Reflecting on Two Decades of Meat Industry Evolution with Midan Marketing
Celebrating its 20th anniversary, Midan Marketing, founded by Michael Uetz and Danette Amstein, continues to transform the meat industry.
With farming roots and a deep commitment to advancing meat branding and marketing, Uetz and Amstein remain driven to help clients reach a wider audience and connect with consumers meaningfully.
“It’s easier to get out of bed in the morning,” says Amstein, “when you know you are helping build brands… and creating connections with consumers.”
Focusing on Consumer Insight and Brand Messaging
A cornerstone of Midan’s success has been aligning consumer preferences with meat brands’ messaging.
With expertise developed through two decades of consumer research and collaboration with the USDA, Midan has led innovations like clearer nutritional labeling and distinct product differentiation to enhance consumer trust and education in the meat aisle.
Uetz emphasizes that “understanding… the value and the knowledge… helps bring that product to life.” Amstein also highlights the significance of consumer demographics, especially younger generations like Gen Z, who prioritize transparency in food sourcing and protein quality.
This awareness drives Midan’s focus on packaging and digital outreach to engage these key demographics.
The Influence of Digital Media and Influencers
Over the years, meat branding has evolved from in-store experiences to digital engagement. According to Amstein, “An influencer 20 years ago was probably mom and grandma.”
Now, social media platforms and influencers are vital in reaching audiences, provided there’s “natural alignment, not a forced one,” she explains.
Authenticity in influencer partnerships has become essential in modern meat marketing, and Midan helps brands harness this shift effectively.
The Road Ahead: Sustainability, Global Supply, and Health Trends
Looking to the future, Midan foresees key trends shaping the industry. Sustainability, especially regarding water and energy usage, is becoming central to meat branding, as well as the importance of nutrient-dense proteins in diets.
“We need to be… intentional about making sure we’re constantly part of the conversation,” says Uetz, underscoring the need to educate consumers as new challenges and demands arise.
Reflecting on the past two decades, Uetz and Amstein remain deeply connected to their work, fueled by their passion for the meat industry itself.
As Amstein puts it, “We’re blessed with folks on our team that are just as passionate about the livelihood of those raising animals.”
Learn how Midan Marketing connects consumers and meat brands with innovative strategies; discover more on our homepage.
