Digital marketing strategy for beef cattle production sector, Latvia

Mikelis Grivins

ZSA & BSC

The Living Lab will look to facilitate the change in how beef cattle farmers use digital technologies to communicate with consumers in terms of presenting beef cattle farmers’ practices, product and farming impacts to them. Also to enhance information exchange between beef cattle farmers in Latvia.

The landscape and the environmental characteristics of Latvia are the appropriate for the high-value beef cattle meat production around organic and ethical production focused on animal welfare values.

This production system has low environmental impacts and also gives positive social impact providing employability to local people. Large areas of organically certified pastures allow sustainable farming models that would be difficult in many other EU countries.

In spite of the apparent advantages the sector has, it has failed so far to communicate the characteristics of Latvia’s beef cattle to local consumers. The representatives of the sector do not have the funding needed to launch an extensive advertisement campaign. Thus, the Living Lab aims at upscaling the potential of the beef cattle sector using digital tools to communicate with a broader audience.

Living Lab coordinator: ZS & BSC
Domain: Agriculture and Rural

• Replicate and upscale the best examples of how digital solutions are used to strengthen communication between beef cattle farmers and consumers.
• Communicate to consumers the positive elements of beef cattle farming (production conditions), to counter the flow of information presenting meat producers only in a negative light.
• Establish innovative support systems to exchange experience of short food supply chains.

Policy brief: Beef farmers and digital marketing

National Policy Analysis: Latvia

Practice Abstract: Digital marketing strategy