.
Better Beef Sales education program consists of a series of six web-based training modules for the retail meat counter employees on the front lines of consumer marketing. Topics covered in the videos include: types and quality of beef offered today; sustainability of today’s beef; animal welfare practices; beef-improvement technologies; and ways retailers can add value to the meat case.
Better Beef Sales will also be featured at two retailer events in February to introduce this program to the retailer segment. This program will also be featured in the monthly enewsletter to retailers and deployed to state beef councils for state implementation as needed.
To learn more about the Better Beef Sales retail education program, visit

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