Who says so? A certain Richard Kottmeyer addressing the ‘2017 Chicken Marketing Summit’
The industry has a problem. Millennials just don’t want to eat their chickens. Kottmeyer, senior partner at the Farm to Fork Advisory Services, acknowledges it’s a challenge marketing ‘poultry products’ to them, and appears to be struggling to dredge up reasons for their entirely unreasonable behaviour. Judge for yourself.
Millennials believe they are self-experts. They ”believe”, he says, they can find things out for themselves using Google as their source of information. And I guess there’s plenty on the web the poultry industry would prefer they didn’t see.
Kottmeyer’s strange answer to this particular marketing problem is, “Common sense has to replace [the] complexity of data and science.” He reckons if you approach millennials only with science-based information, they think poultry producers have something to hide. Well, don’t they?
Is it significant, I wonder, that this marketing summit took place in North Carolina, one of the handful of states that succeeded in getting ag-gag laws passed, making it illegal for whistleblowers to expose the cruelty and horrors hidden behind the doors of the livestock industry?
I don’t follow Kottmeyer’s logic, but I’d love to know what science-based information the industry could possibly offer millennials that would convince them eating chicken was a great idea. Or even how a ”commonsense” approach might do the trick. Mr Kottmeyer fails to specify.
He continues. This generation is all about the character of a brand. ”Millennials relate to companies’ products with which they can see a benefit, even if they don’t exactly know what that benefit means.” Translation: millennials are dumb.
Food has become a statement, so chicken is no longer just chicken.
Take, he says, the appeal of products labelled organic, ”even if the consumer doesn’t fully understand what that label means. The consumer may simply believe the product to be better because it’s labeled differently.”
Translation: millennials are dumb. Is he seriously suggesting the factory farmers slap a different label on the dead bodies in the supermarkets and we’ll all start buying them again?
K’s Reason No.4
Pets are now millennials’ ‘children’ and they trust their vets more than their own doctors. What millennials don’t understand, he says, is that those same vets are treating Big Food’s poultry and other livestock.
They probably don’t ‘understand’ it because the same vets are not treating both companion animals and livestock! Is Kottmeyer implying that the industry’s livestock receive the same kind of care as companion animals, and for marketing ‘poultry products’ to difficult-to-manipulate millennials, this could be a way in?
Millennials believe in transparency. Well, why wouldn’t they? Kottmeyer bizarrely cites as evidence for this claim that 9 out of 10 of millennial women have taken and shared nude, or semi-nude pictures of themselves. The marketing conclusion he draws from this statistic is that brands need to be as naked and vulnerable as millennials. (I know!)
”If your brand isn’t naked, it isn’t going to last very long,” he says. We live in hope Mr K.
Millennials struggle with self-identity, he says. He bases this assertion – again, bizarrely – on the apparent fact that there are 58 ways to gender-identify now on Facebook. Are you starting to wonder, like me, if Mr K has a few snapped synapses inside that head of his?
This means, he believes, that millennials are lost, and ”don’t know what to believe other than to follow the trend.” Translation: millennials are dumb.
”Poultry and other meat producers must create that trend.”
Kottmeyer sums up
Millennials are lost souls, don’t know who they are, or what they want. They just follow trends they believe are popular. All they “need [is] to be inspired and coached,” – by the poultry industry, naturally. In your dreams Mr K.
Therefore he concludes, poultry producers need to create a trend of their own, “a soulful brand that stands for something and allows the millennial to relate to the company.”
Now for the truth without the marketing spin – the real reasons millennials are rejecting Big Food’s ‘poultry products’
The vast majority of hens are bred to grow so big so quickly the poor creatures’ legs buckle and give way under their own weight so they can no longer stand
To cut costs factory farmers commonly change the hens’ litter only every few months, or even once a year. So hens who are generally sent to slaughter at 6 -7 weeks are lying in the waste of who knows how many hens before them. The result: hens suffering ammonia burns, respiratory diseases, and eye problems
Conditions are so bad, at least 139 million hens in the U.S. annually, maybe more, die before they even reach an age to get sent to slaughter. 139 million wretched and entirely wasted lives
Those who do get to slaughter are shackled upside down by their feet, then shocked in an electrified water tank before having their throats slit, some still conscious
The worker on the slaughter line slits 140 hens’ throats per minute, more than 2 birds every second. Now, in line with Trump’s de-regulatory agenda the National Chicken Council is petitioning the USDA to permit poultry plants to operate “at any line speed” they can safely handle, freeing them from the 140 birds-per-minute limit
If you can bear it, watch this. THIS is the real reason why millennials don’t want your chicken, Mr Kottmeyer. No amount of clever marketing can disguise the truth.
And if you’re not already, you might want to go vegan. Find out how here
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