Producer perceptions of the importance of challenges currently facing the United States grass-finished beef industry

Consumer interest in grass-finished beef in the United States has risen in recent years, motivating farmers to increase grass-finished beef production. A survey was conducted to determine perceptions among United States grass-finished beef producers of important challenges facing the industry. Of the 5 United States regions specified, 30% of our respondents were located in the Midwest, which represented the highest percentage of all regions. The Southwest was the least represented with 15% of the responses. Seventy percent of respondents held 4-yr college degrees, and the average age was 55 yr. Using an ordered probit model, opinions on the importance of challenges faced by grass-finished beef producers were analyzed. Using categorical responses ranging from 1 = strongly disagree to 5 = strongly agree, 4 items were selected by respondents as the most important challenges facing grass-finished beef producers. Shortage of processors, lack of a clear marketing system, pasture-management problems, and the long period of time required to get animals to the desired market weight had means of 3.77, 3.72, 3.71, and 3.67, respectively. The modal response for each of these 4 items was “strongly agree.” Farmer demographic and farm characteristics were found to influence producers' perceptions of the importance of each of the challenges to the grass-finished beef industry. Integrated efforts from industry, government, and research and extension institutions are needed to address these challenges.