Beef Buzz News
Beef Checkoff Releases Comprehensive Report on Beef Demand
Mon, 24 Jun 2013 15:40:04 CDT
Price, food safety and product quality are the most important demand drivers on which the beef industry should focus to have the most compelling effects on beef demand in the long term. Other key drivers include health, nutrition, social aspects and sustainability.
Ron Hays Beef Buzzes with Dr. Ted Schroeder on the latest Beef Quality Report.
So concludes "Beef Demand: Recent Determinants and Future Drivers," a newly released study commissioned by the Beef Checkoff Program to summarize the current knowledge of consumer demand for beef and identify the best opportunities for the industry to influence demand positively. One of the authors of the study is Dr. Ted Schroeder of Kansas State University- he is our guest of today's Beef BUzz.
The report makes five key recommendations for cattlemen to consider in making decisions about how to invest checkoff dollars:
First and foremost, continue to invest in food-safety enhancement and assurances. Consumers demand it, and there is considerable opportunity to positively improve beef demand in the future.
The industry needs high-quality products that offer consistently excellent flavor, color, tenderness, juiciness, etc… and that is offered to consumers in forms they prefer/demand. While development of new products is an important dimension of this, consistency and integrity of product labels is another important component.
Price has been for a long time, and remains, an important driver of consumer purchase decisions. But beef experts indicate that they see little opportunity during the next 10 years for the industry to influence beef prices significantly, especially relative to competing protein prices. Consequently, their recommendation on this front is that the industry work to embrace efficiency-enhancing technology development and adoption that does not negatively impact, and ideally enhances, product quality and safety attributes.
Give continued industry attention to health and nutritional aspects of beef. Beef's advantages with respect to protein content … and perhaps iron and zinc, appear to be opportunities for the industry to continue to develop and promote with consumers. This suggests an opportunity to target younger shoppers with specific positive health and nutritional messages.
Social and sustainability issues – including consumer skepticism about production technology, perceptions that technologies degrade product quality, safety, nutrition, concerns about animal handling, etc… – should not be ignored, as the industry must be vigilant and prepared when these issues arise. Investments to address social and sustainability issues likely will have a lower demand-enhancement payoff than investments in other key areas, though responding to these issues might remain a 'cost of doing business.'
The Beef Buzz is a regular feature heard on radio stations around the region on the Radio Oklahoma Network- but is also a regular audio feature found on this website as well. Click on the LISTEN BAR below for today's show- and check out our archives for older Beef Buzz shows covering the gamut of the beef cattle industry today.
right-click to download mp3
WebReadyTM Powered by WireReady® NSI
Cattle Market Finds Tipping Point in '15, CattleFax's Randy Blach Says Market Lost Price Discovery Fri, 05 Feb 2016 15:03:19 CST
CattleFax's Randy Blach Says Peaks and Valleys Will Help Cattlemen Regain Focus in 2016 Thu, 04 Feb 2016 12:09:54 CST
CattleFax's Randy Blach Says Cattle Numbers Not to Blame for '15 Market Flip, More Stability Coming Wed, 03 Feb 2016 15:08:39 CST
