When Appetites Shrink, Beef Can Help Every Bite Count

By Paul “Doc” Walker

I’ve spent my life with one foot in the pasture and the other in the classroom.

I’m a cattle producer from Danvers, Ill., where my family and I operate DI Simmentals, a family-based seedstock operation. I’ve also served as a professor at Illinois State University (Illinois State) for more than three decades.

My personal experience in production agriculture has allowed me to relate science to application on a more practical basis. At Illinois State, I conducted both basic and applied research in beef cattle nutrition and management, which helped me understand how dynamic the beef industry really is.

Importance of CBB and the checkoff

This mix of experiences – raising cattle, teaching students and studying nutrition – has shaped the way I look at today’s food and health conversations. 

Working with people outside of agriculture also showed me how important Beef Checkoff-funded promotion and education can be to our industry’s future viability. It’s also why I serve on the Cattlemen’s Beef Board (CBB) and as the co-chair of the Beef Checkoff’s Nutrition and Health Committee.

Our committee helps guide Beef Checkoff investments in beef nutrition research and consumer outreach, and I’ve seen firsthand how important those investments are. 

As new health trends emerge, the demand for trustworthy nutrition science only grows.

This research ensures doctors, dietitians and other health influencers get sound, science-based information about beef, countering the misinformation which is often out there.

Impact of GLP-1 medications

Consider GLP-1 medications, for example. 

GLP-1s have truly revolutionized the way people approach weight loss. 

When I first started hearing about these medications, my reaction was that they could be bad for beef consumption, or they could generate an opportunity.

By slowing digestion and suppressing appetite, GLP-1s help people feel full faster and eat less. To maintain results, patients generally must stay on the medication long-term, sometimes indefinitely. 

For those of us who raise cattle, it might be tempting to view this trend with concern, but the data actually tells a different story.

According to a study published by the Meat Demand Monitor in July 2025, nearly 15 percent of consumers surveyed in late 2024 reported using GLP-1 medications to treat diabetes or aid in weight loss, and instead of cutting back on beef, these consumers reported eating it more often than individuals not on GLP-1s – the equivalent of nearly one meal per day compared to two-thirds of a meal for non-users. 

This tells us something important – people who are eating smaller portions are also thinking more carefully about the quality of their protein. 

If positioned correctly, beef can become the go-to food for people who want fewer calories but more nutrition.

Relevance of beef, now more than ever

Beef delivers more high-quality protein and essential nutrients than almost any other protein source. 

In fact, years ago, our lab at Illinois State compared young women’s diets with varying levels of beef consumption to those with vegetarian diets. We found women consuming beef retained more zinc and iron than those on a vegetarian diet, and just three ounces per day was as effective as six or nine. 

This research, funded by the old Livestock and Meat Board – the predecessor of the CBB and the National Pork Board – proved small amounts of beef can have a big impact.

As I see it, the rise of GLP-1s isn’t a threat to beef demand, we just may need to tell our story in a different way. 

As beef producers, we know consumer trends come and go. We’ve weathered fad diets, shifting headlines and changing health advice before. But what hasn’t changed is beef’s place as one of the most nutrient-rich foods people can put on their plates. 

The rise of GLP-1 medications is simply the latest reminder our product matters. 

Thanks to the Beef Checkoff, this message is being backed by credible science and shared with healthcare professionals who shape millions of food decisions every day.

Beef producers can take pride in raising a product uniquely positioned for this new health landscape, but pride isn’t enough. Investments in research, promotion and education must continue reaching the doctors, dietitians and consumers who help shape demand. 

In a world where every bite counts, our checkoff dollars ensure beef continues to be relevant, now more than ever.

Paul “Doc” Walker is a professor emeritus at Illinois State, as well as the owner and operator of DI Simmentals and DI Walker Consulting. He is currently a member of CBB and co-chair of the Beef Checkoff’s Nutrition and Health Committee. This opinion column was originally published by the Beef Checkoff on Oct. 6.