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Agricultural News


Beef Becoming the Super Food We Always Knew It Was and NCBA's Shalene McNeill is Behind It All

Wed, 14 Feb 2018 10:16:57 CST

Beef Becoming the Super Food We Always Knew It Was and NCBA's Shalene McNeill is Behind It All


According to Dr. Shalene McNeill, dietary lead for the National Cattlemen’s Beef Association, it is an exciting time right now for the industry to talk to consumers about beef. She says society is becoming more and more health conscious regarding the food they eat, but are also more open-minded about what foods can provide the nutritional benefits they seek as an individual - including beef. She spoke recently to Radio Oklahoma Ag Network Farm Director Ron Hays about why there is plenty of room for beef in any healthy diet.


“I think we’re at a breakthrough time on nutrition, because we’re starting to see people rethink the role of beef in health,” McNeill said. “There’s been a lot of criticism that saturated fat may not be as bad as we once thought it was; we’re seeing leaner beef; there’s more research on beef’s benefits to heart health and then of course there are these higher protein diets. So, all these things are coming together nicely to give us an opportunity to highlight the wonderful nutritional package that beef is.”


Beef’s message is one that McNeill says really resonates with consumers right now. Part of that effort is keeping track of what trends are sweeping through the consumer culture, which starts at the research level. McNeill says she closely monitors what the scientific community is saying or publishing in their latest studies. The work they do trickles down into society and can be traced by following its influence to physicians who base their health recommendations on that research, which can show up in the communication between trade and business and eventually impacts consumer interest. That strategy has led McNeill to her current work, developing a campaign that positions beef as a strength promoting food.


“We think that there’s a strong trend around strength. People are beginning to notice how important it is to maintain your strength and muscle as you age,” she said. “We’re seeing more and more conversation of that because of science that the Checkoff helped contribute to 10 years ago, to show that protein can lead to better muscle health and that can lead to stronger bodies as we age. Now, we’re starting to see mainstream interest.”


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.



   



   

Hear McNeill and Hays talk about the latest consumer nutrition trends and how beef fits into the mix
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