Beef Promotion Workshop Discusses Plant & Animal Protein
1 Discussing the subject of opined that the greatest turkey from other types of - which contribute very quality, he said. protein substitutes are little
.“Plant and Animal Protein- negative impact on. plant animal protein is that the fat much to taste fatigue. One of “Much of the loss in more than economic stcp-
Coropetitive or Compatible proteins on beef comes from of the animal is not threaded the great appeals of a steak quality stems from the ping stones to increased
In the Marketplace?" at the the broilder Industry. through the lean. As you is that each one tastes and backlog of overfed, overaged meat consumption. Ex
„ Stb National Beef Promotion Noting the concurrent know, it is the fat in meat looks a little different," he animals moving to market, tenders make it possible for
Workshop in Chicago, April increases in per capital that produces much of its told the Meat Board* combined with the retailer’s some people to eat more
28/ Dr. Max E. Brunk, consumption of broilers and taste appeal." gathered audience. urge to re-establish past meat than they otherwise
Professor of Marketing, beef, Brunk said broiler He said plant protein foods Brunk expressed the margins and recover trim could afford."
.Cornell University .indicated consumption rose primarily compete much more with opinion that consumers will loss on overfat animals,” the — dTTti” —
' they’re more compatible because of price - due to chicken meat than with beef. not switch away from beef if Cornell professor stated. H c said he wam" getting fat
than competitive. The an- feed conversion gains and The reason, according to Incomes stay anywhere near “You have a lot of work to do but it's frightening to notice him
nnel workshop is sponsored reduced labor costs - while Brunk, is in their similarity ■ present levels. Increased with the retailers to get them much more that hammock seems
;by the Beef Industry Council beef consumption rose as a in texture, taste, and cost, incomes and improved to recognize the true value to sag this summer
<of the National Live Stock result of demand. He called “For these same quality - not price - are the they gain from high yielding
and Meat Board. broilers a “cheap plant characteristics," he said, “I factors that have contributed beef," he challenged the
“Substitutes help us more protein substitute because a can’t get very worked up to the demand for meat, he Meat Board group, “to get
♦h«n hurt us," the always broiler is little more than a over the prospect that a said. Moreover, declines in them to realize the corn
provocative Brunk told beef plant protein eight weeks satisfactory beef substitute income would result in less petitive advantage they gain
promotion executives from removed.” can be developed from plant of a dramatic change in diet by focusing more on quality
'24 states at the Workshop, “Chicken meat and syn- protein without first passing than might be expected, he than price."
“but we’re far more aware thetic meat produced it through the digestive tract suggested. He noted further He stressed the point,
of the hurt than the help." directly from plant protein of a four-legged animal. One that expenditures on food regarding plant protein
While stating that “any have much in common," he of the characteristics of a have expanded more in low substitutes, that food habits
1 industry needs good stiff continued. “Both are bland manufactured product is its income that high income of people change slowly,
competition to grow,” the and uniform in taste. The high degree of uniformity groups. observing that the increased
food marketing expert distinction of a chicken or both in appearance and taste “While the fear of sub- per capita consumption of
stitutes is on your mind, I animal proteins over the
rather suspect that your real past 20 years is one of the
concern is one of when the most dramatic dietary
consumer will come back to changes in so short a period
the beef counter,” Brunk in the history of man.
told the beef promotion He concluded that “plant
executives. He then
cataloged the economic
disruptions and changes of
the past year, their effect on
the and her
reactions.
For the first time in
history, he noted, the U.S.
agricultural economy, the
domestic food market, was
exposed to the uncertainties,
the vagaries of foreign
demand. For the first time
also, real income dropped as
beef prices went up. Violent
price changes accentuated
the consumer’s sensitivity as
a buyer.
“She’s sensitive to price
movement, not level,’’
Brunk said. “She looks at
4/ prices in the historic context
rather .than present-day
-W' vfdiies.-The spread between
lower and higher priced
.meat nuts seems more
narrow to her than before."
She’s shopping more
selectively - watching
quality more closely. And
along with this critical
examination on the part of
the consumer, there has
been a deterioration in beef
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PUBLIC
ENEMY NO. 1
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