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Speaker 1: We Americans love beef, which is a fact that will

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Speaker 1: surprise exactly no one. The US is, after all, the

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Speaker 1: biggest producer and consumer of beef products in the world,

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Speaker 1: and yet beef is not, in fact the meat Americans

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Speaker 1: choose most. That distinction belongs to chicken. We eat way

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Speaker 1: more chicken and chicken wings, chicken sandwiches, chicken nuggets than

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Speaker 1: we do burgers or steaks. Bloomberg's Leslie Patten and Matt

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Speaker 1: Townsend went to find out why, despite americans long held

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Speaker 1: preference for beef, chicken has come to dominate the US diet.

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Speaker 2: You can get a bird to market now in about

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Speaker 2: seven weeks, and it's twice as big as it was

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Speaker 2: in the twenties and thirties.

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Speaker 1: And how the nune to two please beef industry is

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Speaker 1: working to climb back.

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Speaker 3: They need more of different products to get beef into

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Speaker 3: people's stomachs because right now people aren't going out and

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Speaker 3: eating steaks as much as they used to, and things

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Speaker 3: like that.

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Speaker 1: And a little later we'll also hear from historian Emmelyn Roode.

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Speaker 1: She's written a book about America's chicken obsession.

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Speaker 4: I had to see the chicken industry growing bigger, expanding abroad,

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Speaker 4: producing ever more chicken.

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Speaker 5: Endless chicken is what I predict.

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Speaker 1: I'm West Kasova today on the Big take the battle

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Speaker 1: for center place on your dinner plate, Matt. This is

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Speaker 1: not actually the story you set out to write, is it.

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Speaker 3: It's not. The initial story was very simply gen z,

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Speaker 3: which are you know? Twenty somethings weren't really eating beef

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Speaker 3: as much, and Leslie had talked to I think an

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Speaker 3: executive at Taco Bell basically saying we're doing everything we

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Speaker 3: can to get more chicken in front of our customers.

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Speaker 3: And then we sort of had that story and it

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Speaker 3: was like a nice story, was interesting, but I started thinking, well,

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Speaker 3: why is chicken so popular? How did it even get

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Speaker 3: to this place? And the next step was, well, what

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Speaker 3: is the beef industry trying to do about it? Like

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Speaker 3: what is their strategy? We write a lot about companies

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Speaker 3: and their strategies, but what is the beef's industry strategy

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Speaker 3: to start growing again to combat Chicken's dominance?

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Speaker 2: Just to paint the picture, I mean, in terms of consumption,

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Speaker 2: we eat about double chicken as we do beef per capitall,

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Speaker 2: I mean roughly fifty pounds of beef per person and

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Speaker 2: one hundred pounds of chicken per person every year. It's

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Speaker 2: not even close. And chicken has been taking share from

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Speaker 2: beef and arguably from pork too.

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Speaker 5: For a while.

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Speaker 3: And the size of the beef industry is about eighty

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Speaker 3: five billion dollars, which is a huge industry, and that

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Speaker 3: doesn't even include the meat packing industry. That's another three

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Speaker 3: hundred billion dollars. Granted, that's all kinds of meat that

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Speaker 3: they process, so chicken, beef, and pork.

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Speaker 1: And this decline in beef is kind of a big

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Speaker 1: deal in the US, right because the US is the

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Speaker 1: biggest beef producer in the world.

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Speaker 3: Yes, the biggest beef producer, it's also the biggest beef consumer.

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Speaker 3: The companies or the entities raising cattle are these little,

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Speaker 3: mostly cattle farms run by a single family. There's roughly

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Speaker 3: seven hundred thousand of them in the United States. It's

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Speaker 3: a big industry, but it's dominated by these small, little

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Speaker 3: family run farms.

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Speaker 1: And that's different from the chicken industry.

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Speaker 6: That's right.

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Speaker 2: The chicken industry is largely vertically integrated, so you have

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Speaker 2: the same companies handling everything from the hatcheries all the

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Speaker 2: way up to bringing it to market in the grocery store.

