What Americans eat is changing, but consumer food trends affect much more than what ends up in the grocery cart. Changes in nutrition policy, affordability, convenience, health trends, and consumer perceptions can ultimately ripple throughout the food system and all the way back to farmers and ranchers.
On this episode of North American Ag Spotlight, Chrissy Wozniak speaks with Susan Backus, Vice President of Regulatory and Scientific Affairs at the Meat Institute, about the changing American diet and what those shifts mean for animal agriculture.
Susan explains how nutrition conversations have evolved from a narrow focus on individual nutrients like fat and cholesterol toward a broader discussion about nutrient density and overall dietary patterns. She also discusses the renewed consumer interest in protein, noting that meat provides much more than protein alone, with nutrients including iron, zinc, selenium, vitamin B12, vitamin B6, thiamin, niacin, and potassium.
The conversation also explores the sometimes surprising gap between what consumers say they want and what they actually purchase. Susan points to recent consumer research showing that while shoppers express concern about food processing, convenience has risen to become one of the leading factors influencing food purchases, alongside taste and price.
Chrissy and Susan discuss the influence federal dietary guidance can have far beyond individual food choices, including school meals, hospitals, the military, nutrition education, food service, and product innovation. Susan also explains why the Meat Institute believes effective dietary guidance should meet consumers where they are and help people make realistic, incremental improvements rather than recommendations they are unlikely to maintain.
Looking ahead, Susan identifies the growing use of GLP-1 medications as one trend that could significantly affect food consumption. As some consumers eat smaller quantities of food, she believes nutrient density may become even more important and could create new opportunities for naturally nutrient-dense animal protein products.
The episode also previews Susan’s appearance at the Women in Agribusiness Summit in New Orleans, where she will participate in the Food Consumption Trends and Nutrition Policy Panel. Susan explains why bringing perspectives from across agriculture together is critical to breaking down industry silos and building stronger relationships throughout the food and agriculture value chain.
Learn More at https://www.meatinstitute.org/
Register for the Women in Agriculture Summit HERE.
Transcript
00;00;11;07 – 00;00;36;18
Chrissy Wozniak
Welcome to North American Ag spotlight. I’m Chrissy Wozniak I am so excited to talk to our guest today about food trends. What Americans put on their plates is changing. And those changes have an impact far beyond the grocery store consumer preferences, food prices and health trends, and federal nutrition policy can ultimately influence decisions throughout the agriculture value chain and all the way back to farmers and ranchers.
00;00;36;20 – 00;01;03;12
Chrissy Wozniak
Protein has become an especially interesting part of the conversation. Consumers are hearing plenty of competing messages about what constitutes a healthy diet. While the industry is navigating changing dietary guidance, affordability concerns, and continued debate about the role of meat and animal protein in American diets. At the same time, what consumers say that they want and what they’re actually buying aren’t always the same thing for agriculture.
00;01;03;13 – 00;01;27;16
Chrissy Wozniak
Understanding those trends matters because changes in consumer demand can eventually influence everything from processing and retail to, of course, livestock production. Today, we’re going to look at what’s changing on the American plate. The role meat plays in nutrition and how federal nutrition policy can shape consumer choices. What those changes mean for farmers and ranchers at the beginning of our food supply chain.
00;01;27;19 – 00;01;54;01
Chrissy Wozniak
We’re also going to preview the upcoming Women and Agribusiness Summit in New Orleans, where these issues will take center stage during the Food Consumption Trends and Nutrition Policy Panel. Joining me today is Susan Bacchus, vice president of regulatory and scientific affairs at the Meat Institute, where she leads nutrition and health activities and brings nearly three decades of experience working on issues affecting the meat industry.
00;01;54;03 – 00;01;57;12
Chrissy Wozniak
Susan, welcome to North American Ag Spotlight.
00;01;57;14 – 00;02;00;20
Susan Backus
Thank you. It’s great to be here. Thank you for having me.
00;02;00;22 – 00;02;14;02
Chrissy Wozniak
Yes. I mean, I’m always excited to talk about me. You know, I could be a carnivore. So. So before we get into nutrition and policy, tell us a little bit about your journey and the work you do at the Meat Institute.
