Page 36 - January 2022 Barbecue News Magazine

impact on beef demand to determine exactly what we’re up against. Now, Checkoff contractors are using this informa- tion to determine the best way to encourage consumers to choose beef.
The study, “Impacts of New Plant-Based Protein Alterna- tives on U.S. Beef Demand,” authored by Glynn T. Tonsor, Jayson L. Lusk and
Ted C. Schroeder,
reflects the atti- tudes and opinions of more than 3,000 U.S. residents sur- veyed in Septem- ber 2020. One of the biggest take- aways from the study was that, while plant-based alternative pro- teins may be get- ting a lot of media exposure, con- sumers still love and choose beef.
Here are signifi-
cant findings from that study:
1. Beef has a good image. Consumers by and large say that beef’s taste, appearance, price, and natural goodness greatly exceeds that of plant-based proteins.
2. Regular meat consumers (68% of the study’s full sample) are much more likely to select beef even when a plant- based item is available.
3. Changes in beef prices have a much larger impact on consumer decisions to buy beef than the impact of changes in the prices of plant-based offerings. This means plant- based burgers are relatively weak substitutes for beef.
There’s also new research that delves into beef’s protein
quality versus plant-based alternatives. A recent study from the University of Illinois and Colorado State Univer- sity and funded by the Beef Checkoff and Pork Checkoff used the DIAAS (digestible indispensable amino acid score) system to compare protein quality in beef and pork burgers and plant-based burgers. The study, “Digestible indispensa- ble amino acid score (DIAAS) is greater in animal-based
burgers than in plant-based burg- ers if determined in pigs,” was authored by Natalia Fanelli, Hannah Bailey, Tyler Thompson, Robert Delmore, Mahesh Narayanan Nair and Hans Stein. As in the past, researchers found that animal proteins have greater DIAAS val- ues than plant- based proteins.
“All in all, the re- search shows us that plant-based protein alternatives are a
relatively minor concern to the beef industry right now,” Voyles said. “However, that doesn’t mean we can just sit back and relax. As Beef Checkoff contractors develop new plans and promotional campaigns, they’re considering this study's findings along with other factors that could impact beef demand, both now and in the future.
“Consumer preferences continue to evolve, and we need to stay on top of those changes if we’re going to effectively promote beef over competing proteins. I can assure you that my fellow CBB members will continue investing Checkoff dollars wisely to keep beef at the center of dinner plates everywhere.”
ABOUT THE BEEF CHECKOFF:
The Beef Checkoff Program was established as part of the 1985 Farm Bill. The Check- off assesses $1 per head on
the sale of live domestic and imported cattle, in ad- dition to a comparable as- sessment on imported beef and beef products. States may retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen’s Beef Promotion and Research Board, which administers the national Checkoff pro- gram, subject to USDA ap- proval.
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JANUARY 2022