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
OK Cattlemen's Michael Kelsey Says State's Ag Groups "Giddy" Over Scott Pruitt's EPA Appointment Thu, 08 Dec 2016 15:26:34 CST
Stockers Beware - Potential Issues to Stay Aprised of as Spring Markets Adjusts to the Fall Recovery Wed, 07 Dec 2016 11:55:05 CST
Bad Year for Cattle Prices Ending on a High Note as Markets Begin to Rebound, But for How Long? Tue, 06 Dec 2016 13:13:05 CST
HSUS Winning Several Battles - What Agriculture Can Do to Keep Them from Winning the War Mon, 05 Dec 2016 14:46:49 CST
Cattle Industry Has Great Expectations for the Next Generation of Genomically Enhanced EPDs Fri, 02 Dec 2016 14:34:15 CST
Questions You Should Be Asking Yourself First, Before Seeking Advice on Choosing the Right Bull Thu, 01 Dec 2016 15:52:41 CST
"Safe-Guard" Your Cattle from Parasites - A Critical Step in an Overall Disease Prevention Strategy Wed, 30 Nov 2016 12:20:58 CST
Prevention is a Producer's Best Tool for Managing Their Herd Health Program Tue, 29 Nov 2016 11:57:14 CST
Certified Angus Beef's Success a Testament to the Industry's Commitment to the Consumer Mon, 28 Nov 2016 11:49:35 CST
Solving Problems on the Ranch Effectively is all About the Way You Approach It Fri, 25 Nov 2016 12:09:20 CST
Slaughter Data Suggests Herd Expansion in the US Moderating Ahead of 2017 Wed, 23 Nov 2016 15:26:54 CST
Dr. Derrell Peel Makes His Market Predictions for the Coming Months, Considering Recent Reports Tue, 22 Nov 2016 15:02:39 CST
Market Watcher Dr. Derrell Peel Interprets Strong Marketing Pace in Latest Cattle on Feed Report Mon, 21 Nov 2016 12:21:46 CST
USMEF Executive Says Organization at a Turning Point as Leadership Adopts New Strategic Plan Fri, 18 Nov 2016 15:07:28 CST
Oklahoma Beef Council Delivers Results to Producers Utilizing International Investment Strategy Thu, 17 Nov 2016 12:11:18 CST
Increasing Red Meat Supplies Challenging Marketing Chain to Adapt, But Will This Trend Continue Wed, 16 Nov 2016 11:54:40 CST
Exports Up, Imports Down - US Beef Industry Working Hard to "Meat" Demand Tue, 15 Nov 2016 15:20:49 CST
Big Wins Could Be in Store for Cattlemen as Trump Administration Begins Outlining Priorities Mon, 14 Nov 2016 12:57:40 CST
Presidential Election Brings Unexpected Surprises, But Work Remains to be Done for Cattle Industry Fri, 11 Nov 2016 11:30:35 CST
Falling Behind - What a World Without TPP Would Look Like Wed, 09 Nov 2016 11:05:43 CST
Beef Industry Stresses Urgency for a TPP Vote During Lame Duck Session Tue, 08 Nov 2016 11:55:27 CST
"It's Been a Long Time Coming" - Cattle Markets Beginning to Show Signs of Support Mon, 07 Nov 2016 11:44:04 CST
Veterinarian Reassures Producers VFD is Nothing to Worry About as Long as They Plan Ahead Fri, 04 Nov 2016 11:02:52 CDT
Veterinary Feed Directive 101 - What Producers Need to Think About as They Count Down to 2017 Thu, 03 Nov 2016 11:30:32 CDT
Time Running Out to Apply for Pasture, Rangeland and Forage Federal Crop Insurance Program Wed, 02 Nov 2016 11:35:57 CDT
Oklahoma Beef Council Getting the Most Bang for Your Buck Through USMEF Promotions Tue, 01 Nov 2016 12:24:29 CDT
Beef's Digital Marketing Campaign Dubbed a Success as Consumers Demonstrate Great Response Mon, 31 Oct 2016 12:25:43 CDT
It's Now or Never on TPP- Colin Woodall of the National Cattlemen's Beef Association Fri, 28 Oct 2016 07:49:08 CDT
The GIPSA Rules - USDA's Answer to the Question Nobody Asked Thu, 27 Oct 2016 12:24:40 CDT
USDA Resurrects Unpopular GIPSA Rules, NCBA Seeks to Put Them Back in the Ground for Good Wed, 26 Oct 2016 11:58:41 CDT
US Beef Trade Finds Opportunity in the Wake of the Australian Pull Back Tue, 25 Oct 2016 11:54:33 CDT
Marketing Chain Still Adjusting to Huge Increases in Beef Production Mon, 24 Oct 2016 12:00:28 CDT
Ranch Management Expert's Two Keys to Overcoming Obstacles and Increasing Your Bottom Line Fri, 21 Oct 2016 12:43:31 CDT
Rick Machen of the King Ranch Institute Paints the Big Picture on Ranch Management Thu, 20 Oct 2016 11:55:35 CDT
Chairman John Pfeiffer Shares the Secrets Behind Certified Angus Beef's 40 Years of Success Wed, 19 Oct 2016 11:57:46 CDT