Consumer acceptance of Choice, grain-finished beef has been attested in millions of American homes. Abundant feed grain and feeder calf supplies has made it possible for almost all Americans to purchase and consume feedlot beef.

Consumer acceptance of any product, however, can be changed when input substitutions in production are made. For various reasons, livestock producers may feel justified in changing inputs before analyzing an effect on the product or its demand. An example of input substitution occurred in mid-1974, when some beef producers began to market beef for slaughter directly from forage (or limited-grain) diets rather than after normal full-grain feeding. Consumer acceptance of forage-finished and limited-grain finished beef was uncertain at that time, particularly among customers of large supermarkets accustomed to Choice grade beef.