Okay yes, we all know that I am a millennial. From this we can safely assume that I am a huge consumer of social media and coffee and that I feverishly Google everything that crosses my mind. But by now, I think we have established that I am not your average millennial. I grew up eating deer and selling custom hunting knives made by my grandfather at hunting expos. So I want you to keep my balanced view in mind when you read this: I need to see more meat on my feed.

Before you say anything, let me explain. I consume a lot of information on social media. Yes, I have a presence on LinkedIn like many of you, but that is in my professional life. Personally, I use Instagram (too much), Facebook (minimally), Snapchat (moderately), Twitter (occasionally), Pinterest (I’d die to save my pins); you name it, I’m there. I also work with just about every animal protein company in the US as part of my role at Urner Barry. So why don’t I see these brands and their amazing products across my accounts? I am a consumer who consumes meat, so let me see more of it.

Let’s talk about what I do see as I rot my brain with endless scrolling: High-end artisanal meat delivery services that I can’t afford. Organic produce. And meal kits — endless varieties of meal kits ranging from family-friendly, ketogenic, ready-to-eat kid meals, and of course a ton of plant-based. Which brings me right to my next point: Plant-based is crushing the marketing game when it comes to the millennial generation and younger. Its increasing market share proves it.

Everywhere I look, I am flooded with content telling me how much healthier a plant-based diet is, better for the planet, better for me. I see recipes, ads, blogs and celebrity chefs telling me that if I would just stop eating meat, I can save my health, complexion and the world (no pressure). But knowing what I do, I know that this information can often be misleading or even inaccurate. I believe (as you know by now) that a person’s diet should be based on their own beliefs, health needs, values and preferences. Not on great marketing.

But here’s the thing: great marketing really, really works. When I was a kid, some of the most memorable campaigns were around animal protein. Think: The incredible, edible egg (1976); Pork, the other white meat (1987); Beef, it’s what’s for dinner (1992). And how about my personal favorite from more recent times, Hillshire Farms, GO MEAT! (2007) — I still sing it. Did I eat all of these things every day? No, I ate venison (thanks, Dad). But I wanted to eat them, and I was acutely aware of what other Americans had on the dinner table. And heck, that was the point.

My point is, young(ish) people need to hear more from and connect with the companies that keep the planet fed. Now don’t get me wrong, some brands do a great job of this (I see you, Certified Angus Beef). The industry has several initiatives designed to address and support this. I know, I know — but I am saying that, as someone who truly looks for the brands that I have grown to love as clients and friends, I want more.

I want to see celebrity chefs name drop a large brand while they lay a steak down on the grill. I want to see more branded chicken taco recipes in my feed. I want to see a hysterical Twitter battle over which cut of steak is the best. I want to see informational blogs about the incredible nutritional density of animal products in the top Google results. And I think we can do those things.

Now, I want you to do me a favor. I promise, it won’t take long. Open another tab on your browser. Go ahead, open one. Head on over to Google. Search “best meat companies.” See what comes up. Best meat companies shows a ton of online meat brands (which are all awesome). But where are the titans of the meat world? Now search “best plant-based companies.” Let that sink in. Lists, articles, pictures, videos, stock values — the full monty. I want to see our biggest, best producers, processors and further processors absolutely dominating the search results with articles, information, rankings (and maybe some food porn, thanks).

I want my friends, family and children to know that meat is a healthy, delicious choice and to know who the players are that make eating it possible. I want to make sure that if people choose a plant-based diet, they do so knowing all of the facts about the alternative. I want them to see how hard those folks work to create safe and plentiful foods for the world in the most humane and efficient ways possible. And I want them to appreciate that, then go out and buy some.

Social meat-ia

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