Beef's Megatrends

The beef industry has undergone significant change in the last few years. On the production side, severe drought has caused structural changes in the industry. Herd size has dramatically diminished, input costs are high, and some cattlemen are exiting the business instead of taking on herd rebuilding. Looking ahead, there are further significant changes in the marketing landscape that the industry must successfully adapt to in order to keep beef as the premier center of the plate protein.

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The beef checkoff increases beef demand through promotion, research and new product development, and a variety of other marketing tools.


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