00;02;14;04 – 00;02;39;05
Susan Backus
Well, when you first ask this question, I think about my journey as the Meat Institute is still my first job. So I for almost 30 years I’ve worked at the same place, which I think is, such a great blessing for me. I’ve had great fortune, with supportive leadership, who’s invested in my professional development, which has led me to stay here and where I am today.
00;02;39;08 – 00;02;59;08
Susan Backus
I’ve had, my own journey within the meat, institute over the years and have found myself in nutrition policy, and there is such an emphasis on nutrition policy right now and making America healthy again, that it is really, an exciting time to be working the issue.
00;02;59;10 – 00;03;14;26
Chrissy Wozniak
Yeah. I bet. So you’ve been working with the meat in the meat industry place for nearly three decades, and when you look at the American consumer today, how different are their expectations around food and nutrition compared to when you started?
00;03;14;29 – 00;03;43;05
Susan Backus
It’s so interesting that you know, it’s in the nutrition space. We always think of things in five year cycles, like the Dietary Guidelines, but really it’s more like that ten, 20, 30, 40 year span of how nutrition policy changes and looking at when I first started in the 90s, I think it was all the focus was on total fat and cholesterol.
00;03;43;08 – 00;04;17;26
Susan Backus
And there was a very narrow focus on those, nutrients. But, you know, with that narrow focus, consumers also have avoided other foods that could have been nutrient contributing and made food choices to avoid certain foods. And now, you know, that that philosophy has pretty much backfired. If if you are too laser focused on one specific thing, it could be problematic and you’re missing out on your nutrients elsewhere.
00;04;17;26 – 00;04;31;00
Susan Backus
And now everyone is really focused more on total health and what those health contributors are. But we all still love our food to be delicious, and that’s what we’re looking for, for sure.
00;04;31;00 – 00;04;51;28
Chrissy Wozniak
And yeah, when you say that, I was thinking back to when I was in my 20s, my sister was, was training to become a police officer, and I was in agriculture, sales and marketing. And I remember her, eating eggs and bacon for breakfast, and I thought, you’re crazy. That’s not good for you. And I was sitting there eating a sugary yogurt with, like, a bagel.
00;04;52;00 – 00;05;12;17
Chrissy Wozniak
And now to think how far we’ve come from then where now? I would never eat like either of those things. I just it just completely switched what was healthy. And now I’m the one that always has the. I joined her for the eggs and bacon every morning. Right. So it is really interesting what we’ve gone through since the 90s.
00;05;12;18 – 00;05;14;11
Chrissy Wozniak
It is really remarkable.
00;05;14;13 – 00;05;38;27
Susan Backus
It certainly is remarkable that sea change. And I can remember and you know it back when I was in my 20s, what I was eating and I was focusing on no fat and like calories didn’t even count. But realistically, they have to count. So I’m glad that we’re focusing more on nutrient density and the nutrient contributions that foods.
00;05;38;29 – 00;06;02;09
Chrissy Wozniak
Yeah, absolutely. And we hear a lot about what consumers say they want. Like for me, I just want to eat steak and brisket. But I can’t necessarily afford just eating steak and brisket. But so what are people actually buying. And now are there places where consumer attitudes and purchasing behavior just don’t necessarily match?
00;06;02;12 – 00;06;37;14
Susan Backus
I would say there is a lot of discussion on the policy side and in the media about ultra processed foods and food processing, and how it is a significant concern for consumers. They don’t want to buy it. But I also find that it is really interesting. The International Food Information Council does an annual food and health survey, and, they have such wonderful information there about consumer purchasing preferences and what they’re looking at.
00;06;37;16 – 00;07;05;02
Susan Backus
And their most recent survey said that consumers are focused on processing. And overall, 73% say they take processing into account into account before they buy food. And 13% say they always try to avoid processed foods. But for the first time in the 21 years of that survey, convenience became one of the top three purchasing drivers after, the taste and price.
00;07;05;05 – 00;07;18;20
Susan Backus
So it over jumped over healthfulness for the first time ever. So people are concerned about processed foods, but they’re looking for convenience items. So I find that to be remarkable.
