With meat prices continuing to rise, especially beef prices, a wave of uncertainty has been rolling across the cattle industry. Will people eventually just stop eating beef? Numerous experts in the livestock industry say that while yes, there are those families that have had to move away from buying beef due to the increase in prices, the demand for beef remains strong. And even though beef has been blamed for everything from global warming to heart disease people can’t seem to get enough. Consumers are learning to adapt by shopping around for the best prices and “trading off” - having ground beef instead of steak or buying cheaper cuts of meat. One trend that seems to remain consistent over the years with the highs and lows of meat pricing is that when people do have the money to spend on meat, they will buy beef. So far even the experts don’t contest the fact that lean beef is full of essential nutrients such as protein, iron and zinc. In fact, a group of physicians and scientists conducting a review for the American Council on Science and Health came to the conclusion that “many of the supposed risks associated with consuming beef lack either scientific support or have been exaggerated”.