2020 Fall Directions

N A T I O N A L CATTLEMEN

The trusted leader and definitive voice of U.S. cattle and beef industry

2020 DIRECTIONS

THE OFFICIAL PUBLICATION OF NCBA

NCBA.org

N A T I O N A L

CATTLEMEN

THE OFFICIAL PUBLICATION OF NCBA 2020 NCBA Leadership: President President-elect Vice President Treasurer Federation Division Chair Federation Division Vice- Chair Policy Division Chair Policy Division Vice-Chair Immediate Past President Chief Executive Officer Senior Editor Associate Editor Contributing Writers

Creative Director Graphic Designer

Marty Smith Jerry Bohn Don Schiefelbein Joe Guild Buck Wehrbein Clay Burtrum Todd Wilkinson Mark Eisele Jennifer Houston Colin Woodall John Robinson Brittany Schaneman Walt Barnhart Steven Johnson Don Waite Dancinee Jennings

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TA B L E O F

CONTENTS 4................LETTER FROM THE PRESIDENT

Contact NCBA: 9110 E. Nichols Ave., Suite 300, Centennial, CO 80112 (303-694-0305); Washington D.C.: 1275 Pennsylvania Ave. N.W., Suite 801, Washington, D.C. 20004 (202-347-0228). National Cattlemen’s Beef Association reserves the right to refuse advertising in any of its publications. National Cattlemen’s Beef Association does not accept political advertising in any of its publications. National Cattlemen’s Beef Association does not accept any advertising promoting third-party lawsuits that have not been endorsed by the board of directors.

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©2020 National Cattlemen’s Beef Association. All rights reserved.

The contents of this magazine may not be reproduced by any means, in whole or part, without the prior written consent of the National Cattlemen’s Beef Association.

22.......................... UPDATE ON OUR LAND

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10................................................STATE OF NCBA 16...............................................POLICY UPDATE

26................................................MARKET UPDATE 30..................................DIRECTIONS STATISTICS 52..........................STATE OF THE FEDERATION 60.................PRODUCER EDUCATION UPDATE

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Marty Smith NCBA President Florida

Buck Wehrbein NCBA Federation Chair Nebraska

Jerry Bohn NCBA President-Elect Kansas

Clay Burtrum NCBA Federation Vice-Chair Oklahoma

Todd Wilkinson NCBA Policy Chair South Dakota

Don Schiefelbein NCBA Vice President Minnesota

Mark Eisele NCBA Policy Vice-Chair Wyoming

DENVER OFFICE 9110 E. Nichols Ave. Suite 300 Centennial, CO 80112 303.694.0305 membership@beef.org

WASHINGTON D.C. OFFICE

Joe Guild NCBA Treasurer Nevada

Jennifer Houston Immediate Past President Tennessee

Colin Woodall NCBA CEO Colorado

1275 Pennsylvania Ave. N.W. Suite 801 Washington, D.C. 20004-1701 202.347.0228

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LETTER FROM THE

PRESIDENT

Marty Smith, NCBA President

Cattle Producers: An Unstoppable Force Our grassroots, member-driven engagement is what keeps our industry strong year after year. July proved that when we gathered in Denver for our Summer Business Meeting. Cattlemen and cattlewomen are an unstoppable force and make things happen. At this point, no one should be surprised. As the country fell into quarantines and work-from-home orders, cattle producers kept going at full blast. Most of us were “working from home” long before COVID-19 came into the picture and we are all accustomed to battling through adversity.

As virtual conferences and meetings became the norm, we kept the tradition of having an in-person business meeting and we did it well. Every association in the country was watching as we put together a great meeting, where attendance and participation was on par with past years. That is truly something all of you should be proud of; I know I am. This year’s Summer Business Meeting was essential, as producers needed to gather to have frank conversations about our industry. Cattle producers attended as if it was any other meeting and I am especially proud of that “business as usual” mentality so common among all our members. Cattle producers are so relentless that know if we could not have held the meeting in Denver, we all would have found a way to meet somehow.

I am also proud of our lobbying team; it’s one that shares the same relentless mindset as our producers. During this uncertain time they have been working on relief measures and lobbying on other policies that may not be related to COVID-19, but need to be handled all the same, pandemic or not. It is all too easy to become complacent. Our team in D.C knows this, and they are not letting anything slip through the cracks. This includes our leadership team which is being proactive and always looking for new opportunities to spread NCBA’s message.

One of those every-year advocacy efforts is the National Animal Vaccine and Veterinary Countermeasures Bank (NAVVCB). This summer, after years of lobbying both Congress and the executive branch, the USDA announced it had signed $27.1 million in contracts with companies to provide foot-and-mouth disease (FMD) vaccines for the NAVVCB. This is something we have been fighting for since the 2018 Farm Bill, when we originally advocated for FMD vaccine funding to be included. This is not a conversation that anyone likes to have but it is vital that producers are prepared for the worst before we start hoping for the best. NCBA will not take any chances with the health of America’s cattle population and that is why we were instrumental in securing this funding.

At the end of the summer I was in my home state of Florida, at NCBA member Jim Strickland’s Blackbeard’s Ranch for the signing of a Memorandum of Understanding (MOU) with the Public Lands Council (PLC), Ducks Unlimited (DU) and Safari Club International (SCI). We came together to cement what all these different groups can agree on: a commitment to conservation of natural resources and active animal management. This was a big win. MOUs like this are not signed every day and this one gives us a bigger audience to show that cattle producers are this country’s original stewards of the land. It is important to get out of comfort zones sometimes and tell our story to people that may not have heard it before.

At the same time, NCBA has also been in the trenches in D.C. working on relief for producers. This includes extensions to the Hours of Service (HOS) exemption for livestock and feed haulers and making sure the Coronavirus Food Assistance Program (CFAP) is improved. I know as well as anyone that the April 15th limit is arbitrary and does not fully help producers that were negatively impacted.

We are working hard to make sure when the second round of CFAP payments are ready to go, that USDA understands the best ways they can ensure cattle producers benefit the most through these relief efforts.

This has been a challenging year so far, but all of us have done what we always do. We keep moving forward even when it is tough. That is why the country looks to us during these times. It is why you see NCBA members with President Trump at the White House when there are big policies to unveil. Everyone is looking for that steady hand that stays cool under pressure and keeps plugging along with the “business as usual” mindset. We as cattle producers are known as incredibly resilient, and through our shared resiliency we are going to make it through this year and encounter better times down the road.

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LETTER FROM THE

CEO

Colin Woodall, NCBA CEO

Welcome to the fall 2020 edition of NCBA’s Directions. With the year we’ve had, it’s important to take a deep dive into the current state of our industry.

COVID-19 tested the resiliency of the cattle business like nothing before, but NCBA was able to rise to the challenge of leading our industry’s response. It started by making the decision to keep the NCBA offices open during the pandemic. For months, our offices were staffed seven days a week as we worked with NCBA members, industry stakeholders, members of Congress and the Trump Administration to gather information and execute our response. Our Government Affairs office in Washington, D.C., was the only agriculture lobby shop that remained open. In fact, as you are reading this, there are still agriculture organizations that have yet to fully re-open their offices. That illustrates the dedication of the staff you have working for you each day here at NCBA. That dedication and perseverance allowed us to deliver some significant wins. We were able to ensure that all components of the beef supply chain were designated as “critical infrastructure” of the United States. That designation played a critical role in our efforts to get the Department of Transportation’s Hours of Service regulations waived for livestock haulers so we could move cattle as effectively and efficiently as possible.

We were able to convince the EPA to suspend their routine inspections so we could focus on getting beef to the consumer. Within six hours of sending a letter to President Trump asking for a USDA and DOJ investigation into the cattle markets, the President was making that investigation happen. We worked directly with the White House to get them to issue a guidance on worker safety in the packing plants so we could keep them open and processing cattle. That led to an Executive Order from President Trump that all effort needed to be made to keep the packing plants running.

We also worked with Congress to secure the money needed for the Coronavirus Food Assistance Program, or CFAP. None of these actions would have happened without NCBA’s leadership. That was evidenced

by NCBA president Marty Smith being on the phone with President Trump, Vice President Pence, multiple cabinet secretaries, and ultimately joining the President in the White House.

Working on legislative and regulatory action were not the only things we were doing. As we saw Americans cooking and eating more meals at home than we have in decades, the pandemic provided us a great opportunity to use our role as a contractor to the Beef Checkoff to provide recipes and online cooking lessons to ensure they had a great eating experience. We were also able to work with food service and retailers to get beef re-routed from restaurants to grocery stores to help with demand – and oh the demand we had, and still have! Photos came in from across the country showing empty meat cases. That was exciting, but even more exciting was seeing the sections with Beyond Beef and other fake meat still fully stocked!

While our industry has shown a remarkable recovery, there is still more work to be done. However, we need to look back on what we’ve come through, the resilience we have shown, and the leadership this association has provided to help get to this point. I’m optimistic on where we are going, but it is going to take NCBA’s diligence to help get us there.

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CORPORATE MEMBERSHIP DIRECTORY

These are companies that have teamed with NCBA as corporate members, demonstrating their commitment to the beef industry. Their involvement strengthens our future. NCBA members are urged to support these partners in turn by purchasing their products and services. Those who would like to become corporate members with NCBA (securing premium booth placement at the annual convention and trade show as well as other membership benefits), please call the Corporate Relations team at 303-694-0305.

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Merck Animal Health

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Boehringer Ingelheim Animal Health Inc.

Micro Technologies

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Central Life Sciences

New Holland Agriculture

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Corteva Agriscience™

Purina Animal Nutrition LLC

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IMI Global, Inc. www.imiglobal.com

John Deere www.deere.com

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Masey Ferguson www.agcocorp.com/brands/massey-ferguson Allflex Livestock Intelligence Animal Health International CHR HANSEN Elanco Animal Health Farm Credit Council 44 Farms ADM Animal Nutrition, Inc. AgriPrime Insurance Agency Agri-Pro Enterprises of Iowa, Inc. Alltech, Inc. American Hereford Association American National Insurance American Wagyu Association Anipro Arm & Hammer Animal and Food Production Arrowquip Bank of America Merrill Lynch Barenbrug USA Bass Pro Shops/Cabela’s Beef Magazine Behlen Manufacturing Bimeda BioZyme Cargill Animal Nutrition Case IH Certified Hereford Beef CME Group DATAMARS Livestock Dell Technologies Diamond V ENDOVAC Animal Health Furst-McNess Company American Foods Group Cargill Meat Solutions Certified Angus Beef Culver’s Darden Restaurants empirical Fareway Stores, Inc. Five Guys

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Roto-Mix www.rotomix.com

Zoetis Animal Health www.zoetis.com Huvepharma, Inc. Lallemand Animal Nutrition Norbrook, Inc. Rabo AgriFinance RAM Trucks

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Kubota Tractor Corporation Kunafin “The Insectary” Laird Manufacturing Meat & LivestockAustralia, Ltd. Micronutrients Neogen New Generation Supplements Noble Research Institute

Novus International Parker McCrory PBS Animal Health Phibro Animal Health Priefert Ranch Equipment Provimi QualiTech, Inc Quality Liquid Feeds R&R Machine Works Red Angus Association RFD-TV Rice Lake Weighing Systems Roper/Stetson/Tin Haul Apparel and Footwear Stone Manufacturing Superior Livestock Tarter Farm and Ranch Equipment The Hartford Livestock Insurance The Vit-E-Men Co. Inc./Life Products Trans Ova Genetics U.S. Premium Beef Vermeer Vitalix Westway Feeds Y-Tex Zinpro Performance Minerals JBS McDonald’s Corporation National Beef Packing Omaha Steaks Performance Food Group Preferred Beef Group Tyson Fresh Meats Wendy’s International

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S TAT E O F

NCBA

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FOOT ROT

The year 2020 challenged the beef industry. As its premier organization, NCBA was up to the challenge. Make no mistake; with cattle markets, Covid-19 and natural disasters there was no shortage of distress. NCBA CEO Colin Woodall has stated multiple times throughout the year, however, “tough times don’t last but tough people do.”

We continue to see this mindset throughout the country when talking to NCBA members. NCBA is proud to work for cattlemen and women and will continue to work on the issues that impact your operations.

NCBA volunteer leaders and staff have worked hard in 2020 to provide results in Washington D.C. and across the country. Last year NCBA’s policy priorities included issues related to international trade, proper regulation of fake meat and regulatory reform. With a series of significant policy victories in 2019, the policy priorities for 2020 were focused on implementing and protecting those wins and advancing progress. NCBA accomplished those goals while dealing with the fallout created by Covid-19.

Fake Meat In the Fall of 2019, the introduction of the Real MEAT (Marketing Edible Artificials Truthfully) Act of 2019 by U.S. Reps. Roger Marshall (R - 1st Dist., Kansas) and Anthony Brindisi (D - 22nd Dist., N.Y.) was welcomed by NCBA and was the starting point for proper regulation and marketing of fake meats. NCBA released survey results that showed the widespread consumer confusion regarding fake meat products. The survey results showed how important proper labeling is and NCBA will continue working to

ensure cattle producers and consumers are protected from misleading and deceptive marketing.

Trade After months of working to build support for the United States Mexico Canada Agreement (USMCA) on Capitol Hill, NCBA volunteer leaders were on hand at the White House for the official signing in January. On July 1, 2020 USMCA went into effect and was a huge victory for cattle producers. The agreement protects our investment in Canada and Mexico and allows a duty-free unrestricted access to their markets. At the start of 2020, beef producers gained access to an expanded market in Japan, thanks to a trade deal NCBA advocated hard for. Japan accounts for one quarter of our beef exports and roughly $2 billion in annual sales, and by lowering that massive 38.5 percent tariff, it allows more Japanese consumers to enjoy more U.S. beef at a more competitive price.

Waters of the United States In 2019 the Trump Administration finalized the repeal of the 2015 Water of the United States (WOTUS) rule, which NCBA has fought for years. In April 2020 the Environmental Protection Agency published the Navigable Waters Protection Rule, which does not subject ephemeral streams to federal regulation. It seeks to scale back the wetlands subject to federal jurisdiction, making implementation of the rule simpler. The new rule has reduced Federal overreach and provided key exclusions for livestock producers and agriculture.

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Dietary Guidelines In July, the Dietary Guidelines Advisory Committee released its scientific report and opened a public comment period. NCBA launched a campaign to have the beef industry engage and submit comments about beef in a healthy diet. The campaign was used on a variety of media resources, social media, television appearances, radio interviews and news articles, and more than 700 producers submitted letters to help improve the work on the 2020-2025 Dietary Guidelines.

