In today’s Beef Buzz, senior farm and ranch broadcaster Ron Hays speaks with Cattlemen’s Beef Promotion Board CEO Greg Hanes, who says the long-term investment of checkoff dollars is continuing to pay off as beef demand remains strong—even in the face of higher prices.
Building Demand Through Long-Term Investment
Hanes says the current fiscal year is already showing positive returns, thanks in part to seasonal campaigns and years of consistent messaging.
“I think, you know, we had the holiday season that was part of this fiscal year, so there was a lot of really good activities reaching out to consumers during that season… really pushing again, kind of that messaging with the beef, it’s what’s for dinner.”
He adds that today’s demand isn’t just the result of recent campaigns, but a culmination of long-term strategy.
“This is impact from years and years of checkoff promotions that are driving that demand,” Hanes said. “If you look at demand for the product, that is what we have right now—your prices are high, and consumers are wanting to pay that for beef.”
Beef’s Position in the Protein Conversation
As dietary guidelines evolve and more products compete in the protein space, Hanes says beef continues to stand apart.
“You look at healthy, nutritious food… not processed… what’s the best product? You know, one ingredient beef,” Hanes said. “Just the nutrition you get from it, the taste, you know, the quality of the story behind it, I think, really is resonating with the consumers now.”
He emphasizes that now is not the time to slow down promotion efforts.
“Now is not the time to take our foot off the gas… we’ve got to keep pushing that and just drive that as far as we can,” he said.
Helping Consumers Stretch Their Dollar
Even with strong demand, Hanes acknowledges that consumers are mindful of price—and that’s where beef’s versatility comes into play.
“I think that’s the beauty about beef. It’s not just one cut or two cuts,” Hanes said. “We have a multitude of different cuts that we can use.”
He points to ground beef as a key option for budget-conscious families.
“You also look at ground beef, which is super versatile… pretty cost effective, even with higher prices, so many different ways that you can prepare it,” Hanes said. “No matter what your tastes are, it’s convenient.”
Hanes adds that introducing consumers to underutilized cuts can also help stretch value without sacrificing quality.
“You can buy them, it’s very reasonable, and you still get that taste and the quality, and the nutrition that you get with beef,” he said.
Keeping Momentum Moving Forward
With strong consumer demand and a favorable nutritional narrative, Hanes says the industry is in a good position—but continued effort is key.
“I think we’ve got to leverage that and keep pushing that forward,” Hanes said.
As the checkoff continues investing in research and promotion, the goal remains clear: maintain momentum and keep beef front and center on the plate.
The Beef Buzz is a regular feature heard on radio stations around the region on the Radio Oklahoma Ag Network and is a regular audio feature found on this website as well. Click on the LISTEN BAR above for today’s show and check out our archives for older Beef Buzz shows covering the gamut of the beef cattle industry today.
