While ownership of smartphones is significant across all age groups in Canada, they are particularly important to younger Canadians. The ability to scan QR or UPC codes with a mobile device offers a unique opportunity to share beef information with a younger and digitally engaged audience. It is these same age groups that often have less experience cooking beef at home.
As many stores have moved away from permitting traditional printed resources (such as recipe booklets) at the meat counter, the use of the internet is increasingly essential. Scannable codes allow access to beef related information at the point of purchase as well as other key time points such as during meal preparation.
The way in which consumers shop, especially for younger demographics, is also changing with more on-line ordering and home delivery. The Gateway provides the Canadian industry with a digital asset library to support beef sales through e-commerce.