The Grass-Fed Beef Supply Chain

Demand for grass-fed beef has grown at an annual rate of 25-30 percent for the past decade at the same time that per capita beef consumption for traditional beef products continues to decline. A recent study determined that grass-fed beef demand in several major US metropolitan markets is 3 to 6 percent of the total beef market share.

There are several drivers for this growth. One is the natural health benefits – grass-fed beef has a lower fat content and fewer calories – 65% less fat and 50% fewer calories according to Mark Spagnola, Group Manager of Meat Merchandising for Wegmans Food Markets.

Wegmans has been ahead of the curve when it comes to selling grass-fed beef. They began selling it in 2009. Today it is sold as part of Wegmans’ Food You Feel Good About Organic Beef program. Wegmans actively markets organic grass-fed beef and works diligently to train their front line store employees so that they can provide knowledge-based service to their customers on the key attributes and benefits.

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