00;07;18;22 – 00;07;35;10
Chrissy Wozniak
Yes, that’s really surprising to me. I would think that that people are talking about it so much, you know, well, you know, avoid the middle aisles of the grocery store. Just shop outside. Right. But convenience is winning. Interesting.
00;07;35;15 – 00;07;49;24
Susan Backus
Yes, it convenience wins it. Convenience is not number one. It’s number three. But it’s still an important driver. But I will always say you should eat from all parts of the store. It’s about balance. Fried in moderation.
00;07;49;26 – 00;08;00;03
Chrissy Wozniak
Yes, for sure. And there’s been a tremendous amount of attention on protein. So what’s driving this renewed interest, and what does it mean for meat and poultry?
00;08;00;06 – 00;08;35;06
Susan Backus
You know, consumers see protein as health. And so meat and protein they’re having a moment. Consumers want it. And it’s a great natural way to get that high quality protein that consumers are wanting. It’s really interesting with the continued focus on protein, that the consumption patterns haven’t really changed that much. So Gallup conducted a poll a few years ago on, consumers that eat meat, and that number has been 95% every other time that they have taken that poll.
00;08;35;06 – 00;09;00;21
Susan Backus
So consumers are still eating it, or have been eating it all along. And, the household penetration according to the Power of Meat stat at the most recent power of meat study is 98%. So 98% of households are eating meat. And I just think that there is that equating protein with health. But it’s really only in sorry.
00;09;00;21 – 00;09;07;06
Susan Backus
Let me rephrase that. Protein. We’re creating protein with health and it is a contributor. But it’s not it.
00;09;07;08 – 00;09;17;28
Chrissy Wozniak
Right. Yes. And when we talk about the nutritional value of meat, what do you think often gets lost in that that broader public conversation?
00;09;18;01 – 00;09;40;19
Susan Backus
Oh, the total package of nutrition. Meat is more than just protein. I mean, it’s it is protein and it’s high quality protein, and it has all the essential amino acids that you need. And so that makes it different to high quality protein. But it’s that overall nutrient density. Meat and poultry products provide consumers with convenient, direct and balanced dietary sources of all essential amino acids.
00;09;40;19 – 00;10;07;06
Susan Backus
Like I said, but they’re also important sources of microRNAs micronutrients like iron, zinc, selenium, vitamin B12 and B6, and thiamin, niacin and potassium all of these nutrients that are so essential throughout the entire life stage in the first, you know, critical first 1000 days, as well as periods of growth and development like childhood and adolescence, and then on into, adulthood.
00;10;07;08 – 00;10;10;04
Susan Backus
So it’s that total package I see.
00;10;10;04 – 00;10;37;14
Chrissy Wozniak
Yes, yes. And consumers are exposed to a lot of conflicting nutrition information and, and a lot of that as a marketer, I feel like I can say this boldly that, you know, I see the marketing and it’s and there’s a lot of, a lot of skewing and marketing in between the farm and the grocery store. And that really, you know, like the biggest example I always talk about is GMO, right?
00;10;37;21 – 00;11;05;18
Chrissy Wozniak
You know, if you put non-GMO on an orange juice box that is not true. There is no such thing as GMO oranges. So that’s the kind of marketing that I really, really hate. And it really bothers me. And I think that consumers, you know, as they’re exposed to all of this information, it’s become difficult for the average person to distinguish between evolving science, dietary recommendations, food trends, whether they can trust the new food pyramid, how how should people navigate that?
00;11;05;21 – 00;11;25;24
Susan Backus
Oh, it’s so difficult. It really is. We talk about it amongst my colleagues, and other allied stakeholders that it’s nutrition whiplash. It’s like, this is good for you. This is bad for you. You know, it’s first, it’s coffee’s good for you now, it’s bad for you, and meat’s bad for you now. It’s good for you. And it has to be so difficult.
00;11;25;26 – 00;11;55;03
Susan Backus
Difficult for the average person to navigate and to distinguish between evolving science, dietary recommendations and food trends. And, you know, I think having a dietary pattern with protein at the center of the plate, but it has to be accompanied with those vegetables, those grains, fruits and other other really essential foods for a total healthy dietary pattern. It’s almost back to that common, common sense.