National Environmental Policy Act For the last 40 years producers in the west have dealt with strict limitations on environmental regulations. NCBA and the Public Lands Council (PLC) worked with the Trump Administration to finalize the rulemaking on the National Environmental Policy Act (NEPA). The updated NEPA rule improves the management, interpretation, and engagement in the process. The modernized NEPA rule brings common sense

back to an important rule that was established to protect the land and water resources.

Conservation Cattlemen and women have always been committed to being the best stewards of the land. In August, NCBA and PLC signed a Memorandum of Understanding (MOU) with Ducks Unlimited and Safari Club International to outline the groups' shared commitment to conservation of natural resources. This MOU highlights years of voluntary conservation programs and formalizes a partnership to coordinate future projects.

COVID-19 In early March when the Coronavirus started impacting the United States and the beef industry, NCBA was working daily with every sector of the beef supply chain. It also was working closely with Congress, United States Department of Agriculture (USDA) and many other regulatory agencies to remove any possible barriers to beef production.

Continued on page 14

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Continued from page 12 It became obvious that all sectors of the cattle business – cow calf, stockers and feeders – were losing money due to the volatility of the market. NCBA quickly acted and played a large role in getting relief funds for cattlemen and women across the country.

NCBA continued to work around the clock to make sure beef packing plants stayed open and workers had a safe environment to continue their jobs. It was also important that livestock haulers had the flexibility for Hours of Service and were able to continue getting live animals as well as perishable goods to market. The U.S. Department of Federal Motor Carrier Safety Administration issued an emergency declaration during Covid to exempt livestock haulers from burdensome requirements. NCBA continues to work on this issue.

To deliver NCBA members and stakeholders the most current and correct information a website page was created and updated daily. This website was viewed more than 100,000 times. Social media campaigns were also launched on the NCBA platforms to help spread news and information. The campaigns were designed to provide the information with a positive message.

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The first campaign showcased seven NCBA members, representing each segment of the industry, providing a short video to share their thoughts with their fellow cattle producers using the tagline “In This Together.” These videos generated positive sentiments on the NCBA social media properties and garnered more than 47,000 views on Facebook.

The second campaign was called “We Hear You,” was developed to address the many questions received from cattle producers. Three videos were created, and 26,000 people viewed them.

In addition to the social media campaigns, articles in industry publications, email newsletters, appearances on television shows and podcast and radio interviews were completed by NCBA staff and volunteer leaders.

Cattle Markets Two events, the Tyson Plant fire and Covid-19, caused market volatility in the cattle markets. NCBA has been working closely with industry experts, as well as its members to develop a solution that will work best for every sector of the industry. NCBA created a Live Cattle Marketing Committee Working Group to discover solutions on the best methods to increase cash market

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activity without causing harm to beef producers. At the 2020 Summer Business Meeting, cattle producers gathered in Denver to identify a policy that would help resolve concerns about the live cattle marketing issues and lead the industry to more robust price discovery. To read more about policy made at Summer Business meeting, turn to page 16.

Cattle Industry Convention & NCBA Trade Show The 2021 Cattle Industry Convention & NCBA Trade Show will be held in Nashville, Tenn. Feb 3-5. Cattlemen and women come together to network with fellow producers, learn about new technologies and industry issues as well as get down to business.

During the convention attendees will have the opportunity to attend Cattlemen’s College where industry experts will speak on a variety of topics that will help make producers operations more efficient and successful. This meeting is also where the business gets done and the direction for NCBA gets set. To learn more about convention, visit NCBA.org.

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Beef. It’s What’s For Dinner.® NCBA, a contractor to the Beef Checkoff, continues to build beef demand across the country. This was seen during Covid-19 when beef shelves were empty. The Beef. It’s What’s For Dinner. team created materials for consumers to use. An extensive content library was created on the Beef. It’s What’s For Dinner. website and was comprised of recipes, cooking and cutting demonstration videos, educational materials plus much more.

To read more about the work done by the Beef. It’s What’s For Dinner. team turn to page 52.

2020 has been a busy year for NCBA and it does not look like the year ahead will be any different. Now is the time to get involved and have your voice heard. We are in this together and we invite all cattlemen and women to join us at the table. NCBA will continue to fight for you and the generations to come but we can’t do it alone.

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POLICY Inside NCBA’s Producer-Led Policy Making Process From time to time we are asked who sets the policies and priorities for our staff in Washington.

This is a fair question, and the past year provided a perfect opportunity to showcase NCBA’s grassroots, member-driven and producer-led policy making process.

NCBA’s policy making process begins at the local level where producers meet to discuss problems and propose solutions that will be taken to the state level for further consideration. Each of our state affiliates meet regularly throughout the year and have indepth discussions on important issues and decide how to engage at the state and national level.

If an issue requires a response at the national or international level, then our affiliates may bring their ideas to our annual meeting or summer business meeting for further consideration. NCBA Policy Committees are producer-led and producer-driven bodies that give our members an opportunity to focus on specific issues of importance and use their expertise to contribute to the policy making process.

Members of each policy committee can discuss, debate, draft and amend policies before they are voted on by the full committee.

After policies are approved by the committees, they are presented to the NCBA Board of Directors for approval and subsequently sent to all NCBA members by mail for final approval and adoption.

Policies that are approved by NCBA membership remain in place for five years and will sunset unless renewed. Our producer-led, producer-crafted and producer-approved policies are the playbook and marching orders for our staff in Washington, D.C.

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Our effective policy making process allowed NCBA to deliver numerous success stories over the years. One recent example of NCBA’s process at work involves producer concerns about beef labeled “Product of USA” and the validity of those labels on beef sold across America. At the 2019 NCBA Summer Business Meeting, one of our state affiliates, the Oregon Cattlemen’s Association, brought forward a policy proposal to address these concerns in NCBA’s International Trade Committee. After a lengthy discussion, the committee formed a producer-led working group with members from across the country with the task of investigating these concerns, report their findings, and propose a solution if necessary.

After months of investigation and discussion among the working group, they were unsuccessful in finding definitive proof that mislabeling occurred on a widespread basis, but there were enough inconsistencies in labeling to justify NCBA taking steps to address this issue with USDA. In response to the working group’s findings, NCBA CEO Colin Woodall released a statement that described NCBA’s concerns with the possibility for confusion under

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the current system: “NCBA recognizes that product labels are a defining feature of the shopping experience for consumers. While the majority of beef products currently advertised, marketed, or labeled as ‘Product of the U.S.A.’ are likely compliant with current FSIS regulations, the potential for consumer confusion exists. The core mission of FSIS is to ensure all meat and poultry products are safe, wholesome, not adulterated, and properly marked, labeled, and packaged. While FSIS has policy regarding origin labels, ultimately origin claims are marketing claims and should be regulated as such.”

The process that began with the Oregon Cattlemen’s Association, continued with the International Trade Committee and proceeded with the producer-led working group, resulted in the creation of NCBA interim policy to address our labeling concerns by engaging USDA to ensure voluntary country-of-origin claims are verified by USDA. This policy was made permanent at the 2020 NCBA Summer Business Meeting. To date, NCBA staff has been engaged with USDA in carrying this policy to fruition.

Continued on page 20

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TRUSTED BY GENERATIONS

I’VE BEEN IN THE FEEDYARD BUSINESS MOST OF MY LIFE. My dad was a nutritionist so, as a boy, I got to travel with him, visiting feedyards.

Now, I have the opportunity to be able to PRODUCE WHOLESOME FOOD for families. But none of this gets done without GOOD PEOPLE. So we’re here to help them LEARN AND GROW in our business. And to know that I might have had a role in their SUCCESS, well, that’s rewarding. I want that to be MY LEGACY. – KENDALL KARR, Director of Nutrition, Cactus Feeders

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Continued from page 18 Another recent example of NCBA’s policy making process focuses on increasing price discovery in cattle markets. Over the past year, our industry suffered from two “black swan” events that had devastating impacts on cattle prices. The first event was the Tyson packing plant fire in Kansas that crippled one of the largest beef packing facilities in the country and took out six percent of our packing capacity for several weeks. The second event was the onset of COVID-19 and the lockdowns that started in March and wreaked havoc on cattle prices by causing major disruptions throughout our entire supply chain.

Concerns with price discovery did not start with these two events, and prior to COVID-19 and the Tyson plant fire NCBA was actively looking for ways to increase price discovery and ensure fairness in cattle markets. NCBA members from different segments of the cattle supply chain actively participated in a working group to investigate concerns and recommend solutions regarding price discovery. The NCBA working group continues to meet on a regular basis and collaborates with prominent agricultural economists to develop market-based solutions that will be presented to NCBA members. Finding solutions to a complex issue like price discovery is not a simple task, and working group members should be applauded for their commitment to working on this issue and for developing policy at the recent NCBA Live Cattle Marketing Committee meeting at the Summer Business Meeting.

The recently created policy also establishes a subworking group tasked with analyzing potential ways to increase regional negotiated trade on a voluntary basis. If it becomes necessary, NCBA will pursue solutions through the federal legislative and regulatory process. The organization understands that this is a challenging time for our producers and the status quo is not working for our industry. To that end, NCBA will continue fighting to make progress on this issue.

These two examples show that NCBA is truly driven by its producer members who are committed to working together to improve the industry. NCBA members and affiliates initiate conversations and create policies that direct NCBA’s lobby team and deliver results for industry. NCBA is only as strong as its nationwide grassroots membership, which continues to raise high-quality cattle, produce top-of-the-line beef, and engage in the policy making process. This policy making process and the feedback received from duespaying members is what makes NCBA so effective in representing producers year after year.

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Improving and Streamlining Natural Resource Management While there has been great uncertainty in 2020 so far, NCBA and the Public Lands Council (PLC) have been steadfast in their efforts to cut regulatory red tape and promote cattle producers’ role in managing and improving American landscapes. The lobby team in Washington, D.C. has racked up lots of key wins in the past nine months. Some of the biggest wins you might have already heard about, including getting the National Environmental Policy Act (NEPA) updated for the first time in more than 25 years, or finally replacing the onerous WOTUS rule with the Navigable Waters Protection Rule (NWPR). Both of those rulemakings are common sense ways that allow producers to do the work they need to do without fear of frivolous lawsuits.

Other victories have created less media attention but are still crucial victories.

This year has seen efforts to define “habitat” under the Endangered Species Act (ESA) for the first time, implementing $21 million in new funding for the management of wild horses and burros, and the creation of new partnerships to promote conservation and highlight cattle producers for who they are: responsible stewards of the land. NCBA has been working closely with this Administration and Congress, for years, laying the groundwork for these technical and often complicated regulatory improvements. This work does not happen overnight, and recently NCBA has seen these years-long efforts rewarded with laws and rulemakings that benefit producers.

In late August, NCBA was joined by PLC, Ducks Unlimited and Safari Club International in signing a Memorandum of Understanding (MOU) outlining the groups’ shared commitment to creating healthy ecosystems that can sustain wildlife and livestock populations alike – and doing so through intentional, active management. Partnerships like this allow NCBA to reach an entirely new audience with their message that cattle production and grazing is a great management tool and can be applied to improve habitats across the country.

NCBA President Marty Smith celebrated this MOU signing, saying: “One thing cattle producers and the sportsmen communities have in common is a shared commitment to being good stewards of the land. Combining efforts under this memorandum will boost conservation efforts and management of wildlife habitat. We want to thank everyone who has made this partnership possible.”

Partnerships come in many forms. Agriculture Secretary Perdue has been traveling the West and creating partnerships through MOUs with states to improve forestry and grassland management. Nevada, Utah, Nebraska, Wyoming and California have all entered shared stewardship agreements.

MOUs are an important conservation tool that allows like-minded groups to collaborate and increase their audiences.

Sound stewardship is always important, but never more so than in implementing the ESA. This summer the U.S. Fish and Wildlife Service (FWS), in coordination with the National Marine Fisheries Service (NMFS), issued a proposed rule to define “habitat” under the ESA. Previously, only “critical habitat” had been defined under the ESA, and general “habitat” had simply been described, not defined. Over time, this led to some creative interpretation, letting radical environmental groups to label parking lots and other commercial land as habitat because it had potential to be habitat, one day, under certain conditions. The lack of clarity in what the ESA considers to be habitat will be resolved by this rule, leading to clearer and more predictable rules for all involved.

DIRECTIONS 2020

NATIONAL CATTLEMEN

23

NCBA Vice President of Government Affairs Ethan Lane testified in July before the U.S. Senate Committee on Energy and Natural Resources on the impacts of the COVID-19 pandemic to the public lands cattle industry. His testimony brought attention to the importance of public lands ranchers during the pandemic, including their role in sustaining and growing the American economy. Lane emphasized how public lands and the ranchers that manage them are more important than ever: “From the most fundamental need for food security, to the dollars that remain in rural communities as a result of agriculture production, to cost savings for the American taxpayer by avoidance of costs associated with catastrophic wildfire, public lands grazing does it all.

We fix fence, roads, water features. We are the eyes and ears on the landscape.

We are reliable. We are consistent. We are essential,” he said in his testimony.

Lane also addressed the need for future aid from Congress through access to vacant allotments or areas ungrazed during the summer season, pointing to grazing as a flexible and nimble targeted natural resource management tool that reduces wildfires and increases carbon storages on grassland. As this year’s wildfire season has ravaged Western communities, the ability to access forage and have adequate disaster tools is key. NCBA and PLC are on hand to provide assistance and tools for producers affected by wildfires and other natural disasters. Catastrophic wildfires cause significant resource damage that persists long after flames are extinguished. The lobby team is in active discussions with members of Congress on bills that would provide management assistance to prevent conditions that foster catastrophic fire, as well as working with federal agencies to ensure assistance and alternative forage are available when fires affect grazing operations.

After successfully receiving the supplemental $21 million for the Wild Horse and Burro Program from Congress last year, the Bureau of Land Management (BLM) has begun to move that funding to on-the-ground operations that have previously suffered from delays due to inadequate funding. It is important to note that the $21 million is going to support core operations to make long-term improvements in the horse program. BLM announced several new cooperative agreements for off-range holding facilities across a handful of western and midwestern states. These new facilities will hold in excess of 8,500 horses that will be removed from drastically overstocked landscapes. This is a step forward to finally solving this issue, but there is still more work to do.

