V. Mac’s Beef Tips – October, 2006

Did You Know?
Grass, Lean and Local is “UP” Grain, Fat and Big is “DOWN”

A “paradigm shift” is something that happens so gradually that it goes undetected --- maybe for years. But one day there is a tipping point and everyone starts talking about it. We are seeing before our eyes a paradigm shift in beef. Consumers are demanding new requirements for beef. Namely, that beef be grassfed, lean and locally produced. The following is excerpts from the June 11, 2006 issue of Time Magazine:

“The Grass Revolution”

“Grass is a low-starch, high-protein fibrous food, in contrast to carbohydrate-rich, low-fiber corn and soybeans. When animals are 100% grassfed, their meat is not only lower in saturated fats but also higher in omega-3 fatty acids, the healthy fats found in salmon and flaxseed, which studies indicate may help prevent heart disease and bolster the immune system. Ground beef and milk from grassfed cattle also have more conjugated linoleic acid (CLA), which recent data suggest may help prevent breast cancer, diabetes and other ailments. Moreover, grassfed meat is higher than grainfed meat in vitamin A and vitamin E, two important antioxidants.” The beef paradigm shift is being driven by consumers who want the health benefits from grassfed beef (not to mention the dining pleasure).

“The Lean Revolution”

Long before “The Grass Revolution” started, many consumers were already into the “Lean Revolution”. Twenty years ago, Laura Freeman, Lexington, KY, started marketing all-natural beef that was lower in total fat content. Her business, Laura’s Lean Beef, was a whopping success, with a compounded growth rate of more than 20% per year. Her gross sales last year totaled over $147 million. Laura Freeman has proven that lean is one of the big new consumer requirements in the beef paradigm shift.

“The Local Revolution”

The paradigm shift also includes consumer demand for local beef, driven by contempt for mega farming. Almost daily, the news media is reporting something bad about beef (i.e., Mad Cow, E-Coli, Feedlot Run-off, etc.). Consumers are leaving mainline food chains and seeking Organic Markets, Farmers Markets and All Natural food stores. The new consumer wants pastured beef raised on family farms. This is a new day for the family farm, allowing sales with profit margins sufficient for real sustainability!


V. Mac

Proverbs 23:27 states: “--- know the state of thy flocks and look well to thy herds”.