CattleFax's Randy Blach Breaks Down the Market Volatility of 2015 Wed, 03 Feb 2016 05:23:25 CST
CME Group Chairman Terry Duffy Offers to NCBA Measure Designed to Dampen Live Cattle Futures Market Volatility Mon, 01 Feb 2016 09:20:46 CST
CattleFax's Randy Blach Says Cattle Market Has Given Back All Equity Fri, 29 Jan 2016 12:22:47 CST
Rabobank's Don Close Says Herd Rebuilding Continues in 2016, But Anticipate Slower Progress Thu, 28 Jan 2016 12:28:55 CST
NCBA's Colin Woodall Optimistic Speaker Ryan Will Get More Work out of Congress This Spring Wed, 27 Jan 2016 15:52:33 CST
Genomics: A Gateway Technology to Cattle Herd Management in the Future Tue, 26 Jan 2016 16:14:58 CST
Leffler Finds Bearish Cattle on Feed Report Gives Industry Plenty to Chew On Mon, 25 Jan 2016 13:10:59 CST
Demand for Certified Angus Beef Growing Around the World Fri, 22 Jan 2016 15:31:22 CST
11 Straight Years of Record Certified Angus Beef Sales, Still Room to Grow Thu, 21 Jan 2016 15:48:00 CST
Grass-Roots Policy Development Important Part of 2016 Cattle Industry Convention in San Diego Wed, 20 Jan 2016 14:56:39 CST
Cattlemen's Beef Board Chairman Jimmy Maxey Gives Beef Checkoff 101 Tue, 19 Jan 2016 14:56:39 CST
Producers Need to Ensure Cows are Getting Proper Energy Requirements in Cold Weather Mon, 18 Jan 2016 14:24:27 CST
Ag Advocate Michele Payn-Knoper Says Producers Need to Openly Talk about Antibiotics Fri, 15 Jan 2016 12:45:18 CST
WOTUS Uncertainity in the Courts and for Future Generations in Agriculture Thu, 14 Jan 2016 13:34:24 CST
NCBA Supports House Vote of Disapproval of WOTUS, But Pushback Must Continue Wed, 13 Jan 2016 13:37:05 CST
Livestock Economist Steve Meyer Says Cattlemen Need to Adjust to Changing Times for Cattle Prices Tue, 12 Jan 2016 15:06:04 CST
Petition Drive Continues for Oklahoma Producers to Consider Beef Checkoff Fee Mon, 11 Jan 2016 18:58:42 CST
Physician and Rancher Commends 2015 Dietary Guidelines for Reaffirming Role of Lean Beef Fri, 08 Jan 2016 12:31:03 CST
OSU's Derrell Peel Previews 2016 Cattle Market Outlook Thu, 07 Jan 2016 16:30:18 CST
Measuring Fertility Traits Through Genomics #1 Benefit to Commercial Cattle Producers Wed, 06 Jan 2016 15:54:53 CST
Advances in Cattle Genomics Allows Beef to Compete with Pork and Chicken Tue, 05 Jan 2016 15:28:17 CST
Heather Buckmaster Finds Beef Digital Marketing Efforts Proved to Reach Consumers in 2015 Mon, 04 Jan 2016 16:12:37 CST
Antibiotic Use in Animal Ag- A Hot Topic in 2015 that Will Continue to Be a Hot Topic in 2016 Fri, 01 Jan 2016 11:20:48 CST
Keeping Tabs on the Activists- The Job of Hannah Thompson and the Animal Ag Alliance Wed, 30 Dec 2015 08:13:17 CST
Oklahoma and Other State Beef Councils Increase Their Financial Commitment to USMEF- and It Pays Dividends Tue, 29 Dec 2015 07:57:52 CST
After a Tough 2015, Phil Seng Sees a Stronger 2016 for US Beef and Pork Exports Sun, 27 Dec 2015 19:46:56 CST
NCBA's Colin Woodall Says Omnibus Spending Bill Gives Cattle Industry an Early Christmas Gift Wed, 23 Dec 2015 17:19:30 CST
Strong Herd Rebuilding for 2015, Peel Says More Cows Needed Over Next Three Years Tue, 22 Dec 2015 16:05:24 CST
The Cattle Price Slide of 2015- Derrell Peel on the Turning Point Fri, 18 Dec 2015 09:47:33 CST
Oklahoma State's Derrell Peel Calls Current Cattle Market an Emotional Whirlwind as 2015 Comes to a Close Thu, 17 Dec 2015 10:29:45 CST
Over $45,000 Raised Monday at the Oklahoma National Stockyards- Helping Marine Bill Broadie with His Steaks for Troops Movement Tue, 15 Dec 2015 04:14:58 CST
New Insecticide Developed for Cattle Ear Tags, Aims to Break Insecticide Resistance With Flies Fri, 11 Dec 2015 16:00:34 CST