Millennials Demand Quality

Millennials, a generation that grew up with the song “It’s All About the Benjamins”, are telling ag producers that they are looking at more than cost when it comes to their purchases.

Kara Lee of Certified Angus Beef said, “We find that it’s not a consumer that is strictly driven on price, it’s a consumer that’s driven on a price to value relationship. They’re willing to pay a little bit more for a piece of meat that’s going to meet and exceed their eating expectations.”

Millennials view food as an experience, as opposed to eating just for sustenance or nutrition.

Lee noted  that producers are getting the message that millennials are, “Continuing to look for that high quality, even if it’s not the cheapest piece of protein that they can find in the case today because quality is what matters to them. Taste is very important.”

Lee says this experience near and dear to the hearts of millennials.

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