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SAN ANTONIO, TEXAS (Feb. 2, 2005) — The changing dynamics of beef demand were the focus of a panel of university experts Feb. 2 during the annual Cattlemen’s College®, sponsored by Pfizer Animal Health in conjunction with the Cattle Industry Annual Convention in San Antonio.
Gary Smith of Colorado State University (CSU) began the discussion by identifying consumer targets and reasons people do or do not eat beef, including religion, conscience and consumption of essential nutrients like zinc, iron and protein.
“Those who produce and market beef should realize that the end product they sell is not meat — it’s taste,” Smith stated in his opening comments. “People will pay more for greater satisfaction.”
Consumers prefer beef for its flavor, which is due to the fat and enhanced through marbling, Smith explained.
He noted two ways in which producers can make U.S. beef the beef of choice. The strategies include selecting genetic stock that allows them to produce more high-quality beef or trying to produce more consistent, tender products by starting with the right genetics, sorting carcasses, using mild implants, feeding at adequate lengths, avoiding stress and more.
Twig Marston of Kansas State University expanded on how to supply consumer demands, noting ideal carcass specifications and different elements of the 2000 National Beef Quality Audit. Producers, Marston said, have a supply of available management tools in genetics, nutrition, management and the ever-important advertising and education.
“It’s very, very important to remember where our responsibilities are within the industry,” Marston said. “Whether we’re a seedstock producer, or commercial cattleman, cattle feeders or backgrounders, whether we’re in the packing industry or within the retail distribution of our product, we all fulfill a very special niche in the production of food.”
Consumers seek an affordable, lean, tasty and tender product, while retailers prefer trim, tasty and uniform beef, Marston said. Producers want genetically correct cattle efficient in reproduction, growth and adequate marbling; and packers require finished cattle of proper weight, quality grade and yield.
Beef producers have evolved into three paradigms, he explained. Cattle producers are labor- and task-driven and are less effective in using informational tools available to them. Red meat producers are good, cost-efficient recordkeepers focused on red meat production, while the third group, the food producer, is more complex, targeting multidimensional product characteristics related to consumer preferences.
“The ones that will be rewarded the most are the ones that know the quality and the value of the product they produce,” he said.
Tim Schiefelbein, director of procurement for Swift and Co., explained some of desires of the packer, suggesting producers cooperate with packers and adjust to demand.
“We want the obvious. We don’t want any sub-Select cattle, we don’t want any Yield Grade (YG) 4s and 5s,” he said. “Packers don’t want the heavies and lightweight carcasses.” And they’ll pay premiums to avoid them, he noted.
— by Crystal Albers, assistant editor, Angus Productions Inc.
© Copyright 2005 Angus Productions Inc.
Editor’s Note: This article was written under contract or by staff of Angus Productions Inc. (API), which claims copyright to this article. It may not be published or distributed without the express permission of Angus Productions Inc. To request reprint permission and guidelines, contact Shauna Rose Hermel, editor, at (816) 383-5270 or shermel@angusjournal.com.
Why Consumers Eat Beef
Another perspective.
SAN ANTONIO, TEXAS (Feb. 2, 2005) — A panel of beef industry experts explained that consumers eat beef primarily for its flavor, and that there are tools to help cattlemen produce and get paid for flavorful beef. The “Consumer Focus Panel” was part of the National Cattlemen’s Beef Association (NCBA) Cattlemen’s College®, sponsored by Pfizer, Feb. 2 in San Antonio.
Gary Smith, Colorado State University meat scientist, said that, although tenderness is vitally important to consumers, beef must have a pleasing flavor to satisfy consumers consistently. Research has shown that fat cells carry flavor, so well-marbled beef is the most flavorful, he added.
Twig Marston, Kansas State University animal scientist, noted consumers, retailers, packers, feeders and cow-calf producers may define quality differently, the right cattle must fit each quality definition. “We need multi-trait cattle that do it all,” he said.
Producers can draw from the toolbox of genetics, nutrition, management and education to market fast-growing cattle with superior marbling, Marston said. Such cattle are worth more, not only because they are more flavorful but because they carry built-in insurance against consumer cooking errors. He described a broad range of specific tools and information on genetic correlations.
Tim Schiefelbein, director of procurement for Swift & Co., used a humorous approach to compare “what women want” to what packers want. First, he said, “they both want the obvious,” no outliers. Secondly, he said, “they both want what you don’t have, relatively speaking.” The higher-quality cattle that also yield well are often in short supply, which is why they are worth more, Schiefelbein explained.
— by Steve Suther, director of industry information, Certified Angus Beef LLC
© Copyright 2005 Angus Productions Inc.
Editor’s Note: This article was written under contract or by staff of Angus Productions Inc. (API), which claims copyright to this article. It may not be published or distributed without the express permission of Angus Productions Inc. To request reprint permission and guidelines, contact Shauna Rose Hermel, editor, at (816) 383-5270 or shermel@angusjournal.com.
Click here to view Schiefelbein's Powerpoint Presentation.
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