Value-added Research: Direct-to-Consumer Marketing

Rodney Holcomb, agribusiness economist, focuses research in direct-to-consumer meat marketing at the Oklahoma State University Robert M. Kerr Food and Agricultural Products Center. In this episode of The Food Files, Rodney explains what is driving the push for post-pandemic meat sales and the shift in consumer demand. The goal is to develop transparency in labeling with process verification and assisting clients in identifying with consumers.