"How Can You Have Any Pudding If You Don't Eat Your Meat?"

Marketing to the ignorant (basically, people like me):

Cargill's campaign features labels that help consumers figure out what to do with a particular piece of meat, online promotions and advice, and cuts that make sense for single people or smaller households.

The campaign is based on the company's own research, which found that eight of 10 shoppers were baffled by the meat case at their stores.

There's always been high demand for tender cuts from the middle of the cow -- the rib, the loin and sirloin. But most of the meat is in the tougher chuck and round -- the shoulder and rump.

"We've got to sell all of it," said Herb Meischen, vice president of strategy and consumer development for Cargill Meat Solutions in Wichita, Kan.

Cargill's survey found that shoppers' knowledge of beef depended a lot on their age. Those older than 45 tended to have grown up with stay-at-home mothers. Those younger tended to have had working moms, like Hogan, and thus a big falloff in passing down culinary knowledge.

... For Meischen, the dilemma is how to educate consumers.

"What if you're 25 years old and you haven't had any skills, teaching or any desire to learn? What would stir you to experiment with an eight- to 10-dollar piece of meat?" he asked.

What Cargill is doing, as it promotes its Sterling Silver and AngusPride premium brands, is trying to unravel the mystery.