July 2, 2026 – Red meat is, in many ways, at a crossroads globally. While there is a resurgence in better-for-you claims related to protein, energy and nutrient density (e.g., iron), these claims compete with concerns about heart health, fat and cholesterol. The market becomes more complex as increasing costs push the category out of reach for some consumers, and issues related to food safety make the cost increasingly not worth potential risks. Health claims will always remain tricky with red meat; product safety is one answer to better-for-you claims that will broadly resonate, though brands will need to prove that such claims are rooted in ethical and sustainable business practices that center food safety.
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