In today’s Beef Buzz, senior farm and ranch broadcaster Ron Hays speaks with Cassie Fish of the Beef Read, who says while the market has largely shrugged off concerns about the New World screwworm, an unexpected driver may be helping beef demand this summer: the 2026 FIFA World Cup.
Fish says the cattle market has not shown much reaction to the screwworm situation. “The market has pretty much ignored it now that it’s happened,” Fish said. “The uncertainty is no longer there, so I think the market—unless the screwworm impacts movement of fed cattle to plants, thus impacting the supply chain—unless that occurs, then it’s really not going to be a market factor.”
World Cup Visitors Could Drive Beef Demand
That attention, Fish says, may be turning toward a major economic event. “Starting today until July 19, an estimated 10 to 13 million people are going to come to North America,” Fish said. “Most of the games are going to be played in the U.S., and a lot of American cities are going to be full of visitors, and that’s going to boost restaurant traffic. It’s a huge, huge economic boost.” Fish believes the influx of international visitors could create significant demand for beef in restaurants, especially premium steak cuts.
Rib Primal Rally Signals Strong Premium Cut Demand
Fish pointed to an unusual June rally in rib values as evidence that demand may already be strengthening.
“June is not a hot time for the rib at all,” Fish said. “If you study the seasonality of beef cuts, Christmas—the fourth quarter—is really all about the rib. But we are having a really strong rally, making new highs for the year. We’re up nearly to 580 hundredweight on the rib primal.” That strength in premium cuts is helping support boxed beef values, even as other primals lag behind.
Retail Prices Flatten While Ground Beef Stays Strong
“We’re having a really nice rally in the rib, I think it’s unexpected,” Fish said. “There are lots and lots—millions and millions of people—that are going to be in our country for the next five weeks or so, and they’ll be eating out.”
Fish also noted strong demand for hamburger, with lean beef values climbing. “B50s made a new high here for the year in the last four or five days, so there’s some positives here,” she said.
Retail beef prices may also be giving consumers some relief. “We’re finally seeing retail beef prices flatten,” Fish said. “That’s probably a welcome sign, because we’re finally going sideways instead of big gains.”
Premium U.S. Beef Could Be Part of the World Cup Experience
Fish says international visitors may be eager to enjoy premium U.S. beef while attending World Cup events, potentially giving the beef complex another welcome boost this summer. “The rib is back on top,” Fish said, noting it has moved significantly above the loin and select cuts as demand strengthens.
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.
