Blogger’s note: While I love to eat all the time, I only like to shop when I have time. Since the pandemic, my loyalty has become more and more aligned with retailers that make shopping easy and convenient for me. A recent trip inside the actual store I am most often...
The Great Inversion: Why the New Dietary Shift is the Meat Industry’s Biggest Marketing Opportunity
Recently, I joined a few thousand people slowly snaking through bag checks and metal detectors at CattleCon 2026 in Nashville. We weren’t there for the usual trade show buzz; we were there for a seat in front of U.S. Secretary of Health and Human Services, Robert F....
CattleCon 2026: A Pivot Point for Beef
By Danette Amstein and Erica Prescott On the last day of CattleCon, leadership from the NCBA and the Federation of State Beef Councils took the stage to share their thoughts on the current state of the industry. Words like optimistic and momentum filled the room, yet...
Has Sustainability Stalled? Not Even Close
Wondering if the economy, Washington’s policy shift and recent headlines about greenwashing have slowed progress? I did too. At the Sustainable Agriculture Summit in Anaheim, I expected hesitation. Instead, I found the opposite: a bigger conference, stronger resolve,...
TSA for Marketers: No, Not the Airport Kind—Takeaways from the Protein Pact Solutions Summit 2025
Meat In the Middle: A Friendly Debate on Dietary Guidelines and the Role of Animal Protein with Dr. Anthony Chaffee, a medical doctor currently practicing in Australia, and Dr. Dustin Moore, a public health expert and researcher.If you’re like me, the acronym TSA...
From Insight to Impact: Building Strategies That Keep Brands Standing Strong
“What’s the strategy?” It’s a question I ask often. Sometimes gently, sometimes bluntly. Lately it seems the question is met with more of a pause...a glance, even a shrug. In today’s meat industry, where economic uncertainty, supply volatility, and shifting tariffs...
You Are Not Your Target Audience
If you are a packer/processor, when is the last time you did a store check through the eyes of the consumer? I am talking about standing in front of a retail meat case and really looking at your branded items — not from your perspective of everything that goes into...
Beyond the Plant: What Meat Processors Should Know About Ranching’s Sustainability Shift
Beyond the Plant: What Meat Processors Should Know About Ranching’s Sustainability Shift When we talk about sustainability in the meat industry, conversations often center around emissions, packaging and transportation. But if we’re serious about long-term viability,...
Keep Marketing During Tough Times
Don’t Disappear Now: Why Meat Brands Must Keep Marketing Through the Chaos If you’re a CEO, CMO or VP of Marketing in the meat industry, you’re probably feeling the heat right now. Supply issues, market volatility, economic whispers of a slowdown, tariffs, fluctuating...
Premium Meat Sales Thrive Even With Tight Budgets
Consumers might be tightening their grocery budgets, but there's one trend bucking this cautious approach: affordable indulgence. Meat industry professionals, particularly packers and processors, need to tune into this trend, as premium brands are experiencing...

