If these markers prove to be indicative of marbling, tenderness, flavor and cholesterol, we would be able to do a DNA test to determine the presence or absence of genes affecting these traits. I believe, for example, that we will soon be able to evaluate bulls in the West Virginia Bull Evaluation Program for at least some of these traits. More and more producers and groups are becoming interested in our product and collecting information. Nonetheless, the interest in branded beef products, alliances and value-based marketing is on the rise. Take a look at such groups as PM Beef, Harris Ranch, Coleman Natural Beef, Farmland Supreme, U.S. Premium Beef, Northern Plains Premium Beef, Laura Lean, etc., and such products as Certified Angus Beef, Certified Hereford Beef, and others.
Some producers are, and some don ' t care.
Some want to be, and some have no interest in change. Some believe the problems belong to someone else. New terms and technologies are emerging, such as source verification and electronic identification. Producers who are responsible for problem products will be identified and discounted. Beef demand is declining.