00;11;55;06 – 00;12;20;04
Susan Backus
You know, you you see food trends. It’s exciting to hear about it, but really it’s that common sense nutrition that is really what needs to be taken to heart. And, you know, I said it earlier and, I will say it probably a thousand times that it’s balance, variety and moderation. Right. That’s it. All foods can fit, but not all foods fit all the time.
00;12;20;06 – 00;12;33;26
Chrissy Wozniak
Yeah. That’s I love that that that’s very good. And nutrition recommendations they don’t exist in a vacuum. How much influence can federal nutrition policy have on what Americans ultimately eat.
00;12;33;29 – 00;13;04;00
Susan Backus
I think it has a huge impact or has the ability to have a huge impact, because that federal nutrition policy, like the dietary Guidelines, is the basis for all federal procurement and nutrition education. So we are talking about school meals. They can be adapted for hospitals and the military. And they also often, influence other programs and offerings as well, like higher education offerings or food service offerings.
00;13;04;02 – 00;13;21;17
Susan Backus
So it may not directly or like conscientiously impact the consumer purchasing the haber’s. But there are those ripple effects, right? It also, drives innovation within the industry.
00;13;21;19 – 00;13;35;15
Chrissy Wozniak
Yeah, yeah. And yeah, one thing that I’ve seen do not to do with meat, but even the the changes with snap, right, with limiting or eliminating the sugary drinks, I think things like that are probably a good step in the right direction.
00;13;35;17 – 00;13;56;25
Susan Backus
Absolutely. It definitely impacts all of those federal programs, state programs. And so, you know, whether you personally or I personally follow the dietary guidelines and their recommendations, does it mean it’s not impacting my life or your life?
00;13;56;28 – 00;14;13;00
Chrissy Wozniak
Right, exactly. And the Meat Institute has been actively engaged and in discussions surrounding federal dietary guidance. What does the institute believe policymakers need to understand about meat and poultry, place and healthy diet?
00;14;13;02 – 00;14;40;01
Susan Backus
I think you know that meat does play a role in a healthy dietary pattern. Most of the population is consuming meat, and, you know, it’s not the only food we should consume, but we should consume it with those other foods, meats, friends that help aid absorption, of those critical nutrients. So I think that we have always advocated for meeting consumers where they are.
00;14;40;03 – 00;15;08;10
Susan Backus
If a majority of the population is consuming meat, providing dietary guidance on how they can make positive changes, even small ones, to their diet without abandoning foods they love, it can actually move the needle and lead to measurable health impact. You know, some dietary guidance in the past has idealistic recommendations, and consumers don’t want to even try something that they think they may fail at.
00;15;08;12 – 00;15;27;25
Susan Backus
So if you meet me where I am, if you help me make these small changes, I’m more likely to retain them and improve my health. Then try something drastically different. Different. That doesn’t work for me. And I just abandon it and I go back to a poor a poor pattern.
00;15;27;28 – 00;15;41;06
Chrissy Wozniak
Yeah, definitely. How do we make sure nutrition policy follows the science rather than responding to whatever marketing food trend happens to be, you know, receiving the most attention at the time.
00;15;41;08 – 00;16;15;22
Susan Backus
And I have such an unexciting answer. I think it’s continued investment in research. Right. Yeah. And, you know, maintaining the credibility of research so that the totality of the evidence can be considered, you know, scientific research should be able to be reproducible. So you don’t have a question about the funders influence and, you know, building up that credibility so that the totality of the evidence can be considered.
00;16;15;22 – 00;16;29;27
Susan Backus
Trends are trends. I mean, they’re going to come, they’re going to go, but hopefully there’s enough reproducible, high quality science that recommendations can be made on that.
00;16;30;00 – 00;16;47;28
Chrissy Wozniak
Yeah, that that makes sense. And that’s something that really does concern me and has concerned me for a long time. Is that the funding for research? It it is really, you know, I love capitalism, but it’s based on a capitalistic system where who’s paying for the research. And then if somebody is paying for the research, where is the bias?
