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Grass-Fed Beef Market

Grass-Fed Beef Market

Global Industry Analysis (2017 - 2020) - Growth Trends and Market Forecast (2021 - 2025)

Published Date: Jan 2021 | Format: | No. of Pages: 119

Industry: Food & Beverage | Author Name: Sonal

Increased Use of Antibiotics Coupled Rising Prevalence of Livestock Diseases Creates Demand 

Global grass-fed beef market is expected to show sustainable growth during the forecast period. The market is expected to reach US$13,369.4 Mn, registering a CAGR 4.4% by 2025. General awareness towards personal health, environmental concerns as well as animal welfare are the primary drivers for the growth of the global grass-fed beef market.

Fairfield

In recent years, consumer preference has been actively diverting to the consumption of healthy meat products as the use of antibiotics, supplements and hormones have soared in the production of conventional beef. Awareness to consume better meat products is largely being influenced by promotion of grass-fed beef on TV channels, internet, popular events and documentaries showing repercussions of antibiotics on animals. Additionally, government interventions in creating and promoting new regulatory frameworks to support growth opportunities for better dietary habits have also proven to be in the market's favour.

Conventional Grass-fed Beef to Remain Favourite Amongst Consumers

As compared to the organic segment, conventional of grass-fed beef products accounted for a lion's value share of 78.2% in 2020. This mammoth share is attributable to the COVID-19's effect on the global supply chain. Manufacturers have had to rely on the domestic market for the procurement of raw materials, which led to high demand for conventional beef. The raging pandemic that led to low import and export facilities reshuffled trade norms, giving conventional beef segment a major boost. The conventional grass-fed beef segment is expected to create an incremental dollar opportunity of US$1,851.9 Mn during the forecast period.

North America and Latin America to Remain Top Consumers of Grass-fed Beef

North America and Latin America collectively held a share of 71.6% in the global grass-fed beef market in 2020. Increased preference for quality meat products and environmental concerns have led to these regions to rethink their meat demands.

Research indicates that Asia Pacific is expected to attain significant growth in the global grass-fed beef market with countries such as China, Australia and Japan contributing noticeably in terms of value share. Australia is poised to be one of the largest grass-fed beef producers by the end of the forecast period, predicts Fairfield Market Research. Meanwhile, Uruguay, Brazil, Argentina and the U.S will continue to be major grass-fed beef producing countries across the globe.

Time-consuming Nature of Cattle Rearing to Act as Restraint

The grass-fed beef industry has several small players. Processing and distribution remain key challenges for industry players. Most of the of grass-fed cattle are sold by small-scale producers through direct marketing and remaining are procured by large scale manufacturers under contract farming, which requires extra time and resources.

Furthermore, the production of grass-fed beef is a time taking process as cattle are raised on grasses for their entire life. The fully grown beef takes nearly 20 to 26 months. Thus, time and unorganized supply chain are the major constraints for the grass-fed beef market.

COVID- 19 Impact Analysis

Many countries are highly dependent on imported grass-fed beef. The U.S., being one of the largest beef consuming country, accounts for 75-80% imports of its total grass-fed beef sales by value. This statistic was massively disrupted by the outbreak of COVID-19, which brought the supply and sale of grass-fed beef to a screeching halt.

COVID-19 also created a need for a stringent regulatory framework. Many food regulatory bodies are developing and drafting new laws related to grass-fed beef. For instance, an Irish food board, Board Bia, introduced new standards for supply and distribution of grass-fed beef that allows tracking percentage of grass consumed by the cattle during its life span.

The grass-fed beef market players are collaborating with farmers for a steady supply of grass-fed cattle. Players are also looking at ways to increase production capacity to meet soaring demands.

Some of the major players studied in the report include Conagra Brands, Inc, Pre Brands LLC, Hormel Foods Corporation, JBS SA, Perdue Farms, Inc, Teys Australia Pty Ltd, Meyer Natural Food, Australian Agricultural Company Limited, Verde Farms and The Asian New Zealand Meat Company (ANZCO).

