Selling to Kids? Hold the Meat
Reach kids by simplifying their options.
This story first appeared in the June 2009 issue of Entrepreneur. To receive the magazine, click here to subscribe.Bring on the McTofu and Soy Burger Happy Meal (not actual products). One in 200 kids is a vegetarian, according to the Centers for Disease Control and Prevention's first ever report on vegetarians under age 18. "This has been a steadily growing trend over several years," says Elizabeth Turner, editor-in-chief of Vegetarian Times. "With the environment getting more attention in the media and pop culture, kids are making decisions about their identities and exploring not eating meat or even going completely vegan. The meat culture is less ingrained in kids, so they're more open to this evolution."
Turner says kids are leading today's vegetarian movement, for one major reason: social networking. "PETA reaches out on the web and goes for big, attention-grabbing stunts, and kids respond to that," Turner says. "Type 'vegetarian' into Facebook and see what you get."
"The meat culture is less ingrained in kids, so they're more open to this evolution."|
-Elizabeth Turner, Vegetarian Times
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