Characterizing West Coast Consumer Demand
by Bruce Berven, California Beef Council

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Berven told conference attendees, "In 2001 we saw a 4.9% improvement of beef demand with $57 billion spent on beef even after September 11 and losing most of our exports to Japan. As a nation we spent $4 billion more for beef than in 2000." He said there are two barriers to beef demand on the West Coast — convenience and nutrition.