Beef’s future won’t be won by protein claims alone

By Sean Deane2026-09-14T15:48:00

Source: Getty Images

Shoppers haven’t stopped buying beef, but the industry has to prove its relevance and environmental credentials, not just assume them, says Sean Deane, market specialist at Bord Bia

Protein is everywhere. From fortified supermarket snacks to restaurant menus, it has become one of the food industry’s biggest selling points. But the UK’s obsession with protein risks missing the point.

Beef’s future won’t be won by protein claims alone

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