What brings in more dollars than any other item in the grocery store?* Beef. It’s What’s For Dinner. In this edition of Lost in the Supermarket, Phil Lempert speaks with Bridget Wasser, Executive Director, Meat Science & Supply Chain Outreach at the National Cattlemen’s Beef Association, a contractor to the Beef Checkoff. Bridget talks about today’s beef demand, why grocers feature beef in circulars and apps (hint: it drives total store sales) and the hot topic of plant-based meat substitutes.*IRI Panel Data, All Outlets, 52 weeks ending 1/6/19, Market Basket Study, February 2019.