Kalena Bruce

Kalena Bruce

Kalena Bruce is a fifth-generation Missouri cattle producer, CPA and managing partner of Integrity Squared, a public accounting firm she founded more than a decade ago. She and her husband, Billy, operate a commercial cow/calf operation and are raising their family in southwest Missouri. Bruce currently serves as secretary-treasurer of the Cattlemen’s Beef Board.

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Top sirloin petite roast with parmesan roasted tomatoes
Commentary: Cattlemen’s Beef Board

Higher prices and tighter budgets: Why consumers still choose beef

Over the four weeks ending April 19, 2026, beef generated $3.56 billion in retail dollar sales, up 7.5% year over year and outpacing competing proteins like chicken and pork.
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Kalena Bruce
May 27, 2026
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Missouri cattle producer and Cattlemen’s Beef Board Secretary-Treasurer Kalena Bruce draws on Beef Checkoff-funded research and her own experiences as a producer, wife and mom to examine how consumers are approaching beef purchasing decisions today.


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