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Speaker 1: So here's the big question, why has there been this

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Speaker 1: generational shift away from beef in toward chicken.

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Speaker 2: The meat industry, whatever they produce, whether it be beef, chicken, pork,

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Speaker 2: we eat it.

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Speaker 6: So a lot of it boils down to how much

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Speaker 6: is there.

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Speaker 2: And these chicken companies have been able to just ramp

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Speaker 2: up production with bigger birds faster to market. You can

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Speaker 2: get a bird to market now in about seven weeks

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Speaker 2: and it's twice as big as it was in the

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Speaker 2: twenties and thirties. So a lot of it is just

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Speaker 2: a supply thing.

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Speaker 3: Yeah, And if you look at the beef industry, I mean,

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Speaker 3: it was the dominant meat consumption industry in America for decades.

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Speaker 3: The consumption pattern goes up and up and up until

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Speaker 3: the seventies when the US government for the first time

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Speaker 3: puts out these nutritional guidelines, and what they basically say

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Speaker 3: is Americans should eat less red meat, eat less beef

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Speaker 3: to reduce the risk of heart disease, and also eat

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Speaker 3: more chicken and fish. That reverberates across the country. Doctors

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Speaker 3: across the country tell their patients, if you want to

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Speaker 3: be healthy, this is what you should do. You should

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Speaker 3: eat less beef and eat more chicken and fish. So

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Speaker 3: that has a big effect on beef, and if you

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Speaker 3: look at the per capito of consumption, it basically starts

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Speaker 3: tailing off almost immediately after these guidelines come out. And

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Speaker 3: so then the next thing that happens is processed food

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Speaker 3: sort of booms. Chickens an obvious cannon for processed food.

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Speaker 3: It's cheap, it's relatively blands, a lot of people like it,

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Speaker 3: and things take off, and processed food we get chicken McNuggets,

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Speaker 3: happy and barbecue, we get chicken fingers, we get all

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Speaker 3: the things that we have now in chicken. So you

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Speaker 3: got the health aspect, you got the processed food, and

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Speaker 3: then the cost just keeps going down for chicken. They

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Speaker 3: figure out ways to increase automation, to make the birds bigger,

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Speaker 3: to cut down the time it takes to get them

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Speaker 3: to slaughter, and so all these things just sort of

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Speaker 3: happened in the late seventies and early eighties, and beef

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Speaker 3: starts declining and chicken just takes off, and that's where

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Speaker 3: we are today.

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Speaker 1: And lessly when that was happening, when beef was kind

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Speaker 1: of slowly riding down. The beef industry made this big

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Speaker 1: push to try to make America want to eat more

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Speaker 1: beef again.

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Speaker 2: Yeah, and the big one that I think most people

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Speaker 2: can remember is the Beef It's What's for Dinner ad.

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Speaker 7: You can have a great beef dinner and lo time

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Speaker 7: at all, well, with almost no time at all.

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Speaker 1: Beef It's What's for Dinner.

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Speaker 2: The ad really drove home the message that beef is

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Speaker 2: part of this kind of like American way of life.

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Speaker 2: It was versatile too, with everything you could flavor it

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Speaker 2: however you wanted. You could eat a Kung pal steak,

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Speaker 2: you could have burgers on the grill, you could have

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Speaker 2: a casual ribi here and there. It was a versatile

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Speaker 2: meat too, which is kind of interesting. Now arguably, I

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Speaker 2: think chicken has taken over that kind of versatility type message.

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Speaker 3: It was definitely a big marketing effort. And the Beef

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Speaker 3: Board is this sort of quasi government entity where it's

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Speaker 3: funded by each purchase of a cow. Dollar goes to

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Speaker 3: the Beef Board. And these boards exist for all different

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Speaker 3: kinds of products. They're overseen by the Department of Agriculture.

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Speaker 3: It's everything from cheese to pork, to avocados to popcorn,

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Speaker 3: and the big goal is to increase the consumption and

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Speaker 3: demand for these products, these US made products, these US

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Speaker 3: produced products.

