Fake beef

I was talking with chair of the Cattlemen's Beef Board, Norm Voyles, and during the conversation he obviously extolled the benefits of beef. So I turned up the heat a little bit. Now it's going to get dicey. Can you speak on the anti beef agenda, guys like Bill Gates, fake meat and all that sort of stuff? Well, this will be, again, taken from some consumer research studies that are one of our contractors, actually the US Cattlemen's Association through K State, a subcontractor for them. And Dr. Glenn Tanzer there has done some research to get a handle on what consumers preferences are as far as alternative proteins, I'll call them this being plant based protein or other based proteins that are not from a live animal. We're actually seeing that when folks are buying those alternative proteins, there's already some animal protein in the car, so they're not exclusively buying these alternative proteins. Also, it's really interesting to see how much more often folks that consider themselves regular meat consumers, they'll consume or purchase meat over 11 times more often than they will these alternative proteins. So from that aspect, it's not being well received yet by consumers. We're talking about the quote unquote, health benefits or environmental benefits of alternative proteins. The facts do not bear that out. Speaker1: That would have been my take, even without any research.