healthy has contributed to the slower decline in demand for livestock products.

Th ese promotional programs are discussed in more detail in the units related to
the marketing of specifi c livestock products.
Eating habits have also been infl uenced by more food consumption away from
home and an increase in demand for meals that are quick and easy to fi x in the
home. Marketing methods and price competition have also infl uenced consumer
demand for various livestock products.
Consumers are concerned about food safety and nutrition. Food safety concerns
are discussed later in this chapter. Nutritional concerns about food content
include:
• cholesterol level
• food additives
• fat content
• sugar content
• salt content
• artifi cial coloring
Milk and animal fats are a source of cholesterol in the diet. Th e use of animal
fats has declined signifi cantly since 1967. During this same period, the use of
vegetable fats, which are seen as having less cholesterol, has risen rapidly. Th e
per capita consumption of cholesterol in the diet of people in the United States
is declining. Th is decline is related to the decrease in per capita consumption of
livestock products that are high in cholesterol.
Producer groups such as the National Pork Producers Council, National
Catt lemen’s Beef Association, and the Dairy Council, as well as others interested
in livestock food products, are taking an active interest in research, promotion,
and marketing of these products. A greater eff ort is being made to coordinate
meat production among producers, packers, and processors to meet consumer
concerns. Grade and yield marketing of livestock helps reduce the amount of
fat in meat products by paying the producer a bett er price for leaner carcasses.
Research is being conducted in genetics to develop livestock that produce less
fat. Th e red meat industry is att empting to maintain its share of the market by
developing products that are priced competitively and meet the needs of the consumer.
Th e poultry industry is also actively promoting and marketing products
both to meet consumer needs and to address concerns related to health and the
safety of food products.
SIZE AND SCOPE OF THE LIVESTOCK INDUSTRY
IN THE UNITED STATES
Income and Costs
Th e total value of agricultural products sold from farms in the United States in 2005
was more than 239 billion dollars. Th e value of livestock and livestock products
sold in 2005 was over 124 billion dollars, as shown in Table 1-2. Changes in farm
income from livestock and crops for the years 2000 to 2005 are shown in the table.
In 2005, farmers spent over 226 billion dollars for total production expenses.
Th is amount is for both livestock and crop operations (Table 1-3). Th e changes
in farm production costs from 1990 to 2005 can be seen in the table.
Leading States in Livestock Production
Table 1-4 shows the 10 leading states in several categories of livestock and livestock
products production. It also shows the 10 leading states in cash receipts