CALIFORNIA CATTLE COUNCIL
NEW OPPORTUNITIES ON THE HORIZON
CATTLE COUNCIL WORKING FOR THE GOOD OF ALL CATTLE PRODUCERS by California Cattle Council Executive Director Justin Oldfield As we ring in the New Year, it’s wonderful to see green grass, stock ponds that are beginning to fill and a spirit of optimism. We don’t yet know what this spring will bring in terms of moisture, however it’s a comfort to know that 2021 ended with several significant storms that brought our parched state some well needed rain. The year 2021 concluded the California Cattle Council’s second full year in operation. The Council has been extremely active working on your behalf, but we’ve certainly not been immune to the challenges we’ve all faced during the pandemic. That said, we’ve worked through those challenges to put projects in place that you can be proud of and fulfill the mission of what producers expected from us when voting to support the Cattle Council in 2019. After all, the Cattle Council is your organization. Funds collected and dispersed signify your investment, and it is the job of your peers represented on the board and myself to ensure funds are managed and spent judiciously and responsibly. We take great pride in the responsible management of your investment which was confirmed by the thorough financial audit that was approved and released for your review on our website earlier this year. 2021 also ushered in success on issues that are important to you and California cattle producers. Working with key partners like CCA, the Cattle Council has been actively part of the effort to change the narrative on grazing, prescribed fire and other forest management tools that seek to deter catastrophic wildfire. The Cattle Council launched a robust and comprehensive public affairs campaign in the spring and again in the fall calling attention to the role grazing and prescribed fire play in reducing fuels, promoting fire resilient landscapes and improving the overall health of our range and forest lands. You may have heard the campaign on the radio or seen the ads or videos online and on social media. If you didn’t see the ads, rest assured the Cattle Council spent significant resources behind the campaign. Ranchers are not our targeted audiences. Our resources are directed to bringing 60 California Cattleman January 2022
the important messages embedded in our campaigns to Californians that need to hear the message the most. That said, it’s also important you understand where your money is being spent. The ongoing pandemic has made it difficult to bring updates to you in person at local county meetings or industry events. To ensure you stay informed, the Cattle Council revamped our website this year to include information about our campaigns, projects, research, etc. all in a central location so you can stay up-todate on our work and your investment. You can also sign up to receive a monthly newsletter that is put out by the Council via email. In addition to wildfire, the Council launched campaigns on taxes, the drought, climate and funded a series of research projects that directly benefit cattle producers. Building working partnerships also remains a fundamental objective for the Cattle Council. For example, the Cattle Council partnered with the Cattlemen’s Foundation to bring you the Rancher Technical Assistance Program. Funding by the Cattle Council also made it possible the Cattlemen’s Foundation to hire a policy advocate to represent you directly on key regulatory issues that impact your bottom line. Projects administered through key partnerships allow the Cattle Council to keep administrative costs to a minimum which was a promise made during the campaign and one we’ve kept. The Cattle Council ensures project objectives are met by our partners and measure the success of the work that was completed to determine the possibility for future funding. In other words, our partners are equally held to a high standard with regards to the use of Council funds. Your expectation for the Cattle Council to perform always remains at the top of our minds. I’m excited for what 2022 will bring for the Cattle Council. As always, all our meetings are open to the public and are posted on our website. We encourage your attendance and participation so please join us. It’s my hope to see you on the road or at a local meeting soon! Happy New Year!