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Speaker 1: Well, what's really interesting about the Beef Board too, is

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Speaker 1: like here you have the US government saying, hey, Americans,

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Speaker 1: don't eat as much meat because it's not good for you,

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Speaker 1: and then you have this quasi governmental body pushing meat,

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Speaker 1: advertising meat to the very same people. And so it

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Speaker 1: seems like the US government was giving very mixed messages

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Speaker 1: about what Americans should be eating.

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Speaker 3: Yeah, that point has been made for sure that it

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Speaker 3: seems hypocritical to say, you know, this thing is potentially

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Speaker 3: bad for you, but hey, we're going to create this

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Speaker 3: entity that will fund campaigns and commercials and you know,

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Speaker 3: educational programs to get people more interested in beef.

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Speaker 1: Leslie. At the same time that beef is becoming less

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Speaker 1: popular and the US government is warning people off of it,

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Speaker 1: chicken is like rising really quickly, and they too, were

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Speaker 1: really pushing to make that happen. It wasn't just like

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Speaker 1: an accident.

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Speaker 5: Yeah, that's right.

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Speaker 6: I mean a lot of it comes down to again,

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Speaker 6: that supply factor.

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Speaker 2: So these companies are breeding chickens to be bigger faster basically,

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Speaker 2: so they have giant breasts. Now it comes down to

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Speaker 2: like an animal welfare issue. Then at some point and

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Speaker 2: people are realizing this more and more that these chickens

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Speaker 2: are grown so big so quickly that they're not able

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Speaker 2: to have proper organ function and their lives are horrible.

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Speaker 2: But at the same time, this increased supply so much

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Speaker 2: so quickly it drives price down too, right, so it

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Speaker 2: kind of becomes the obvious protein choice for people in

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Speaker 2: the grocery store.

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Speaker 3: Yeah, and if you look at restaurants, I mean the

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Speaker 3: hottest thing in restaurants is chicken. And we have the

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Speaker 3: fried chicken sandwich, wars.

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Speaker 1: Guys New Buffalo Rans chicken sandwiches, get or sells things up.

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Speaker 5: Yeah, tainly McDonald's spicy Crispy chicken sandwich donald.

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Speaker 8: The choice is yours, the hoard yourself with any of

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Speaker 8: the all new Royal Chrisby chicken sandwiches today, all the

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Speaker 8: Egburger key.

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Speaker 3: And a lot of that is because won the price.

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Speaker 3: But also it's like chicken can be put into anything.

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Speaker 3: That's another advantage that it has over beef and beef

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Speaker 3: you know, through its marketing and some of the other things.

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Speaker 3: Is trying to lessen that gap and say like, hey,

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Speaker 3: we're versattle too, but chicken still dominates in that respect

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Speaker 3: as well.

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Speaker 1: So here we are. We've come to this place where

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Speaker 1: chicken is just so much more popular than beef, and

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Speaker 1: you auctually have the results of a survey that kind

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Speaker 1: of explained why can you just tell us what do

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Speaker 1: people say about why they're eating so much more chicken

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Speaker 1: than they are beef?

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Speaker 6: Right now, let's start with hells right, that's one of

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Speaker 6: the biggest things in our poll.

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Speaker 2: We found that fifty eight percent of people said chicken

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Speaker 2: was healthier, seven percent said beef, about twenty three percent

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Speaker 2: said it was equal. So you can see there that

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Speaker 2: chicken has a clear advantage for health.

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Speaker 3: Yeah, and the other thing is cost. And the scary

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Speaker 3: part for beef is that beef has always sold itself

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Speaker 3: on taste and experience, and people still say in this

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Speaker 3: poll that they think beef is tastier than chicken or

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Speaker 3: the reason why they eat beef, the biggest reason is taste.

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Speaker 3: The takeaway is, I mean, that's an opportunity for beef

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Speaker 3: because people still really like beef, but they're just eating

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Speaker 3: more chicken, which is kind of the whole situation here.

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Speaker 3: Because chicken has all these advantages cost people think it's healthier.