As we look ahead to the final months of this year and into 2021, there is still much uncertainty. Between the coming election and the associated lame-duck session of Congress that will have retiring politicians scrambling to pass their legacy priorities, the months are sure to be anything but dull. NCBA and PLC will be guarding against those last-ditch legislative efforts that would be harmful for natural resources and producer interests. NCBA and PLC are also in the process of developing an action plan that will serve as a guide for the next 4 years that will be announced sometime after November’s elections. In these uncertain times, there is also opportunity to change policy for the better. That is what has been happening in Congress and the Trump administration this year.

CATTLEMEN 24 NATIONAL CATTLEMEN

DIRECTIONS 2020 DIRECTIONS

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Cattle Market Outlook: Trends through 2022

By Katelyn McCullock, Director of the Livestock Marketing Information Center Every August the Livestock Marketing Information Center (LMIC) shifts its focus from short term to focus on longer-term trends and release forecasts for the next 2 years. This year that reflection has come as a welcomed break given turmoil over the last 6 months in the red meat and poultry sectors. In some ways, the nearby outlook is more uncertain than the longer term.

The U.S. and the world are still in very much volatile times for the pandemic, economy, and other political forces that are looming ahead of closing out the year of 2020.

For all the uncertainty and increased competition from other meat and poultry sectors, the cattle and beef sector remain well-positioned. The most dangerous headwind is the weak economy, which could influence consumer spending, and impede regaining outside-the-home consumption. A slow economy combined with still historically larger supplies of red meat and poultry could potentially price beef too expensively relative to other animal or plant-based proteins. This extends to U.S. beef customers abroad as well.

Still, there are reasons to be hopeful. The cattle sector, unlike hogs and broilers, was already positioning to have lower production moving forward. The top of the cattle cycle had already been called, and all that was left to debate was the slope of the liquidation phase. The pandemic boosted dressed weights to the point that 2020 production number will be similar to a year ago despite slaughter numbers being lower. That is concerning in the short term.

Sluggish food service activity and lower exports will lead to beef in cold storage building through the rest of 2020.

But, the pandemic also definitely gave the beef cow herd a direction. Beef cow slaughter at the time of this writing, year-to-date was up 3 percent. Late in 2019, beef cow slaughter had a drastic run-up, which ultimately led to the beef cow herd on Jan. 1, 2020, slipping below a year ago. This year, expectations are that beef cow slaughter may not achieve year-over-year gains in the fourth quarter but on balance, the beef cow herd will shrink on Jan. 1, 2021, by about 0.5 to 1.5 percent from the previous year. This decline is expected to be brought on in part by lower calf prices in late 2020, which have been higher than most predicted but are still trending below a year ago.

Additionally, this summer dairy ESTIMATED AVERAGE COW CALF RETURNS cow slaughter Returns Over Cash Cost (Includes Pasture Rent), Annual $ Per Cow has contracted significantly, 500 lowering the 400 availability of lean trimmings.

300 Cull cow values have increased 200 in response and are expected to 100 stay above a year ago even as they 0 move seasonally -100 lower through the 1992 1994 1996 1998 2000 2002 2004 2006 2008 2010 2012 2014 2016 2018 2020 last third of 2020, Data Source: USDA & LMIC, Compiled by LMIC C-P-66 encouraging 08/13/20 Livestock Marke�ng Informa�on Center culling decisions in late 2020.

Ground beef is expected to remain a strong part of the retail buying portfolio in 2021 as well. This should help elevate cull cow values next year, too.

The cowherd is expected to continue on this slow contraction through 2022. Cow-calf returns are expected to improve over the next two years, but by LMIC calculations 2018, 2019, and 2020 have not been good years. Smaller calf crops, as a result of a declining beef herd, are expected to improve those returns in the coming years, but at this time seem unlikely to be positive enough to trigger another expansionary phase. LMIC expects calf prices to increase 5-10 percent compared to a year ago in 2021 and 2022 on an annual basis.

For those in stocker operations, annual average prices for yearlings are expected to increase as well by a similar percentage.

26 NATIONAL NATIONAL CATTLEMEN CATTLEMEN 26

DIRECTIONS 2020 2020 DIRECTIONS

UPDATE ON THE

MARKET

In addition to smaller cattle supplies, calf and yearling prices are expected to be supported by lower feed costs over the next two crop marketing years. Corn and soybean production at higher levels is expected to lend to larger carryout in both crops. Season average national corn price received by farmers is expected to remain below $3.50 per bushel for the next two marketing years (2020-21 and 2021-22). Soybeans are expected to be below $9.00 per bushel. Weather is a principle driving factor to those forecasts and can change that outlook significantly.

Mil. Head 140

Hay is one of the more variable feed costs. Drought, as seen in 2020, can have a large impact on pasture conditions and can complicate feed availability.

This year the U.S. did not see cow herd liquidation as a result of weather, but hay prices climbed substantially in Western states and indicate supplies will likely be short heading into next year. Another significant drought could increase cow liquidation in 2021 and accelerate this contractionary cycle.

JANUARY 1 TOTAL CATTLE INVENTORY U.S., Annual

130 120 110 100 90 80

1960

1965

1970

1975

Data Source: USDA-NASS Livestock Marke�ng Informa�on Center

DIRECTIONS 2020

1980

1985

1990

1995

2000

2005

2010

C-N-01A 07/24/20

2015

2020

The feed outlook points to potential profitability in the feedlot sector.

However, 2020 saw how quickly those prospects can disappear. The pandemic still has a heightened risk factor for cattle feeding but late 2020 will likely be above breakeven costs. Those able to hedge cattle before the pandemic likely did better than those not locked in.

NATIONAL CATTLEMEN

27

Early 2021 is showing some similarities to 2020 after the Holcomb, Kan., fire in 2019. The April futures market contract is showing the highest prices. The uncertainty around the virus and vaccine creates a precarious beef demand picture and ultimately for fed cattle. LMIC has forecasted 2021 fed cattle prices to increase, but the first quarter of 2021 will likely be below a year ago. The 5-area live steer price was $118.32 per cwt in quarter 1 last year. The second quarter of 2020 was only beginning to contend with the virus, an average of $105.79 per cwt, and fed cattle prices in 2021 should be able to beat that number by a wide margin. LMIC is currently forecasting the first quarter of 2021 to be down about 2-3 percent, and the second quarter to be up about 10 percent from a year ago. On average, 2021 fed prices are expected up 8-12 percent, and 2022 to be up 3-5 percent. There is a strong emphasis on how quickly this picture can change if there is another slaughter plant disruption or full economic closure. But barring another black swan event, signs are pointing to better prices.

AVERAGE ANNUAL CATTLE PRICES Southern Plains

$ Per Cwt 275 250 225 200 175 150 125 100 75 50

1992

1994

1996

1998

2000

2002

500-600lb Steer Calves

2004

2006

Data Source: USDA-AMS, Compiled and Forecasts by LMIC Livestock Marke�ng Informa�on Center

2008

2010

2012

2014

700-800lb Feeder Steers

2016

2018

2020

2022

Fed Steers

C-P-06 08/13/20

Total U.S. beef production is expected to contract about 1.5 percent in 2021 and another 2 percent in 2022. This too will help support the cutout values.

Beef demand is a key point to the forecasts discussed today, and although we don’t believe cold storage inventories will reach burdensome levels, there are instances where certain aspects of the cutout may struggle. Prime graded beef is one example. In 2020 the percent grading prime increased, but the potential to market that product has effectively been sidelined. Prime beef sold through retail chains will unlikely be able to achieve the same premiums as it did in a non-pandemic world, and similarly, the white tablecloth restaurant sector will also struggle until the economy has made headway.

This example notes that the forecasts put out today are general trends, albeit positive, but that’s not to say there are not some difficult aspects to overcome in the next two years.

NATIONAL CATTLEMEN CATTLEMEN 28 NATIONAL CATTLEMEN 28

DIRECTIONS 2020 DIRECTIONS DIRECTIONS 2020

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DIRECTIONS STATISTICS

The National Cattlemen’s Beef Association is pleased to present the 26th annual edition of Directions. This special edition of National Cattlemen includes useful beef industry trends and statistics, as well as information about NCBA and current priorities. The information included in this section is compiled each year by the analysts at CattleFax over the course of several months. The information comes from open, voluntary, and proprietary sources. While every effort is made to ensure the information contained within is accurate, some individual operations may have been overlooked and others may have chosen not to be included. If you would like to participate in next year’s listings, please contact NCBA at 866-BEEF-USA and request to be included in the 2021 survey. Please note that all listings must meet the rankings criteria to be considered.

Cattle and Calves on Farms (000 head) Jan. 1, 2019

Cattle and calf numbers were down from the previous year at 94.4 million head, down from 94.8 million head on Jan. 1, 2019. According to USDA’s National Agricultural Statistics Service, cattle numbers decreased in all regions except Region II from the prior year.

Region l 2019

Region V 2019 TREND 2020 12.3% 12.3%

REGION V ALASKA COLORADO IDAHO MONTANA OREGON WASHINGTON WYOMING TOTAL

16 UP 2,850 DOWN 2,500 DOWN 2,500 FLAT 1,310 DOWN 1,180 UP 1,300 UP

17 2,800 2,490 2,500 Region Vll 1,280 2019 TREND 2020 1,200 20.1% 20.2% 1,320 REGION III KANSAS 6,400 UP 6,450 11,656 DOWN 11,607 NEBRASKA 6,800 FLAT 6,800 NORTH DAKOTA 1,830 UP 1,900 SOUTH DAKOTA 4,050 DOWN 3,900 TOTAL 19,080 DOWN 19,050

V

Region lll 2019 TREND 2020 REGION III 16.0% 16.0% ILLINOIS IOWA MINNESOTA MISSOURI WISCONSIN TOTAL

Vll

Vl

REGION VI

30

DOWN UP DOWN UP DOWN UP

970 5,200 140 480 1,450 820

DOWN 9,060

NATIONAL CATTLEMEN

INDIANA KENTUCKY MARYLAND MICHIGAN NEW ENGLAND NEW YORK OHIO PENNSYLVANIA VIRGINIA WEST VIRGINIA

880 2,130 197 1,160 500 1,450 1,310 1,600 1,440 390

TOTAL

REGION IV ARKANSAS OKLAHOMA TEXAS TOTAL

2019 TREND 2020 21.2% 21.1% 1,780 DOWN 5,300 DOWN 13,000 FLAT

1,740 5,200 13,000

20,080 DOWN 19,940

DOWN FLAT DOWN DOWN DOWN UP DOWN DOWN UP UP

2020 11.6% 840 2,130 179 1,150 492 1,470 1,290 1,530 1,450 395

11,057 DOWN 10,926

l Region ll REGION II

Region lV

TREND

*Connecticut, Delaware, Maine, Massachusetts, New Hampshire, New Jersey, Rhode Island and Vermont

ll

2019 TREND 2020 9.6% 9.6%

ARIZONA 1,020 CALIFORNIA 5,150 HAWAII 142 NEVADA 470 NEW MEXICO 1,480 UTAH 810 TOTAL 9,072

11.7%

15,160 DOWN 15,080

lll

lV

Region Vl

1,190 DOWN 1,100 3,950 DOWN 3,900 2,320 DOWN 2,280 4,250 UP 4,350 3,450 FLAT 3,450

REGION I

ALABAMA FLORIDA GEORGIA LOUISIANA MISSISSIPPI NORTH CAROLINA SOUTH CAROLINA TENNESSEE TOTAL

2019 TREND 2020 9.2% 9.3% 1,300 UP 1,680 FLAT 1,070 UP 800 DOWN 900 UP 800 UP 350 DOWN 1,800 UP

1,310 1,680 1,100 780 920 810 340 1,810

8,700

8,750

UP

DIRECTIONS 2020

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TOP 25 SEEDSTOCK Ranches 1 Express Yukon, OK Owner: Robert A. Funk Mgr./CEO: Jarold Callahan Subsidiaries: Express Cattle Feeding, Xcel Feedyards # Registered Females: 5,200 Total Marketings: 4,434 Breeds Utilized: Angus, Hereford

Angus Ranch, Inc. Angus Ranch 2 Gardiner 3 Sitz Ashland, KS Harrison/Dillon, MT Owner: The Henry Gardiner Family Mgr./CEO: Mark Gardiner Subsidiaries: N/A # Registered Females: 602 Total Marketings: 4,202 Breeds Utilized: Angus

Angus Ranch Stock Farms 6 Thomas 7 Ludvigson Baker City, OR Billings, MT Owner: The Thomas Family Mgr./CEO: Robert E. Thomas Subsidiaries: N/A # Registered Females: 1,300 Total Marketings: 1,535 Breeds Utilized: Angus, Red Angus

32

18 20

Owner: The Ryan and Park Ludvigson Families and Steve & Shelly Newberry Family Mgr./CEO: Ryan Ludvigson Subsidiaries: LN Cattle Company, Orion Beef Group # Registered Females: 1,430 Total Marketings: 1,323 Breeds Utilized: Red Angus, Red SimAngus

NATIONAL CATTLEMEN

Owner: Bob & Jim Sitz and Family Mgr./CEO: Bob & Jim Sitz Subsidiaries: N/A # Registered Females: 2,000 Total Marketings: 4,100 Breeds Utilized: Angus

Ranch 8 Vermilion Billings, MT Owner: Pat Goggins Family Mgr./CEO: Joe Goggins Subsidiaries: N/A # Registered Females: 2,200 Total Marketings: 1,250 Breeds Utilized: Angus

Cattle of Colorado Farms 4 Leachman 5 44Cameron, Fort Collins, CO TX Owner: Lee Leachman, Mike Browning, Tim Watts Mgr./CEO: Lee Leachman Subsidiaries: N/A # Registered Females: 12,000 Total Marketings: 2,874 Breeds Utilized: Angus, Red Angus, Charolais, Stabilizer Angus 9 Connealy Whitman, NE Owner: Connealy Family Mgr./CEO: Connealy Family Subsidiaries: N/A # Registered Females: 3,250 Total Marketings: 1,071 Breeds Utilized: Angus

Owner: Bob McClaren Mgr./CEO: Doug Slattery Subsidiaries: 44 Steaks - Prime Pursuits # Registered Females: 2,000 Total Marketings: 1,910 Breeds Utilized: Angus

Cattle Co., Inc 10 Shaw Caldwell, ID Owner: Greg Shaw Family Mgr./CEO: Sam Shaw/Tucker Shaw Subsidiaries: N/A # Registered Females: 1,700 Total Marketings: 1,040 Breeds Utilized: Hereford, Black Angus, Red Angus

