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Authors Take a Look at Beef Demand, Part 3

Contact: Melissa Jackson, 308-697-3486;

Click here to download the full audio file.

Suggested Lead:  Back with us for the final time in this three-part series are two of the authors of the beef checkoff-commissioned Demand Determinant Study, Dr. Ted Schroeder and Dr. Glynn Tonsor. In today’s report, the two talk about the most important demand drivers on which the beef industry should focus to have the most compelling effects on beef demand in the long term. We begin with Dr. Schroeder as he addresses food safety.

Schroeder 1:  o.c. “…of our beef demand.” (1:42 seconds)

Dr. Tonsor addresses the product quality demand driver.

Tonsor:  o.c. “…other things that we noted.” (:57 seconds)

And finally, Dr. Schroeder, what about price?

Schroeder 2:  o.c. “…other food product attributes.” (1:35 seconds)

Reporting for the beef checkoff, I’m Melissa Slagle. For more about your beef checkoff investment and specifically the demand determinant study, visit the evaluation page on

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The Beef Checkoff Program was established as part of the 1985 Farm Bill. The checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States may retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen's Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA approval.


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