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
LMIC's Jim Robb Offers Cattle Market Outlook for 2016 and 2017 Mon, 30 Nov 2015 15:59:48 CST
USMEF’s Phil Seng Finds Opportunity Knocks to Sell Beef Globally Wed, 25 Nov 2015 15:47:58 CST
USMEF CEO Phil Seng Highlights Export Growth in Key Markets and Offers a Better Outlook for 2016 Tue, 24 Nov 2015 14:07:57 CST
USMEF Battles Stronger Dollar and Australia for U.S. Beef Exports, Analysis from CEO Phil Seng Sat, 28 Nov 2015 21:27:22 CST
More Heavy Weight Placements Compared to Year Ago in Latest Cattle on Feed Report Mon, 23 Nov 2015 09:34:27 CST
NCBA Anticipates Beef's Back on the Plate of Dietary Guidelines Fri, 20 Nov 2015 14:37:12 CST
NCBA Prepares for Long Litigation Fight to Stop WOTUS Thu, 19 Nov 2015 14:37:10 CST
Rabobank's Don Close Looks for Aggressive Rebuilding of U.S. Cowherd, Despite Market Volatility Wed, 18 Nov 2015 15:41:41 CST
After a Rough and Volatile 2015, Rabobank's Don Close Predicts Markets Will Calm Down in 2016 Tue, 17 Nov 2015 14:32:42 CST
Three Factors Erode U.S. Cattle Market in 2015, Rabobank’s Don Close Explains Mon, 16 Nov 2015 14:46:06 CST
Payn-Knoper Says Open Communication Needed with Today's Consumers Fri, 13 Nov 2015 14:54:08 CST
AgriClear Building Awareness with Cattle Producers After Midyear Launch of Platform Fri, 13 Nov 2015 04:44:58 CST
AgriClear Helping Cattle Buyers and Sellers Manage Risk Wed, 11 Nov 2015 10:28:35 CST
American Angus Association Celebrates Outstanding Year for Breed Tue, 10 Nov 2015 14:53:21 CST
Certified Angus Beef in High Demand by Today’s Consumer Mon, 09 Nov 2015 15:41:25 CST
2015 U.S. Herd Expansion Could Surprise Cattlemen, Analysis from CattleFax's Lance Zimmerman Fri, 06 Nov 2015 16:31:26 CST
CattleFax's Lance Zimmerman Finds Herd Expansion Creates Tougher Climb for Cattle Markets Thu, 05 Nov 2015 15:08:10 CST
2014: Outstanding Year for Prairie Gateway Cow-Calf Producers, K-State's Glynn Tonsor Explains Wed, 04 Nov 2015 15:08:48 CST
U.S. Beef Demand at Highest Level in Decades, K-State's Glynn Tonsor Evaluates Tue, 03 Nov 2015 13:12:39 CST
Management Strategies to Take on Heat Stress in Cattle, Insight From OSU’s Megan Rolf Mon, 02 Nov 2015 15:57:47 CST
Dr. Tonya Amen Talks About the Growing List of EPD's Fri, 30 Oct 2015 16:23:28 CDT
Genomics: Another Tool in the Toolbox for Cattlemen Thu, 29 Oct 2015 12:08:12 CDT
NCBA Dietitian Shalene McNeill Says IARC Report Against Red Meat Flawed Wed, 28 Oct 2015 16:16:18 CDT
Resting Pastures Key to Long Term Range Management, OSU's Ryan Reuter Explains- Audio Updated Wed, 28 Oct 2015 08:09:13 CDT
Market Analyst Tom Leffler Breaks Down October USDA Cattle on Feed Numbers Mon, 26 Oct 2015 12:15:01 CDT
Angus Source Continues to Bring Premiums for Angus Calves Fri, 23 Oct 2015 13:26:48 CDT
Beef Offers Fuel for the Finish at Marine Corps Marathon Thu, 22 Oct 2015 14:20:39 CDT
Value-Added Programs Ensure Consumers Get Safe and High Quality Beef Wed, 21 Oct 2015 16:13:39 CDT
OQBN Offers Cattle Producers Marketing Opportunities Tue, 20 Oct 2015 17:32:42 CDT
Peel Says Cattlemen Need to Be Patient as Cattle Market Recovers Mon, 19 Oct 2015 15:00:04 CDT
OSU Market Economist Derrell Peel Believes the Cattle Market Collapse Is Behind Us Fri, 16 Oct 2015 11:05:10 CDT
Oklahoma Cattle Producer Clay Burtrum Outlines 2016 Beef Checkoff Efforts Thu, 15 Oct 2015 14:36:35 CDT
NCBA Applauds Sixth Circuit Court Stay of WOTUS, Urges Senate to Act Wed, 14 Oct 2015 15:44:06 CDT
State Beef Checkoff Petition Drive Rolling Tue, 13 Oct 2015 16:20:14 CDT
Dr. Coover Offers Tips to Protect Your Cattle Investment and the Demands From Today's Consumers Mon, 12 Oct 2015 14:39:34 CDT