The Global Grass-Fed Beef Market is Segmented as Below:

Product Type Coverage

  • Raw
    • Cuts
    • Ground/Minced
  • Processed
    • Roasted & Precooked
    • Cured Meat
    • Canned

Nature Coverage

  • Organic
  • Conventional

Sales Channel Coverage

  • Direct
  • Retail
    • Hypermarket/Supermarket
    • Departmental Stores
    • Speciality Stores
    • Independent Small Grocery Stores
    • Online Channel

Geographical Coverage

  • North America
    • U.S.
    • Canada
  • Europe
    • Germany
    • France
    • UK
    • Spain
    • Italy
    • Russia
    • Turkey
    • Ireland
    • Rest of Europe
  • Asia Pacific
    • India
    • China
    • Japan
    • Korea
    • Australia
    • ASEAN
    • Rest of Asia Pacific
  • Latin America
    • Brazil
    • Mexico
    • Argentina
    • Rest of Latin America
  • Middle East & Africa
    • UAE
    • South Africa
    • Saudi Arabia
    • Rest of Middle East & Africa

Leading Companies

  • Conagra Brands, Inc
  • Pre Brands LLC
  • Hormel Foods Corporation
  • JBS SA
  • Perdue Farms, Inc
  • Teys Australia Pty Ltd
  • Meyer Natural Food
  • Australian Agricultural Company Limited
  • Verde Farms
  • The Asian New Zealand Meat Company (ANZCO)

Inside This Report You Will Find:

1. Executive Summary
2. Market Overview
3. Parent Market Overview
4. Global Grass-Fed Beef Market Outlook, 2017 - 2025
5. North America Grass-Fed Beef Market Outlook, 2017 - 2025
6. Europe Grass-Fed Beef Market Outlook, 2017 - 2025
7. Asia Pacific Grass-Fed Beef Market Outlook, 2017 - 2025
8. Latin America Grass-Fed Beef Market Outlook, 2017 - 2025
9. Middle East & Africa Grass-Fed Beef Market Outlook, 2017 - 2025
10. Competitive Landscape
11. Appendix

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1. Executive Summary
     1.1. Global Grass-Fed Beef Market Snapshot
     1.2. Future Projections
     1.3. Key Market Trends
     1.4. Analyst Recommendations

2. Market Overview
     2.1. Market Definitions 
     2.2. Market Taxonomy
     2.3. Market Dynamics
          2.3.1. Drivers
          2.3.2. Restraints
     2.4. Value Chain Analysis
     2.5. Pricing Analysis
     2.6. Porter’s Five Forces Analysis
     2.7. Covid-19 Impact Analysis
          2.7.1. Supply side
          2.7.2. Demand Side
     2.8. Macro-Economic Factors
     2.9. Key Developments
     2.10. Key Regulations
     2.11. Key Certificates


3. Parent Market Overview
     3.1. Parent Market Outlook
     3.2. Supply Chain - COVID-19 Impact


4. Global Grass-Fed Beef Market Outlook, 2017 - 2025
     4.1. Global Grass-Fed Beef Market Outlook, by Product Type, Volume (Tons) and Value (US$ Mn), 2017 - 2025
          4.1.1. Key Highlights
               4.1.1.1. Raw
                    4.1.1.1.1. Cuts
                    4.1.1.1.2. Ground/Minced
               4.1.1.2. Processed
                    4.1.1.2.1. Roasted & Precooked
                    4.1.1.2.2. Cured Meat
                    4.1.1.2.3. Canned
          4.1.2. BPS Analysis -2020-2025
     4.2. Global Grass-Fed Beef Market Outlook, by Nature, Volume (Tons) and Value (US$ Mn), 2017 - 2025
          4.2.1. Key Highlights
               4.2.1.1. Organic
               4.2.1.2. Conventional
          4.2.2. BPS Analysis -2020-2025
     4.3. Global Grass-Fed Beef Market Outlook, by Sales Channel, Volume (Tons) and Value (US$ Mn), 2017 - 2025
          4.3.1. Key Highlights
               4.3.1.1. Direct
               4.3.1.2. Retail
                    4.3.1.2.1. Hypermarket/Supermarket
                    4.3.1.2.2. Departmental Stores
                    4.3.1.2.3. Specialty Stores
                    4.3.1.2.4. Independent Small Grocery Stores
                    4.3.1.2.5. Online Channel
          4.3.2. BPS Analysis -2020-2025
     4.4. Global Grass-Fed Beef Market Outlook, by Region, Volume (Tons) and Value (US$ Mn), 2017 - 2025
          4.4.1. Key Highlights
               4.4.1.1. North America
               4.4.1.2. Europe
               4.4.1.3. Asia Pacific
               4.4.1.4. Latin America
               4.4.1.5. Middle East & Africa
          4.4.2. BPS Analysis -2020-2025


