The Challenges in the Beef Industry Are Various Levels of Understanding

There's varying levels of understanding and that is in each segment. I've learned that both personally, just how little I know about the other aspects of our industry. There are a lot of folks that are very progressive and very much professional ranchers who really want to produce what customers want to eat. And there's so much of what we produce in this business that is not what the customers are asking for,. But yet because of those different interests, different incentives for different parts or segments of our supply chain, it's in their best interest along the supply chain to do things that are not necessarily in the best interest of the grocer  to sell meat the customers want.