The industry is composed of four or five levels loosely joined by markets. Traditionally, this hasn't worked too badly. But with the need to develop much improved products demanded by today's consumers, there is pressure to change the system. Consumers are asking for new products like micro-wave ready meals. To get these products on the shelves, we have to start at the brood-cow level.
Different alliances have different targets.
There are some alliances whose target is to deliver traditional, high-quality beef. Some of these are Farm Land, U.S. Premium Beef, which is a cooperative, and Certified Angus Beef, which is one of the most well-known in the country. Laura's Lean Beef, based here in Kentucky, has been one of the most successful in this area. The bottom line is that these alliances can help communicate needs and reward farmers too. For example, to produce beef for Laura's Lean Beef the right breed must be selected and no anti-biotics used.