Market Shifts in Direct-to-Consumer Marketing in the Beef Industry with Linnea Langusch

Farming on Purpose

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“Video is such a powerful tool when it comes to communicating about agriculture with consumers because it’s not a big Hollywood production that’s getting edited. It’s just somebody in their field talking about their cattle. It’s just real and authentic.”

In this episode, I had the opportunity to sit down with Linnea Langusch. Linnea dives into her research she performed while working on her Master’s degree. Linnea shares how COVID-19 made her shift her research and how it affected the beef industry. She then explains what obstacles the beef industry faced during the peak times of COVID-19 and how many farmers and ranchers had to rely on direct-to-consumer marketing.

About our guest: Linnea Langusch - Oklahoma

Linnea is a Wisconsin native living in Oklahoma. She recently graduated from Oklahoma State University where she obtained her Master’s degree in Ag Communications and researched direct to consumer marketing in the beef industry while there. Linnea has a strong passion for agriculture and loves to promote all things agriculture!

If you are interested in connecting with Linnea, check out her Instagram. If you would like to read Linnea’s study, check out her article.

At a glance:

How COVID-19 shaped Linnea’s research while obtaining her Master’s degree.
Direct to consumer marketing in the beef industry.
Difference in rural and urban consumers have on direct-to-consumer businesses and marketing.
How marketing can help empower people with their food and increase food accessibility.