Industry is turning muscle profiling research results into new products to boost demand for beef.

This research "creates truly revolutionary excitement in industry," said Chuck Schroeder, chief executive officer of the National Cattlemen's Beef Association until March 1. It's an example of the benefits of beef checkoff dollars invested in research.

"This is something no individual company would undertake since it's going back to the drawing board on how we go about taking apart a beef carcass," Schroeder said. "It only became of value to industry when we'd done the research, looked at the carcass in ways we'd never done before and made these discoveries."

Steve Sands, executive vice president of Meyer Foods, a Lincoln-based food company that markets nationwide and internationally, commended NU and NCBA for research that adds value to beef carcasses and benefits all aspects of the industry.

"And consumers get reasonably priced meat that eats very well," he said.

Carl Blackwell, NCBA's executive director of new products, said the muscle profiling research was the basis for product development that is adding value and building demand for beef.

"You're taking a seven-bone chuck that sold for $1.19 to $1.99 a pound and creating new products that sell for anywhere from $2.99 to $5.99."

Sands agreed. Meyer Foods began marketing flat iron steaks last year.

"It's working for us and for our customers," he said. "We expect it to be a major percentage of our overall steak volume."

– Vicki Miller