Consumers send mixed signals as beef struggles with supply. It will take all segments of the production and marketing chain, working as a team, to successfully navigate the next few years as cattlemen restock and rebuild.
Nobody can define it, really, but everybody is talking about it. And when “everybody” is McDonald’s and Walmart, and when the talk is about the beef industry’s sustainability, it’s best to sit up and join the conversation.
Bob McCan has a long history behind him of beef industry advocacy. That will reach its full potential this year as he leads the nation’s beef industry as president of the National Cattlemen’s Beef Association.