Beef celebrated even in times of uncertainty 

There’s nothing quite like a steak on the grill or the sizzle of a burger being flipped over hot charcoal.  

But where does that beef come from? It’s quite the trail from gate to plate. 

Cattle producers are doing their level best to keep the supply going, even with the lowest cowherd numbers in many years. As of Jan. 1, the U.S. Department of Agriculture reported 27.9 million head, a 1% decline from the previous year. 

Kansas State University agricultural economics professor Glynn Tonsor said when United States producers entered 2025 many were positioned for a good year and many had wide optimism. 

“2024 was characterized by strong consumer demand and supply side support for additional price increases was expected,” he said. “As we approached the end of April, much of the macroeconomic strength that characterized late 2024 has been replaced with historically unprecedented levels of uncertainty.” 

Policy developments have been at the center of it, and Tonsor said, it’s a typical reaction. 

“The primary impact in upcoming months therefore is exactly how consumers (both domestically and abroad) react,” he said. “It is increasingly likely that policy developments will lead to weaker beef demand and cattle prices than would have otherwise been the case.” 

But to be clear, he said, cattle prices have largely shrugged off these developments so far. 

“But I encourage caution in presuming that will persist,” Tonsor said. 

He also expects the small cowherd number to lead to lower beef volumes in 2025.  

“Importantly, for decades the beef industry has produced more consumable beef per breeding animal,” he said. “This reflects an array of efficiency and sustainability improvements.” 

Historically there’s been more beef available than rules of thumb would have indicated and this is a testament to inner-industry productivity gains. 

“Further, we must give credence to the point that stronger consumer demand also leads to higher beef prices,” he said. “That is, supply is not the only thing at play here—witness 2024 where prices were up despite a small increase in beef volume—a clear case of demand growth leading to higher prices.” 

Tonsor expects if and/or when elevated macroeconomic uncertainty develops into realized lower real-incomes (which are adjusted for inflation) or other adverse economic situations, beef consuming households’ beef demand would likely decline. 

“Importantly, beef demand does NOT decline when beef volume availability declines,” he said. “Rather prices adjust to guide markets in allocating beef to those who most value it.  

The difference between beef demand and beef consumption is critical to appreciate and understand. 

Trade tariffs have had a role in the game as well.  

“They certainly have increased concern among households domestically and abroad,” he said. “If/when hard data appears reflecting reduced consumer spending or other household financial adjustments we will have in-hand evidence of additional impact on beef demand and producer economic welfare.” 

Tonsor is seeing consumers being more deliberate in what they are shopping for in 2025. In 2024 consumers were positive and they wanted quality and affordable beef cuts.  

“What has changed in the past couple months is doubt on affordability given broader macroeconomic developments,” he said. “Exactly what that looks like for the grilling season is very hard to forecast as we rarely go 48 hours without a newsworthy announcement or policy change of relevance.” 

Celebrate beef

In Kansas, there’s more than 6.5 million head of cattle and calves, according to Kansas Beef Council Executive Director Scott Stebner.  

“Kansas ranks third nationally for cattle and calves,” Stebner said. “Beef Month is an opportunity to recognize the men and women who produce high-quality, nutritious beef that feeds families across our great state of Kansas.” 

According to a Kansas Beef Council news release, the organization recognizes May as Beef month, celebrating more than 26,000 beef producers. Their work is at the heart of many Kansas communities, supporting economies, the environment and nutritional well-being of their residents. 

To celebrate, KBC is rolling out a statewide digital campaign designed to connect with consumers and share beef’s story. Campaign assets include Instagram Reels highlighting various steak cuts to grill, a multi-part series covering different ways to create delicious marinades and rubs, producer-facing content and stories highlighting beef producers. 

These efforts aim to increase demand for beef as summer approaches, when grilling becomes a staple at family gatherings and celebrations. Through engaging, educational content, the campaign addresses common consumer questions, highlights the versatility of beef in everyday meals and reinforces its role as a nutrient-dense source of high-quality protein. 

For more information and to follow along with the campaign, visit kansasbeef.org or follow @KSBEEF on Instagram. 

Similarly in Nebraska, Gov. Jim Pillen officially proclaimed May as Beef Month in Nebraska, on April 29. He praised the state’s producers, exporters and processors. 

“Nebraska beef is the gold standard, and it continues to power our economy, support our communities, and feed the world,” Pillen said in a news release. “Beef Month is an opportunity to honor everyone involved in this world-class industry.” 

Nebraska is ranked No. 1 in beef and veal exports, shipping more than $2 billion in high-quality products to international markets, according to the U.S. Department of Agriculture, National Agricultural Statistics Service. The state ranks second nationally in all cattle and calves, with 6.05 million head, and second in cattle on feed, with 2.7 million head. 

Nebraska Cattlemen president Dick Pierce, who ranches near Miller, Nebraska, was on hand for the proclamation, thanking the governor and the Nebraska Beef Council. 

“As beef cattle producers, we are proud of our renowned reputation for providing the safest and highest quality beef products in the world,” he said. 

Nebraska Beef Council board chairwoman Rosemary Anderson said it was perfect timing heading into the grilling season this spring and summer. 

“What a wonderful time to enjoy a flavorful, nutritious beef meal,” she said. “As summer approaches, Nebraskans will be firing up the grill for backyard barbecues, family gatherings, and holiday celebrations. Beef is always at the heart of great meals and great memories.” 

The Nebraska Beef Passport developed by the Nebraska Beef Council also kicked off. The fifth annual event features nearly 60 restaurants and meat shops across the state offering premier beef products. Participants with a beef passport can earn points by visiting the featured locations, enjoying their favorite beef products, and then using their points to redeem prizes from NBC. Passports are free and available now at www.GoodLifeGreatSteaks.org. 

Kylene Scott can be reached at 620-227-1804 or [email protected].