The beef industry faces many challenges. None of which are more important than our ability to compete in a global protein marketplace. We must evaluate every value add option available as the commodity system of producing beef will not sustain long term viability.
To evaluate the Natural category we need to look to the consumer who is asking for it. What is she/he really looking for and are they willing to reward our industry for producing it with their pocket book. Perhaps the most significant concern we have is.... what is Natural anyway? The research confirms the fact that we have confused the consumer. This is dangerous not only for the Natural category but for the entire beef offering. If we loose consumer confidence in our product, we will face loss of market share that could be devastating. The majority believe that when a product is labeled as Natural it is has been cared for in a much different way. In fact that there has never been antibiotics or hormones administered. If we continue to allow products to be labeled as something they are not it may jeopardize this opportunity. Clarity and standards are needed and are in short supply.
We also must be very careful not to damage the credibility of the commercial beef produced we have worked so hard to develop and maintain. We produce the safest beef in the world. The marketing wizards must be conscious of unintended disparagement.
All this said this category is not a fad it has become a trend. Indeed it will be a part of our business for the foreseeable future. However, there are costs and we should be careful to understand these as we help capture the value add opportunity......
John Butler
Beef Marketing Group
P.O. Box 1506
Great Bend Kansas 67530