00;16;48;06 – 00;17;05;15
Chrissy Wozniak
So every time I read it, I read a study I always go and try to find, okay, well, who paid for it and where did this come from? And you know, can we can we trust it? But then if there’s nobody to pay for a study, then will we ever learn about, you know, dandelions? Because you know what I mean?
00;17;05;15 – 00;17;26;29
Chrissy Wozniak
Like, and, you know, in this area in Florida where I’m from, we can grow moringa, which is one of the healthiest plants. And, but there’s no, there’s no, monetary consequence to to be researching what moringa can do for you. Right. So, so that that at all, I, I don’t know if you think about that as well.
00;17;27;01 – 00;18;06;11
Susan Backus
But I do I do because, up until earlier this year, I was, the president of Ami Foundation, which conducts research, on behalf of the, the meat industry and, you know, I often think about research and maintaining research integrity. And so to me, that’s why I look at the transparency of the research protocol, for nutrition purposes, are these trials registered so that anyone looking at that trial can see what the parameters are going to be of that study to make them credible?
00;18;06;14 – 00;18;28;03
Susan Backus
I personally would hope that the rigor and the framework exists in a perfect world where it doesn’t matter who the funding entity is, the science is the science because we may fund meat related research, we want someone else to be able to duplicate or replicate those results.
00;18;28;05 – 00;18;41;27
Chrissy Wozniak
Right? Yeah. And then back to trends. Where does affordability fit into the conversation? Consumers may have goals, nutritional goals, preferences, but they’re also making decisions based on their budget.
00;18;41;29 – 00;19;10;03
Susan Backus
Oh absolutely. Affordability is so important. I think that no matter where you sit, or what your income is, affordability is impacting you, or it’s something that you recognize on a daily basis. I think that’s also where industry innovation plays a role. Our members are trying, really hard to provide the nutrient dense foods that are affordable and easily prepared, or otherwise, consumers will pick something else.
00;19;10;05 – 00;19;54;13
Susan Backus
So trying to meet consumers again where they are and provide what they’re looking for. And, you know, we know that there are cost savings at, in home prepared meals and snacks, but that’s not easily accessible for everyone. You know, someone working 1 or 2 jobs may not have the time to do full scratch cooking. So when we look at affordability, are there, value added products or things that, help consumers get what they’re looking for on the protein side that they can prepare an affordable manner, you know, like, yeah, that fajita me, you know, take it home and cook it.
00;19;54;13 – 00;20;02;02
Susan Backus
It’s a little bit quicker, but you also have that product there that, it fits within their budgets.
00;20;02;04 – 00;20;17;27
Chrissy Wozniak
Yeah, that that totally makes sense. And as you, you know, considering your experience, and then as you look forward, toward the next 5 or 10 years, what consumer food trends do you believe could have the biggest impact on animal agriculture?
00;20;18;00 – 00;20;25;05
Susan Backus
That’s such a great question. And I don’t know if it’s necessarily a food trend. I think it’s GLP ones.
00;20;25;07 – 00;20;26;04
Chrissy Wozniak
Oh, right.
00;20;26;04 – 00;20;58;06
Susan Backus
You’re right. I really think that as more and more of the science comes out on what, GLP ones can suppress, or whether it’s cutting out what they call food noise, consumers will be eating less. And so how the, the nutrient package of their food needs to be even more nutrient dense. I tend to personally believe that animal protein products are that naturally nutrient dense product.
00;20;58;08 – 00;21;16;06
Susan Backus
And so, there may be those opportunities there to really dial in on what that contribution is to those diets. I mean, I believe it’s interesting, like 12% of the population has been on a GLP one. I mean, that.
00;21;16;06 – 00;21;17;04
Chrissy Wozniak
Was so fast.
00;21;17;04 – 00;21;25;24
Susan Backus
Too. I, I wouldn’t cite me on that, but it’s it’s quite a number that every time I read it, I’m like, wow, that is that’s a lot.
00;21;25;27 – 00;21;42;21
Chrissy Wozniak
Yeah, yeah. Wow. That that is very interesting. Are there trends that, that you’re hearing that are getting a lot of attention, but you think that ultimately they have they’re going to have less influence on food consumption?
