Agricultural News
Beef Checkoff Funded Study Keeps Tabs on Beef Used in Foodservice
Sat, 06 Apr 2013 21:25:02 CDT
The domestic foodservice market for beef is enormous, with close to 8 billion beef pounds being sold in commercial and non-commercial establishments. Beef wholesale operator purchases reached nearly $33 billion in 2012. That's why each year the checkoff conducts the Foodservice Volumetric study.
Trevor Amen, director of market intelligence, B2B marketing, for the National Cattlemen's Beef Association (NCBA), contractor to the Beef Checkoff Program, joins us for our latest Beef Buzz.
Amen says that there is a lot of information that the beef industry is able to dig out of the Volumetric Study- "We use this information to identify areas where you can strategically and tactically grow demand for beef. And what that means for beef producers is we try to look at all areas of the carcass and identify areas that we can innovatively present the product to the consumer and ultimately add value to all areas of the carcass. So some of those larger topics would be a greater emphasis on value cuts and that has definitely been the work of the checkoff for several years. Another is to really understand which segments are growing and where beef has the greatest opportunity and really focus on those faster-growing segments. Another is support beef's position through portion-size options; another area really is to protect beef's place on the menu. We know how important beef is to restaurant operators in terms of bringing in traffic, driving dollar sales and creating a brand image."
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