5. North America Grass-Fed Beef Market Outlook, 2017 - 2025
     5.1. North America Grass-Fed Beef Market Outlook, by Country, Volume (Tons) and Value (US$ Mn), 2017 - 2025
          5.1.1. Key Highlights
               5.1.1.1. U.S. Grass-Fed Beef Market by Volume (Tons) and Value (US$ Mn), 2017 - 2025
               5.1.1.2. Canada Grass-Fed Beef Market by Volume (Tons) and Value (US$ Mn), 2017 - 2025
          5.1.2. BPS Analysis -2020-2025
     5.2. North America Grass-Fed Beef Market Outlook, by Product Type, Volume (Tons) and Value (US$ Mn), 2017 - 2025
          5.2.1. Key Highlights
               5.2.1.1. Raw
                    5.2.1.1.1. Cuts
                    5.2.1.1.2. Ground/Minced
               5.2.1.2. Processed
                    5.2.1.2.1. Roasted & Precooked
                    5.2.1.2.2. Cured Meat
                    5.2.1.2.3. Canned
          5.2.2. BPS Analysis -2020-2025
     5.3. North America Grass-Fed Beef Market Outlook, by Nature, Volume (Tons) and Value (US$ Mn), 2017 - 2025
          5.3.1. Key Highlights
               5.3.1.1. Organic 
               5.3.1.2. Conventional
          5.3.2. BPS Analysis -2020-2025
     5.4. North America Grass-Fed Beef Market Outlook, by Sales Channel, Volume (Tons) and Value (US$ Mn), 2017 - 2025
          5.4.1. Key Highlights
               5.4.1.1. Direct
               5.4.1.2. Retail
                    5.4.1.2.1. Hypermarket/Supermarket
                    5.4.1.2.2. Departmental Stores
                    5.4.1.2.3. Specialty Stores
                    5.4.1.2.4. Independent Small Grocery Stores
                    5.4.1.2.5. Online Channel
          5.4.2. BPS Analysis -2020-2025


6. Europe Grass-Fed Beef Market Outlook, 2017 - 2025
     6.1. Europe Grass-Fed Beef Market Outlook, by Country, Volume (Tons) and Value (US$ Mn), 2017 - 2025
          6.1.1. Key Highlights
               6.1.1.1. Germany Grass-Fed Beef Market by Volume (Tons) and Value (US$ Mn), 2017 - 2025
               6.1.1.2. France Grass-Fed Beef Market by Product, Volume (Tons) and Value (US$ Mn), 2017 - 2025
               6.1.1.3. U.K. Grass-Fed Beef Market by Volume (Tons) and Value (US$ Mn), 2017 - 2025
               6.1.1.4. Italy Grass-Fed Beef Market by Volume (Tons) and Value (US$ Mn), 2017 - 2025
               6.1.1.5. Spain Grass-Fed Beef Market by Product, Volume (Tons) and Value (US$ Mn), 2017 - 2025
               6.1.1.6. Russia Grass-Fed Beef Market by Volume (Tons) and Value (US$ Mn), 2017 - 2025
               6.1.1.7. Turkey Grass-Fed Beef Market by Volume (Tons) and Value (US$ Mn), 2017 - 2025
               6.1.1.8. Ireland Grass-Fed Beef Market Volume (Tons) and Value (US$ Mn), 2017 - 2025
               6.1.1.9. Rest of Europe Grass-Fed Beef Market Volume (Tons) and Value (US$ Mn), 2017 - 2025
          6.1.2. BPS Analysis -2020-2025
     6.2. Europe Grass-Fed Beef Market Outlook, by Product Type, Volume (Tons) and Value (US$ Mn), 2017 - 2025
          6.2.1. Key Highlights
               6.2.1.1. Raw
                    6.2.1.1.1. Cuts
                    6.2.1.1.2. Ground/Minced
               6.2.1.2. Processed
                    6.2.1.2.1. Roasted & Precooked
                    6.2.1.2.2. Cured Meat
                    6.2.1.2.3. Canned
          6.2.2. BPS Analysis -2020-2025
     6.3. Europe Grass-Fed Beef Market Outlook, by Nature, Volume (Tons) and Value (US$ Mn), 2017 - 2025
          6.3.1. Key Highlights
               6.3.1.1. Organic 
               6.3.1.2. Conventional
          6.3.2. BPS Analysis -2020-2025
     6.4. Europe Grass-Fed Beef Market Outlook, by Sales Channel, Volume (Tons) and Value (US$ Mn), 2017 - 2025
          6.4.1. Key Highlights
               6.4.1.1. Direct
               6.4.1.2. Retail
                    6.4.1.2.1. Hypermarket/Supermarket
                    6.4.1.2.2. Departmental Stores
                    6.4.1.2.3. Specialty Stores
                    6.4.1.2.4. Independent Small Grocery Stores
                    6.4.1.2.5. Online Channel
          6.4.2. BPS Analysis -2020-2025


