A decade ago, the U.S. beef industry faced a big challenge. Consumer demand was changing, and the industry had to change with it or risk further hits to beef’s popularity.

But while progress has been made — think smaller, leaner portions and greater convenience in preparation — the job is far from finished, officials say.

“The industry is working at it. But there’s so much more to do,” says Ted Schroeder, a professor of livestock marketing at Kansas State University who has studied the beef industry for years.

Officials with the National Beef Cattlemen’s Association (NCBA) say they’re fighting the good fight, putting money from the producer-funded beef checkoff marketing and research program to good use.

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