Guest Editorial: Beef – The Star of Grilling Season
By Sydney Long – Missouri Beef Industry Council Executive Director –
As May winds down and Beef Month draws to a close, there’s no better time to celebrate Missouri’s deep-rooted connection to beef – and look ahead to the busy summer grilling season. From backyard BBQs in Kansas City and St. Louis suburbs, to family gatherings on the farm, Missourians know that beef isn’t just dinner – it’s tradition.
According to recent research from the Beef Research team, funded by the Beef Checkoff, beef continues to sizzle as the top pick for summer meals. Nearly 75% of consumers consider burgers a summer essential, and close to 60% say the same about steaks.
While holidays like Memorial Day, Father’s Day, the Fourth of July, and Labor Day spark major beef-buying sprees, everyday meals are just as important. In fact, beef is consistently chosen over other proteins in summer retail sales nationwide – especially during those key holiday weekends when Missourians are gathering with friends and family.
Ground beef remains the all-star of summer grilling, accounting for about 40% of dollar sales and 50% of volume. That being said, steak lovers haven’t gone anywhere – loin cuts like T-bone, tenderloin, and porterhouse saw a 28% jump in sales leading into Father’s Day 2024. In Missouri, where flavor and value matter, these cuts are often the centerpiece of special gatherings, offering that perfect balance of taste and quality.
Beef preferences vary across the country, but Missouri’s choices reflect both practicality and tradition. Ground beef is a staple throughout the Great Plains, while ribeye, sirloin, and tri-tip are go-to picks for weekend grillers. During Memorial Day weekend, for example, shoppers in our region favored beef loin cuts like sirloin and filets, while ribeye gained popularity in other regions of the US.
Summer grilling isn’t immune to rising food prices. In 2024, the average cost of a Fourth of July cookout hit $7.12 per person—a 5% increase from 2022. But even with those price hikes, beef demand stayed strong, with retail volume up nearly 8% and dollar sales rising 16% year over year. Missouri families are adjusting with smart choices: smaller trips to the store, more economical cuts, and creative ways to stretch every pound of beef.
As Beef Month comes to a close, the momentum doesn’t stop. Consumers are choosing beef – and trusting Missouri producers to deliver quality. Whether you’re raising cattle, selling cuts, or flipping burgers in your backyard, you’re part of a community that keeps beef at the heart of the season.