Wielkopolska leads in animal breeding and is a major player in Europe's pork, milk, poultry, and beef production. However, the sector faces challenges due to climate change, the global meat market, and shifting consumer preferences towards lower meat consumption. Meat consumption varies greatly worldwide, with the US leading and India and Ethiopia consuming much less. Nutritionists recommend limiting meat consumption for health reasons, which could negatively impact producers. The common agricultural policy's shift towards quality over quantity and growing concerns about environmental and animal welfare issues further threaten the sector. However, farmers can compensate for the increased costs of improving animal welfare under the new common agricultural policy. A marketable strategy that addresses these challenges, promotes beef consumption in Poland, and utilizes the country's strong export position is necessary for the sector's success.