At the summer conference a presentation was made with results from the 2013 Beef Demand Determinants Study. On hand were Dr. Ted Schroeder, professor of livestock marketing, and Dr. Glynn Tonsor, associate proessor of livestock marketing, both at Kansas State University, in addition to Dr. James Mintert, assistant director of Extension for Agriculture and Natural Resources at Purdue University.

Consumer demand for beef is one of the most important issues directly affecting all segments of cattle and beef production, processing, and merchandising. Understanding key consumer demand drivers is important because of the substantial economic impact they have on the industry. The purpose of this study was to provide information to the beef industry that can be used to better target future domestic beef demand enhancement strategies.

Click through to here to see results from the study and listen to my interview with the study team here.