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Speaker 3: The big question for beef is what do you do

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Speaker 3: with that opportunity because right now chicken is the one

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Speaker 3: that's narrowing the gap on taste, which is the one

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Speaker 3: advantage beef has. And if they keep narrowing the gap

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Speaker 3: on taste, that's really scary for the beef industry.

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Speaker 1: After the break, have a Second World War shifted the

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Speaker 1: American diet from beef to chicken. I want to keep

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Speaker 1: talking with Matt and Leslie in just a bit, but

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Speaker 1: first let's take a step back. Here. We're hearing all

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Speaker 1: about how popular chicken has become despite Americans' love of beef.

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Speaker 1: But when exactly did that happen and why? No one

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Speaker 1: knows better than Emmeline Rude. He's an historian and author

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Speaker 1: of the book Tastes Like Chicken, A History of America's

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Speaker 1: favorite bird.

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Speaker 4: Chicken for most of American history, which is sort of

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Speaker 4: a random bird that people had in their farmyard. They

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Speaker 4: largely kept it for eggs. Eggs are very convenient, good protein.

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Speaker 4: Chickens conveniently lay a lot of them repeatedly, so it

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Speaker 4: was great to have chickens around, people rarely ate them

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Speaker 4: because a then if you killed all your chickens, you

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Speaker 4: would not have eggs anymore. And also, it's just very

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Speaker 4: hard to keep large flocks of chickens for the purpose

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Speaker 4: of meat. Before modern veterinary science, chickens had a lovely

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Speaker 4: tendency to just die in any sort of large flock. Basically,

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Speaker 4: for most of American history, chicken was just this rare,

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Speaker 4: luxury food that maybe you'd have once a week, the

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Speaker 4: famous roast chicken on Sundays.

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Speaker 1: So what changed that over the course.

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Speaker 5: Of the twentieth century.

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Speaker 4: Firstly, veterinarians and breeders and farmers solved the problem of

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Speaker 4: the fact that chickens would always die. I mean, they're

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Speaker 4: vaccinated for disease. They were kept in enclosed spaces that

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Speaker 4: prevented the transfer of avian flues. They also discovered vitamin D,

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Speaker 4: so when you keep animals inside without light, they'll to

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Speaker 4: develop what is called rickets, so joint issues. So when

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Speaker 4: they figured that if you could supplement chickens with vitamin D,

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Speaker 4: they could keep them indoors. Thus you can have a

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Speaker 4: factory farm chickens in a shed. This is the course

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Speaker 4: of the early part of the twentieth century, and so

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Speaker 4: in the nineteen twenties you get the birth of actually

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Speaker 4: chicken oriented farms, so farmers just with the purpose of

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Speaker 4: growing chickens for markets.

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Speaker 1: During World War Two is really when chickens started to

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Speaker 1: come forward in American's diets.

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Speaker 5: Why was that so Initially it was rationing.

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Speaker 4: So as part of the war effort, US government thought

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Speaker 4: that the only thing that they needed to feed to

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Speaker 4: their fighting men was red meat, and they also sent

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Speaker 4: a huge amount of red meat abroad to help the Allies.

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Speaker 5: And so red meat was rationed.

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Speaker 7: Americans not in the armed forces. We'll get less of

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Speaker 7: the common foods to which they are accustomed. But by rationing,

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Speaker 7: by sharing what we have and by using our food

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Speaker 7: supply wisely, our nation at war can still support our healthy,

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Speaker 7: active people.

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Speaker 4: And so initially chicken was not and so people were

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Speaker 4: very excited about eating chicken. There was a huge growth

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Speaker 4: in chicken production, huge growth in chicken consumption. By the

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Speaker 4: end of the war, there was so much demand for

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Speaker 4: meat that chicken was actually rationed as well and taken

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Speaker 4: by the US government.

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Speaker 5: But that initial period really marked a huge growth in

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Speaker 5: chicken productions.