DIRECTIONS 2020

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TOP 25 SEEDSTOCK Herefords Charolais Angus Valley 11 Langford 12 DeBruycker & Hybrids 13 Schaff Dutton, MT St. Anthony, ND Okmulgee, OK Owner: Watson Langford & Family Mgr./CEO: Watson Langford Subsidiaries: N/A # Registered Females: 1,050 Total Marketings: 1,010 Breeds Utilized: Hereford & Angus

Owner: DeBruycker Family Mgr./CEO: Lloyd DeBruycker Subsidiaries: N/A # Registered Females: 2,300 Total Marketings: 1,000 Breeds Utilized: Charolais

Owner: Kelly & Martie Jo Schaff Mgr./CEO: Kelly Schaff Subsidiaries: N/A # Registered Females: 984 Total Marketings: 995 Breeds Utilized: Angus

Red Angus Ranch Farms Ltd 14 Bieber 15 Nichols Bridgewater, IA Leola, SD Owner: Craig & Peggy Bieber Mgr./CEO: Craig Bieber Subsidiaries: RAB Ranch, Bieber Holdings # Registered Females: 950 Total Marketings: 933 Breeds Utilized: Red Angus

Diamond Cattle Diamond Dot Heart Brand Cattle Co. Wulf Cattle Cattle Co. 16 Cross 17 Stevenson's Company 18 19 Harwood, TX Morris, MN Hobson, MT Bertrand, NE Owner: Scott and Kim Ford Mgr./CEO: Scott and Kim Ford Subsidiaries: N/A # Registered Females: 450 Total Marketings: 845 Breeds Utilized: Red Angus

Owner: Clint Stevenson Family Mgr./CEO: Clint Stevenson Subsidiaries: N/A # Registered Females: 1,600 Total Marketings: 720 Breeds Utilized: Angus

Owner: Beeman Family Mgr./CEO: Jordan Beeman Subsidiaries: N/A # Registered Females: 3,000 Total Marketings: 675 Breeds Utilized: Akaushi

Owner: Schiefelbein Family Mgr./CEO: Don Schiefelbein Subsidiaries: Schiefelbein Feeders LLC # Registered Females: 1,300 Total Marketings: 575 Breeds Utilized: Angus, SimAngus

34

Owner: John Downs Mgr./CEO: Ken Stewart Subsidiaries: N/A # Registered Females: 1,800 Total Marketings: 550 Breeds Utilized: Simmental, Angus, Brangus, Charolais, Hereford

NATIONAL CATTLEMEN

Owner: Fink Family Mgr./CEO: Galen Fink Subsidiaries: Larson Cattle Co. # Registered Females: N/A Total Marketings: 511 Breeds Utilized: Angus, Charolais, Red Angus

Hudgins, Inc. 20 J.D. Hungerford, TX Owner: J.D. Hudgins, Inc. Mgr./CEO: Coleman H. Locke, President Subsidiaries: N/A # Registered Females: 1,900 Total Marketings: 580 Breeds Utilized: Brahman

Owner: Riverview LLP Mgr./CEO: Mitch Fehr Subsidiaries: N/A # Registered Females: 2,305 Total Marketings: 671 Breeds Utilized: Limousin, LimFlex, Angus

Farms LLC Cattle Company Beef Genetics Ranch, Inc. 21 Schiefelbein 22 Southern 23 Fink 24 Judd Kimball, MN Marianna, FL Randolph, KS Pomona, KS

Owner: Family Ownership Mgr./CEO: J. David Nichols Subsidiaries: Ayers Stock Farm, Havens Cattle Co, Lincoln Center Partnership # Registered Females: 2,000 Total Marketings: 915 Breeds Utilized: Angus, Simmental, South Devon

Angus & Charolais 25 Schurrtop Farnam, NE

Owner: David Judd Family Mgr./CEO: David A. Judd Subsidiaries: N/A # Registered Females: 1,350 Total Marketings: 495 Breeds Utilized: Gelbvieh, Balancer, Red Angus,

Owner: Marty, Ryan Schurr Mgr./CEO: N/A Subsidiaries: N/A # Registered Females: 1,300 Total Marketings: 475 Breeds Utilized: Angus, Charolais

DIRECTIONS 2020

IT’S TIME TO RAISE YOUR GRADE.

AND YOUR PREMIUMS. 1. Raise HeartBrand-sired cattle.

Use fullblood Akaushi bulls crossed with your cow-herd (live coverage or semen).

6. HeartBrand sells Akaushi beef.

Above-market price on superior beef = higher premiums for ranchers.

5. Improve USDA quality grade.

The past 55,000 head of HeartBrand Akaushi cattle harvested graded: 45% USDA prime, 52% USDA choice and 3% USDA select and no roll.

$

Ranchto-Table Buyback Program

2. Verify breed with DNA. Verify parentage with the American Akaushi Association.

3. Follow management standards.

No hormone implants and finished with no growth promotants.

4. Earn your buyback bonus. $100 to $150 premium for weaned calves and yearlings. $.20/lb. to $.25/lb. premium for finished fed cattle.

CATTLE

Visit heartbrandcattle.com or call 830-540-3955 to source Akaushi genetics for your herd.

25

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6 21

11

7 4 15

18

14

13

10

17

9

19 23

1 5 8 16 2022 24

3 12

TOP 25

COW-CALF

1

Deseret Cattle & Citrus

St. Cloud, FL Owner: Farmland Reserve, Inc. CEO/Manager: Clint Richardson States of Operation: FL Breeds: Brangus, Simbrah, Angus

Ranch 6 Padlock Company

Ranchester, WY Owner: Scott Family CEO/Manager: Dr. Trey Patterson States of Operation: WY, MT Breeds: Stabilizer Composite, Angus, Simmental

36

2

J.R. Simplot Co.

Boise, ID Owner: Simplot Family CEO/Manager: Thomas J. Basabe States of Operation: ID, OR, NV, UT Breeds: Angus, Hereford, Charolais

Ranch, Inc. 3 King Houston, TX Owner:

Wholly owned by founder Captain King's descendants

CEO/Manager: Robert J. Underbrink States of Operation: TX Breeds: Santa Gertrudis, Red Angus

Spur Land Bros. Inc. 4 Silver 5 Lykes Tampa, FL and Cattle LLC Encampment, WY Owner:

Lykes Family

CEO/Manager: Thad York States of Operation: CO, NE, NM, WY Breeds: N/A

CEO/Manager: Johnnie James States of Operation: FL, TX Breeds: Brangus, Beefmaster, Red Angus, Charolais

N/A

Ranches Ranching Co. Cattle Co. 7 Ellison 8 Lightsey 9 Rollins Atlanta, GA Tuscarora, NV Lake Wales, FL Owner: Ellison Family CEO/Manager: Pete Ellison States of Operation: ID, NV Breeds: Angus, Hereford

NATIONAL CATTLEMEN

Owner: Cary & Layne Lightsey CEO/Manager: Cary & Layne Lightsey

Owner: LOR, Inc. CEO/Manager: N/A

States of Operation:

States of Operation:

FL, GA Breeds: Braford, Charolais, Brahman

Owner:

FL, GA, TX Breeds: Red Angus, Brangus, Angus, Nelore, Charolais, Hereford

Ranches 10 Singleton Lamy, NM Owner: Singleton Properties LLC CEO/Manager: Alex Carone, President States of Operation: NM, CA Breeds: Angus, Hereford

DIRECTIONS 2020

TO P 2 5 C OW- CA L F Ranches LLC Ranch 11 True 12 Parker Casper, WY Kamuela, HI Owner: True Family CEO/Manager: David L. True

States of Operation: WY, CO, SD Breeds: Angus, Hereford

Cattle A Ranch 13 Matador 14 Circle Iberia, MO Company

Owner: Parker Ranch Foundation Trust CEO/Manager: Dutch Kuyper States of Operation: HI Breeds: Angus, Simmental, Charolais

Wichita, KS Owner: Koch Industries CEO/Manager: Damon Cox States of Operation: KS, MT, TX Breeds: Angus, Hereford, Charolais

Ranch Inc. Feeders Martin 16 Adams 17 Cactus 18 Duane Ft. Pierce, FL Amarillo, TX Livestock Owner: Adams Family CEO/Manager: Michael L. Adams

States of Operation: FL, GA

Breeds:

Braford, Abeef, Arrab, Argel

100% Employee Owned CEO/Manager: Paul Defoor & Bradley W. Hastings

Ione, CA Owner: Duane Martin CEO/Manager: N/A

States of Operation:

States of Operation:

Owner:

TX, KS Breeds: Angus, Charolais, SimAngus

15 Winecup Gamble Ranch

Owner: The Gust Family

Montello, NV

CEO/Manager:

Fireman Family

Owner:

Dave Gust Sr.

CEO/Manager: N/A

States of Operation: MO

States of Operation: NV Breeds: Angus, Red Angus, Beefmaster, Hereford

Breeds:

Angus, Wagyu, Wangus

19 Spade Ranches, LTD

CA, OR, NV Breeds: Angus, Angus X

Ranch 20 Immokalee Immokalee, FL

Lubbock, TX

Owner:

Owner:

Bassham & Chappell Families CEO/Manager: Wesley Welch

States of Operation: TX Breeds: Balancer, SimAngus

Immokalee Ranch CEO/Manager: C. W. "Buzz" Stoner, Jr.

States of Operation: FL

Breeds:

Brangus, Beefmaster, Angus, Charolais

Ranch Cattle Land & Co. Maximo Ranch 21 Riverbend 22 Williamson 23 Pitchfork 24 ElMiami, 25 IXBigRanch Sandy, MT Idaho Falls, ID Company Cattle Co. FL Okeechobee, FL

Guthrie, TX

Frank and Belinda VanderSloot

Owner:

Owner:

CEO/Manager:

CEO/Manager:

Descendants of Williams Family

States of Operation:

Brooks Hodges

Breeds:

TX, OK

Owner:

Rhett Jacobs

States of Operation: ID, MT, TX, UT Breeds: Angus

DIRECTIONS 2020

Williamson Family Wes Williamson AL, FL, TX

Brangus, Brangus Cross

CEO/Manager: States of Operation: Breeds:

Owner: Optimum Agriculture FL, LLC CEO/Manager: Gaston Marquevich

Owner:

States of Operation:

MT Breeds: Leachmans of Colorado

FL Breeds: Beefmaster, Brangus

IX Ranch Co.

CEO/Manager: Richard W. Roth

States of Operation:

Angus

NATIONAL CATTLEMEN

37

7 18 14

15

10 4

1 5 13

9

6

19 8 2 3 16 17 11

12

20

TOP 20

FEEDLOTS Rivers Cattle 1 Five Feeding, LLC

Johnstown, CO Owner: Pinnacle Arcadia Cattle Holdco LLC Mgr./CEO: Mike Thoren Capacity: 900,000 Number of Yards: 11 States of Operation: AZ, TX, OK, KS, CO, ID

2 Friona Industries, L.P.

Amarillo, TX Owner: Privately Held Mgr./CEO: Donald Gales Capacity: 589,000 Number of Yards: 8 States of Operation: TX, KS

Feeders 3 Cactus Amarillo, TX Owner: 100% Employee Owned Mgr./CEO: Bradley W. Hastings and Paul Defoor Capacity: 527,000 Number of Yards: 10 States of Operation: TX, KS

TIE

6

38

Foote Cattle Co. Bucyrus, KS Owner: Bob Foote Family Mgr./CEO: Bob Foote Capacity: 275,000 Number of Yards: 5 States of Operation: KS, NE

7

J. R. Simplot Co. Boise, ID Owner: Simplot Family Mgr./CEO: Thomas J. Basabe Capacity: 230,000 Number of Yards: 2 States of Operation: ID, WA

NATIONAL CATTLEMEN

7 Oppliger Feedyard, Inc.

Amarillo, TX Owner: Don Oppliger Family Mgr./CEO: Ben Oppliger Capacity: 230,000 Number of Yards: 6 States of Operation: TX, NE, NM

Plains Cattle 4 Green Company, LLC

Omaha, NE Owner: Joint Venture Mgr./CEO: Joel Jarnagin Capacity: 355,000 Number of Yards: 6 States of Operation: TX, KS, CO

& Doll Feed 5 Irsik Services, Inc

Cimarron, KS Owner: Privately Held Mgr./CEO: Scott Shill Capacity: 280,000 Number of Yards: 7 States of Operation: KS

Cattle Co. Livestock 10 Gottsch 9 Innovative Elkhorn, NE Services Inc. Great Bend, KS Owner: Privately Held Mgr./CEO: Jerry Kuckelman Capacity: 200,000 Number of Yards: 7 States of Operation: KS, NE

Owner: Brett and Bill Gottsch Mgr./CEO: Brett Gottsch Capacity: 195,500 Number of Yards: 3 States of Operation: NE

DIRECTIONS 2020

Driving Your Cattle Feeding Business Forward With a Special Breed of Financial Strength Helping your business thrive in today’s evolving industry is what our Agribusiness team does best. That’s why we’re proud to support the National Cattlemen's Beef Association.