00;21;42;24 – 00;22;09;03
Susan Backus
You know, I’m I’m not so sure because I think trends or trends, and if you’re producing foods that people like, they’re going to be incorporated into trends anyway. At least that’s how I see it. Yeah. Do what you do really well, and they’ll find a place for you within a trend.
00;22;09;05 – 00;22;19;22
Chrissy Wozniak
That makes sense. And then. So what should farmers, ranchers, agribusiness leaders be watching when it comes to nutrition policy and then changing consumer demand?
00;22;19;24 – 00;22;42;25
Susan Backus
Absolutely. So as we’ve said a couple times on this, you know, meat and protein are having a moment. And the administration has really recognize the important role of the in poultry and healthy dietary patterns. But this is that hasn’t always been the case. And, the trend had been leading away from animal based protein products and leaning more towards plant based products.
00;22;42;27 – 00;23;23;23
Susan Backus
And, so I’m very mindful that the industry, the meat industry may not be in the same position going forward. You know, we often refer to it as the pendulum swings. So it has swung from a, more plant protein forward to more meat or animal protein forward. Our, our role. And I think everyone should be mindful of working really hard to maintain the trust that we have with consumers and to ensure that if and when the pendulum swings again, it doesn’t swing as far.
00;23;23;25 – 00;23;39;12
Chrissy Wozniak
Yeah, that that totally makes sense. And you’re taking this conversation to Women and Agribusiness Summit in New Orleans this September as part of the Food Consumption Trends and Nutrition Policy Panel. What are you hoping to bring to that discussion?
00;23;39;14 – 00;24;12;21
Susan Backus
Well, I’ll be bringing the meat industry’s perspective on the larger nutrition policy issues and and conversation. And I want to provide a little more context to the discussion. You often hear, as protein’s having its moment, meats having its moment. But we are always advocating for balanced diets. And so being on that panel, it’s very important to have everyone’s perspectives, because if we’re really trying to improve the health of Americans, we all need to work together.
00;24;12;23 – 00;24;31;10
Chrissy Wozniak
I couldn’t agree with you more. And, yeah, I’m very excited to hear that panel. And the the summit is celebrating its 15 year, anniversary. And why do you think that events like this are so important for bringing women from across all different areas of agriculture together?
00;24;31;13 – 00;24;51;19
Susan Backus
Oh, they’re so important because they provide an opportunity for women from every segment of the agricultural value chain to connect and learn from one another and build relationships that might otherwise not occur in their day to day work. I mean, you know, agriculture often works in silos, and so it can break down, those silos, even though we’re interconnected.
00;24;51;19 – 00;24;58;26
Susan Backus
Industry is having that opportunity to be together and expand those networks is really important.
00;24;58;29 – 00;25;19;22
Chrissy Wozniak
Yeah, I definitely agree. Well, my last question is, I’d like to get away from policy titles for a moment, but after your, you know, nearly three decades serving the industry, why do you continue to serve, what keeps you passionate about agriculture and the people that that produce our food?
00;25;19;24 – 00;25;36;22
Susan Backus
It’s the people. I mean, their commitment to helping feed Americans, they take time away from their families to feed our families. I mean, when you put that in the context, how could you not be passionate about the sacrifices that are made?
00;25;36;25 – 00;25;45;12
Chrissy Wozniak
Yeah, I totally, totally agree. Well, Susan, thank you so much for joining. Joining me today. What a great conversation.
00;25;45;14 – 00;25;48;03
Susan Backus
This is wonderful. Thank you so much for having me.
00;25;48;05 – 00;26;11;10
Chrissy Wozniak
And, to all those who are listening, Susan will be speaking, as we mentioned, at The Women and Agribusiness Summit, September 22nd through the 24th in New Orleans as part of the Food Consumption Trends and Nutrition Policy Panel panel. Will include information about the summit, links to register and, and really to everything else that we discussed today in the show notes.
00;26;11;12 – 00;26;23;04
Chrissy Wozniak
Thanks to all who are watching or listening. Don’t forget to subscribe to North American Spotlight on Spotify, Apple, Amazon, listen notes, or wherever you listen to podcasts. And if you like the episode, I would love it if you shared it. Have a great day!