Beef Check-off dollars are invested in research to improve the quality, consistency and eating experience of beef.
In this episode of Driving Demand, a content partnership with the Missouri Beef Industry Council, Bridget Wasser, Senior Executive Director of Product Research and Education at the National Cattlemen’s Beef Association, a contractor to the beef check-off tells Brownfield the number one demand driver for beef is taste. All check-off funded research in product quality is tied to tenderness, flavor and juiciness.
Wasser says check-off dollars have been invested in researching every step pre- and post-harvest but, she says, there is still work to be done in terms of consistency.
