BRYAN, Texas (KBTX) - The beef we enjoy today barely resembles the product available 40 years ago.

Cattle producers had to change the way they operated to create the demand for quality beef that exists today."What producers did is they started listening to consumers, and consumers can seem fickle. They're not. They understand quality, and what they understand is they want a product that's good for them, good for the animal and good for the environment," said Molly McAdams, executive vice president of the Texas Beef Council.

McAdams said a massive research project called the National Consumer Beef Tenderness Study was conducted."In the tenderness survey in 1990, what we realized is that 25% of our consumers said that the beef that they were buying was inconsistent and unacceptable," McAdams said.