Argentina is facing economic challenges, leading to a decrease in beef consumption per capita, expected to drop to 44.8 kg in 2024, a historical low since 1914. This situation is pushing consumers towards more affordable alternatives like chicken and pork. The Libertarian President Javier Millais is implementing austerity measures, including lifting a beef price freeze, which is further increasing the cost of beef. This shift in consumption habits is affecting farmers, who are now faced with the challenge of adapting to the new market conditions. The decline in beef consumption is part of a larger trend that includes shifting preferences and necessities, requiring adjustments across the food industry.