W. Ashley Allen Bank of America 806.463.3911

“Bank of America” and “BofA Securities” are the marketing names used by the Global Banking and Global Markets divisions of Bank of America Corporation. Lending, other commercial banking activities, and trading in certain financial instruments are performed globally by banking affiliates of Bank of America Corporation, including Bank of America, N.A., Member FDIC. Trading in securities and financial instruments, and strategic advisory, and other investment banking activities, are performed globally by investment banking affiliates of Bank of America Corporation (“Investment Banking Affiliates”), including, in the United States, BofA Securities, Inc. and Merrill Lynch Professional Clearing Corp., both of which are registered broker-dealers and Members of SIPC, and, in other jurisdictions, by locally registered entities. BofA Securities, Inc. and Merrill Lynch Professional Clearing Corp. are registered as futures commission merchants with the CFTC and are members of the NFA. Investment products offered by Investment Banking Affiliates: Are Not FDIC Insured • May Lose Value • Are Not Bank Guaranteed. ©2020 Bank of America Corporation. All rights reserved. 01-20-2676

TOP 20 F E E D L O T S

7 18 14

15

10 4

1 5 13

9

6

19 8 2 3 16 17 11

12

20

TIE

11

Tejas Feeding Group Amarillo, TX Owner: Mike Smith Mgr./CEO: Mike Smith Capacity: 155,000 Number of Yards: 4 States of Operation: TX

12

Pinal Feeding Co. Laveen, AZ Owner: Northside Hay Company Mgr./CEO: Earl Petznick Jr. Capacity: 150,000 Number of Yards: 3 States of Operation: AZ

13

Harris Feeding Co. Coalinga, CA Owner: Central Vally Meat Holding Company Mgr./CEO: Brian Coelho Capacity: 135,000 Number of Yards: 2 States of Operation: CA, NV

14

Adams Land & Cattle, LLC Broken Bow, NE Owner: Bill & Jerry Adams Mgr./CEO: Jerry Adams Capacity: 132,000 Number of Yards: 3 States of Operation: NE

15

Dinklage Feed Yard, Inc. Sidney, NE Owner: Shareholders Mgr./CEO: Rex Trumbull Capacity: 125,000 Number of Yards: 4 States of Operation: NE, WY, CO

TIE

15

40

Inc. Beef Co. 18 Agri 15 Barrett-Crofoot, Hereford, TX Boise, ID

Bar -G Feedyard Hereford, TX Owner: Livestock Investors LTD Mgr./CEO: Johnny Trotter Capacity: 125,000 Number of Yards: 2 States of Operation: TX

Owner: Barrett Families Mgr./CEO: Ed Barrett Capacity: 125,000 Number of Yards: 2 States of Operation: TX

NATIONAL CATTLEMEN

Owner: Rebholtz Family Mgr./CEO: Robert Rebholtz Jr. Capacity: 115,000 Number of Yards: 5 States of Operation: WA, ID

Cluck Enterprises, Inc. 20 Dean 19 Hitch Guymon, OK Feedyard, Inc. Owner: Hitch Family Mgr./CEO: Chris and Jason Hitch Capacity: 111,000 Number of Yards: 2 States of Operation: OK

Amarillo, TX Owner: Stockholders Mgr./CEO: Monte Cluck Capacity: 105,000 Number of Yards: 3 States of Operation: TX

DIRECTIONS 2020

TOP 10 BEEF SLAUGHTER OPERATIONS 1

JBS USA Greeley, CO

2

Tyson Foods, Inc. Springdale, AR

3

Cargill Wichita, KS

4

5

CEO: Tim Klein

American Foods Group, LLC Green Bay, WI Owner: Rosen's Diversified Inc. CEO: Steven W. Van Lannen

Subsidiaries:

National Carriers, Inc., National Beef Leathers LLC, Kansas City Steak Company, LLC, National Beef Ohio, LLC, Iowa Premium, LLC

Subsidiaries:

Daily Slaughter Capacity: 23,000

Daily Slaughter Capacity: 13,200

Daily Slaughter Capacity: N/A

2019 Sales: N/A

2019 Sales: $12.3 Billion

2019 Sales: $8.6 Billion

2019 Sales: $3.2 Billion

Slaughter Total: $7 Million

Slaughter Total: N/A

Slaughter Total: $6.5 Million

Slaughter Total: N/A

Slaughter Total: N/A

Number of Beef Plants: 9

Number of Beef Plants: 6

Number of Beef Plants: 6

Number of Beef Plants: 3

Number of Beef Plants: 11

Caviness and CS Harris Ranch Beef Beef Packers Selma, CA Amarillo, TX & Kuna, ID Owner: Owner: Caviness Beef, JR Simplot Co. Brian Coelho CEO: CEO: Terry Caviness Brian Coelho

7

8

9

CEO: William Hughes

CEO:

Subsidiaries: N/A

Subsidiaries:

Subsidiaries:

Subsidiaries:

Subsidiaries:

Daily Slaughter Capacity: 3,800

Daily Slaughter Capacity: 2,500

Daily Slaughter Capacity: 2,500

2019 Sales: $1.12 Million

2019 Sales: N/A

2019 Sales: N/A

Daily Slaughter Capacity: 2,250

Daily Slaughter Capacity: 1,650

Slaughter Total: $910,000

Slaughter Total: N/A

Slaughter Total: N/A

2019 Sales: N/A

2019 Sales: N/A

Number of Beef Plants: 3

Number of Beef Plants: 2

Number of Beef Plants: 1

Slaughter Total: N/A

Slaughter Total: N/A

Number of Beef Plants: 1

Number of Beef Plants: 1

Owner: JBS S.A.

Owner: Publicly traded on NYSE

Owner: Cargill Family

CEO: Andre Nogueira

CEO: Noel White

CEO: David W. Maclennan

Subsidiaries: N/A

Subsidiaries: N/A

Subsidiaries:

Daily Slaughter Capacity: 27,000

Daily Slaughter Capacity: N/A

2019 Sales: $14.1 Billion

6

DIRECTIONS 2020

Central Valley Meats

N/A

Nebraska Beef Omaha, NE

Owner: Corporation

None

National Beef Packing Company, LLC Kansas City, MO Owner: Marfrig Global Foods S.A., U.S. Premium Beef, LLC

Greater Omaha Packing Co., Inc. Omaha, NE Owner: Henry Davis

N/A

10

Agri Beef Co. Boise, ID

Owner:

Rebholtz Family

CEO:

Henry Davis

Robert Rebholtz, Jr.

Trex, High Country, Progressive Protein, GO Express, Packers Hide

AB Foods, LLC, Washington Beef, LLC, PerforMix Nutrition Systems

NATIONAL CATTLEMEN

41

TOTAL RETAIL MEAT SUPPLY 1998 209.80

17.67

1999 215.69

17.55

2000 215.01

17.36

71.95

TURKEY

VEAL

CHICKEN

LAMB

PORK

POULTRY

BEEF

RED MEAT 0.8 1.16

51.54

66.69

TOP 10 CATTLE NUMBERS (*Thousands)

120.18 89.62 0.7 1.14 76.20

52.59

67.51

121.94

93.75 0.66 1.12

76.88

51.22

67.77

120.77

94.24 0.59 1.14

2001 212.67

17.54

2002 219.47

17.73

2003 217.74

17.45

2004 220.74

17.07

2005 219.76

16.73

2006 220.37

16.94

2007 220.31

17.55

2008 214.42

17.61

2009 209.32

16.95

2010 207.52

16.41

2011 203.18

16.07

2012 200.95

16.01

2013 202.41

16.02

2014 200.57

15.86

2015 209.97

16.00

2016 213.29

16.66

2017 215.74

16.46

76.74

50.35

66.31

118.39

BEEF COWS U.S. Total *31,317

94.28 0.59 1.18

80.68

51.56

67.73

121.06

98.41 0.58 1.12

81.72

51.88

64.99

118.57

99.16 0.50 1.13

84.43

51.42

66.19

119.24

101.50 0.46 1.06

85.89

50.02

117.14

65.59

102.62 0.43 1.05

86.62

49.45

65.87

116.81

103.56 0.40 1.13

85.22

50.78

TOTAL CATTLE U.S. Total *94,413

65.23

117.54 102.77 0.41 1.00 83.47

49.47

62.45

113.33

101.09 0.40 0.98

79.74

50.15

61.10

112.63 96.69 0.39 0.91 82.37

47.79

59.64

108.73 98.79 0.35 0.84 82.92

45.72

57.28

DAIRY

104.18 98.99 0.32 0.85 80.44

45.96

57.37

104.50

96.45

U.S. Total *9,335

0.31 0.85 81.98

46.87

56.38

104.41 98.00 0.27 0.85 83.48

45.88

54.23

101.23 99.34 0.23 0.82 89.09

49.80

54.04

104.88 105.09 0.21 0.80 89.85

50.17

55.60

106.78 106.51 0.20 0.79 91.07

50.19

57.02

108.21 107.53 0.21 0.79

2018 218.06

16.19

2019 222.63

16.02

92.56

51.01

109.31

CATTLE ON FEED U.S. Total *14,668

57.30 108.75 0.22 0.76

42

95.10 111.52

NATIONAL CATTLEMEN

52.42

58.13 111.12

DIRECTIONS 2020

YOU’RE ONLY AS HEALTHY AS YOUR HERD

The health and wellness of your animals is top of mind, and that all starts with their feed.

Available on our Zero Series round balers, the MegaWide™ HC2 precutter puts what’s in the windrow into the bale. That means your herd gets leafy, nutritious feed, cut down to a size that they can easily eat without a lot of waste.

With the MegaWide HC2 precutter, you’ll INCREASE TONNAGE PER HOUR BY 80%*

Talk with your John Deere dealer and learn why you now have zero reasons to use any other baler.

AND CUT MIXING TIMES AS MUCH AS 58%.* That’s an efficient feed system for you, and nutrient-rich feed for them. * Tonnage per hour estimates compared to competitive models.

Mixing time estimate compared to bales that do not contain precut crop.

JohnDeere.com/Hay

LIVE CANADIAN IMPORTS IMPORT OF TOTAL SLAUGHTER CATTLE 2006

704,248

2007

824,588

2008

836,286

2009

750,522 839,256

2010

597,285

2011 2012

675,521

2013

724,015

2014

723,181 508,202

2015

576,344

2016

515,723

2017

427,737

2018

527,843

2019

FEED AND GRAIN

$/Bushel 8.0 7.5

Barley

7.0

Sorghum

Corn

Wheat

6.5 6.0 5.5 5.0

Wheat $4.74

4.5

Barley $4.70

4.0

Corn $3.75 Sorghum $3.31

3.5 3.0 2.5 2.0 1.5 1.0 0.5

44

NATIONAL CATTLEMEN

19 20

18 20

17 20

6 20 1

5 20 1

14 20

3 20 1

2 20 1

11 20

10 20

9 20 0

8 20 0

7 20 0

6 20 0

5 20 0

20 0

4

0.0

DIRECTIONS 2020

FEEDER IMPORTS MEXICO

8,981 26,748 32,650

2019

2019

CANADA

103,939

307,264 622,893 374,449

1,304,166

172,318 12,819

110,999 182,128

2018

9,811 34,425 26,893

329,023

2017

2018

185,137

333,336

590,118 336,074

1,256,166

11,686

2017

193,814 12,038 10,469 11,626 78,341

541,626 290,763

1,165,725

112,474 6,070

10,137 13,954 29,225

2016

2016

118,544

119,168 172,484

275,008 427,820 232,310

935,138

6,561 179,045

2015

2015

17,886 41,212 34,736 186,810 280,644

264,604 484,878 404,311

1,153,793

7,030

2014

19,699 32,785 60,858 326,870 440,212 917

2014

287,674

285,099 466,189 333,695

1,084,983

14,639 37,452 31,829 225,689 309,609 1,741

21,174 41,078 19,142 51,441

2012

2012

311,350

2013

2013

441,129

132,835 2,143

294,495 398,556 282,859

975,910

307,797 485,132 655,313

1,448,242

655,720

1,405,567

19,764 25,102 5,284 24,234

2011

2011

134,978

74,384 1,780

323,724 415,312

26,041 35,285 29,507 97,362 188,195 2,782 190,977

Washington Idaho Montana North Dakota Total Featured States Total All Other States U.S. Total

DIRECTIONS 2020

2010

2010

76,164

269,922 427,913 511,719

Arizona

1,209,554

New Mexico

Texas

U.S. Total

California had no imports.

NATIONAL CATTLEMEN

45

46

NATIONAL CATTLEMEN

20 19

20 18

20 17

20 16

20 15

20 14

20 13

20 12

2250 2,250 Million Pounds

2,220 Million Pounds

2,057 Million Pounds

3,057 Million Pounds

2,999 Million Pounds

2,993 Million Pounds

3,012 Million Pounds

3,368 Million Pounds

2,947 Million Pounds

20 19

20 18

20 17

20 16

20 15

20 14

20 13

20 12

20 11

3,022 Million Pounds

3,155 Million Pounds

2,860 Million Pounds

2,557 Million Pounds

2,265 Million Pounds

2,572 Million Pounds

2,588 Million Pounds

2,452 Million Pounds

2,785 Million Pounds

2,300 Million Pounds

1,935 Million Pounds

3250

20 11

2500

20 10

20 09

1,996 Million Pounds

2750

2,298 Million Pounds

2,626 Million Pounds

1,434 Million Pounds

3000

20 10

2750

20 09

3000

20 08

20 07

2250

2,538 Million Pounds

3,052 Million Pounds

2500

20 08

3250 1,145 Million Pounds

2000

20 07

3500

20 06

1500

3,085 Million Pounds

Millions of pounds 1750

20 06

697 Million Pounds

460 Million Pounds

750

20 05

20 04

1000

3,599 Million Pounds

3,679 Million Pounds

1250

20 05

20 04

Millions of pounds

EXPORTS Mexico

1750 Canada Japan

S. Korea Others

500

250

IMPORTS

Canada

Nicaragua

Australia Mexico

New Zealand

2000

Others

1500

1250

1000

750

500

250

DIRECTIONS 2020

CATTLE INVENTORY BY CLASS - STATE AND UNITED STATES JAN. 1, 2019 AND 2020

Beef Cows That Have Calved State Alabama Alaska Arizona Arkansas California Colorado Connecticut Delaware Florida Georgia Hawaii Idaho Illinois Indiana Iowa Kansas Kentucky Louisiana Maine Maryland Massachusetts Michigan Minnesota Mississippi Missouri Montana Nebraska Nevada New Hampshire New Jersey New Mexico New York North Carolina North Dakota Ohio Oklahoma Oregon Pennsylvania Rhode Island South Carolina South Dakota Tennessee Texas Utah Vermont Virginia Washington West Virginia Wisconsin Wyoming United States DIRECTIONS 2020

2019

Milk Cows That Have Calved

(1,000 Head)

(1,000 Head)

2020

Perecent of Previous Year

(1,000 Head)

2019

(1,000 Head)

2020

Perecent of Previous Year

705 6.8 215 935 630 792 4.5 2 914 499 75.5 506 405 204 930 1529 1017 459 11 50 7 108 370 477 2059 1448 1941 242 4 9.5 480 105 367 975 307 2150 535 225 1.4 186 1818 914 4655 340 14 631 230 198 290 714 31690.7

696 7.7 202 915 665 771 5.5 2.2 904 519 75.3 495 378 194 905 1433 1021 450 11 47 5.5 93 355 482 2083 1428 1922 249 4 9.3 480 105 369 995 298 2099 533 220 1.2 179 1773 909 4570 358 13 626 228 199 310 724 31316.7

99% 113% 94% 98% 106% 97% 122% 110% 99% 104% 100% 98% 93% 95% 97% 94% 100% 98% 100% 94% 79% 86% 96% 101% 101% 99% 99% 103% 100% 98% 100% 100% 101% 102% 97% 98% 100% 98% 86% 96% 98% 99% 98% 105% 93% 99% 99% 101% 107% 101% 99%

5 0.2 205 5 1730 178 19.5 4.5 116 81 1.5 614 85 181 220 161 53 11 29 44 10.5 422 450 8 81 12 59 33 12 5.5 325 625 43 15 253 40 125 505 0.7 14 122 36 545 100 126 79 280 7 1270 6 9353.4

4 0.3 193 5 1725 189 19.5 3.8 116 81 0.7 635 82 176 215 167 49 10 28 42 10 427 445 8 77 12 58 31 11 4.7 330 625 41 15 252 41 127 480 0.6 11 127 31 580 97 124 74 282 6 1260 6 9334.6

80% 150% 94% 100% 100% 106% 100% 84% 100% 100% 47% 103% 96% 97% 98% 104% 92% 91% 97% 95% 95% 101% 99% 100% 95% 100% 98% 94% 92% 85% 102% 100% 95% 100% 100% 103% 102% 95% 86% 79% 104% 86% 106% 97% 98% 94% 101% 86% 99% 100% 100%

NATIONAL CATTLEMEN

47

BEEF PRODUCTION

Bil. lbs.

