By Shelby Shank
Field Editor

Texans are firing up the grill this summer, and research shows strong demand for Texas beef.

Although retail beef prices are higher, consumers are still choosing to cook at home, according to Texas Beef Council Executive Vice President Molly McAdams.

“Beef demand has been really strong going through COVID and coming out of it. We saw some permanent changes in consumer behavior that has been propping up demand,” she said in an interview with the Texas Farm Bureau Radio Network. “When people cook at home, most of their meals will contain meat. The more we can build consumer confidence in our product and beef and show them the versatility, nutrition and power of our protein, it all comes together when people want to cook at home. That’s good for beef demand.”

Research indicates consumers continue to prefer ground beef for traditional recipes like Shephard’s Pie or pot roast. Consumers are also visiting the Beef Loving Texans website for beef recipes and tips on grilling.

Texas Beef Council continues to reach consumers through its show BBQuest. Now entering its third season, McAdams said the show will focus more on cattle ranchers and highlighting their stories.

“We’re taking it beyond the pit and visiting local ranches. The crew went to a feedyard where they could see how innovation is used in the way we raise beef,” McAdams said. “The show has been a hit. It is a really great intersection for what we do, and it highlights barbecue, Texas and our traditions in a positive way. And it’s a great story for cattle producers because they’re featured in this season.”

Episodes are available online and can be viewed at beeflovingtexans.com.

Each year, TBC publishes its annual report detailing key state and national beef checkoff program results, revenues and expenditures. By educating consumers, chefs, nutrition influencers and others, producer investments in the beef checkoff help keep beef in its strongest state year after year.

“There’s no question about it. Cattle producers have done the work through management, genetic selection and how they’re making decisions,” McAdams said. “The research started with the checkoff asking consumers how beef is doing, and now we’re getting to see those results. That’s a huge impact over the years of what has happened with checkoff research.”

Texas Beef Council research indicates that consumers view beef as a nutritious protein.

Texas Beef Council continues to invest in engaging with and educating physicians and health professionals about the protein, vitamins and other beneficial nutrients beef brings to the table. Consumers now have that information available to them to help make their purchasing decisions.

Other highlights from the 2022 Annual Report includes partnering with food influencers on social media and getting more beef on menus through Texas Beef Council’s Beef Loving Chefs Summit at the Culinary Institute of America.

Texas Beef Council continues to promote beef on behalf of Texas ranchers and more information on the state beef checkoff is available on texasbeefcheckoff.com.