Consumers have a desire to feel connected with their food. Most are several generations removed from agriculture and are genuinely curious about where their food comes from and how it was raised. The Consumer Beef Tracker, a continuous online survey run by National Cattlemen’s Beef Association (NCBA) on behalf of the beef checkoff, identified that 58% of consumers had a “concern” with how cattle are raised. The tracker, which targets 500 consumers per month and is census balanced for age, gender and region, found that of those consumers who acknowledged a concern, most cited “animal welfare” as the main source of their apprehension.