COLD CARCASS WEIGHTS 840

27.00

830

26.50

820

26.00

810 800

25.50

790

25.00

780

24.50 770

24.00

PER CAPITA SPENDING

Dollars 700

$718.16 Beef

650

Pork

600

Broilers

550

Total

500 450 400

20 19

20 18

20 17

20 16

20 15

20 14

20 13

20 11

20 10

20 19

20 18

20 17

20 16

20 15

20 11

20 14

740 20 13

23.00 20 12

750

20 10

23.50

20 12

760

% Beef 45.24% 45.10% 46.41% 46.22% 45.94% 45.20% 45.01% 45.57% 46.34% 45.64% 46.58% 47.05%

47.10%

47.16% 47.24% 47.10%

350

$338.25

300 250 $201.45

200

$178.46

150 100

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

2015

2016

2017

2018

2019

STEER PRICES 450 lb

2005

$140.08 $117.76 $87.66 +4%

650 lb

+7%

$138.50 -1% $115.33 -2% $85.97 -2%

2015

2007

$130.77 +13% $113.43 +13% $95.42 +15%

$185.23 $156.13 $125.86 +2%

2009

$115.93 -6% $100.66 -5%

-10%

60 80 100 120 140 160 180 200 220 240 260 280

NATIONAL CATTLEMEN

$177.32 $151.01 $120.74 -18%

2012

$122.86 -6% $105.61 -5% $92.71 0%

+4% +2%

-4% -37% -34%

2017

$178.55 +1% $153.95 +2% $121.29 +0.5%

+17% +13%

2018

2013

$186.39 $160.30 $116.89 -3.6%

+1% 0%

2014

$154.37

$282.93 $227.41

2016

$157.42 +20% $137.76 +21% $114.91 +20% $183.79 $155.46 $122.93 +7%

2008

$148.00

2011

$130.30 -6% $111.28 -4% $92.66 +8%

48

% Change from Previous Year

2010

+8%

2006

$83.23

Fed Steer

$271.42 $223.24

+4% +4%

2019

+47% +43%

+23%

60 80 100 120 140 160 180 200 220 240 260 280

$176.17 $152.67 $116.66 -0.2%

-5% -5%

60 80 100 120 140 160 180 200 220 240 260 280

DIRECTIONS 2020

Electric fencing is: 1. Cost effective 2. Quick and easy to install 3. Efficient, fewer posts 4. Stronger PSI per strand 5. Durable, less maintenance

DIRECTIONS 2020

NATIONAL CATTLEMEN

49

CATTLE HERD INVENTORY 2006

2011

37.02 Calf Crop 96.34 --- Total Cattle 41.80 Cows

34.47

33.63

2010

40.89

30 35 40 45 50 55 60 65 70 75 80 85 90 95 100 Head (million)

Cows

30 35 40 45 50 55 60 65 70 75 80 85 90 95 100 Head (million)

BY PRODUCTS 61% of Total 61% of Total 64% of Total

Total By Product --- $9.94 Hides --- $5.56

56% of Total

Total By Product --- $10.49

48% of Total

Hides --- $5.00 Total By Product --- $7.61 Hides --- $3.30

43% of Total 50% of Total

Total By Product --- $10.73 Hides --- $5.37 Total By Product --- $13.19

47% of Total

Total By Product --- $13.17

48% of Total

Hides --- $6.16

Hides --- $6.34 Total By Product --- $14.20

51% of Total

Hides --- $7.20 Total By Product --- $15.88

2014

50% of Total

Hides --- $7.92

48% of Total

Total By Product --- $12.92

2015

50

Calf Crop 94.41 --- Total Cattle

Cows

Total By Product --- $8.32 Hides --- $5.31

2013

2019

2020 N/A

Total By Product --- $8.15 Hides --- $4.97

2012

2018

94.80 --- Total Cattle

Cows

89.17 --- Total Cattle

Total By Product --- $8.30 Hides --- $5.04

2011

2017

Calf Crop

41.12

Calf Crop

38.64

30 35 40 45 50 55 60 65 70 75 80 85 90 95 100 Head (million)

2016

36.06

2015 34.09

94.08 --- Total Cattle 40.53 Cows

2010

2019

Crop

38.16 Cows

Calf Crop

2009

2018 Calf Crop 2016 94.29 --- Total Cattle 40.89 Cows

88.24 --- Total Cattle

41.13 Cows

2008

Cows

36.31

2014 33.52 Calf

94.72 --- Total Cattle

2007

93.62 --- Total Cattle

Calf Crop

2009 Calf Crop

2006

Calf Crop

40.53

90.09 --- Total Cattle 38.85 Cows

96.03 --- Total Cattle 41.70 Cows

2005

2017

35.76

2013

Calf Crop

2004

Cows

Calf Crop

2008

35.74

39.48

91.16 --- Total Cattle 39.52 Cows

96.57 --- Total Cattle 41.79 Cows

35.94

Calf Crop

2012

2007

36.16

35.06

91.89 --- Total Cattle

92.89 --- Total Cattle 40.07 Cows

Calf Crop

36.76

2016

Calf Crop

35.36

Hides --- $6.14 Total By Product --- $11.23

46% of Total

Total By Product --- $11.28

41% of Total

Hides --- $5.17

Hides --- $4.66 Total By Product --- $9.59 Hides --- $3.63 Hides --- $2.59

Total By Product --- $8.88

NATIONAL CATTLEMEN

38% of Total 29% of Total

DIRECTIONS 2020

DON’T MISS OUT ON IMPORTANT MEMBER-ONLY INFORMATION

IF YOU HAVE NOT RECIEVED ANY OF OUR TEXTS, CALLS, OR EMAILS FROM US IN THE LAST YEAR, CALL OR EMAIL US TO UPDATE YOUR INFORMATION AND RECIEVE THE LATEST NEWS!

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CALL 866-BEEFUSA OR EMAIL US AT MEMBERSHIP@BEEF.ORG TODAY! DIRECTIONS 2020

NATIONAL CATTLEMEN

51

on Strava and social media to show how they are #FueledByBeef and remain a strong community even during uncertain times;

Beef Checkoff Meets COVID-19 Challenges Quickly and Head-On From plant closures to shipping headaches to shifted consumer food sources and more, the COVID-19 pandemic threw multiple wrenches into the beef industry’s production and distribution systems. These have caused significant hardships for beef farmers and ranchers on many fronts, including challenges in the industry’s Beef Checkoff-funded promotion, research and education programs.

The checkoff-supported team at the National Cattlemen’s Beef Association modified its programming to address the quickly emerging issues and maintain as much energy and continuity as possible. As a contractor to the Beef Checkoff, NCBA both adjusted its programs and quickly developed new content and strategies to meet changing consumer, influencer, supply chain and media needs.

These shifts were based on ongoing consumer and market research, supply chain trends and media monitoring. They were designed to support a positive marketing environment and maintain consumer confidence in beef. During this unprecedented time, NCBA and its state beef council partners successfully delivered content and programming through: Creating and updating multiple messaging and Q&A documents to answer and address consumer/ stakeholder questions about COVID-19 and beef; •

Sharing and promoting content designed to help consumers prepare beef meals at home more often for more people. As part of these efforts, extensive content libraries, including ads, recipes, cooking videos and educational materials about beef nutrition and beef safety were leveraged. This content was widely distributed on social media and via a series of media relations press releases;

•

Partnering with three nationally-recognized chefs to launch a Beef Substitutes campaign, with each chef invited to find a creative way to substitute beef for a more commonly used protein in one of their favorite dishes. The campaign was extended via media outreach and by activating MBA graduates to share their own Beef Substitutes recipes;

•

Organizing a virtual Team BEEF running and cycling event in April to help keep athletes engaged and motivated in the face of cancelled organized races. More than 1,500 beef advocates from 35 states participated in the Team Beef Virtual Run & Ride, biking and running a combined 12,700 miles. Participants shared their accomplishments, including new personal records and first time 5K racers,

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•

Developing and distributing a new infographic and press release highlighting simple steak swaps to help consumers navigate supply chain changes. These swaps were featured in two FoxNews.com articles that quoted an NCBA spokesperson and reached a FoxNews. com audience of 72 million. The infographic was also shared with supply chain partners via a Beef News Now newsletter and on LinkedIn;

•

Inviting about 20 top-tier health and nutrition influencers to participate in a briefing with NCBA CEO Colin Woodall about COVID-19’s impact on the beef supply chain. The briefing was valuable, as influencer engagement and content ranged from blog articles explaining the beef supply chain situation to Instagram posts featuring versatile beef recipes to podcast episodes setting the record straight on meat “shortages”;

•

Partnering with National Calendar Day to designate May 28 as National Beef Burger Day and creating a special occasion for families across the country to come together (if only virtually) around their love for real beef burgers;

•

Kicking off grilling season over Memorial Day weekend with a video featuring beef producers and highlighting how beef farmers and ranchers are working to keep beef on grills during summer grilling season; and

•

Launching United We Steak, an integrated summer grilling campaign encouraging Americans to unite around a shared love of beef on the grill (see related story on page 55).

As the supply chain started to recover, a checkofffunded research tracker, managed by NCBA, showed that consumers remained largely positive toward beef – which was fairly consistent through the first months of the pandemic. When asked if the current U.S. and global environment has changed their overall perception of beef, nearly 90 percent of consumers said their attitudes have not changed or have gotten even more positive. In fact, the percentage who said they are more positive steadily increased from a low of 12 percent in early April to 26 percent in early May. NCBA continued to monitor the consumer and environment and adjust communication, content and programming to meet the needs of consumers, stakeholders and state beef council partners throughout the COVID-19 pandemic.

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S T A T E

O F

T H E

FEDERATION

New State Beef Council Officers Gather Virtually Scheduled for April 15-16, 2020, the Federation Orientation for new state beef council directors and staff, coordinated by the Federation of State Beef Councils, still took place on those dates – live, but not in person. Thanks to COVID-19 representatives from 22 state councils participated via webinar in the event, which featured presentations from those responsible for leading and managing the Beef Checkoff at the national level.

Webinar participants were engaged and encouraged to ask questions via chat during the two 2-hour sessions.

Presenters described the roles of industry organizations, the history behind the Beef Checkoff and the significant work being done on behalf of cattle producers through the program. Presenters included Federation officers and NCBA staff, as well as Cattlemen’s Beef Board staff.

A poll following the sessions found that while most probably would have preferred to attend the Denver meetings in person, they found the information helpful and came away with facts that would help them in their roles as volunteer leaders and staff members. Two thirds of those responding said the Orientation was extremely valuable, with 85 percent rating it a 4 or 5 on a 5-point scale.

Beef Weighs in On Dietary Guidelines Discussions The beef industry has been vocal and involved in Dietary Guidelines discussions at the national level. This summer the Dietary Guidelines Advisory Committee (DGAC) released its scientific report. The DGAC is a group of 20 health and nutrition experts responsible for developing recommendations to inform the U.S. Department of Agriculture and U.S. Department of Health and Human Services as they develop the 2020 Dietary Guidelines for Americans. The DGAs are updated every five years.

In addition to NCBA efforts through its policy channels, the Beef Checkoff-funded human nutrition team has been very engaged throughout the entire DGA process.

Over the last year and a half NCBA, as a Beef Checkoff contractor, has submitted 21 sets of public comments and more than 100 research studies in support of

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beef’s role in a healthy diet to the DGAC. The full set of comments is available at https://www.beefresearch.org/ humannutrition.aspx.

DGAs are important because they are intended to provide Americans with a roadmap for healthy eating.

They are the foundation for federal nutrition programs along with school, military, hospital and nursing home menus, and are the basis for many expert nutrition recommendations.

Final DGAs are expected to be released at the end of the year.

This year’s DGAC report mirrored many of the recommendations of the 2015 report. While the report included meat in a healthy dietary pattern, especially highlighting beef’s nutrients in the first years of life, it continued to exclude high-quality evidence demonstrating beef’s role in a healthy diet.

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Councils Join in Expanded Digital Beef Advertising State beef councils around the country this past summer joined forces to invest state-controlled Beef Checkoff dollars in Beef.

It’s What’s For Dinner. digital advertising campaigns. The effort significantly expanded beef promotion in their states as well as in consumer-abundant U.S. regions.

The councils worked with NCBA staff to provide reach to about 70 million consumers, creating more than 733,000 visits to the Beef. It’s What’s For Dinner. website through Google advertising.

The campaign also generated an estimated 56 million national and state video views on YouTube and produced more than 2.3 million radio listens through Spotify.

Seventeen state councils instituted “state footprint” media campaigns to feature Beef. It’s What’s For Dinner. advertising within their own states. Four multi-state collaborative media campaigns were also created, with states focusing on four regions – Southeast, Western United States, Top 5 States and the Midwest – with campaigns targeting beef consumers.

Avenues selected for the advertising included Google Search Advertising, YouTube Video Advertising and Spotify Audio Streaming Advertising. Google Search Ads deliver hundreds of thousands of consumers to the Beef. It’s What’s For Dinner. website. YouTube ads showcase beef through the power of video advertising, inspiring consumers with crave-worthy beauty shots of beef. YouTube is the “new TV,” with the world watching

Christmas Season Saw Consumers Gather 'Round the Drool Log

1 billion hours of YouTube videos daily. Spotify is the world’s largest and fastest growing radio streaming platform, and radio ads on that platform bring to life the sizzling sounds of beef, backed by beef’s signature Copeland Rodeo music.

Because the staff at NCBA, a Beef Checkoff contractor, has expertise in advertising and marketing, the campaign efficiently focused more directly on checkoff-funded Beef. It’s What’s For Dinner. digital media related to beef cooking, nutrition and production, helping optimize the campaign. Beef content was also extended and Beef Checkoff funds leveraged, promoting a consistent beef message and strengthening the national and state elements of the Beef Checkoff.

