In March, the U.S. Dry Bean Council commissioned a research project designed to identify the value proposition of U.S. dry beans. This is a critical part of the global marketing strategy to help define and tell the story of what makes U.S. dry beans stand out. This information will be incorporated into future marketing plans.
Consumers in Spain tend to display the strongest recognition scores of the various types of beans. Overall, beans are perceived to be versatile, as they are used for many different occasions in each of the EU countries. In Spain and France, they are used as an entrée/in the center of the plate. The UK scores highest “as an ingredient to use in everyday home-cooked meals”, as well as “a healthy addition to their diet/meals”.
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