Beef Checkoff News Cattlemen’s Beef Board to Mark Beef Checkoff ’s 35 th Anniversary, Launch New Visionary Award at Cattle Industry Convention. The Beef Checkoff program became a reality 35 years ago. The Cattlemen’s Beef Board (CBB), the organization responsible for overseeing Beef Checkoff collection and program funding, will celebrate the program’s anniversary during the upcoming Cattle Industry Convention in Nashville on August 10-12. Established as part of the 1985 Farm Bill, the Beef Checkoff is funded by producers and beef importers who pay a $1 per head assessment on animals they market or import. The national marketing and research program has one primary goal: driving demand for beef. For more than three decades, the Checkoff and its contractors have been the force behind many beef industry milestones that have influenced how beef is purchased and consumed. A timeline featuring some of the Checkoff ’s most noteworthy successes over the past 35 years is available on the CBB’s website, www. DrivingDemandForBeef.com. “Thanks to the farmers and ranchers who’ve funded this program over the years, we’ve been able to help improve beef quality and shelf life, identify and control pathogens like E. coli and launch many memorable beef marketing campaigns,” said Hugh Sanburg, 2021 Chair of the Cattlemen’s Beef Board. “All of those accomplishments and many others continue to contribute to beef’s ongoing popularity in the competitive protein marketplace.” At the Cattle Industry Convention, the CBB will host a number of activities to mark the Beef Checkoff ’s 35 th anniversary, including a video montage of the program’s history and achievements during the convention’s Opening General Session on August 10. At that time, the CBB will also announce the recipient of the first ever Checkoff Visionary Award, an honor that will go to someone in the beef industry who has demonstrated exemplary support of and commitment to the Checkoff’s goals and vision. On August 11, the CBB will host a Checkoff 35th Anniversary Celebration Reception following a day of committee meetings. “This anniversary has shined a spotlight on how different the beef
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industry would be if the Beef Checkoff had never come to fruition,” said Greg Hanes, CEO of the Cattlemen’s Beef Board. “Certainly, the Checkoff has united producers, beef industry organizations, and other stakeholders together with the common purpose of driving beef demand. With their ongoing support, we believe that the Beef Checkoff can continue to positively impact the beef industry for many more years to come.” For more information about the Cattlemen’s Beef Board, the Beef Checkoff, and its programs – promotion, research, foreign marketing, industry information, consumer information, and safety – visit www. DrivingDemandforBeef.com. Program Increases Beef Quality and Consumer Confidence. As the Beef Checkoff celebrates its 35th anniversary, the National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff, is shining a light on the successful promotion and research programs that drive the demand for beef. Here, we feature the Beef Quality Assurance (BQA) program, which has improved beef quality and increased consumer confidence for more than 30 years. Managed by NCBA, the Checkoff funded voluntary BQA program ensures U.S. beef is produced under stringent animal care standards to provide safe, high quality meat. The BQA program trains farmers and ranchers on best practices and cattle management techniques to ensure their animals and the environment are cared for within a standard set of guidelines across the U.S. beef industry. “The BQA program exemplifies what we, as beef farmers and ranchers, have always cared about - a commitment to caring for our animals and providing families with the safest and highest quality beef possible,” said Chris Jeffcoat, Pennsylvania producer and co-chair of the Safety & Product Innovation Checkoff Committee. “Consumers can feel good knowing there’s a national program in place that sets consistent animal welfare and care standards across the beef industry.” BQA is a comprehensive management program that incorporates responsible production practices in all phases of raising beef cattle. The program couples common sense cattle husbandry techniques
The Carolina Cattle Connection q AUGUST 2021
with accepted scientific research to help farmers and ranchers raise cattle under optimum conditions. Cattle farmers and ranchers can become BQA certified by either attending classroom training taught by a network of state BQA coordinators and trainers or completing a series of robust online courses. BQA programs have evolved to include best practices around good record keeping and protecting herd health, which can result in more profits for producers. When better quality cattle leave the farm and reach the marketplace, the producer and consumer benefit. And, when better quality beef reaches the supermarket, consumers are more confident in the beef they are buying, and this increases beef consumption. For example, beef graded in the top USDA grades of Prime or Choice has increased 31 percent since the BQA program started.1 And, with more than 85 percent of the beef supply in the U.S. today coming from a BQA certified farmer or rancher, consumers should have the utmost confidence in the beef they purchase.2 Over the years, BQA has expanded to include Transportation and Stockmanship & Stewardship programs. The proper handling and transport of cattle can reduce sickness in calves, prevent bruises, and improve the quality of the meat from these animals, saving the beef industry millions of dollars each year. When a livestock hauler participates in the program, they are also showing consumers they are ready to take every step possible to keep cattle as healthy and safe as possible. Stockmanship and Stewardship is a unique two day educational experience featuring low stress cattle handling demonstrations, educational sessions, facility design sessions, and the events provide an opportunity for attendees to become BQA certified. To celebrate the accomplishments of outstanding beef producers, marketers, and educators that best demonstrate animal care and handling principles as part of the day-to-day activities on their respective operations, the National BQA Award was developed. These annual awards recognize those who demonstrate a strong desire to continually improve BQA on their operations while encouraging others to implement the producer education program. The BQA program will continue to evolve and adapt to meet the changing needs of both producers and consumers, but it will always be focused on the goal of producing the highest quality cattle and providing consumers with the best possible eating experience because “The Right Way is the Only Way.” For more information, visit www.bqa.org. Resources
1www.ams.usda.gov/reports/meatgrading 2 BQA Certification Database Raising the Next Generation of Beef Advocates. In this installment, we look forward to the future by developing the next generation of beef advocates through the Masters of Beef Advocacy (MBA) program. Unlike 150 years ago, when most families lived an agrarian lifestyle, today, fewer than two percent of the U.S. population resides on a farm or ranch.1 These changing demographics have resulted in a large gap between where food is produced and where it is consumed. Now more than ever, it is vital for producers, consumers, and all engaged members of the agriculture community to share their stories instead of relying on someone else to do it for them. The Checkoff funded MBA program was developed in 2009 to bridge the widening chasm between producers and consumers and to help farmers and ranchers share their stories and advocate knowledgeably for the beef industry. It is a free, self guided online course that provides farmers, ranchers, service providers, students, consumers, and all members of the beef community the tools and resources to answer questions about beef and raising cattle. “Every producer has a story to tell, which is the foundation of becoming a powerful voice for beef,” said NCBA Federation Division Chair Clay Burtrum. “Sharing my ranch experiences and how I raise animals is vital to connecting producers and consumers. We promote a lifestyle that raises a wholesome, nutritious product that is also sustainable as we constantly improve our methods of preserving natural resources and caring for our animals.” The online lessons address sustainability, beef nutrition, animal welfare, and beef safety while taking participants through the beef lifecycle, from pasture to plate. The course also offers historical context on the evolution of the U.S. beef industry from the time 1
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