States with councils supporting the Beef. It’s What’s For Dinner. media campaign are Wyoming, North Dakota, Nebraska, Oklahoma, Texas, Ohio, Wisconsin, Washington, Utah, Idaho, Iowa, Pennsylvania, Louisiana, Virginia, Arizona, Kansas and Florida. In addition, the Northeast Beef Promotion Initiative participated in the campaign.

Councils from the following states supported digital beef advertising within targeted regions: North Dakota, Iowa, Illinois, Wyoming and Northeast Beef Promotion Initiative (Top 5 States Media Campaign); Michigan, Missouri, Minnesota, Iowa, Illinois, Nebraska and North Dakota (Midwest Media Campaign); Oklahoma, Iowa and North Dakota (Western US States Media Campaign); and Alabama, Florida, Georgia, Kentucky, Tennessee, Mississippi, South Carolina and North Dakota (Southeast Media Campaign).

show in select movie theaters in 10 states between November 22 and December 5.

Paying homage to the iconic Yule Log, Beef. It’s What’s For Dinner. released a craveable Beef Drool Log video that “spiced up” holiday gatherings and celebrations late last year. The Beef Drool Log was a two-and-a-half-hour video featuring a beautiful Prime Rib Roast cooking to perfection on a rotisserie over open flame.

Nine state beef councils supported in-state theater promotions with dollars from the half of the $1-perhead national Beef Checkoff they manage. Councils in Washington, Nebraska, Tennessee, Pennsylvania, Kansas, Missouri, Idaho, Iowa and Florida helped fund the effort, as did the Northeast Beef Promotion Initiative. Overall, 212 theaters with more than 2,700 screens participated in this aspect of the campaign.

The Beef Drool Log can still be found on YouTube and has been seen more than 86,500 times. It added holiday flavor to workplaces, dinner parties, and nights at home with the family. Shorter versions of the mouthwatering video were showcased in the Beef Checkoff-funded Beef. It’s What’s For Dinner. holiday digital marketing efforts on Hulu, YouTube, Facebook, Instagram, Twitter, Pinterest and LinkedIn. Holiday moviegoers also enjoyed the Beef Drool Log in National CineMedia Noovie pre-

The Beef Drool Log was the latest video in the “Keep Sizzlin’” advertisement collection from Beef.

It’s What’s For Dinner. The original sizzle video, featuring a strip steak crackling and popping as it cooks in a cast iron skillet, has been viewed more than 33 million times. Additional sizzle videos showcasing the popular beef preparation methods of smoking, stir-fry, sous vide, and grilling have more than 81 million views.

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Summer Sizzles Thanks to United We Steak Campaign Summer wouldn’t be summer without steaks on the grill. The Beef. It’s What’s For Dinner. brand took advantage of that in 2020 with an aggressive and impressive United We Steak grilling campaign.

Funded by the Beef Checkoff and managed by NCBA, the effort encouraged families across America to unite in their love of beef. The multi-pronged summer grilling campaign rolled out in late May and ran through Labor Day with a variety of key moments to make sure consumers around the country continuously saw timely and relevant content that inspired them to make their own beef meals on the grill.

The centerpiece of the campaign was 50 hand-carved state-shaped steaks featured in a variety of Beef.

It’s What’s For Dinner. content. Still photographs and a new series of videos were served to consumers on social media platforms as well as through Connected TV and YouTube advertising.

Key to the start of the campaign were reminders to consumers that the grilling season was being brought to them by beef farmers and ranchers, who work dayand-night to ensure that their DIRECTIONS 2020

families, and the families of other Americans, have access to beef. A video featuring beef farmers and ranchers from around the country was released on social media to showcase that beef farmers and ranchers are helping keep beef on grills this summer grilling season.

The video can be viewed on the Beef. It’s What’s For Dinner.

Facebook page.

The campaign drove users to BeefItsWhatsForDinner.com or UnitedWeSteak.com, where they found an interactive map with all 50 state-shaped steaks forming the nation. Each state had a state profile page, complete with statethemed beef recipes, a “meet your state beef producer” section and fun and informative facts about the state.

A series of radio ads were shared both nationally and locally through state beef council efforts. Online influencer activations helped consumers learn how to best grill beef at home, while earned media stories were pitched nationally and locally to ensure that beef had positive and prime media coverage.

State beef councils around the country got on board the campaign to develop their own strategies for enhancing and broadening the United We Steak theme in their states, many utilizing the steaks cut in the shape of their state.

State Checkoff Victory Secured The Beef Checkoff and 15 grassroots-led state beef councils won a major court victory in late March when the United States District Court of Montana, in a 27page ruling, found in favor of USDA and the Montana Beef Council in the matter of R-CALF vs. Sonny Perdue and USDA. The court’s decision put a cap on a legal battle that has spanned more than three years and interrupted beef promotion functions in Montana.

Furthermore, the case had threatened local input and promotion efforts at the state level across the country.

The saga might not be over, however.

R-CALF appealed the decision May 21.

Although it isn’t known whether their appeal will be heard, the door is still slightly ajar for a longer battle.

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Vowing There is No Substitute for Beef There are still efforts to create publicity for plantbased meat substitutes, and they remain a media darling in some circles. Work continues to be done through the Beef Checkoff, however, to make sure beef maintains its position as the protein of choice among consumers.

For instance, when a consumer hears about meat substitutes, whether on the news or from friends or an ad, they might Google for information about these products. Last year the Beef. It’s What’s For Dinner. brand conducted a search campaign that served up a Beef. It’s What’s For Dinner. ad to consumers who Googled new plant-based burger options and linked them to Beef. It’s What’s For Dinner.com to give them mouthwatering real beef recipes.

It also conducted a webinar for supply chain professions from the retail, foodservice, manufacturing, distributing and packing industries.

The webinar, “Getting to the Meat of the Matter: Do Meat Substitutes Stack Up to Beef?”, featured updates on the regulatory and labeling landscape for meat substitutes, insights on consumer research and facts about beef’s nutrition and environmental sustainability.

In October, a fact sheet was created that shows how ground beef and meat substitutes stack up when it comes to nutrition profile and ingredients. The fact sheet was posted on Beef.

ItsWhatsForDinner.com, and an infographic was shared with a variety of audiences, including media and influencers as they ask questions about meat substitutes.

The checkoff-funded Beef. It’s What’s For Dinner. brand continues to be active in protecting beef’s number one protein position in both traditional and social media. For more information follow Beef. It’s What’s For Dinner. on Twitter and other social media properties.

Beef Burgers Are Better The best burgers are made with beef. That was one of the messages the Beef Checkoff-funded Beef. It’s What’s For Dinner. team delivered to consumers by declaring the first official National Beef Burger Day May 28.

A press release announcing the day was shared with national media and ag media partners, resulting in more than 250 stories and securing a burger cooking demonstration on GoodMorningAmerica. com. The burger demonstration, featuring celebrity chef Lamar Moore, was shared across the ABC news websites and social media platforms as well as by Yahoo! News. In celebration of the event, Beef. It’s What’s For Dinner. encouraged consumers and producers to grill their favorite beef burgers and share photos on social media using the hashtag #BeefBurgerBrag. Those that shared photos were entered into a giveaway to win Beef. It’s What’s For Dinner. prizes.

Beef burger content, including recipes and images on how to build the perfect burger, were shared through Beef. It’s What’s For Dinner. social media platforms, while national bloggers also shared their own beef burger content on their blogs and Instagram Live platforms. In addition, a new infographic was created showing how consumers are supporting a large part of agriculture through their burger-building.

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Long Range Plan Lays Out Vision for 2021-2025 With the vision of beef being the protein of choice around the world, trusted and respected for a commitment to quality, safety and sustainability, the Long Range Plan Task Force has presented its goals, objectives and strategies to the industry. The new plan will cover the years 2021 through 2025 and is a cooperative effort of NCBA and the Cattlemen’s Beef Board.

Since 1995, the beef industry has developed and aligned to a comprehensive plan intended to help guide strategic direction and identify key areas of focus for the industry moving forward. It is industry-wide and considers all aspects of the industry from production and marketing to foreign markets and the political climate.

The Long Range Plan was broken down into six core

BQA Program Continues Impressive Growth, Success The Beef Quality Assurance program continues to grow significantly, with more than 100,000 cattle producers now certified through its online learning system. The online option was introduced by NCBA, a contractor to the Beef Checkoff, in early 2017.

Since the BQA program was initiated in the early 1990s hundreds of thousands have become BQA-certified through inperson and online training, with an estimated 85 percent of the U.S. fed beef supply now touched by BQA-certified operations.

The online BQA experience is tailored to each participant by industry sector and interest. After registering, participants are taken through an interactive training module that can be completed online, anytime, with participants starting and stopping training at their convenience without losing progress. Categories for training and certification include Cow-Calf, Stocker, and Feedyard. Online training and certification are available for free and accessible twenty-four hours a day, seven days each week, making it a convenient option for busy farmers and ranchers.

Online BQA training is a series of videos and animations. While in-person training is still available through numerous sessions conducted by in-state BQA coordinators throughout the country, online certification provides a chance for certification at any time. The tools are also available in Spanish. BQA DIRECTIONS 2020

strategies: Drive growth in beef exports, grow consumer trust in beef production, develop and implement better business models to improve price discovery and value distribution across all segments, promote and capitalize on the multiple advantages of beef, improve the business and political climate for beef, and safeguard and cultivate investment in beef industry research, marketing and innovation. The task force identified specific goals in each of these strategies for the industry to pursue.

The Long Range Plan Task Force was chaired by Kim Brackett, who owns and operates Brackett Ranches, a cow-calf and stocker operation in Idaho. The balance of the task force included individuals devoted to ensuring the long-term success of the beef industry.

For more information and details about the Beef Industry Long Range Plan for 2021-2015, go to BeefLongRangePlan.com.

Transportation training for professional cattle haulers and farmers and ranchers is also available through the platform.

Meanwhile, building on its updated National Manual launched in Summer 2019, the BQA program updated its online training modules to make them more realistic and useful. The new modules are available to those who are first becoming BQA certified online and those who are getting recertified as required after three years.

Now Certified The BQA program is also now recognized as an industry-leading animal welfare program. The U.S. Department of Agriculture (USDA) has reviewed and certified that the BQA program complies with the International Organization for Standardization (ISO) Animal Welfare Management/General Requirements and Guidance for Organizations in the Food Supply Chain.

The ISO specification was developed in 2016 to provide a path for programs to show they are aligned with the principles of the World Organization of Animal Health (OIE) Terrestrial Animal Health Code and ensures the welfare of farm animals across the supply chain.

To earn certification with the animal welfare standards, the BQA program underwent a thorough audit process which evaluated the program’s principles, guidelines and standards across its many resources, including the BQA National Manual and SelfAssessments. This recognition will mean the BQA program is listed on USDA’s Quality Assessment Division website as being compliant with the ISO specification.

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Dear Fellow Producers, Flexible, but strong. Passionate, but even-keel. Thoughtful, but tenacious. Serious, but fun-loving.

The times we live in seem to require cattle producers to have multiple personalities. And in a way, they do. The COVID-19 pandemic/panic and the turbulent situations in our society suggest we need to be ready to respond to changing conditions. And at the very least, they require that we have a firm understanding of what is taking place around us and a willingness to meet our challenges forcefully and directly.

The ability of those working through the Beef Checkoff to do that over the past year is why I’m so proud of my fellow directors on the NCBA Federation of State Beef Councils, and of the staff who help manage checkoff-funded programs at NCBA, a Beef Checkoff contractor. The crazy times we live in have been met with determination to do whatever is necessary to build demand for beef.

On these pages you’ll find stories describing the work that supports that sentiment. Building on the foundation laid by past volunteers and staff, the efforts by current volunteer leaders and staff demonstrate that a clear focus, solid planning and dynamic execution continue to make investments in the Beef Checkoff one of the best opportunities a beef producer can have.

In October 2019, independent research at Cornell University showed that work nationally and internationally returned $11.91 to the beef industry for every $1 invested in the checkoff at the national level. Beef demand would have been 14.3 percent lower over the most recent five-year period without the checkoff, the research found.

Other research shows that beef producers understand the importance of this work. A thirdparty study conducted in 2019 showed that 80 percent of beef producers believe the checkoff drives demand for beef, and 72 percent approve of the Beef Checkoff. Over the past 25 years, producer attitude surveys conducted every year have shown that beef producers support Beef Checkoff efforts to build demand for the products they raise. They know their dollars make a difference.

The unavoidable frustration of these COVID-fueled times weigh on us all, and rather than multiple personalities, maybe we should think of it as having multiple skill sets. One of the skills we’re demonstrating is the capacity to educate consumers about beef and motivate them to enjoy it more often. I believe that’s a skill worth developing.

Yours truly,

Buck Wehrbein Mead, Nebraska Chairman, Federation of State Beef Councils

Federation of State Beef Councils Executive Committee Chair

Buck Wehrbein, NE

Vice-Chair

Clay Burtrum, OK

Region I

Steve Walker, NY

Region II

Don Terry, TN

Region III

Al Lyman, IL

Region IV

Ryan Moorhouse, TX

Region V

Sallie Miller, CO

Region VI

Mark Wintch, UT

Region VII

Travis Maddock, ND

Rev. Seat

Barb Downey, KS

Rev. Seat

Doug Temme, NE

Rev. Seat

Dan Gattis, TX

Federation Members - Beef Promotion Operating Committee

Back, L to R: Clark Price, ND, Buck Wehrbein, NE, Jeff Rudolph, NE, Dan Hanrahan, IA, Brad Hastings, TX Front: Chris Jeffcoat, PA, Vea Bea Thomas, SD, Stacy McClintock, KS, Katie Brenny, MN, Clay Burtrum, OK 58 NATIONAL NATIONAL CATTLEMEN CATTLEMEN 58

DIRECTIONS 2020 2020 DIRECTIONS

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EDUCATION

U P D AT E

Cattle Industry Feedyard Audit Tool

By Jesse Fulton M.S., Director, Producer Education The U.S. cattle industry has long upheld the highest standards in animal care and well-being, along with providing a safe, high quality product to consumers. The standards that have been set by the Beef Quality Assurance (BQA) program have laid the foundation for a robust and prosperous industry that is committed to doing the right thing.

Auditing is one of the most talked about topics throughout the beef industry. Participation in an industry-wide third-party audit allows feedyard operations to demonstrate and quantify their commitment to animal care and a safe and abundant food supply.

