February 2018 - September 2018
Audience(s): Consumers Retail/Foodservice Packer/Processor Project Type(s): Promote
Consumer perceptions are key to communicating advancement in beef sustainability, and the CRSB completed its first consumer research project in 2018. The purpose of the project was to evaluate the impact and effectiveness of the logos and claims developed by the CRSB, and to determine what improvements were required for maximum consumer impact.
The CRSB launched the Certified Sustainable Beef Framework in December 2017. The Framework consists of sustainability standards supported by a comprehensive certification program that:
The goals of the consumer research were twofold:
CRSB worked with Hill & Knowlton Associates to carry out the research. To fulfill the objectives, the project was conducted in three stages:
The research informed recommendations of the CRSB Communications and Marketing Committee to CRSB Council, which resulted in the selection of the CRSB’s Framework Trademark, Certification Mark, a Mass Balance Certification Mark, and text claims that support messaging for the Certified Sustainable Beef Framework.
Click here for an Executive Summary of the research.
CRSB would like to thank all those who provided financial support for conducting this research:
We hope to conduct similar consumer research projects to evaluate the effectiveness of our programs in the future.
Tagged as: Social