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By Roxi Beck, President, Look East
Turkey plays a unique role in consumer’s lives. It’s familiar but often framed as a “special occasion” protein. Something enjoyed during the holidays rather than a regular part of everyday meals. For the Minnesota Turkey Research and Promotion Council (MTRPC) the question isn’t just how people feel about turkey, it’s what’s driving today’s consumption patterns and how can we implement strategies to evolve those patterns.
Whether it’s habit, awareness, confidence in preparation or simple visibility – understanding drivers is at the heart of MTRPC’s new five-year strategic plan. The opportunity ahead is to better understand consumer behavior and use those insights to reposition turkey as a versatile, approachable protein that fits naturally into modern meals, year-round.
We’re honored for Look East to have been invited to the table – partnering the MTRPC to provide strategic guidance and a comprehensive approach to understanding the current environment and, from there, implementing a plan to increase awareness of turkey’s many uses and ultimately making turkey a year-round staple.
For more than two decades, Look East has partnered with food and agriculture organizations to help earn trust in people, products, processes and brands. Our work includes a variety of products such as eggs, seafood, dairy, beef, pork and poultry. We’re strategic advisors at heart, bringing deep expertise, broad experience and an unrivaled network across the food and ag system. Our role is to provide counsel that has meaningful impact to objectives and to help organizations see their work through a fresh, consumer-centered lens.
Much of our work is grounded in our peer-reviewed and published Trust ModelSM, which shows that shared values are three to five times more influential in earning trust than facts alone. That insight has shaped how we approach everything from consumer research to messaging, engagement strategies, and storytelling. When people feel aligned on values, information is more likely to be considered.
We’re excited to put our experience to work for MTRPC.
As part of its new strategic plan, MTRPC is taking an important step – seeking to better understand consumer perceptions, preferences and behaviors related to turkey, and using those insights to build a more consumer-focused marketing, outreach and engagement strategy. With Minnesota leading the nation in turkey production, there is a real opportunity to increase visibility, relevance and connection with consumers across the state.
Our role is to serve as strategic advisors throughout this process. Together, we’ll conduct research to understand how consumers in Minnesota think about turkey today – how often they eat it, how they prepare it, what excites them and what barriers may exist.
Just as important, we’ll look for opportunities to grow demand by touting the benefits of turkey as a versatile everyday protein that fits naturally into modern meals and lifestyles.
From there, we’ll work with MTRPC to translate research into action: developing a strategic communications framework that outlines a year-round promotional platform.
What excites us most about this work is the chance to discover. Research allows us to listen before we speak and build engagement efforts that are relevant and authentic to today’s consumer. It’s also where trust begins: by understanding their perceptions, connecting on the values that matter, and sharing information that impacts shopping behaviors and mealtime decisions.
We see this partnership as a true collaboration. MTRPC brings deep expertise and leadership within the industry. Look East brings a trust-centered approach, strategic perspective and experience helping food and agriculture organizations connect meaningfully with consumers.
Together, we have the opportunity to strengthen awareness and understanding – and build lasting trust around turkey production and consumption in Minnesota.
Roxi Beck
Roxi grew up in Minnesota where she was an active part of her family’s dairy farm – and learning the value and rewards that come from hard work, dedication and grit. She took an active role in dairy promotions at community parades and through hosting school groups at her family’s “Dairy Day on the Farm.”
Roxi joined Look East in 2007 as an account executive and today serves as president of the firm. She brings 20 years’ experience working with clients across the food system, directing strategy and activities for consumer-facing food and agriculture initiatives – connecting the dots on the varied pressure points that shape today’s food system. Roxi is a strategic communications professional who is passionate about solving challenges – for clients, co-workers and the food system. She is based in Des Moines, Iowa.
