BRYAN, Texas (KBTX) - High prices take care of high prices - an age old adage in the beef industry, meaning high prices will result in low demand, and eventually drive prices back down to average levels... but that hasn’t been the case this year.

“We are still seeing record demand for our product, the wonderful, wholesome, delicious, nutritious beef. Consumers are still purchasing our product at significant levels, and so far they haven’t negatively reacted to the high beef prices that we’re seeing,” Executive Director of the Texas Beef Council, Molly McAdams said.

In the late 90s, demand for beef reached an all time low. Cattle prices were low and beef prices were even lower. It is what many in the cattle industry described as “demand destruction”. This destruction is what led the Tex

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