7. Asia Pacific Grass-Fed Beef Market Outlook, 2017 - 2025
     7.1. Asia Pacific Grass-Fed Beef Market Outlook, by Country, Volume (Tons) and Value (US$ Mn), 2017 - 2025
          7.1.1. Key Highlights
               7.1.1.1. India Grass-Fed Beef Market by Volume (Tons) and Value (US$ Mn), 2017 - 2025
               7.1.1.2. China Grass-Fed Beef Market by Volume (Tons) and Value (US$ Mn), 2017 - 2025
               7.1.1.3. Japan Grass-Fed Beef Market by Volume (Tons) and Value (US$ Mn), 2017 - 2025
               7.1.1.4. Korea Grass-Fed Beef Market by Volume (Tons) and Value (US$ Mn), 2017 - 2025
               7.1.1.5. Australia Grass-Fed Beef Market Volume (Tons) and Value (US$ Mn), 2017 - 2025
               7.1.1.6. ASEAN Market by Volume (Tons) and Value (US$ Mn), 2017 - 2025
               7.1.1.7. Rest of Asia Pacific Market by Volume (Tons) and Value (US$ Mn), 2017 - 2025
          7.1.2. BPS Analysis -2020-2025
     7.2. Asia Pacific Grass-Fed Beef Market Outlook, by Product Type, Volume (Tons) and Value (US$ Mn), 2017 - 2025
          7.2.1. Key Highlights
               7.2.1.1. Raw
                    7.2.1.1.1. Cuts
                    7.2.1.1.2. Ground/Minced
               7.2.1.2. Processed
                    7.2.1.2.1. Roasted & Precooked
                    7.2.1.2.2. Cured Meat
                    7.2.1.2.3. Canned
          7.2.2. BPS Analysis -2020-2025
     7.3. Asia Pacific Grass-Fed Beef Market Outlook, by Nature Volume (Tons) and Value (US$ Mn), 2017 - 2025
          7.3.1. Key Highlights
               7.3.1.1. Organic 
               7.3.1.2. Conventional
          7.3.2. BPS Analysis
     7.4. Asia Pacific Grass-Fed Beef Market Outlook, by Sales Channel, Volume (Tons) and Value (US$ Mn), 2017 - 2025
          7.4.1. Key Highlights
               7.4.1.1. Direct
               7.4.1.2. Retail
                    7.4.1.2.1. Hypermarket/Supermarket
                    7.4.1.2.2. Departmental Stores
                    7.4.1.2.3. Specialty Stores
                    7.4.1.2.4. Independent Small Grocery Stores
                    7.4.1.2.5. Online Channel
          7.4.2. BPS Analysis -2020-2025