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Speaker 4: There was a huge investment in it, which probably in

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Speaker 4: turn sparked the reason why the US government was so

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Speaker 4: concerned at the end of World War Two that the

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Speaker 4: chicken economy just sort of plummeted. So they had all

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Speaker 4: this money invested, so many people who worked in the industry,

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Speaker 4: and so when the war economy ended, they were obviously

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Speaker 4: concerned about said industry, thus giving all of this technical,

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Speaker 4: agricultural all this research knowledge to the chicken firms. The

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Speaker 4: post World War two period, these farms just exploded. They

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Speaker 4: became these massive vertically integrated chicken firms, so vertical integrations

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Speaker 4: essentially they just own the entire process of making a chicken,

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Speaker 4: so from egg to slaughter. These are the big firms

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Speaker 4: like Tyson Foods, which I'm sure everyone who eats chicken

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Speaker 4: has heard of.

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Speaker 5: You also get this huge advances in breeding. A lot

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Speaker 5: of it was driven by the US government.

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Speaker 4: There was this, I find quite hilarious program called the

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Speaker 4: Chicken of Tomorrow Contests.

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Speaker 5: Right after World War Two.

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Speaker 9: The committee made plans for a series of state and

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Speaker 9: regional Chicken of Tomorrow contests, end with a national contest

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Speaker 9: in June nineteen forty eight, A and p all for

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Speaker 9: ten thousand dollars in.

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Speaker 7: Five thousand dollars for the national champion.

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Speaker 4: The ultimate aim was to produce chickens with large breasts.

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Speaker 4: This is the era of barbecue culture. They wanted to

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Speaker 4: find a part of the chicken that could beat with

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Speaker 4: a steak with a pork chop on the grill the

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Speaker 4: every American could enjoy. And the winner of that contest

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Speaker 4: is actually the ancestor of the majority of the chickens

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Speaker 4: that we eat today.

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Speaker 5: So it had a huge, huge effect on breeding. Combined

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Speaker 5: with this with.

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Speaker 4: Huge discoveries and nutrition, namely the fact that corn, soy

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Speaker 4: and antibiotics were basically chicken super fuel, and then you

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Speaker 4: get a massive explosion in chicken productivity and later on

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Speaker 4: a massive growth in chicken eating.

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Speaker 1: So one of the names we tend to associate with

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Speaker 1: the rise of chicken and this change of people's attitude

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Speaker 1: toward chicken was Frank Purdue. Can you tell us about

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Speaker 1: him and why he was so important to changing the

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Speaker 1: way Americans think about chicken.

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Speaker 4: Yeah, So, Frank Purdue his family were chicken farmers. They

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Speaker 4: owned a farm in Maryland. He inherited the farm sometime

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Speaker 4: in the middle of the century. His innovation was that

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Speaker 4: he basically branded chicken. He went on TV and sold

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Speaker 4: his brand of Purdue Chicken.

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Speaker 1: I thought my.

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Speaker 10: Purdue fresh carny scheme, he was tender like no rock

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Speaker 10: cornish game Hen. So I decided to see if I

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Speaker 10: was right. I had my fresh cornish scheme in tested

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Speaker 10: it against all the frozen competition and found my cornish

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Speaker 10: is at least forty more tender than any of them.

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Speaker 10: If you thought a frozen rocke cornish game Hen made

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Speaker 10: good eating, way do you taste the one? It doesn't

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Speaker 10: come frozen like a rock.

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Speaker 4: His big innovation was making this mass commodity into a

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Speaker 4: product of a brand name, and a result, he could

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Speaker 4: sell it for higher prices. So, starting in the nineteen

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Speaker 4: seventies is when Purdue comes out as America's favorite chicken producer.

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Speaker 1: And will be so special about his ads because I

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Speaker 1: remember even as a kid, they were everywhere.

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Speaker 5: People really connected with him. Just as a spokesperson.

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Speaker 4: I read a lot of articles about him, and half

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Speaker 4: the people are calling him a huckster. Half the people

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Speaker 4: are calling him sort of America's darling. I think he

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Speaker 4: was just very honest. He was very frank. He often

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Speaker 4: told people to call him if there were issues with

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Speaker 4: their chicken.

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Speaker 10: If you're not completely satisfied, write me and I'll give

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Speaker 10: you your money back.

