1. North Carolina Grass-fed Beef Demand Assessment

2. Husted, R. (2005) National Cattlemen’s Beef Association

3. Consumer Characteristics 971 Consumers surveyed 8 locations across the State Median age range 36-54 years 3:1 females/males 65% of respondents 4 year degree or higher

6. RESULTS Multitude of consumer misconceptions Vast opportunities for consumer education

7. North Carolina Grass-fed Beef Supply Assessment

8. Producer Characteristics 3000 Grass-fed Cattle Sold 70% sole proprietors 75% sell frozen grass-fed 77% sell under private label Median age range 45-64 years 55% BS degree or higher

12. Favorite Breeds for Grass-fed Cattle

13. Results Producers still have plenty of questions and numerous opinions Opportunities related to genetics, forages, markets exist for producers to consider