Beef Stew

The "Natural" beef market in the United States is starting to explode on scene as a result of rapidly growing consumer demand for healthier and better tasting beef, free of growth hormones, antibiotics and other artificially added chemicals. Growth has been driven by healthier eating choices, food scares and health related issues as well as the popularity of organic and "Natural" products available at the retail level. Overall beef sales in the U.S. have been slowing since the late 1970's with one exception. Natural grass fed beef has increased by a margin of 20% per year, pretty impressive numbers.

Just exactly what is "Natural Beef" and what does it mean as a whole? Well, the short answer is probably an obvious one, beef raised without any growth hormones or antibiotics etc. But here's what's going on in the industry. Public awareness has raised the bar of quality above the usual government standards, with prime consideration given to a combination of environmentally friendly concerns such as waste management and resource protection. For example, how are waste by products treated as well as what are the associated results to the grazing or ranch lands in terms of ecologically friendly ranching. Are we polluting rivers or lakes with waste product runoff? Is over grazing taking its toll through soil erosion or natural habitat for wildlife being compromised? Ranchers themselves are turning out to be the best stewards of the land, as much or more than any of the most "green groups".

Even the beef processors are taking a stronger pro stance, learning and evaluating over the years just exactly what today's consumers are demanding from natural producers. How cattle are raised and treated is a much stronger consideration today than ever. Key point , humanely treated cattle raised in the most natural environment possible is crucial, and it's about time we woke up to these facts. In many people's opinions, the day of the giant corporate feedlots should be numbered, although organically raised beef is only about 1% of the total U.S. output. Feedlots aren't likely to go away anytime soon, based on those numbers.

Another growing consideration is where the beef is being raised, and rightly so. Beef that is "locally produced" is a major consideration in beef producing states, which makes sense. After all, locally raised beef is a big economical boost for local communities, especially out in the west and midwest, where most of our beef comes from anyway. In addition, "Natural" beef consumers in the US do not view a product said to be produced in state as enough of a qualification to support a "locally produced" advertisement. The product must literally be produced within 50 to 100 miles to benefit from any locally produced claim.

Consumers have, more and more, expressed a willingness to pay more for "Natural" products, as growing education and awareness fosters a larger demand. Most surveys have demonstrated that roughly 70% of people who had a firm understanding of what "Natural" beef meant, would pay a 10 - 20% premium for "Natural" beef products. Of course, the cut and grade of the beef will always be important, which is proving to be the case for natural beef. Grass fed beef is delicious and tender, even more so when it's cured and air dried for high end prime beef markets or treated less expensively for main stream
supermarkets.

Due to growing consumer awareness, I think that we will see a rapid and positive growth in the natural beef market as well as other meat sources. This is great for our environment as well as our wallets and especially our palates. More to come, thanks for reading.

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