Fewer vegans, more meat eaters—what it means for beef

Editors Note:This article was originally featured in The Drive, a publication of the Beef Checkoff.

Not long ago, it felt like beef had a target on its back.

Between headlines about plant-based alternative proteins, questions about how cattle are raised and shifting consumer preferences, there was a lot of speculation about beef’s future. As a young rancher, I heard those conversations just like everyone else — and like many producers, I wondered what they might mean for our industry long term.