Hawai‘i Department of Agriculture Launches
100% Hawai‘i Grown Beef Promotion Campaign
Dan Nakasone, Brainstorm Marketing, Inc.
Market Trends
Today’s consumer is more health conscious, and this is especially true of the
aging “baby boomer” generation (born between 1948 and 1964). Demographically,
the sheer size and nature of this market presents a unique opportunity to
increase the Hawai‘i market for local beef. Consumers are more food savvy and
sophisticated because of the growing number of food publications and broadcast
media (example: the Food Channel). Trends show that people are eating out
more often and requesting regional or locally grown foods. “Buy Local” campaigns
across the country help to bring attention to such niche products and the farms that contribute
to the local economy. Nationally, beef consumption is on the rise, calf prices are at historic highs, and
demand in this new marketplace is creating opportunities that are trickling down to our island
economy. The 100% Hawai‘i Grown Beef campaign is a timely promotion and collateral piece to the
educational efforts carried on by CTAHR.
The objectives of the project are to educate consumers about Hawai‘i Grown Beef and to elevate
the brand and value of the local beef products. Longer-term goals are to increase our market base for
100% Hawai‘i Grown
Beef and increase local
beef production.
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Key Strategies
To keep cattle in Hawai‘i
and bring them to market
will cost more; ranchers
will need to be compensated
with a profitable return in order to fulfill the goals. To achieve this, 100% Hawai‘i Grown Beef
must be positioned and marketed as a high-value specialty product. The 100% Hawai‘i Grown Beef
is a niche-market product and will not replace imported commodity beef but rather offers alternatives
in the Hawai‘i marketplace. Two distinct alternatives are available for the 100% Hawai‘i Grown Beef
brand: natural beef produced from cattle that are finished with quality supplemental feed for consumers
accustomed to marbled and tender grain-fed beef, and grass-finished beef targeting the healthconscious
segment of the new marketplace.
Actions
The industry needs a sustained marketing communication and promotional campaign that is focused
on positioning 100% Hawai‘i Grown Beef as a high-value specialty product. The industry needs to
increase the supply of quality beef to notable chefs and restaurants, as these chefs are the “gatekeepers”
and have strong influence on the food-savvy consumer. They can help to position the
product and offer great promotional opportunities.
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