8. Latin America Grass-Fed Beef Market Outlook, 2017 - 2025
     8.1. Latin America Grass-Fed Beef Market Outlook, by Country, Volume (Tons) and Value (US$ Mn), 2017 - 2025
          8.1.1. Key Highlights
               8.1.1.1. Brazil Grass-Fed Beef Market by Volume (Tons) and Value (US$ Mn), 2017 - 2025
               8.1.1.2. Mexico Grass-Fed Beef Market by Volume (Tons) and Value (US$ Mn), 2017 - 2025
               8.1.1.3. Argentina Grass-Fed Beef Market by Volume (Tons) and Value (US$ Mn), 2017 - 2025
               8.1.1.4. Rest of Latin America Grass-Fed Beef Market by Volume (Tons) and Value (US$ Mn), 2017 - 2025
          8.1.2. BPS Analysis -2020-2025
     8.2. Latin America Grass-Fed Beef Market Outlook, by Product Type, Volume (Tons) and Value (US$ Mn), 2017 - 2025
          8.2.1. Key Highlights
               8.2.1.1. Raw
                    8.2.1.1.1. Cuts
                    8.2.1.1.2. Ground/Minced
               8.2.1.2. Processed
                    8.2.1.2.1. Roasted & Precooked
                    8.2.1.2.2. Cured Meat
                    8.2.1.2.3. Canned
          8.2.2. BPS Analysis -2020-2025
     8.3. Latin America Grass-Fed Beef Market Outlook, by Nature, Volume (Tons) and Value (US$ Mn), 2017 - 2025
          8.3.1. Key Highlights
               8.3.1.1. Organic 
               8.3.1.2. Conventional
          8.3.2. BPS Analysis -2020-2025
     8.4. Latin America Grass-Fed Beef Market Outlook, by Sales Channel, Volume (Tons) and Value (US$ Mn), 2017 - 2025
          8.4.1. Key Highlights
               8.4.1.1. Direct
               8.4.1.2. Retail
                    8.4.1.2.1. Hypermarket/Supermarket
                    8.4.1.2.2. Departmental Stores
                    8.4.1.2.3. Specialty Stores
                    8.4.1.2.4. Independent Small Grocery Stores
                    8.4.1.2.5. Online Channel
          8.4.2. BPS Analysis -2020-2025


9. Middle East & Africa Grass-Fed Beef Market Outlook, 2017 - 2025
     9.1. Middle East & Africa Grass-Fed Beef Market Outlook, by Country, Volume (Tons) and Value (US$ Mn), 2017 - 2025
          9.1.1. Key Highlights
               9.1.1.1. UAE Grass-Fed Beef Market by Volume (Tons) and Value (US$ Mn), 2017 - 2025
               9.1.1.2. South Africa Grass-Fed Beef Market by Volume (Tons) and Value (US$ Mn), 2017 - 2025
               9.1.1.3. Saudi Arabia Grass-Fed Beef Market by Volume (Tons) and Value (US$ Mn), 2017 - 2025
               9.1.1.4. Rest of Middle East & Africa Grass-Fed Beef Market by Volume (Tons) and Value (US$ Mn), 2017 - 2025
          9.1.2. BPS Analysis -2020-2025
     9.2. Middle East & Africa Grass-Fed Beef Market Outlook, by Product Type, Volume (Tons) and Value (US$ Mn), 2017 - 2025
          9.2.1. Key Highlights
               9.2.1.1. Raw
                    9.2.1.1.1. Cuts
                    9.2.1.1.2. Ground/Minced
               9.2.1.2. Processed
                    9.2.1.2.1. Roasted & Precooked
                    9.2.1.2.2. Cured Meat
                    9.2.1.2.3. Canned
          9.2.2. BPS Analysis -2020-2025
     9.3. Middle East & Africa Grass-Fed Beef Market Outlook, by Nature, Volume (Tons) and Value (US$ Mn), 2017 - 2025
          9.3.1. Key Highlights
               9.3.1.1. Organic 
               9.3.1.2. Conventional
          9.3.2. BPS Analysis -2020-2025
     9.4. Middle East & Africa Grass-Fed Beef Market Outlook, by Sales Channel, Volume (Tons) and Value (US$ Mn), 2017 - 2025
          9.4.1. Key Highlights
               9.4.1.1. Direct
               9.4.1.2. Retail
                    9.4.1.2.1. Hypermarket/Supermarket
                    9.4.1.2.2. Departmental Stores
                    9.4.1.2.3. Specialty Stores
                    9.4.1.2.4. Independent Small Grocery Stores
                    9.4.1.2.5. Online Channel
          9.4.2. BPS Analysis -2020-2025


