Consumer market research conducted by the National Cattlemen’s Beef Association reveals great information about the positive effect of Beef Quality Assurance certification.
The BQA website said the program’s mission is to guide producers toward continuous improvement using science-based production practices that assure cattle well-being, beef quality and safety.
Did you know?
- 71% of consumers say they consider how the food was raised or grown when making purchasing decisions, however only 26% say they know a lot about how cattle are raised for food. The primary consumer concern is animal welfare.
- Farmers and ranchers are viewed as the most credible sources of information when it comes to US meat production practices with a 62% level of trust expressed by consumers. Veterinarians (60%) and government officials (57%) finished 2nd and 3rd in credibility in the eyes of consumers.
- Fitness professionals and dieticians (41%), conservation groups (39%), animal rights organizations (such as PETA or HSUS) (37%), celebrity chefs (36%), google search (36%), newspapers and magazines (28%), and large media outlets (such as The New York Times or Fox News (26%) ranked below farmers and ranchers in credibility.
- Learning about BQA made consumers more confident in beef safety and animal welfare. Because BQA is nationwide, consumers understand that it represents the beef they are buying. Positive perceptions among consumers improved by 26 points after exposure to basic BQA information.
- Consumers perception of how cattle are raised for food changed dramatically in response to viewing the Beef. It’s What’s For Dinner video titled “It Takes an Industry.” 31% of consumers had a positive perception before of how cattle were raised for food prior to watching the video, the positive perception jumped to 74% after watching the video.
- “Clicks equals transparency” in today’s connected world, so BQA fits well since it can provide more information through additional clicks, all the way through the BQA program website, http://www.bqa.org, if consumers are interested.
- Most farmers and ranchers don’t want to do consumer outreach and beef promotion.
Bottomline: Mark Johnson, Oklahoma State University Extension Beef Cattle Breeding specialist, said in a newsletter titled Cow-Calf Corner to “get BQA certified and stay certified, it’s the closest thing you can do as a rancher to standing in a grocery store and saying, “I take pride in how I raise cattle so that you (the consumer) can enjoy a safe and delicious steak tonight.”
CATTLE, BEEF RECAP
The USDA reported formula and contract base prices for live FOB steers and heifers this week ranged from $179.95 per cwt to $183.14, compared with last week’s range of $181.21 to $188.70 per cwt. FOB dressed steers, and heifers went for $286.57 per cwt to $288.24, compared with $287.36 to $291.88.
The USDA choice cutout Wednesday was down $0.87 per cwt at $307.36 while select was down $2.63 at $294.38. The choice/select spread widened to $12.98 from $11.02 with 137 loads of fabricated product and 25 loads of trimmings and grinds sold into the spot market.
The weighted average USDA listed wholesale price for fresh 90% lean beef was $370.67 per cwt, and 50% beef was $124.17.
The USDA said basis bids for corn from feeders in the Southern Plains were unchanged at $1.31 to $1.41 a bushel over the Dec corn contract, which settled at $4.04 3/4 a bushel, up $0.00 1/2.
The CME Feeder Cattle Index for the seven days ended Tuesday was $243.04 per cwt, up $0.05. This compares with Wednesday’s Sep contract settlement of $240.55, up $2.07.