WHAT DO WE NEED FOR A VALUE-BASED BEEF MARKETING SYSTEM

A functioning value-based marketing system is critical to the economic well-being of the beef industry. Producers must be paid for producing what the consumers demand. Clear signals must come from the consumer to the marketing chain to the producer. The US beef industry has agreed upon eight consensus points that need to be resolved before a functioning value-based marketing system can become a reality. Following the agreement on these consensus points, the US beef industry has declared 'War on Fat'. The consensus points and the industry's 'war' plans are discussed.