Consumers haven't been deterred by higher retail beef prices

Retail prices for beef continue to push higher, but it’s not stopping consumers from adding it to their grocery cart. Don Close, chief research and analytics officer at Terrain says, “The demand that we’re seeing in the domestic market has been nothing short of phenomenal.”

He tells Brownfield consumers have remained committed to beef and cattle producers deserve the credit because they’ve made significant investments in genetics. “Look at the improvement in quality of product we’re selling,” he says. “That eating satisfaction of that product.”

Close says he’s noticed one thing specifically. “Consumers have had a willingness to pay throughout this rally and throughout the whole inflationary environment.”