he beef industry’s undergone
lots of changes in
recent years. We’ve continued
to improve production
practices, but the biggest
change is how the public perceives
us. The millennial generation’s doing
things their way, news and information
are available instantly and it’s
changing ‘business as usual’ for raising
beef. Suddenly it’s not enough
to raise a healthy, nutritious product
readily available at the grocery store.
Instead, we are faced with a generation
that literally wants to know not
only where their food comes from,
but what quality of life that food
lived before it found their plate.
Three decades ago people still
remembered the Great Depression.
We were a couple of generations
closer to the farm, and consumers
better understood the food chain.
Value in the beef industry revolved
primarily around quality. As long as
we produced choice-grade beef that
tasted good consumers were happy.
While the Farm to Table movement
(ABOVE) Consumers love delicious American beef because they trust it, and for good
reason. It’s up to us to maintain this consumer’s trust in wholesome, sustainable beef, not
just by what we say, but also by what we do.
104 I WORKING RANCH I JUNE / JULY 2019