Consumer beef trends suggest that the beef checkoff has been on the right track in its efforts to promote beef, an official of the Cattlemen's Beef Board told the Beef Promotion Operating Committee and state beef council representatives recently.

Rich Otley, director of evaluation for the Beef Board, said consumer attitude and behavioral research indicates that industry efforts in beef safety, convenience, nutrition and producer image are on the right track in developing better demand for the product.

Beef Board Vice Chairman Andy Tucker said it's important to research the issues to see how well the programs are addressing what's important to consumers. "If our programs don't work, it will first be reflected in what's happening with consumer attitudes," Tucker said. "What they believe is a predictor of how they'll behave."

"While we can't establish a direct cause and effect relationship," said Otley, "it isn't hard to see that what the checkoff is trying to show consumers is being reflected in the attitudes that consumers have about our product, and the way they're reacting to beef. ©