422: How Do You Sell Beef to Someone Who Doesn’t Know Agriculture? with Carollann Romo

Carollann Romo of the New Mexico Beef Council joins Lauren today on the Cattle USA Daily Podcast to take us behind the scenes of beef marketing and consumer outreach. From understanding what consumers actually care about to reaching people far beyond agriculture, Carollann explains how beef councils work to build trust, tell the beef story and keep beef on the dinner table. The conversation also digs into why the cattle industry can fall into an agricultural echo chamber, how producers can help tell the beef story without becoming influencers, and why connecting with consumers may be more important than ever.

Links:

New Mexico Beef Council: https://nmbeef.com/

Behind the Burger Podcast: https://podcasts.apple.com/us/podcast/behind-the-burger/id1797170424

Carollann Romo: https://www.linkedin.com/in/carollannromo/

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Key Takeaways:

• Beef councils work to connect consumers with the people and story behind beef
• Price and flavor remain major factors in consumers’ beef purchasing decisions
• Ranchers don’t have to be influencers to help strengthen consumer trust in beef
• Local producers can help by engaging with Beef Council content and sharing their own stories
• The beef industry needs to reach consumers outside of agriculture instead of only talking to itself
• Human stories about ranching, family and legacy can help consumers connect with beef
• Beef councils meet consumers where they are through events, restaurants, social media and other major platforms
• Producers can help the industry by being willing to answer questions and explain what happens on the ranch

Chapters

00:00 – Meet Carollann Romo
01:09 – From Journalism to Beef Marketing
03:37 – Building Consumer Trust
05:39 – What Consumers Actually Care About
08:04 – Why Ranchers Need to Tell Their Stories
12:28 – How Producers Can Get Involved
20:04 – Questions Consumers Are Asking
21:11 – Are We Talking to Ourselves?
27:57 – Bringing the Beef Industry Together
30:53 – The Future of Beef

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