Influencing beef demand grows market

Cattlemen's Beef Board CEO Polly Ruhland discussed how to increase beef demand when supplies are low. (Journal photo by Jennifer Carrico.)

Cattlemen’s Beef Board CEO Polly Ruhland discussed how to increase beef demand when supplies are low. (Journal photo by Jennifer Carrico.)

“We can’t control the beef supply, but we can influence demand by promoting the importance of beef in the diet,” said Cattlemen’s Beef Board CEO Polly Ruhland.

She said beef demand is currently up two percent, which is great since supplies are down so much. The demand drivers are economic determinants; consumer trends; qualities such as taste, consistency and convenience; and changes in consumer demographics and lifestyles.

“The long range plan includes improving the domestic consumer preference and learning what more we need to provide for the American consumer,” she said. “That includes convenience items. The average consumer takes 40 minutes to decide what to make and make a meal.”

Ruhland said CBB is focused 100 percent on the consumer and providing a product that consumers continue to demand.

“We have to be a better marketer for our products than our competitors,” she added.

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Categories: Convention News, Featured News

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