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Agricultural News

Research: Key Pillar in Growing Beef Demand

Wed, 04 Mar 2015 16:25:52 CST

Research:  Key Pillar in Growing Beef Demand

Research is one of the three main priorities for the nation's beef checkoff. The beef checkoff was charged to work in three areas in an effort to improve beef demand for cattle producers- Research, Education and Marketing- or Advertising. Polly Ruhland is the Chief Executive Director of the Cattlemen's Beef Board, the body responsible for collecting and disseminating the dollar a head beef checkoff on behalf of beef producers around the country. Ruhland said she can't stress the importance of research, because all of the decisions made in the other areas, are based on market research or other types of research.

Radio Oklahoma Network Farm Director Ron Hays featured Ruhland in today's Beef Buzz. Click or tap the LISTENBAR below to listen to today's feature.

In looking at the future of beef checkoff, Ruhland said she is a big believer in innovation. This is especially important for the millennial generation that craves a new eating experience all the time. She said product innovation research will be an important aspect in the future.

Another key area is human nutrition. Ruhland said human nutrition research will be critical to the checkoff to keep beef on the plate and to keep science-based information in the discussion in showing beef's role in a healthy diet. Food safety is another high priority that never goes out of style. She said food safety is the price of admission for consumers to trust the product. Sustainability is another key priority area. Ruhland said sustainability ranks about 7th in driving consumer's choice, but it is growing in importance as it moves up the list.

"That sustainability research very important to show folks how we do things and also to set benchmarks, so can that we can practice continual growth in the beef industry," Ruhland said.

Sustainability has also been looked at in updating the nation's dietary guidelines. The government food recommendations are updated every five years and the latest proposal has been published to the Federal Register for public comment. Checkoff dollars are not allowed to be used on lobbying efforts, but Ruhland said they continue to show and share that science supports beef's role in a healthy diet.

To listen to the full interview with Ruhland from the Cattle Industry Convention, click here.

The Beef Buzz is a regular feature heard on radio stations around the region on the Radio Oklahoma Network- but is also a regular audio feature found on this website as well. Click on the LISTEN BAR below for today's show- and check out our archives for older Beef Buzz shows covering the gamut of the beef cattle industry today.


Ron Hays Beef Buzzes with Polly Ruhland, CEO of Cattlemen's Beef Board
right-click to download mp3


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