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Agricultural News

Glynn Tonsor Connects the Dots Between Consumer Demand and Adding Value to Beef Cattle Prices

Wed, 04 Oct 2017 10:59:00 CDT

Glynn Tonsor Connects the Dots Between Consumer Demand and Adding Value to Beef Cattle Prices

Dr. Glynn Tonsor of Kansas State University began work last year on measuring domestic beef demand through the retail level, or grocery stores. He has continued that study this year and told Radio Oklahoma Ag Network Farm Director Ron Hays, that he has discovered beef demand is looking particularly good, in the Northeast region of the United States.

“All regions, really, are up here in 2017, but the Northeast is the strongest of the four and I highlight that because that is the same region that may not have the same cultural background and the connection to production like we have here largely in the Midwest,” Tonsor reported. “If you have a region like the Northeast where you don’t have that same historical connection to production, and yet it is the region leading the way, that’s a good sign.”

Part of this region’s demand strength, Tonsor believes, could possibly be attributed to the developing employment situation occurring there. He cites that unemployment numbers have receded recently and talk of more job mobility has been alluded to as well. While he admits it may be somewhat speculative on his part, Tonsor’s attempt at connecting the dots has led him to the possible conclusion that Northeasterners may be more comfortable with their economic standing and more willing to pay up for beef, compared to other parts of the country. As time goes on, Tonsor says more data will be collected, measurements will continue to be fine-tuned and ultimately, a better understanding of consumer demand will be gained.

“We have beef sold as many different products, to many different people, through different channels, and the more fine-tuned we can measure that, the better we can allocate - not just Checkoff resources - but more generally to help producers understand who it is that most values their product and therefore you can cater to those needs and add the most value to the cut out, which adds value to fed cattle and feeder cattle.”

Listen to Dr. Glynn Tonsor speak to Ron Hays about his work in better understanding and measuring consumers’ domestic demand for beef, on today’s Beef Buzz.

The Beef Buzz is a regular feature heard on radio stations around the region on the Radio Oklahoma Network and is 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.



Listen to Dr. Glynn Tonsor speak to Ron Hays about his work in better understanding beef demand.
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