It irritates me when supposed beef enthusiasts rag on natural, organic or grass-fed beef. While these types of beef may not be their personal preference or what they produce, these niche markets still lead to more beef being consumed. There is a group of people who are willing to pay a premium for these niche meats. I see this as an excellent opportunity for producers to realize extra value and commend those who are doing so. The ultimate goal is to increase protein consumption and offering options such as natural beef helps us do this. The important thing to remember is that these niche-market meats should be promoted as an option while never implying that they are in any way safer or healthier than conventionally-produced beef.