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16 Mar 2026
Redefining Protein Value: How Producers Can Capture Opportunity in a Tight Supply Market
In this exclusive interview, Lance Zimmerman, Senior Vice President and Senior Animal Protein Analyst at RABOBANK, explores the animal protein market shift and analyzes where producers can capture the most value in this changing market - from premium positioning and the shifting definition of high‑quality beef to the growing role of precision health, nutrition, and data in navigating the current cattle cycle.
Watch the whole interview below or use the time stamps below to see Lance's answer to each question:
- Where do you think producers have the biggest opportunity to turn that demand into real value, not just more production? (01:10 - 03:58)
- How is the definition of “high-quality beef” changing and what does that mean for how producers and processors position their product in the market? (04:05 - 07:40)
- Are you seeing more investment in precision health and nutrition? How can better data help producers stand out in a crowded protein market? (08:10 - 11:08)
- What smart moves can producers make now to capitalise on strong prices while staying positioned for the next cycle? (11:30 - 14:30)
This discussion offers a preview of the topics Lance will explore at the Animal AgTech Innovation Summit in Fort Worth on April 8-9. Explore the full program and speakers.
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