TO MAKE A LIVING

But you wouldn’ t trade ranching for anything.

It’s about upholding traditions and growing our beef-loving community. While you keep moving forward, you can count on the Texas Beef Council having your back to drive demand for beef.

Efforts like the hit BBQuest video series surpassing 2.9 million views and delivering the latest beef nutrition research to 750 medical offices across Texas are just a few ways we’re working to keep beef in its strongest state.

Scan the QR code or visit TexasBeefCheckoff.com to sign up for the Cattle Talk newsletter and stay informed about all the ways your Beef Checkoff dollars are fueling beef demand.

Growing Demand

To gain a clear picture of consumer demand, Jarzombek said to take a look around a grocery store and consider how beef is merchandised. Products on display are not there for storage, it’s about sales — and every square inch counts.

“Our mantra is we’re going to carry what our customers want to buy,” Jarzombek said. “When we dedicate space to something, it’s based on what sells. And at H-E-B, our meat cases continue to grow.”

The U.S. retail beef demand index is the highest it has been in 30 years (see Figure 3).

The global marketplace is exceptional, too. U.S. beef exports reached a record $11.7 billion in 2022, up 10% from the previous year’s record.

“I don’t think I have ever seen demand as good as it is today,” said Halstrom, a 40-year industry veteran. “It’s solid in the face of headwinds, a strong U.S. dollar, inflation in general and supply chain challenges. Despite all that, last year we set this record as an industry.

“This is you as producers. What you are doing out there in terms of quality, consistency, safety, and all of the things we’ve discussed here today.”

With lessons of the past as a guide, Texas & Southwestern Cattle Raisers Association stands at the ready to proactively serve ranchers and landowners — and partner with the Beef Checkoff to safeguard quality beef for generations to come. T C