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Speaker 1: The other big trend I suppose is the chicken nugget

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Speaker 1: and really the rise of fast food embracing chicken and

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Speaker 1: increasing demand. How important has fast food been to changing

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Speaker 1: the way people eat?

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Speaker 4: The more chicken people eat, I think it has really

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Speaker 4: promoted chicken consumption to obscene levels.

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Speaker 5: I mean, it's ironic because most people.

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Speaker 4: They had all these consumer reports in the nineteen eighties

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Speaker 4: asking people why they're eating more chicken, and they'd always

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Speaker 4: say for health reasons, for health reasons, this is a

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Speaker 4: healthier option. And then they had corresponding surveys to see

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Speaker 4: what chicken products people were actually eating, and the number

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Speaker 4: one products were chicken nuggets and fried chicken. Fast food

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Speaker 4: definitely was bolstered by this wave of chicken being the

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Speaker 4: new healthy product.

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Speaker 5: And it also helped that chicken is.

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Speaker 4: A food that doesn't really have any religious bands on it.

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Speaker 5: It's not like pork, where a lot of people see

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Speaker 5: it as unclean.

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Speaker 1: So Emmelyn, where do you think the industry goes from here?

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Speaker 4: Honestly, I've been asked this question a lot, mainly people

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Speaker 4: hoping that we'll have a lovely food system with all

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Speaker 4: local farmers and everyone.

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Speaker 5: Will be very happy.

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Speaker 4: But I honestly think the chicken industry will just continue

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Speaker 4: to grow because, I mean, chicken comes in this very

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Speaker 4: unique place in our modern discourse. So obviously beef and

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Speaker 4: pork are getting a lot of flack for their environmental impact.

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Speaker 4: Chicken does have its own environmental impact, but it's not

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Speaker 4: quite to the same level as beef and pork, so

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Speaker 4: it's kind of avoids all of those environmental issues. It

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Speaker 4: also avoids all of the health issues going against it,

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Speaker 4: again the saturated fats of red meat, so it has

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Speaker 4: that going for it. Also, I don't think there's quite

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Speaker 4: as much public sympathy for chicken. I know a lot

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Speaker 4: of animal welfare activists sea chickens as their number one

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Speaker 4: priority to end animal suffering. They want to end the

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Speaker 4: chicken industry, but I think in the broader general public

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Speaker 4: people don't really care so much about chickens.

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Speaker 5: So honestly, I just.

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Speaker 4: See the chicken industry growing bigger, expanding abroad, producing ever

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Speaker 4: more chicken.

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Speaker 5: At ever more low prices. Endless chicken is what I

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Speaker 5: predict Emmelin Rude.

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Speaker 1: Thanks so much for speaking with me today.

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Speaker 5: Yeah, thank you so much for having me.

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Speaker 1: When we return. Matt Townsend and Leslie Patten on how

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Speaker 1: the beef industry is trying to make a comeback. So, Leslie,

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Speaker 1: is there anything that the beef industry can actually do

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Speaker 1: to balance the scales? Chicken was able to kind of

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Speaker 1: reinvent itself. Is beef trying to reinvent itself?

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Speaker 2: Well, the Beef Board, the Beef checkof that does a

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Speaker 2: lot of the marketing for the industry. They're really targeting

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Speaker 2: right now. It seems like millennials and that's a big

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Speaker 2: demographic obviously, with a lot of spending power, and a

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Speaker 2: lot of these people are parents, and the beef industry

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Speaker 2: realizes that they have this ad campaign it's called Beef

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Speaker 2: in the Early Years, and it basically says, you should

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Speaker 2: be giving your baby beef as young as six months old.

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Speaker 8: We want to give our babies the best experts agree

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Speaker 8: the iron, zinc, coaline, and high quality protein packed into

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Speaker 8: every bite of beef supports the fast growing bodies and

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Speaker 8: developing brains of babies and toddlers.

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Speaker 2: It's interesting because these millennial parents then they're really shaping

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Speaker 2: the diet, habits and taste preferences of their children so young.

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Speaker 2: So could this be a potential growth theory.

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Speaker 6: Maybe they really.

