Where do modern consumers learn about beef and who do they trust to shape their perceptions? This year’s Consumer Trends Forum at the KLA Convention & Expo will explore those questions and more.
During the Thursday afternoon forum, Kansas Beef Council (KBC) staff members Scott Stebner, Abby Heidari and Hailey Gilbreath will discuss who consumers turn to for answers about health, nutrition and cooking, as well as what influences their buying decisions. These insights drive the marketing decisions and educational programs KBC uses to build beef demand. The staff also will explain how they target their efforts to meet consumers where they spend their time, from Instagram feeds and television screens to waiting rooms and classrooms. The Consumer Trends Forum is hosted by KBC and sponsored by the Kansas Soybean Commission.
To register or view the full schedule for the convention, which will be held November 18-20 in Manhattan, click here (https://www.kla.org/events-meetings/annual-convention). Both online and printable options are available for registration.