Finally, A Niche for Grass-Fed Cattle

Grass-fed beef, dismissed as a pipe dream only a few years ago, ultimately may take Southeastern cattle production by storm within the next decade.

“We’re not going to put the corn growers out of business,” says Dr. Walt Prevatt, an Alabama Cooperative Extension System economist and Auburn University professor of agricultural economics. “But I think it has the potential to be very significant.”

How significant? Prevatt thinks it’s possible that within 10 years, more than half of the feeder calves produced in the state could be turned out through a grass-fed system --- roughly a quarter of a million animals.

Grass-fed beef is nothing new or revolutionary. It’s been around for many years, though grass-fed producers only now have evidence that a sizeable niche in the retail markets is possible.
Even so, the challenge remains of organizing the approach on a scale to ensure the product becomes truly competitive, Prevatt says.

While he is the first to concede producers have their work cut out for them, there are several encouraging factors already working in their favor.

First, there is taste. Auburn University researcher’s turned up some surprising findings after surveying 1,250 consumers in 9 grocery stores in 3 states. They discovered a sizeable segment of consumers are drawn to the distinct taste of grass-fed beef.

There are also health attributes associated with the product that appeal to consumers --- namely the beef’s higher levels of heart-healthy omega 3.

“Statistically, there’s about a two-fold increase in omega 3, though there have been reports of a ten-fold increase depending on the type of forage the cattle are fed,” says Dr. Chris Kerth, an Auburn University assistant professors of animal science who, along with Prevatt, is spearheading efforts to educate more Alabama growers about the merits of grass-fed beef.

Soundbite 1: Dr. Kerth discusses taste of grass-fed beef. Download file

Soundbite 2: Dr. Kerth discusses health benefits. Download file

Soundbite 3: Dr. Prevatt discusses cost of producing grass-fed beef. Download file

Soundbite 4: Dr. Prevatt discusses health aspects. Download file

Posted by mlawrenc at August 12, 2004 04:04 PM | TrackBack