Here’s what gives me hope. The latest checkoff-funded consumer study shows improvement in the attitudes about beef’s taste, nutrition and value1. We’re not only poised to bounce back from changing consumption patterns in reaction to the recession, but we’ve measured significant shifts to long-term nutritional beliefs. Seventy-three percent of consumers believe beef is a good balance of taste and nutrition — nearly a 20 percent growth over the past two years. And for the first time in tracking history, consumers who say they are eating more beef than they did six months ago are also placing it ahead on nutrition. What remains constant: Beef continues to score well on taste, safety and value perceptions.
The results are inspiring, but it also means now is the time to press on and continue innovative ways to drive demand and enhance profitability. By developing new beef cuts with added value and launching new merchandising techniques, NCBA is utilizing beef checkoff resources to satisfy the needs of all the food-industry segments by providing the best value for each product while striving to maximize potential return to industry stakeholders.