We have marketing analysts offering their expertise. We have university professors doing exhaustive research trying to illuminate a cure-all. We have a glut of so-called professionals working on our behalf. We hear about consistency, tenderness, quality, herd improvement and so on. But, are these problems real or imagined, or could they be fabricated by self-serving individuals and corporations.
Lets talk about the all-consuming tenderness issue.
A few years ago while eating a steak in Ogallala, Nebraska, an elderly couple began a conversation with me. They wanted to know why beef didn't taste like it used to. I told them that most beef consumed today is not much more than a few days off the kill floor. I went further to describe aging and the need for it as it relates to tenderness. At this point, lets do a little simple arithmetic.