Each entity operates for itself with little if any consideration for the next link in the chain. Now the reality is that up until the last 20 years there's been no need to connect or streamline the chain of operation. It is true, in the last few years we have stopped the decline and actually increased the per capita annual consumption of beef. However, this change came about through the check-off program spending millions on consumer education and collecting consumer test information. The results were more ready to eat or heat and eat products.
Convenience is king, followed very closely by taste.
We also discovered that consumers are willing to pay for the convenience, which is refreshing because as producers our system's inefficiencies were beginning to show up in the price of the products. We are still working toward fulfilling the consumers' needs and wants but the new convenience products like microwavable pot roasts, hamburgers, and steaks goes a long way in this direction. The great thing about this is that these products are very consistent and easy to prepare and often use under utilized fresh cuts. There are some interesting ideas floating around about just how our industry can become more responsive, thereby more responsible, to the consumer. One of the first worth considering is the elimination of the USDA Government Grading System.