In this episode, Lauren sits down with Dr. Cheryl DeVuyst—producer, ag economist, and Chair of the Cattlemen’s Beef Board—to talk about beef demand and where checkoff dollars are really going.They break down what’s driving beef demand right now, how consumer behavior is shaping the industry, and why every producer should care about the role demand plays in profitability. Cheryl also shares how checkoff dollars are being used, the transparency behind them, and the impact they’re having across the beef industry.

Links

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Key Takeaways

- Beef demand remains strong even with higher retail prices

- Taste continues to be the number one driver for consumers choosing beef

- The Meat Demand Monitor provides real-time insight into consumer behavior

- Demand—not just supply—is what ultimately drives cattle prices

- Beef checkoff dollars are heavily audited and transparently managed

- Nutrition research has played a major role in shaping dietary guidelines

- Consumer education is critical to maintaining long-term demand

- Producers must think beyond the sale barn and consider the full value chain

- A “demand chain” mindset helps connect producers to the end consumer

- The beef industry must stay united to continue growing demand

Chapters

00:00 – Intro + Cheryl’s background and role

03:00 – From dairy to beef and Oklahoma State

05:00 – Cheryl’s appointment to the Cattlemen’s Beef Board

07:00 – Where checkoff dollars are going in 2026

09:30 – Beef demand and the Meat Demand Monitor

12:30 – Why consumers are still choosing beef

15:00 – Why producers should care about demand

18:00 – The “demand chain” vs supply chain mindset

20:30 – Current industry outlook and herd rebuilding

23:00 – The importance of unity in the beef industry

25:30 – Final thoughts and how producers can get involved

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