Millenials, the largest generation, are the target of the beef checkoff's latest marketing efforts.
Millenials, who are categorized as being between 20 and 34 years of age, are a demographic that's increasingly interested in technology and social and online media.
The Cattlemen's Beef Board Vice Chair Kim Brackett explains that most millenials gather their information digitally, thus the need for a stronger online presence.
"Most (millenials) have smart phones or tablets or they get their information on their computers. So the checkoff has made sure that we have a Web presence, a strong Web presence – we're looking at smart phone apps and we have online recipes, we've even strengthened our own 'Beef. It's What's For Dinner.' website," she said.
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