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Speaker 3: Want to promote that this health idea and versatility innovation

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Speaker 3: in the beef industry, there hasn't been a lot of it.

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Speaker 3: One of the successes they have had is beef jerky.

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Speaker 3: One of the things that beef has struggled in is

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Speaker 3: that it hasn't gotten into like the snack category. If

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Speaker 3: you think about chicken I mean chicken nuggets, I mean

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Speaker 3: like the perfect.

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Speaker 1: Snack, especially chicken fries.

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Speaker 3: Now that's something that the industry will point to, is like,

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Speaker 3: look what we've done with beef jerky, which has always

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Speaker 3: sort of been a thing, I mean think about slim

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Speaker 3: gems and things like that. But now it's actually there's

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Speaker 3: a decent size of a category around it. But they

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Speaker 3: need more of that. They need more sort of different

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Speaker 3: products to get beef into people's stomachs because right now

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Speaker 3: people aren't going out and eating steaks as much as

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Speaker 3: they used to and things like that.

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Speaker 1: Leslie, does chicken beef have anything to fear from plant

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Speaker 1: based meats.

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Speaker 6: As of right now? No, not really.

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Speaker 2: Plant based is just a tiny drop in the bucket

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Speaker 2: at this point. It garnered a lot of buzz and

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Speaker 2: hype and excitement when it first came out for what

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Speaker 2: it was and what it was able to do, and

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Speaker 2: I'm not trying to discount that at all, but people

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Speaker 2: just aren't buying it right now, like these big companies

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Speaker 2: like Beyond Meat Impossible foods like they thought, and a

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Speaker 2: lot of it is costs. They haven't gotten the cost

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Speaker 2: down to where it's comparable with actual meat yet. Right now,

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Speaker 2: we're all facing huge grocery price increases, our food bills

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Speaker 2: are going up, so it's hard to see people splurging

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Speaker 2: on plant based in the immediate future if they can't

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Speaker 2: get the cost down to a comparable meat level.

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Speaker 1: Matt, One thing I wanted to ask you about too,

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Speaker 1: is you know, we're talking all about beef consumption in

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Speaker 1: the US, but what about overseas? Is that a potential

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Speaker 1: for like a growth market. Chicken is really popular overseas too,

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Speaker 1: but what about beef?

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Speaker 3: It is yeah, that the beef industry actually signals that

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Speaker 3: increase the exports is sort of their biggest opportunity or

439
00:22:49,520 --> 00:22:53,359
Speaker 3: their biggest goal to increase demand for their products. Again,

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Speaker 3: the beef industry in the US is the biggest exporter

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Speaker 3: of meat in the world. The biggest markets are you know,

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Speaker 3: in Asia, it's China, It's Korea, and China looks like

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Speaker 3: obviously because the growing metal cluster, that's the biggest opportunity.

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Speaker 3: That's where the most growth has been in beef consumption globally.

445
00:23:10,560 --> 00:23:14,160
Speaker 3: But overall, beef consumption in the world is actually kind

446
00:23:14,160 --> 00:23:18,280
Speaker 3: of flat to declining, and even in some major markets

447
00:23:18,320 --> 00:23:22,080
Speaker 3: that have chuily been known as big beef eating countries

448
00:23:22,119 --> 00:23:25,800
Speaker 3: like Brazil and Argentina, beef consumption is either going down

449
00:23:25,920 --> 00:23:28,520
Speaker 3: or it's flat, and chicken, just like the US, is

450
00:23:28,560 --> 00:23:30,879
Speaker 3: sort of coming up, and I think in Argentina they

451
00:23:30,880 --> 00:23:32,679
Speaker 3: expect that maybe this year is the first year that

452
00:23:32,840 --> 00:23:35,840
Speaker 3: chicken will surpass beef, which is surprising me think about

453
00:23:35,840 --> 00:23:38,640
Speaker 3: all these South American sort of barbecues and the sort

454
00:23:38,640 --> 00:23:41,240
Speaker 3: of long tradition of barbecues and beef in those countries.

