By Scout Nelson
The upcoming Consumer Trends Forum at the Kansas Livestock Association (KLA) Convention & Expo will explore what drives consumer demand for beef, both in taste and perception. The event will take place from November 19–21 in Manhattan, Kansas, and will bring together top industry and academic voices to share insights on changing consumer habits.
Three highly respected speakers will lead the discussion. Shalene McNeill, executive director of nutrition science, health, and wellness at the National Cattlemen’s Beef Association (NCBA), will explain how ongoing nutrition research continues to confirm beef’s role as a valuable part of a healthy diet.
Travis O’Quinn, a meat scientist from Kansas State University, will focus on the science of marbling and flavor — key factors that make beef a favorite among consumers. Ted Schroeder, a K-State agricultural economist, will provide an economic perspective, analyzing how public attitudes toward the beef industry influence purchasing patterns and long-term demand.
The forum, hosted by the Kansas Beef Council and sponsored by the Kansas Soybean Commission, aims to help producers and industry professionals understand the evolving marketplace and align with consumer expectations.
Attendees can also explore other sessions and networking opportunities during the KLA Convention. Registration is available online, with both printable and digital options. Hotel accommodation can be reserved at nearby locations, including the Holiday Inn Express, Bluemont Hotel, Courtyard Manhattan-Aggieville, and the Fairfield Inn, as listed on the KLA website. The Hilton Garden Inn, serving as the main convention headquarters, is already sold out.
This year’s Consumer Trends Forum promises to deliver valuable insight into beef demand, highlighting how research, economics, and consumer psychology work together to shape the future of the beef industry.
Photo Credit:kansas-livestock-foundation
Categories: Kansas, Education, Livestock, Beef Cattle