10. Competitive Landscape
     10.1. Company Market Share Analysis, 2019
     10.2. Company Profiles
          10.2.1. Conagra Brands, Inc
               10.2.1.1. Company Overview
               10.2.1.2. Regional Presence & Revenue
               10.2.1.3. Business Segment Revenue
               10.2.1.4. Product Portfolio
          10.2.2. Pre Brands LLC 
               10.2.2.1. Company Overview
               10.2.2.2. Regional Presence & Revenue
               10.2.2.3. Business Segment Revenue
               10.2.2.4. Product Portfolio
          10.2.3. Hormel Foods Corporation
               10.2.3.1. Company Overview
               10.2.3.2. Regional Presence & Revenue
               10.2.3.3. Business Segment Revenue
               10.2.3.4. Product Portfolio
          10.2.4. JBS SA
               10.2.4.1. Company Overview
               10.2.4.2. Regional Presence & Revenue
               10.2.4.3. Business Segment Revenue
               10.2.4.4. Product Portfolio
          10.2.5. Perdue Farms, Inc
               10.2.5.1. Company Overview
               10.2.5.2. Regional Presence & Revenue
               10.2.5.3. Business Segment Revenue
               10.2.5.4. Product Portfolio
          10.2.6. Teys Australia Pty Ltd
               10.2.6.1. Company Overview
               10.2.6.2. Regional Presence & Revenue
               10.2.6.3. Business Segment Revenue
               10.2.6.4. Product Portfolio
          10.2.7. Meyer Natural Food 
               10.2.7.1. Company Overview
               10.2.7.2. Regional Presence & Revenue
               10.2.7.3. Business Segment Revenue
               10.2.7.4. Product Portfolio
          10.2.8. Australian Agricultural Company Limited
               10.2.8.1. Company Overview
               10.2.8.2. Regional Presence & Revenue
               10.2.8.3. Business Segment Revenue
               10.2.8.4. Product Portfolio
          10.2.9. Verde Farms
               10.2.9.1. Company Overview
               10.2.9.2. Regional Presence & Revenue
               10.2.9.3. Business Segment Revenue
               10.2.9.4. Product Portfolio
          10.2.10. The Asian New Zealand Meat Company (ANZCO)
               10.2.10.1. Company Overview
                    10.2.10.1.1. Regional Presence & Revenue
               10.2.10.2. Business Segment Revenue
               10.2.10.3. Product Portfolio


11. Appendix
     11.1. Research Methodology
     11.2. Report Assumptions
     11.3. Acronyms and Abbreviations

BASE YEAR

HISTORICAL DATA

FORECAST PERIOD

UNITS

2019

2017 - 2019

2020 - 2025 

Value: US$ Million

Volume: Tons

 

REPORT FEATURES

DETAILS

Product Type Coverage
  • Raw
    • Cuts
    • Ground/Minced
  • Processed
    • Roasted & Precooked
    • Cured Meat
    • Canned

Nature Coverage
  • Organic
  • Conventional

Sales Channel Coverage
  • Direct
  • Retail
    • Hypermarket/Supermarket
    • Departmental Stores
    • Speciality Stores
    • Independent Small Grocery Stores
    • Online Channel

Geographical Coverage

 

  • North America
    • U.S.
    • Canada
  • Europe
    • Germany
    • France
    • U.K.
    • Spain
    • Italy
    • Russia
    • Turkey
    • Ireland
    • Rest of Europe
  • Asia Pacific
    • India
    • China
    • Japan
    • Korea
    • Australia
    • ASEAN
    • Rest of Asia Pacific
  • Latin America
    • Brazil
    • Mexico
    • Argentina
    • Rest of Latin America
  • Middle East & Africa
    • UAE
    • South Africa
    • Saudi Arabia
    • Rest of Middle East & Africa

Leading Companies
  • Conagra Brands, Inc
  • Pre Brands LLC
  • Hormel Foods Corporation
  • JBS SA
  • Perdue Farms, Inc
  • Teys Australia Pty Ltd
  • Meyer Natural Food
  • Australian Agricultural Company Limited
  • Verde Farms
  • The Asian New Zealand Meat Company (ANZCO)

Report Highlights
Key Market Indicators, Macro factors analysis, Supply Chain Analysis, Key Regulations, Key Certifications, Tracked Key Developments, Market Estimates and Forecast, Market Dynamics, Industry Trends, Competition Landscape, COVID-19 Impact Analysis (Demand and Supply Chain)
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FAQs : Grass-Fed Beef Market

Natural health benefits, increased used of antibiotic coupled rising prevalence of livestock disease are some of the few factors promoting market growth.

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Under uncertainty, traditional approaches to strategic planning can be downright dangerous. True ambiguity is no basis to forecast the future – degree of risk, the magnitude of circumstances, conditions and consequences are not known or unpredictable. To avoid dangerous binary views of uncertainty; strategic posture, moves and actions through market research is the best bet.

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