Colin Woodall - CEO, NCBA | June 2026
Much like the last time we spoke, beef prices remain a hot topic. This time, however, the consumer is being squeezed by additional financial pressure such as the increase in gas prices.
Now, demand for beef remains strong thanks to the overall high-quality product that we’re producing, but the increase in cost-of-living is causing some consumers to think twice before they make that beef purchase. That's extremely concerning to us, especially as we find ourselves in the middle of summer grilling season.
The strong cattle market is supporting US cattle producers, but we also know that it's increasing your input costs. Higher input costs make it a challenge for you to maintain margin, manage demand, and to keep beef competitive.
The best way to stabilize and grow our beef supply is to grow our domestic herd. We are very optimistic that the forecasted super El Niño will bring some much-needed moisture and relief to cattle producers across the country.
Once the drought begins to break, all the market signals are there for us to grow our herd. Growing our herd and growing the beef supply will not only satisfy consumer demand but give us the opportunity to grow and build our farms and ranches.
An increase in the beef supply will address beef prices and provide more consistent and reliable opportunities for all of us in the beef supply chain.
As we celebrate the semi-quincentennial of the United States this summer, the enjoyment of beef will be front and center, from the aroma of backyard barbecues to memorable meals being shared in restaurants across the United States.
Your efforts are key in delivering this beef experience in retail, in food service, and throughout the beef supply chain, and we want to thank you for all that you do in delivering beef to our shared consumers.
We look forward to working with you more and delivering on your needs. In the meantime, we want to wish all of you a happy 250th U.S. birthday and remember Beef. It's What's For Dinner.®
- Colin Woodall - CEO, NCBA (A CONTRACTOR TO THE NATIONAL BEEF CHECKOFF)