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Varying Beef Demand With Varying Beef Quality



(NAFB)--Kansas State University recently revised a research paper on defining and quantifying Certified Angus Beef Brand Consumer Demand.

This updated paper shows pounds of CAB product sold increased every year since 2005 - but non-branded USDA Choice beef has seen eroding demand since its peak in 2010. Since CAB product is a branded subset of the USDA Choice-and-higher marketplace - the research shows demand for the aggregate quality category was expected to share more similarities than the non-branded USDA Choice index used in the 2010 research. From 2008 to 2010 - demand for the aggregated Choice-and-higher grading product outpaced CAB before declining in 2011 and 2012 - but CAP product continued improving. Demand growth for both was similar through the first nine-years of the study. However - demand eroded nearly 27-percent for Choice-and-higher beef in 2011 and 2012 - while CAB demand increased 25-percent. Beef demand remains a concern in the post-recession environment - according to the research - even though consumer incomes have made small improvements. 


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