We think the demand is up because more and more consumers are making the connection between diet and health -- how what they eat relates to how long they live and how well they live. People have started to come back to red meat, but they're looking for a variety.
Americans are increasingly discovering a direct connection between the quality of their diet and the quality of their life. The growing interest in high quality food is enticing more consumers to take their first bite of deliciously healthy bison meat.