455
00:23:41,960 --> 00:23:45,400
Speaker 2: China's really a big opportunity for beef and for meat

456
00:23:45,440 --> 00:23:50,080
Speaker 2: in general, because meat consumption per capita in China lags

457
00:23:50,119 --> 00:23:53,400
Speaker 2: most of the Western countries, including the US, so there's

458
00:23:53,440 --> 00:23:57,119
Speaker 2: the possibility for sure of higher consumption, including of beef,

459
00:23:57,240 --> 00:24:02,160
Speaker 2: especially with urbanization and higher income levels that are making

460
00:24:02,200 --> 00:24:05,239
Speaker 2: meat more affordable for more people. But the thing is,

461
00:24:05,480 --> 00:24:08,639
Speaker 2: beef is really a distant third right now, after pork

462
00:24:08,680 --> 00:24:11,480
Speaker 2: and chicken. I mean, pork is really the dominant meat

463
00:24:12,040 --> 00:24:13,040
Speaker 2: in China.

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00:24:12,840 --> 00:24:14,600
Speaker 6: Still and has been for a long time.

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00:24:15,240 --> 00:24:18,880
Speaker 2: But one interesting thing I saw from a Mackensey study

466
00:24:19,160 --> 00:24:23,040
Speaker 2: is that for people in China who can afford to

467
00:24:23,119 --> 00:24:27,440
Speaker 2: pay for meat, they consider beef healthier than pork. Not

468
00:24:27,480 --> 00:24:31,480
Speaker 2: necessarily healthier than chicken, but they consider it healthier than pork.

469
00:24:31,560 --> 00:24:33,480
Speaker 2: So maybe there's room for beef to take a little

470
00:24:33,520 --> 00:24:36,280
Speaker 2: share from pork in China.

471
00:24:36,320 --> 00:24:40,280
Speaker 1: Obviously there's a lot of effort being put into trying

472
00:24:40,320 --> 00:24:44,199
Speaker 1: to either increase the popularity of chicken further or to

473
00:24:44,240 --> 00:24:47,280
Speaker 1: bring beef back up. Five years from now, ten years

474
00:24:47,320 --> 00:24:49,160
Speaker 1: from now, do you think they're going to have moved

475
00:24:49,200 --> 00:24:52,439
Speaker 1: the needle on people's tastes if.

476
00:24:52,280 --> 00:24:55,840
Speaker 2: We look out five or ten years, I think what

477
00:24:55,840 --> 00:24:58,119
Speaker 2: we're going to see as things are roughly the same

478
00:24:58,600 --> 00:25:01,760
Speaker 2: in terms of trends, right, so, chickens continuing to take

479
00:25:01,840 --> 00:25:06,119
Speaker 2: share from beef. Pork is hanging in there, probably pretty

480
00:25:06,160 --> 00:25:06,880
Speaker 2: stable like.

481
00:25:06,880 --> 00:25:07,879
Speaker 6: Where it has been.

482
00:25:08,440 --> 00:25:11,760
Speaker 2: You know one area that could change that is potentially

483
00:25:11,800 --> 00:25:15,359
Speaker 2: if beef comes up with some great innovation or really

484
00:25:15,440 --> 00:25:19,200
Speaker 2: hops on that protein trend that it's kind of forgot about,

485
00:25:19,280 --> 00:25:22,440
Speaker 2: forgot to advertise itself as high protein during all these

486
00:25:22,480 --> 00:25:26,199
Speaker 2: high protein diet trends. That could help the industry. But

487
00:25:26,280 --> 00:25:29,280
Speaker 2: it's hard to see these trends changing too much. But

488
00:25:29,359 --> 00:25:31,480
Speaker 2: that being said, if they come up with the new

489
00:25:31,520 --> 00:25:34,800
Speaker 2: beef jerky, maybe we'll see that change.

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00:25:34,880 --> 00:25:37,200
Speaker 1: Leslie Matt, thanks so much for coming on the show.

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Speaker 6: Thanks for thinking of us, Thank you.

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Speaker 1: Thanks for listening to us Here at The Big Take.

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00:25:53,040 --> 00:25:56,400
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