Bison ranchers are enjoying a rebound in market prices prompted by growing consumer awareness of the alternative red meat. Still tiny in comparison with the beef industry, bison shows signs of a sustainable-growth curve after surviving a market free fall that left producers near extinction over the past decade.
March prices for slaughtered bison were near the highest levels since the U.S. Department of Agriculture began tracking the market in 2004.
"In the last five years, consumer demand has really taken off," said Dave Carter, a Colorado bison rancher and executive director of the National Bison Association.
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