The Central American valley has been described as "perfect for cattle" by Carl Hoffman. Until 1970, the cattle raised in Costa Rica were primarily used for domestic consumption. Around 1970, the demand for beef from the US started showing an exponential growth due to the rise of the fast-food industry. This robust demand, coupled with the falling coffee prices gave the cattle industry a boost and forests started getting replaced with pastures. At its worst, Costa Rica was losing 4% of its forested area per year.