Beef customers want to be able to verify best management, safety and welfare practices are being followed. While a third-party audit can demonstrate transparency, credibility, and compliance with BQA industry standards, it is just one component of a comprehensive commitment to maintain and enhance customer and consumer trust in beef.

With demand for audits increasing, there was a need expressed by the National Cattlemenâ&#x20AC;&#x2122;s Beef Association (NCBA) feedyard and packer/processor members for the development of a singular audit tool that much of the feeding industry could align to, preventing the creation of multiple audits that producers would have to endure.

In 2017, the Cattle Health and Well-being (CHWB) committee at the Cattle Industry Summer Business meeting assigned a taskforce to investigate the feasibility of developing such an audit. In 2018, the CHWB committee assigned a task force of beef industry stakeholders to develop a workable and credible industry feedyard audit tool that would level the playing field and serve as a foundation for the industryâ&#x20AC;&#x2122;s feedyard operators. This group of diverse industry stakeholders included feedyard owners and managers, veterinarians, animal scientists, packers, extension agents, BQA educators and trade association representatives.

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The objective of the feedyard audit taskforce was to establish a common set of practices and criteria that any cattle feedyard audit must include to be considered both comprehensive and in agreement with BQA standards. The audit needed to be applicable to all feedyards independent of operation size, facility/ housing type, cattle type, or geographical location.

In the fall of 2020, the Cattle Industry Feedyard Audit will be released. This audit will be certified through the Professional Animal Auditor Certification Organization (PAACO). With the audit being PAACO certified, only PAACO-certified auditors will be able to officially conduct an audit using the Cattle Industry Feedyard Audit tool. To learn more about PAACO, visit www. animalauditor.org. Another important note is that although the audit tool is owned by NCBA, auditing of feedyards will only be conducted through business-to-business activity. The NCBA will not be conducting any audits.

The Cattle Industry Feedyard Audit was built based on BQA principles and includes key standards of animal care that are directly related to animal health and welfare that contribute to a safe beef supply. There are two major components of this complete audit tool: review of documents and feedyard observations. Auditors will review documented protocols, records, and potentially conduct employee interviews to verify protocols are being followed. Auditors will also conduct observations of home, hospital, handling facilities, and animal observations both in pens and during processing. Results from the audit can provide information back to the feedyard to drive continuous improvement and measure the effectiveness by which the operation implements BQA. The Cattle Industry Feedyard Audit was created as a basis for packers and beef customers to verify that a feedyard follows and adheres to industry best practices as outlined in the BQA program. Feedyards engaging in an industry-wide third-party audit show the responsibility they take to meet the expectations of beef customers.

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Angus. America’s breed. Go to www.Angus.org/businessbreed or call 816.383.5100 to learn more.

PRODUCER

EDUCATION You Can’t Manage What You Don’t Measure: The Utility of a Written Grazing Management Plan

By Ashley McDonald, Senior Director, Sustainability Only one-quarter of U.S. consumers have confidence the beef industry raises cattle in a sustainable manner.i This unfortunate trend shows no signs of abating, and should have every producer in the U.S. asking themselves these questions: Why is the number that low and how do we improve it?

As urbanization occurs consumers move further away from production agriculture, causing not only a lack of knowledge, but, without a strong and credible information campaign to counter it, an erosion of trust. This is not news, of course, but is the foundation on which sustainability efforts for the U.S. beef and cattle industry are based. Data from industry-level improvements can be used to alleviate stakeholder and consumer concern. One area ripe for improvement is increasing the number of producers utilizing a grazing management plan to improve grazing lands.

Percent Operations Herd Size (number of beef cows) Small (1-49) Pct. Std. Error 5.2 (0.9)

Medium (50-199) Pct. Std. Error 13.4 (1.7)

Large (200 or more) Pct. Std. Error 19.8 (2.5)

All Operations Pct. Std. Error 7.6 (0.8)

For a vast majority of cow-calf producers (96.1 percent, according to the 2017 National Animal Health Monitoring System report on management practices) utilizing grazing pastures for fifty percent or more of their herd’s diet during the growing season is key to operational success.ii Feed purchases during the growing season can be a high unexpected cost, impacting the economic sustainability of the operation. Optimizing grazing pastures should be of the utmost importance to prevent any such unnecessary expense. Why is it, then, that only about 7.6 percent of producers across the country have a written grazing management plan?iii Persistent drought, water quality, soil carbon, nutrition, maintenance, biodiversity, reproduction, habitat, resiliency; these are all reasons to manage pastures more intensively.

Whether you consider actions to manage or improve these factors as “good business sense,” “regenerative,” or “sustainable,” one adage rings true: you can’t manage what you don’t measure. The word “measure” probably sends chills down your back, but that does not have to be the case. A simple written plan outlining operational goals and tactics can show promising returns for producers who take the time and monitor results.

These benefits could include: improved forage quality and yield; decreased feeding of hay and silage; improved distribution of manure; decreased weed infestations; decreased soil compaction; decreased soil washouts and erosion; improved animal health and productivity; increased number of animals on the same acreage (increased stocking rate); among others. Here are six general considerations and steps for either creating a grazing management plan, or critically reviewing a current planiv:

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www.NCBA.org DIRECTIONS 2020

Continued from page 62 1.

Assess current resource conditions (e.g., make a ranch inventory), relative to potential optimum conditions

2. Set ranch goals and objectives designed to move conditions toward optimum 3. Select management actions to achieve goals (e.g., stocking rate, timing, duration, rest, intensity, pasture size and number, infrastructure management and/or improvements, business management changes) 4. Make contingency plans for drought and other risks 5. Conduct regular and repeated monitoring of key indicators and compile resulting information 6. Take actions or make operational adjustments based on monitoring results Many producers may monitor and manage pastures without written documentation. While this may work well for a period of time, there are some additional considerations to think through for the long-term sustainability of the operation.

Without written documentation, the goals and actions are subject to the health and accuracy of the individual storing and voluntarily retrieving the information. Generational transfer is also a consideration. Logging goals, actions and results can inform future decisions by family members in the next generation. It can prevent backsliding while the next landowner “figures it out.”

Last, do it for the industry at-large. Whether or not anyone likes it, consumers, shareholders, lending institutions and trading partners are demanding more information on what, how and why things are done on the farm, ranch, or feedyard. Saying “no,” while easier, is not the wisest course of action. History tells us that creating the process and system to answer questions before someone else creates it for you is the least painful option. Sticking our collective heads in the mud will only result in mandates, regulations, or loss of market share. Everyone can agree increasing the number of consumers who feel good about eating beef is something the industry can all get behind. Through anonymous aggregated surveys we can track industry-wide improvements, but those results will only come if there are in fact changes made on the ground.

The take-away: make a grazing plan and write it down. Do it for you, the operation, your kids and the industry. Everyone will thank you for it.

Beef Consumer Index, 2017.

i

USDA, Beef 2017 Report 1: Beef Cow-calf Management Practices in the United States, pg 134, 2017; available at https://www.aphis.usda.gov/animal_health/nahms/beefcowcalf/downloads/ beef2017/Beef2017_dr_PartI.pdf. ii

USDA, Beef 2017 Report 1: Beef Cow-calf Management Practices in the United States, Figure F.2.c pg 135, 2017; available at https://www.aphis.usda.gov/animal_health/nahms/beefcowcalf/downloads/ beef2017/Beef2017_dr_PartI.pdf. iii

U.S. Beef Industry Sustainability Framework, pg 19, available at https://www.beefsustainability.us/Media/SustainableBeef/Docs/master190315-framework_-full_no-urls_pagenumbers_final-3.pdf iv

No matter where your work takes you, Dell Technologies is here with the seamless solutions to keep your productivity at its peak. NCBA members can access these solutions at additional savings up to 10% off.

Visit ncba.org/delltechnologies.aspx to access these savings.

PRODUCER

EDUCATION Virtual Learning Opportunities Abound for Cattlemen

By Chase DeCoite, Director, Beef Quality Assurance

Today’s rancher is expected to be an animal scientist, a business professional, an environmentalist, and a communicator. Expectations for today’s cattlemen have never been higher and on top of it all we are expected to make continuous progress. With all of these responsibilities, it is important that our industry’s producers have the top-quality education at their fingertips to remain informed on the latest science and knowledge pertinent to the modern rancher. That is why the National Cattlemen’s Beef Association, a contractor to the Beef Checkoff, maintains a full suite of learning opportunities online that cattle producers can access at any time.

Beef Quality Assurance, funded by the Beef Checkoff The Beef Quality Assurance (BQA) program has a robust online training and certification platform. Online modules are available for all types of operations: cow-calf, stocker/ backgrounder, and feedyard. Each set of learning modules is complete with all the important BQA content that every cattle producer should know, including lessons on stockmanship, herd health, biosecurity, recordkeeping, nutrition, worker safety and more. Best of all, BQA’s online classroom is free of charge and participants will earn their BQA certification upon completion! Start your certification today at BQA.org.

BQA Transportation, funded by the Beef Checkoff A newer training and certification program that launched in 2018, BQA Transportation (BQAT) provides the industry the opportunity to show our commitment to cattle care and meat quality from pasture to plate, providing the assurance consumers are looking for at all stages of the beef lifecycle.

Modules are available for farmers and ranchers or professional drivers, with content tailored to the different types of transportation methods. BQAT training and certification can be found on BQA.org.

BQA Biosecurity, funded by the Beef Checkoff The BQA program is launching the first in a series of advanced training modules for cattle producers, beginning with a series of learning modules on biosecurity. Enhance your commitment to high quality beef and cattle health by taking a deep dive into keeping disease out of your operation. With opportunities to build a biosecurity plan and train employees about BQA Biosecurity, it is the next step in having the latest information to keep your operation on the up and up! Training will become available this fall on BQA.org.

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Continued from page 66 Masters of Beef Advocacy, funded by the Beef Checkoff There is no question consumers are more interested in how their food is grown or raised, and the questions they are asking are tougher than ever.

Masters of Beef Advocacy (MBA) is your go-to program for training and resources to be a strong advocate for the beef community. This free, selfguided online course provides farmers and ranchers with the tools and resources to become a beef advocate and answer tough questions about beef and raising cattle. Join more than 15,000 other MBA grads today by visiting MastersOfBeefAdvocacy.com.

Cattlemen’s College Online Campus For over 25 years, NCBA’s Cattlemen’s College has brought thoughtprovoking, stimulating sessions to the Cattle Industry Convention that can help generate high returns for your operation, and now you can receive that same content from your home or office. Do you want to learn how to improve your business, build a better herd, or maintain a healthy herd that you already have? These are just some of the cutting-edge topics that are explored by industry thought leaders. With limited opportunities to attend in-person educational sessions this year, the program has made all of the extensive content from previous Cattlemen’s College sessions available free of charge! Visit the Cattlemen's College Online Campus at NCBA.org, under the “Producers” section of the website.

Cattlemen’s Webinar Series Each month the Cattlemen’s Webinar Series virtually delivers highly informative and interesting topics with some of the brightest minds in the cattle industry right to you! This fall is no exception, with pertinent webinar topics including Protein and Energy Supplementation and Fetal Programming. All you need to do is turn to your computer screen to hear from a great line up of presenters from across the country. To learn more, and register for upcoming webinars, visit NCBA.org and click on the “Producers” tab.

Continued on page 70

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THE ONE-PIECE TAG. PERFECTED. If you’re looking for more from a one-piece ear tag, take a close look at Y-Tags from Y-TEX®.

Y-Tags feature the revolutionary Surgi-Tip™, designed to slice through the ear fast and clean, creating a small incision that heals quickly. Y-Tags are molded out of advanced polyurethane, ensuring tags hold up in tough conditions, and printed using 100% PureLaser™, resulting in a dark mark that is guaranteed legible for the life of the animal.

Y-Tags are available in cow, calf, and feedlot sizes in a wide range of high-visibility colors.

Y TAGS

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To learn more, visit www.y-tex.com or call 888-600-YTEX.

*Y-Tags Feedlot tags are printed using ink jet print and are not guaranteed for the life of the animal. © 2020 Y-TEX Corporation. Y-TEX® is a registered trademark of Y-TEX Corporation. Y-Tags™, Surgi-Tip™ and PureLaser™ are trademarks of Y-TEX Corporation.

Continued from page 68 Stockmanship & Stewardship Virtual Event With gathering restrictions across the country, the Stockmanship and Stewardship program is going virtual! Don’t worry, the same high quality and engaging sessions you’ve come to trust from the program will still happen, just from the comfort of your home or office. Never been able to attend a Stockmanship and Stewardship event? Now is your chance to learn from world-renowned stockmanship clinicians Curt Pate, Dr. Ron Gill and Dr. Dean Fish, and hear from thought leaders on topics from sustainability to cattle health and welfare. Don’t miss this one-of-akind industry event, Nov. 11-12. Visit StockmanshipandStewardship.org for more information and to get registered.

U.S. Roundtable for Sustainable Beef Sustainability Learning Modules The U.S. Roundtable for Sustainable Beef (USRSB) recently launched online training modules as part of the sustainability framework outreach program for producers. The framework outreach program is aimed at supporting actions that can improve the sustainability of producer operations and the beef value chain.

These learning modules are the first in a series of modules being developed to advance, support and communicate continuous improvement of sustainability across the U.S. beef value chain. Cow-calf modules are currently available, and others will launch in early 2021. Visit USRSB.org and click on the “Learning” tab to find out more.

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Announcing the

2020 REGIONAL WINNERS

TUESDAY, OCTOBER 20 | 8:30 P.M. EASTERN Pull up a chair, gather your crew and join us for the announcement of the 2020 Regional Environmental Stewardship Award Winners. You and your family will enjoy hearing each of these unique regional winner stories. You may even gain tips and tricks that you can apply on your very own operations!

Watch on RFD TV â&#x20AC;&#x201C; Cattlemen to Cattlemen or stream on environmentalstewardship.org Sponsored by

Weâ&#x20AC;&#x2122;re working through the static so we can all...

CATTLE INDUSTRY CONVENTION

& NCBA TRADE SHOW

february 3-5, 2021 | Nashville

GAYLORD OPRYLAND RESORT & CONVENTION CENTER

#CATTLECON21

WWW.NCBA.ORG

Ranching chose you. When it comes to running your cattle operation, you do things the right way. BQA is here to help with the training and certification to build your cattle business. Get after it at BQA.org.

Funded by the Beef Checkoff.

“If we’re being truthful, we’re grass farmers.

We manage the land so cattle can harvest it.”

KEVIN YON

YON FAMILY FARMS, SOUTH CAROLINA

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