Paul "Doc" Walker, beef producer and professor emeritus at Illinois State University, says GLP-1 medications create new opportunities for beef. Research shows GLP-1 users eat beef more often than non-users, choosing it for its high-quality protein and nutrients even in smaller portions. Walker emphasized the Beef Checkoff's role in funding credible science and urged continued investment in research and education to keep beef relevant in today's health landscape

DENVER, Sept. 18, 2025 /PRNewswire-PRWeb/ -- As the popularity of GLP-1 medications for weight loss and diabetes management grows, beef is emerging as a protein of choice for health-conscious consumers, according to Paul "Doc" Walker, professor emeritus at Illinois State University, beef producer, Cattlemen's Beef Board member and co-chair of the Beef Checkoff's Nutrition & Health Committee.

"GLP-1s have truly revolutionized the way people approach weight loss," Walker said. When I first started hearing about these medications my reaction was that they could be bad for beef consumption—or they could generate an opportunity."

The Beef Checkoff invests in beef nutrition research and consumer outreach, which become increasingly

important as new health trends emerge and the demand for trustworthy nutrition science only grows. This research ensures that doctors, dietitians and other health influencers get sound, science-based information about beef, countering the misinformation that's often out there.

"By slowing digestion and suppressing appetite, GLP-1s help people feel full faster and eat less," Walker said. "To maintain results, patients generally must stay on the medication long-term, sometimes indefinitely. For those of us who raise cattle, it might be tempting to view this trend with concern. But the data actually tells a different story."

According to a study published by the Meat Demand Monitor in July 2025, nearly 15% of consumers surveyed in late 2024 reported using GLP-1 medications to treat diabetes or aid in weight loss. Instead of cutting back on beef, these consumers reported eating it more often than individuals not on GLP-1s—the equivalent of nearly one meal per day compared to two-thirds of a meal for non-users.

"That means people who are eating smaller portions are also thinking more carefully about the quality of their protein," said Walker. "If positioned correctly, beef can become the go-to food for people who want fewer calories but more nutrition. Beef delivers more high-quality protein and essential nutrients than almost any other protein source."

Years ago, Walker's lab at Illinois State compared young women's diets with varying levels of beef consumption to those with vegetarian diets. That research, funded by the Livestock and Meat Board—the predecessor of the Cattlemen's Beef Board and the National Pork Board—proved that small amounts of beef can have a big impact. It found that women consuming beef retained more zinc and iron than those on a vegetarian diet, and that just 3 ounces per day was as effective as 6 or 9.

"As I see it, the rise of GLP-1s isn't a threat to beef demand—we just may need to tell our story in a different way," Walker said. "As beef producers, we know that consumer trends come and go. We've weathered fad diets, shifting headlines and changing health advice before. But what hasn't changed is beef's place as one of the most nutrient-rich foods people can put on their plates. The rise of GLP-1 medications is simply the latest reminder that our product matters."

Thanks to the Beef Checkoff, this message is being backed by credible science and shared with the health care professionals who shape millions of food decisions every day. Beef producers can take pride in raising a product uniquely positioned for this new health landscape.

"Investments in research, promotion and education must continue reaching the doctors, dietitians and consumers who help shape demand," Walker said. "In a world where every bite counts, Beef Checkoff dollars ensure beef continues to be relevant."

About the Beef Checkoff:

The Beef Checkoff Program was established as part of the 1985 Farm Bill. The Checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States may retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen's Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA approval.

Media Contact
Lynette Von Minden, Cattlemen's Beef Board, 1 402-437-6457, lynettev@swansonrussell.com, www.drivingdemandforbeef.com 

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SOURCE Cattlemen's Beef Board