According to different market studies carried out in a sustained and systematic way by the Institute for the Promotion of Argentine Beef (IPCVA), the younger public (centennials and millennials) currently represents more than 48% of the total consumption of beef.
From the sector they recognize that inserting the ritual of roasting, grilling and hamburgers “contributes to renew the credentials of Argentine meat in the food agenda of the youngest”.
That is why immersive experiences are carried out aimed at capturing the attention and interest of youth. Precisely, events such as the Cosquín Rock (held last week in Córdoba, for more than 100,000 people) serve to be in tune with the emotions and motivations that today define their new lifestyles.
“Millennials and centennials want to be surprised and this type of action is disruptive and effective,” they say. And they add: “this type of experience generates a feeling of affinity and belonging to the immense carnivore community of our country”
