A beef survey conducted in part by a Dalhousie food professor says beef is still king among Canadian consumers.
The survey found 92 percent of Canadians are beef eaters and 65 percent consider themselves to be regular beef consumers.
But the study also showed that younger Canadians are looking for different sources to get their protein.
Professor of agri-food analytics at Dalhousie, Dr. Sylvain Charlebois says there are some clouds on the horizon with the younger generation.
He says young people are influenced by factors like the environment, health, animal welfare and price.
Charlebois says the beef industry is not in trouble but needs a good messaging campaign on the benefits of eating beef.