Consumer confidence in beef has been growing for the past five years, and a November checkoff-funded survey found that 91% of consumers have “strong confidence” in the safety of steaks/roasts and 84% have “strong confidence” in the safety of ground beef — both historic highs. Consumer confidence in the safety of steaks and roasts currently is statistically on a par with confidence in fruits and vegetables, which are at 90% “strong confidence.”

In fact, confidence in ground-beef safety is higher than consumer confidence in chicken. About half of consumers, however, believe that recalls and illnesses from foodborne bacteria are increasing — only 5% believe they are decreasing.