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May 19, 2014

For National Cattlemen’s Beef Association:
Daren Williams

Beef Checkoff Statement:
Strong Demand Reflects Consumer Desire for Beef

CENTENNIAL, Colo. – (Business Wire) — Mike Miller, senior vice president of global marketing and research for the National Cattlemen’s Beef Association, a contractor for the Beef Checkoff Program, made the following statement:

“Demand for beef is strong and continues to grow, even in a time of higher prices. In fact, more than 80 percent of Americans say that over the next six months they anticipate eating the same amount – if not more – beef.  Like all proteins, the price of beef has gone up, but if you compare them to the same time a year ago, the average price of beef has increased $0.25 per pound, which amounts to just about six cents more per serving.

“Beef drives traffic to stores and the meat case during the grilling season. Americans say they’re twice as likely to visit a grocery store that’s promoting beef for grilling, over a store that promotes any other protein. Nothing delivers a satisfying meal quite like a sizzling steak or a burger, particularly as Memorial Day and summertime approaches.

“Beef made more money for foodservice from 2009 to 2013 than any other protein, helping restaurant operators get through the recession. Beef remains the cornerstone on menus nationwide, with the amount of beef pounds sold increasing by 79 million pounds in the past year.

“Unlike some proteins, raising high quality beef takes time as does our ability to quickly shift to meet growing demand. While it can take up to three years to produce high quality beef, cattle farmers and ranchers are beginning to rebuild their herds to meet consumer demand.”

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