Smoky Sirloin Steak with Tomato Hummus

CONSUMER INSIGHTS GAINED THROUGH THE 2021 NORTHEAST DASHBOARD SURVEY

K.Swope | January 4, 2022


To more effectively target the unique demands and preferences of Northeast consumers , the Northeast Beef Promotion Initiative (NEBPI), a subcontractor to the Beef Checkoff, through partnership with the Beef. It’s What’s for Dinner Market Research Team conducted the 2021 Northeast Dashboard Survey. The survey revealed important information about the Northeast metropolitan consumer.   

The key findings of the survey include, unique to the Northeast consumer, health is a top factor when considering protein meals, followed by taste and safety. The survey also found that the Northeast consumes less beef on a weekly basis than the total U.S. and perceptions of beef in the Northeast are less positive overall – driven by many variables, including versatility and safety. The survey also revealed that nearly half of Northeast consumers are ordering groceries online at least monthly. 

The key areas of opportunity for the Beef Checkoff to continue sharing the positive beef messaging include sharing more beef recipes that are quick and easy, as we know consumers continue to eat meals from home. These quick and easy recipes could encourage more beef consumption. We also learned that continuing to share out beef’s positive story, highlighting information on how cattle are raised has the potential to raise perceptions surrounding beef. We will also continue to highlight the Northeast Beef Directory as an online resource for locating local beef producers across the region. 

Please reach out directly to Kaitlyn Swope, Director of Consumer Affairs, [email protected] to request the full report. 

For more information about beef promotion in the Northeast region, visit www.nebpi.org/

Stay connected with the Northeast Beef Promotion Initiative Facebook and Instagram pages to catch up on how the Northeast region is actively seeking to promote beef. 

For more information, visit NEBPI.org or BeefBoard.org  

Media Contact: Kaitlyn Swope, [email protected] or visit the NEBPI website. 

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The Beef Checkoff Program was established as part of the 1985 Farm Bill.  The checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products.  States may retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen’s Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA Approval.   Internal links within this document are funded and maintained by the Beef Checkoff. All other outgoing links are to websites maintained by third parties.