316: The Checkoff Is Turning Global Beef Demand Into a Route 66 Experience with Cheryl DeVuyst
What does global beef demand have to do with a Route 66 road trip?
Lauren sits down with Cheryl DeVuyst today on the podcast to connect the dots between strong global and domestic beef demand, checkoff-funded efforts, and creative initiatives like the Route 66 Beef Passport.
They also discuss what current consumer data is showing, from increasing willingness to pay for beef to a decline in interest around alternative protein lifestyles, and why understanding demand matters now more than ever for producers.
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The skinny
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