As consumers place more emphasis on price and value while they fill their grocery carts, America’s conventional beef producers are helping ease the financial burden of rising food costs.

According to the Food Marketing Institute’s (FMI) "2009 U.S. Grocery Shopper Trends," nearly 70% of shoppers say the recession is affecting their food shopping — up from 48% in 2008. Consumers in every income bracket are checking prices before checking out at the grocery store.

“U.S. consumers are facing rising food costs in a very challenging economy. What most consumers don’t know is that conventional production systems and using modern technologies keep beef affordable,” says Jan Lyons, owner of Lyons Ranch near Manhattan, KS. “Conventional beef production significantly increases the volume of beef produced while conserving natural resources and reducing production costs across all segments of the industry. The result is more affordable beef for everyone.”

A 2009 analysis by Iowa State University agricultural economists John Lawrence and Maro Ibarburu shows if conventional beef production practices were replaced by organic- or natural-only practices, beef production would decrease by 18% and retail prices would increase by 11%.

To provide beef producers and other beef-industry stakeholders with key messages about the “eco-friendly and eco-nomical” benefits of conventional beef production, the Growth Enhancement Technology Information Team (GET IT) recently introduced a marketing campaign focused on the economical and environmental benefits of conventional beef production. The campaign encourages the industry to share the facts with family, friends and neighbors who might not be familiar with the benefits of modern beef-production systems.

The GET IT campaign includes both print and electronic advertising in producer publications, electronic newsletters and Web sites. Special-edition newsletters and videos also will be developed.
To learn more about the “eco-friendly and eco-nomical” benefits of conventional beef production, visit
-- GET IT release