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Today’s consumers are demanding more than just a great steak
At the Cattle Industry Summer Conference in Denver, the beef industry has released results of its latest National Beef Quality Audit.
In general, the audit shows that while the industry continues to make progress in the area of beef quality, there is still room for improvement.
Project manager Tom Field tells Brownfield that the biggest change from the last beef quality audit in 2005 is that now the marketplace is starting to ask questions, not only about the product, but about the process that created the product.
Field says consumers are asking more questions about where their food comes from and how it is produced, and beef is no exception. He says the audit is another reminder that the industry needs to be more transparent about production methods and do a better job of telling its story—the story of beef production.
Link to National Beef Quality Audit web page
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