Can the Meat Industry Capitalize on Its MAHA, Dietary Guidelines Moment?

Brozovic:
Yeah, Andy, it was an amazing Annual Meat Conference that we had this year. I think one of the really great key takeaways that I hope most people felt and saw and heard was that meat is having a moment.

There are a lot of parts to that puzzle that make it a unique season — everything from the current Dietary Guidelines to the MAHA movement. We’re also seeing a correlation with GLP-1s and their growing prevalence.

So this is a real key takeaway: We’re in a season of growth in demand. The question is how we, as processors and producers, capitalize on that while continuing to deliver quality, healthy and tasty products.

Product Trends and Innovation

Hanacek:
Were there any trends in products, formulations or even processing that stood out? It’s such a product-focused show. And the reason I ask is protein is everywhere now.

Brozovic:
Yes, I think we’re seeing a return to basics on one side. There’s a movement toward simpler products — taking meat and producing a meal without excessive processing.

There’s still uncertainty around how “ultraprocessed” will ultimately be defined, but the direction is clear. Consumers are looking for simpler ingredients and less processing.

So we’re seeing things like smaller portion sizes, raw or minimally processed products, and fewer additives. The challenge is how processors meet those expectations while still delivering value and convenience.

At the same time, blended products are still present — burgers with vegetables or even ground beef blended with fermented mycelium. That was something I tried at the conference, and it was interesting.

On the flavor side, we continue to push into global cuisines. North African flavors, for example, have been talked about for years, and now it sounds like we’re finally seeing real traction. Consumers are becoming more open to international flavors, and that’s showing up in value-added meat products across both retail and foodservice.

MAHA Movement and Protein Demand

Hanacek:
Let’s dig into the MAHA movement and the Dietary Guidelines. Do you think the industry is getting that message and ramping up? And then on the supply side — particularly cattle — are we in a position to capitalize on this demand?

Brozovic:
On the demand side, I think the industry has already been ahead of this. Protein has been trending upward for years — from low-carb diets to keto and even carnivore diets. The MAHA movement just reinforces what the industry has already been saying. It gives additional momentum, but it’s not entirely new.

On cattle supply, though, it’s a different story. We’re at one of the lowest herd sizes since the 1950s, which creates real constraints. What’s helping is that cattle today are much larger, so total beef output hasn’t dropped as sharply as headcount might suggest. But that comes with trade-offs — thinner steaks, different cooking experiences and shifting consumer expectations.

We’re also dealing with broader challenges — disease concerns like New World screwworm, geopolitical trade pressures and supply chain complexities. And even when we start rebuilding the herd, it takes 24 to 30 months before that shows up in the food supply. That’s where beef differs from pork and poultry, which can respond much faster.

So while demand is strong, supply will remain a challenge for the foreseeable future.

Emerging Leaders Program Experience

Hanacek:
Let’s shift gears. Congratulations on being named to the Meat Institute’s Emerging Leaders Program. Tell us a little about that.

Brozovic:
Thank you, it’s truly an honor. The program is a year-long leadership development experience that brings together professionals from across the industry. We focus on leadership skills, crisis communication, workforce culture and overall management development. It’s designed to give participants a broader understanding of the entire industry.

We attend major events like the Protein PACT Summit, IPPE and the Annual Meat Conference. We also completed a farm-to-fork tour in Texas and will be heading to Washington, D.C., to engage in policy discussions.

There’s also a strong mentorship component. I’m paired with Edwin Botero of SuKarne USA, and that relationship has been incredibly valuable. But honestly, the biggest benefit is the people. Being part of a cohort of 24 professionals from across the industry and learning from them has been an amazing experience.

Two Rivers and Empirical Foods

Hanacek:
Let’s wrap up with what you’re working on. What’s happening with Two Rivers and Empirical?

Brozovic:
At Empirical Foods, our mission has always been “good food for all.” For over 45 years, we’ve focused on innovation to deliver high-quality beef products at accessible price points.

I work primarily with the Two Rivers brand, along with Jen’s Family Table and Dos Rios. As a center-of-the-plate specialist, I connect meat science with sales — helping customers understand cuts, flavor, tenderness, and product performance.

One of the most exciting things we’re doing is enhancing marbling and flavor using beef tallow. We incorporate it into the primal to elevate quality without significantly increasing cost. That allows us to deliver a better eating experience while staying true to our mission — making great food accessible, whether it’s an everyday meal or a special occasion.