In this dust up of real beef versus plant-based meats (PBM), contrary opinions abound. In what I would label as the “don’t worry be happy" camp, the authors of a study commissioned by the Cattlemen’s Beef and Research Board came to this rather startling conclusion: “…we do not believe existence of plant-based products alters the (beef) industry’s global comparative advantage as a major, grain-finished beef industry.”

To me, such a conclusion may be currently correct, but for the long term, naïve. What about the phenomenal growth of alt-proteins? Or Maple Leaf’s nearly $1 billion investment in PBM facilities and infrastructure, or JBS’ $400 million purchase of Netherlands-based PBM Vivera? Plus, all the other beef industry mainstream players who are advancing their own varieties of PBMs?

Many years ago, the beef industry answered the consumer’s call for juicy, tender beef with corn-based cattle feeding regimens. Efficiency soon crept into cattle raising as antibiotics and hormones were added to the growth mix. As a result, cattle were hungrier and got fatter quicker. But that gave rise to those who wanted to market beef raised without additives. Unfortunately, anyone who dared to raise cattle differently, i.e., breed specific, natural, or grass-fed, etc., was an outlier castigated by the mainstream beef industry. Why do I say that? I was there, participated and saw what happened. Now the beef industry finds itself in another pitched battle for identity, this time with plant-based meat.

What should the beef industry’s marketing answer be? The niche beef operations are a start. They can capture segments of consumers based on the unique attributes of their products, and as part of a movement to improve the environment. That takes away one of PBM’s arguments.

But, what about most of the beef industry which lies outside of the niches? Somehow, some way, they must figure out how to raise cattle that do not contribute to environmental destruction but instead, help improve it. I applaud JBS’ leadership for its commitment to lead the animal agriculture industry in sustainable change toward net zero by 2040, “doing so by empowering producers, suppliers, customers and consumers.” (Source: “Agriculture can be part of the climate solution,” New York Times full page ad by JBS/Pilgrims, 4-25-2021) Thank you, JBS!

Here is my proposal: Continue to collect the beef checkoff fee but raise it to $3 per head. Allocate all these funds directly to those companies who market beef based on the amount of branded beef they sell. Various industry constituencies such as ranchers, feeders, etc., seeking trade representation can self-fund. The allocated checkoff dollars must be used for promotion of beef sold by the receiving company by marketing their branded beef with advertising, point of sale material, direct social media costs or other promotion-related costs. Only branded beef sales will qualify.

Every beef company that sells branded beef is eligible to participate whether it is a local, regional niche-based company up to and including beef’s Big Four. The program’s purpose is to get direct-to-consumer branded beef promotion activity started rather than a generic promotion campaign for an entire industry. It is needed because the PBM companies are beginning such programs and they need to be challenged for a share of the consumer’s stomach.

A fundamental argument must also be made to show that real beef is nutritionally sound. When this is coupled with the real beef’s environment-enhancing argument, consumers will come back to what they have always enjoyed.

With the PBMs beginning to speak directly to consumers, real beef will only be able to effectively counter their incursions by speaking directly as well. Both the real beef niche players and major companies alike must communicate their branded beef in a compelling fashion to consumers — not via a generic program. It must be done now, or the real beef industry will soon become a wasteland full of deniers.

Many will tell me that my proposal can’t be done for all sorts of reasons, but usually they proffer no positive counter. Bureaucrats will want to gum up the works under the guise of maintaining fairness to all. My rejoinder to such negativity: “I can find anyone to tell me what cannot be done. I look for those who tell what can be done!”

If you’ve got a different or better way to sell branded beef and beat the PBMs, let’s hear it.

A proposal for beef to beat PBMs

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