Protein Labeling Study

Using clear and concise on-package labeling encourages beef sales

The Beef Checkoff, the National Pork Board and Yerecic Label researched what information consumers need when purchasing fresh meat. The key finding: on-pack labels featuring fresh meal photography, recipes and cooking instructions are an effective tool to build consumer confidence in meal preparation and meat cut selection.

The study found that to be effective, on-pack labeling must include:


New beef recipe ideas   
  • Vary recipes to match any beef cut or category available
  • Provide a photo of the finished dish to entice and help consumers
Help with unfamiliar beef cuts   
  • Provide easy recipes, cooking instructions and cook times for lesser known cuts
  • Give tips about storage and defrosting
  • Simplify content
Easy-to-read information that won't get lost   
  • Recipe cards and brochures get lost; on-pack labels don’t
  • Use eye-catching colors and a readable font type and size
  • Make sure the meat is visible: a triangular shape and fold out design allow for more space
  • Emphasize the invitation to “Peel”
  • Use resealable labels to keep the package from looking “handled” or “ruined”

Participants were:

  • Millennials aged 21-30; self-described as having moderate cooking skills or “cooking challenged”
  • Consumers aged 31-54; moderate cooking skills
  • Consumers aged 31-54; “cooking challenged”
  • Respondents were primary food shoppers and preparers

Source: All statistics and information are from Protein Labeling Study II, 2009, funded in part by The Beef Checkoff.


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