In order to reverse the negative trend, he suggested that the beef industry needs to develop products that meet consumer needs. NCBA has moved dollars from generic advertising into new product development, which has resulted in nearly 30 new beef products in 1999. Schroeder said NCBA currently is integrating the advertising program with new product developments. In 1998, for the first time in 20 years, we saw a leveling off in the demand for beef. We think perhaps we've finally turned the corner, but we certainly need to continue to make the investments necessary to continue that trend, he said.
Consumer education is an important part of the process.
The meat industry has a great track record and remains committed to seeing that any food product the consumer puts on his or her family's plate is as safe as it can possibly be. For more information on the events at Cattleman's Day, contact the KSU Department of Science and Industry. For more information on cooking beef, contact the local Extension office. Supported by county, state, federal and private funds, the program has county Extension offices, experiment fields, area Extension offices and research centers statewide. Its headquarters is on the K-State campus in Manhattan.