Modern marketing is all about connecting product attributes with consumers’ fundamental values. But with the positioning of the alt-meat category, that approach is seriously misguided.
Californians will vote on Proposition 15, which is billed as tax reform, except neither side can agree on exactly what gets reformed. Farmers and ranchers are rightly wary of the repercussions.
The California Cattle Council has launched Resilience 2020, a combined effort to reassure consumers that California ranchers are well-positioned to produce an ample supply of the safest, most sustainable beef anywhere.
