With the insight that sustainably-minded consumers are meat consumers, and also guests in your operations that are looking for beef and lamb on the menu, it raises the question of how best to reach them and draw them in. Which messages and approaches are most effective, and where should operators focus their efforts? We chatted up a few of our Aussie Beef Mates with heaps of experience putting grassfed on the menu to get their take.
First, a few things we know from the research: People are looking for protein, full stop. It’s the top nutrient consumers of all ages and demographics want to eat more of, according to the annual Food & Health Survey from Food Insight. Also, as Menu Matters points out, not just any protein will do! They also want to eat the beef that they love - it’s craveable and not something you can replace with another protein or analog. Emphasizing sustainability bona fides like grassfed gives them permission and a reason to feel good about a choice they already want to make - ordering that steak or burger!
What do you see happening in the grassfed/sustainable beef space?
“Something new is happening in a coming-together of health, wellness and sustainability. Good for me and good for the planet are starting to be one singular goal, and that’s really relevant in red meat. It’s not about what it doesn’t have - it’s what it does have and what it stands for. Where the old way of thinking about grassfed beef might have been about leanness or less fat, today knowing there are benefits from omega-3s and animal welfare and to my immune system is much more impactful.”
Pam Smith RDN,
Industry Menu Strategist and Concept Developer,
Shaping America’s Health, Inc.
“When we as operators do a good job communicating the health and sustainability benefits of grassfed beef, it’s something that guests will and do lean into. Especially once they taste the eating quality of Australian! Demographically it matters more to some generations than others - Gen Z’s in particular expect us to be sourcing sustainably. From what I’ve learned, simple, evocative messages about raising cattle naturally on open pastures, in a way that’s better for the animals and for the environment, resonates across the board.”
Tiffany Sawyer,
First Hospitality
What do you think is powerful or effective about Australian grassfed beef to these guests?
“Grassfed is so simple - you don’t have to explain it, guests recognize it as a better choice right away. Especially with Aussie grassfed beef and lamb, you also get an immediate understanding of quality and taste.” -Pam Smith
“A key selling point for us with Gibsons Grassfed Australian program is how it’s raised, and that how it’s shipped to us has a better carbon footprint than other domestic options. But at the end of the day it’s about flavor and that eating quality. For the guest that’s looking for the benefits of grassfed for their health or for the planet or for the animals, they still need it to be delicious, or they’re not coming back to my restaurant.”
Dan Huebschmann,
Corporate Executive Chef,
Gibson’s Restaurant Group
Aussome stuff gang! For more on Aussie grassfed beef, this page is a great start.