Ron Hays Beef Buzzes With Agriculture Economist Glynn Tonsor
In our latest Beef Buzz, Senior Farm and Ranch Broadcaster Ron Hays spoke with Dr. Glynn Tonsor who shared that “meat is having a moment,” a phrase that would echo throughout their discussion. Tonsor emphasized that this resurgence is being driven by shifting consumer habits and dietary interests. He explained that in 2025, “we’re actually seeing a decline in the prevalence of vegan vegetarian diets,” and instead, there’s “more interest in meat protein in general.” The broader public discussion around protein, health, and fitness has helped shine a positive spotlight on meat.
Dr. Tonsor attributed much of the renewed interest in meat to younger, more active consumers: “Physical fitness… demands more protein, and meat is benefiting from that.” This trend is showing up in pop culture too, with Tonsor observing, “Those of us that watch probably too much TV see protein referenced in commercials more than we did a few years ago.” He also cited growing enthusiasm at industry events like the World Pork Expo, where “hog prices are up,” and a new campaign is underway with the message: “What pork can do for you.”
Still, Tonsor urged caution amid the excitement, pointing to serious global and domestic risks: “The conflicting force is the macroeconomic uncertainty.” He listed challenges including tariffs, domestic unemployment and inflation rates, and elevated risk out of the Middle East. While meat demand is strong, he reminded listeners that “a necessary and sufficient condition includes being able to pay for it.” Economic pressure on consumers could quickly shift the landscape.
This connection between consumer wallets and ranch economics is key: “2024 cattle prices would’ve been at least 10% lower… if we did not have consumer demand growth.” Tonsor stressed that producers need to remain alert: “We can’t take that for granted.” Consumer demand, while strong now, is a dynamic force, and economic fluctuations can ripple across the livestock industry quickly.
Finally, Tonsor emphasized the importance of distinguishing between consumption volume and consumer spending: “The average American consumes well over 20 pounds of meat, more today than they did 20 years ago,” largely driven by chicken. But he made clear that beef leads in value: “The amount being paid for those pounds is much higher,” which results in “more dollars in the industry” and higher cattle prices. His bottom line was clear: “All three meats are ‘in’… the public wants meat protein.”
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 for today’s show and check out our archives for older Beef Buzz shows covering the gamut of the beef cattle industry today.
