349: Why Consumers Buy Beef for the Experience, Not Just the Meal with Cheryl DeVuyst

On today’s episode of the podcast, Lauren is joined by Dr. Cheryl DeVuyst of the Cattlemen’s Beef Board to discuss how consumer expectations are changing and what that means for the future of beef demand. From the refresh of the Beef. It’s What’s For Dinner. campaign to summer grilling season, digital marketing, retail partnerships, and family traditions, Cheryl shares why consumers are increasingly looking for more than just a meal—they're looking for an experience. The conversation explores how the beef industry is connecting with today's consumers, building trust, and creating the memories that keep beef at the center of the tableLinks:If you’d like to read the latest Impact Report or subscribe to The Drive, visit DrivingDemandforBeef.com.Route 66: https://www.kansasbeef.org/programs-e...Beef Recipes: https://www.beefitswhatsfordinner.com/ CattleUSA Insurance - https://info.cattleusainsurance.com/l/1102253/2025-06-04/288f5m⁠CattleUSA Website - https://www.cattleusa.com/CattleUSA App IOS: https://apps.apple.com/us/app/cattleusa/id1673147759CattleUSA App Android: https://play.google.com/store/apps/details?id=com.edgarmcbee.cusamobile&pcampaignid=web_shareFacebook - https://www.facebook.com/cattleusamediaInstagram - https://www.instagram.com/cattleusa.media/Subscribe to our newsletter - https://www.cattleusa.shop/products/cattleusa-drive-premium-daily-newsletter?utm_source=ig&utm_medium=social&utm_content=link_in_bio&brid=YWdncwFNXt0EmdzFy5cJJBp84J9gCattleUSA Media - https://www.cattleusamedia.com/Lauren’s Instagram - https://www.instagram.com/_laurenmoylan/Lauren’s Youtube - https://www.youtube.com/@ShowboatmediacoThe Next Generation Podcast Website - https://www.thenextgenag.com/Key Takeaways:- Today's consumers are looking for experiences, not just products.- The Beef. It’s What’s For Dinner. brand is evolving to meet modern consumer habits.- Summer grilling season remains one of the most important drivers of beef demand.- Beef checkoff investments help keep beef visible across retail, foodservice, and digital platforms.- Family meals and grilling traditions create lasting connections to beef.- Convenience and digital shopping continue to shape consumer purchasing decisions.- Strong partnerships throughout the supply chain help keep beef top of mind.- Consumer demand for beef remains strong and resilient.Chapters: 00:00 Cheryl's trip to Greece and global perspectives on beef04:30 The Beef. It’s What’s For Dinner. refresh09:00 Building relationships through the beef checkoff14:00 Reaching consumers in a digital-first world18:00 Summer grilling season and creating demand22:00 Why consumers buy experiences, not just meals26:00 The future of beef marketing and consumer outreachCheryl DeVuyst, Cattlemen's Beef Board, Beef It's What's For Dinner, beef checkoff, beef marketing, beef demand, consumer behavior, consumer trends, beef consumers, grilling season, summer grilling, beef promotion, beef advocacy, cattle industry, beef industry, family meals, food experiences, consumer trust, retail beef sales, digital marketing, beef recipes, beef education, beef outreach, restaurant partnerships, Texas Roadhouse, Walmart, Costco, McDonald's, foodservice, beef demand drivers, protein consumption, grilling culture, beef producers, cattle producers, beef sales, agriculture marketing, consumer engagement, agriculture podcast