The “natural” concept in the beef market has evolved in the United States and continues to gain popularity. Because of recent concerns about the adequacy of program controls and breed claims, verification requirements are closely regulated.
The U.S. natural-beef market has gone through transcendental changes that will redefine the future. The definition of “natural” these days can be open to debate, but according the U.S. Department of Agriculture, Food Safety and Inspection Service, the majority of natural-beef companies have exceeded the requirements set by the USDA definition of “natural” and have incorporated other dimensions related to health, nutrition, environment and animal welfare. Food safety, health, lifestyles and values of the new generations are driving the changes seen in the beef marketplace.