Changing Consumer Attitudes

The beef industry is one of the slowest and most reluctant to change in response to changes in consumer tastes and preferences. Lifestyle, heritage and tradition are important to most all of us. However, it takes a sustainable business to produce a sustainable lifestyle and preserve the heritage. But in all fairness, I must say that we have been doing somewhat better at listening to what the consumer is trying to tell us in recent years. – jtl

By Nevil Speer via Industry at a Glance

Antibiotic use, hormones, GMOs and humane handling are growing concerns of U.S. grocery shoppers.

Where Food Comes From, Inc. recently commissioned the Service Management Group to conduct an independent survey to better understand grocery consumer perceptions and preferences with respective to a variety of issues. Survey respondents consisted of nearly 2,000 consumers shopping across a broad representation of grocery chains – half of whom had recently shopped at either Kroger or Walmart. Additionally, survey demographics closely matched U.S. Census data in terms of age, gender and household income.

The graph below represents one of the key questions included in the survey: “How has your attitude about the following issues changed during the past few years?” Specific reference within that question was made relative to antibiotics, hormones/growth promotants, genetically modified foods, humane treatment of animals, and farm or producer values. The illustration details the percentage of respondents who indicated they were either much more or more concerned about the respective issues.

consumer attitude towards beef industry

As with any survey, there’s always room for interpretation of the results – no survey is ever perfect. However, given the broad representation of the respondents and their subsequent responses, it’s evident consumers appear to be more aware of the various issues and thinking about them more.

What’s your assessment of survey results like this? What does it mean for our industry in terms of communicating with consumers about these sorts of important topics? What opportunities might be out there for producers to take advantage of this type of response? Leave your thoughts below.

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Books by Dr. Jimmy T. (Gunny) LaBaume

Planned Grazing: A Study Guide and Reference Manual by Jimmy T (Gunny) LaBaume.

This guide is a detailed book review of sorts, but perhaps it would be more accurately described as an abstract that condenses 864 pages of detail into 189 pages of concentrated information. No more excuses for failing to properly plan your grazing. The booklet is available from in both soft cover and Kendall versions. Click here. 

CoverA Handbook for Ranch Managers A Comprehensive Reference Manual for Managing the Working Ranch. Click here to buy the paperback version from Land & Livestock International’s Rancher Supply aStore.

Digital media products such as Kindle can only be purchased on Click Here to buy the Kendall Version on

To purchase an autographed copy of the book Click Here


The Betrayed: On Warriors, Cowboys and Other MisfitsThe Betrayed: On Warriors, Cowboys and Other Misfits.  Click here to buy the paperback version from Land & Livestock International’s Rancher Supply aStore.

Digital media products such as Kindle can only be purchased on Click Here to buy the Kendall Version on

To purchase an autographed copy of the book Click Here

About Land & Livestock Interntional, Inc.

Land and Livestock International, Inc. is a leading agribusiness management firm providing a complete line of services to the range livestock industry. We believe that private property is the foundation of America. Private property and free markets go hand in hand—without property there is no freedom. We also believe that free markets, not government intervention, hold the key to natural resource conservation and environmental preservation. No government bureaucrat can (or will) understand and treat the land with as much respect as its owner. The bureaucrat simply does not have the same motives as does the owner of a capital interest in the property. Our specialty is the working livestock ranch simply because there are so many very good reasons for owning such a property. We provide educational, management and consulting services with a focus on ecologically and financially sustainable land management that will enhance natural processes (water and mineral cycles, energy flow and community dynamics) while enhancing profits and steadily building wealth.
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