In today’s beef buzz, senior farm and ranch broadcaster Ron Hays speaks with David Freelander, Senior Director of Market Research for the National Cattlemen’s Beef Association, about how rapidly today’s beef consumer is changing. Freelander says the pace of change has been striking, noting, “In the three years I’ve been here, it’s remarkable just to see how quickly those consumers are changing.” He adds that having real-time insight allows the beef industry to respond quickly and “actually lead the conversation.”

When asked to define today’s beef consumer, Freelander says there really is no single profile. “The typical consumer… is the million dollar question, because there is no typical,” he explains. Research shows beef performing well across all generations, from Gen Z to Baby Boomers, with each group valuing beef for different reasons tied to health, independence, and quality of life.

Freelander says younger consumers are especially encouraging, but they come with specific expectations. “This group is really looking for that convenience and versatility and that price, that value that they’re purchasing,” he says. Younger buyers want meals that are affordable, flexible, and easy to prepare, often gravitating toward simple dishes like ground beef meals that stretch the food dollar without complicated recipes.

To meet those needs, Freelander points to practical tools developed by the beef checkoff. “Our team works so hard on beefitswhatsfordinner.com as a source for recipes,” he notes, explaining that consumers can search by ingredients, time, and skill level, with step-by-step instructions and videos. He adds, “We know that this group, they love to see those videos,” making visual and social content a key part of the strategy.

Freelander also highlights the importance of the Millennial mom, describing sustainability and community as major drivers. “They want to make sure that their kids are getting a good, nutritious meal,” he says, while also supporting farm families and future generations. Telling the producer story resonates strongly, and Freelander says, “If we can tell the story of our producers, they want to be a part of that,” a message that continues to show positive results for beef demand.

Coverage of CattleCon26 is powered by Farm Data Services of Stillwater, Oklahoma.

The Beef Buzz is a regular feature heard on radio stations around the region on the Radio Oklahoma Ag Network and is a regular audio feature found on this website as well. Click on the LISTEN BAR for today’s show and check out our archives for older Beef Buzz shows covering the gamut of the beef cattle industry today.

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