CALIFORNIA CATTLE COUNCIL

ALL IN THIS TOGETHER: COUNCIL’S EFFORTS TO REASSURE CONSUMERS, ENCOURAGE PRODUCERS

by California Cattle Council Executive Director Justin Oldfield

18 California Cattleman June 2020

We are all in this together. This is message that you have no doubt heard repeatedly over the past few months. Although its frequent use may have desensitized our reaction to hearing it, the message means more today than ever before. As Americans, we continue to face an ongoing pandemic that has caused sickness, fear, frustration and has fundamentally changed the way we approach many of our daily routines. Cattle producers and dairy farmers understand this more than most.

As critical infrastructure, our need to keep food production stable during a time of great uncertainty has been difficult. Significant market challenges have compounded a very tough economic and social situation. Beef cattle producers and dairy farmers alike have been equally impacted by falling cattle and dairy prices. Both industry segments have certainly experienced disruptions in the supply chain, and its more important than ever to assure consumers that our beef and dairy products are safe, wholesome and abundant. The ongoing pandemic has reinforced the importance of maintaining an economically sustainable and properly functioning domestic food supply.

The California Cattle Council’s primary objective early this year was to complete our strategic plan and hit the ground running in 2020. We understand the additional dollar for the Council is an investment and funds spent by the Council must be done judiciously, responsibly and effectively. The Council met in March to work towards finalizing a strategic plan just as the full weight of the COVID-19 pandemic bore down on California.

The Council found an immediate need to shift gears to support our industry’s response to the pandemic, challenges facing our producers and supporting the efforts of our industry partners in their effort to respond to the numerous public inquiries that have poured in wondering how cattle producers and dairy farmers intend to keep food on the table. The completion of our strategic plan remains a top priority but the Cattle Council also understands we cannot sit idly by in the face of the current crisis.

The Cattle Council has invested in two distinct campaigns to support California ranchers, cattle producers and dairy farmers. The first is the ongoing public affairs effort by Western United Dairies to support the movement and consumption of dairy products as traditional markets have shifted with the closure of schools and food service establishments. The effort garnered significant media attention and provided the opportunity to underscore the importance of our dairy families in sustaining our local food supply, but also as key contributors to our local communities.

I believe the sentiment behind the campaign was well summarized in an article published in Cal Matters on April 15 th stating, “Several weeks later, toilet paper is still in short supply, but stores still have adequate, if not overly abundant, stocks of a much more important commodity — food. Farmers, farmworkers, truckers, food processors and grocers have continued to do their vital work, often at the personal risk of becoming infected.” The effort continues to gain momentum and I expect additional media opportunities to avail themselves over the coming weeks.

The second effort is in partnership with the California Cattlemen’s Association to launch the 2020 Resilience Campaign. The objective of the campaign is to connect with decision makers and consumers through social media to reinforce the fact that livestock producers are resilient and here to stay. Consumers should feel confident that although there are supply chain challenges that must be addressed, there is not a shortage of cattle or the means to produce healthy and nutritious beef. Targeted outreach is being done to ensure those that need to hear this message are receiving it, including decision makers in Sacramento and our urban regions of the state. If you have not already seen the videos or banner ads on social media or the internet, I suspect you will soon.

The Cattle Council’s investment in both efforts will help position our industry to emerge from the current health and market crisis even stronger. At some point in the future, things will return to normal. Sacramento will begin their work and consumers will go about their normal dining habits. We intend to seize on the opportunity to share our commitment to providing safe, affordable and nutritious food and solidify what we all know to be true – ranchers, cattle producers and dairy farmers are an integral part of our societal and economic fabric and must be supported.

resilience [re • sil • ience] noun an ability to recover from or adjust easily to misfortune or change

For California and cattle ranchers, resilience is more than a word, it’s who we are.