Industry has made large investments into bovine respiratory disease (BRD) research historically, and will continue to do so, despite the apparent lack of progress, an uncertain regulatory environment, and increased competition for internal resources. Factors such as the growing demand for protein, and the ongoing consolidation and ‘technification’ of the beef sector globally suggest that the industry will continue to demand interventions that prevent disease, are more efficacious, can be easily administered, and positively affect meat quality. New products must also meet the regulatory requirements of safety and efficacy and anticipate the future needs of the numerous stakeholders in the global food chain. Two obstacles in meeting this challenge are the declining interest in food animal medicine, and BRD specifically, and the reluctance to accept new technology at the consumer level.