Consumers remain more concerned about other factors than efforts to improve beef sustainability, according to a recent survey by the Beef Cattle Institute at Kansas State University.
Despite a media focus on such sustainability-related issues in beef production that include greenhouse gas emissions and water use involved in producing a single pound of edible beef, the average U.S. consumer does not have the experience or knowledge to address such issues, the study reports.
The main focus among those surveyed was the freshness, safety, affordability and flavour in terms of importance when it comes to beef they consume, the researchers found. Survey respondents did acknowledge animal welfare, no antibiotics/hormones and greenhouse gases in terms of beef sustainability, although none of these attributes registered above average relative to the other topics related to beef production or consumption.
The researchers said they were surprised that the nutritional value of beef ranked relatively low in terms of importance among the survey respondents, considering that the ratio of nutrients to calories in beef is high.
