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Beef Demand Up for Seventh Consecutive Quarter With seven straight quarters of increased beef demand under its belt, the U.S. beef industry has an aggressive long-range plan to keep demand and profitability growing, said Chuck Schroeder, CEO of NCBA. "Year-end beef demand for 2000 is about 3.6 percent higher than1999 levels. Today, the beef industry is one of the most dynamic segments of the U.S. agricultural economy, and we're just getting started. We've set an aggressive goal to boost demand another 6 percent through 2004." Schroeder explained that the industry's ability to stabilize consumer demand for beef was the result of diligent planning, persistence and focus. "We began laying the ground work in the mid 1980s by emphasizing improvements in product consistency, tenderness and overall quality; new product development; enhanced relationships with channel marketing partners; multiple beef safety intervention measures; the opening of export markets; and research into beef's nutritional values and benefits," Schroeder explained. "These efforts began to pay off in 1999, when the beef industry saw consumer demand increase for the first time in nearly two decades." Increased consumer spending and per capita beef consumption have contributed greatly to the health of the beef industry. "There is cooperation across business segments in the beef industry like never before," he added. "Beef producers and industry partners are working to produce high quality beef products that satisfy consumer needs." |
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