KANSAS CITY, MO. — Kirstyn Lipson, senior director of marketing for Verde Farms, which offers organic, 100% grass-fed and 100% pasture-raised beef, has seen a strong consumer demand for clean, better-for-you proteins, with organic being a top attribute that’s driving growth for the retail grocery beef category.

“Compared to previous years, we’re noticing a shift away from conventional, mass-market proteins toward more ethically and regeneratively farmed meats,” she said. “Organic and 100% grass-fed beef is becoming more of a mainstream choice, with more consumers recognizing its benefits, like the delicious taste of organic from no chemicals being used in the process to higher Omega-3 content and better-for-the-planet regenerative farming practices.”

Additionally, the demand for sustainably sourced meats continues to grow, and the need for transparency is becoming increasingly relevant for consumers’ everyday consumption.

“Not only do we hear it from consumers in our research, but retailers are also becoming more invested in the sustainability impact we create,” Lipson said. “This year, Verde has become Verified Regenerative across its entire portfolio of ground beef, burgers, and steak products. This means we contribute to a positive impact where the land health of our farms sees positive outcomes for a better future.”

Prepping the meat

Any griller knows the secret to a great flavor comes from the sauces, spices and marinades that are used prior to the actual grilling.

“Consumers are gravitating toward bold, globally inspired flavors that bring excitement to their cookout,” Lipson said. “One area we’re seeing strong interest from consumers is in Latin American inspired marinades. Carne asada-style marinades with lime, cumin, and chipotle are a top trend, as our at-home cooks look to recreate authentic food flavors.”

Beyond traditional wet marinades, dry rubs and spice blends are other top choices. Smoked paprika, harissa, and coffee-based rubs are all growing in popularity, offering bold, smoky profiles that complement organic 100% grass-fed beef.

“The clean, natural flavor of organic beef allows these seasonings to shine, giving consumers an elevated grilling experience,” Lipson said.

Regional differences

Historically, there are some regional preferences that will influence the types of meats and poultry consumers prefer, largely due to cultural traditions and local tastes. For example, Texas is well-known for beef barbecue, whereas in the Carolinas, pork is more of a popular choice.

Specific regional styles of barbecue, such as Kansas City-style ribs and Hawaiian-style barbecue chicken, are gaining traction, reflecting a growing demand for regional specialties.

Lipson noted there is a very big market for tri-tip on the West Coast, with a history of established sales, but on the East Coast, it would be viewed as more of an emerging cut that consumers are just starting to pick up.

“The length of the grilling season is also something that varies by region. It starts earlier and ends later in the year in the warmer parts of the country, a trend we also see reflected in our regional sales data and retailer promotions,” she said.

As consumer preferences evolve toward bolder flavors, healthier options and sustainable sourcing, the 2025 grilling season is set to redefine outdoor cooking, transforming backyards into culinary hotspots that reflect both individual tastes and a broader commitment to health and environmental responsibility.