National Cattlemen 2014 Directions by NCBA

N A T I O N A L

CATTLEMEN The trusted leader and definitive voice of the beef industry.

THE OFFICIAL PUBLICATION OF NCBA â&#x20AC;˘ 2014 BeefUSA.org

2014 DIRECTIONS State of the Association Report CattleFax Top 25 Industry Lists Legislative Outlook

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IT’S NOT A JOB FOR EVERYONE. IT’S A JOB FOR YOU. Let’s stand for what we believe in. We believe in you. It’s a lot of responsibility—your cattle, your land, your community and your business—and they mean as much to us as they do to you. Let’s stand together at ResponsibleBeef.com. Copyright © 2013 Intervet Inc., d/b/a Merck Animal Health, a subsidiary of Merck & Co, Inc. All rights reserved. 12/13 BV-48776-04R

DIRECTIONS 2014

CONTENTS

LETTER FROM THE

PRESIDENT . . . . . . . . . . . . . . . . . . . . . . . . . . page 4

LETTER FROM THE

CEO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . page 6

STATE OF

NCBA .............................................................. page 10

N A T I O N A L

CATTLEMEN

THE OFFICIAL PUBLICATION OF NCBA President Bob McCan President-elect Philip Ellis Tracy Brunner Vice President Cevin Jones Federation Division Chair Federation Division Vice-Chair Jennifer Houston Craig Uden Policy Division Chair Kevin Kester Policy Division Vice-Chair Immediate Past President Scott George Forrest Roberts Chief Executive Officer Senior Editor

STATE OF THE

DIRECTIONS

LEGISLATIVE

RESEARCH

FARM

FEDERATION.. . . . . . . . . . . . . . . . . . . . . . . . . page 22

STATISTICS.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . page 34 OUTLOOK . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . page 52

FOCUS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . page 64

CREDIT.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . page 70

Contributing Writers

John Robinson Bob McCan Walt Barnhart Todd Johnson Forrest Roberts Chase Adams Brittany Schaneman Shawna Newsome Candace Weeda

Don Waite Creative Director Sharon Murano Graphic Designer For ad sales, contact Jill DeLucero or Samantha Murnin at 303-694-0305. Contact NCBA: 9110 E. Nichols Ave., Suite 300, Centennial, CO 80112 (303-694-0305); Washington D.C.: 1301 Pennsylvania Ave. N.W., Suite 300, 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. © 2014 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.

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2 NATIONAL CATTLEMEN

DIRECTIONS 2014

LETTER FROM THE PRESIDENT Fellow cattlemen and women, Relationships have always been important in the beef business. Many of us still do business with a handshake, knowing that we can trust one another to make good on our promises. Times have changed, but honor is something that still means something in cattle country. We should be proud of that legacy, but it’s one we each must honor and preserve. These are good times for the cattlemen and women of this country. Prices have reached a level many of us have only dreamed of and profitability has followed for many sectors of the business that just a few years ago, were challenged by record-high input prices, drought and other factors. Things are good, but this isn’t the time to rest and breathe a sigh of relief. We still have work to do in order to be sure we can pass thriving operations on to the next generation. We face a growing population around the globe that is hungry for great tasting, high quality beef. Our hard work now to protect our farms and ranches will ensure the next generation of cattle producers have greater opportunities ahead. By working now, we can help pave the way for expanded trade, fewer regulatory burdens, reduced threat from anti-agriculture activists and a better all-around business environment. It may seem like a tall order, but that’s why I am an NCBA member and why I’ve dedicated time and resources to help lead the organization. NCBA is the nation’s oldest and largest cattle and beef industry organization. It is also the only one focused solely on all of the issues facing the industry. From protecting the beef community from burdensome regulations, expanding trade opportunities to monitoring and defeating anti-agricultural activists, NCBA is committed to a better future for beef. That’s why I encourage each of you to help support the organization by recruiting a new member or dedicating your time to help further its efforts. By standing together, we are making a difference for the future. My family has a long history of service to the beef industry and it has been an honor to follow in their footsteps as 2014 NCBA president. As an NCBA leader, I have had the opportunity to meet many of you and I will always be thankful for the lasting friendships I’ve formed along the way. More than that, it has been an honor to serve the interests of the beef industry and each of you. For that, I would like to extend a heartfelt thank you. Sincerely, Bob McCan President National Cattlemen’s Beef Association

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LETTER FROM THE CEO Dear NCBA member, This past year has been an exceptional one for members of the beef community. We have enjoyed record-high prices for our cattle and beef, exports are booming and in many areas of the country we have been blessed with improvements in moisture conditions. As an industry, we have built a great deal of momentum and that has translated into our work at NCBA. We have built our reputation on a track record of delivering results that matter for our members from across the industry and we remain committed to serving your needs. During the past year, our membership roster experienced 10 percent growth and once again crossed the 30,000 threshold. It is that collective voice of the cattlemen and women which rings loudly in our nation’s capital where we continue to fight for your interests. NCBA has always been driven by the goals set forward by our grassroots members and we remain committed, as always, to delivering results that matter for you. On that front, we have been diligent in monitoring developing issues in Washington, D.C., many of which could have a significant impact on agriculture and specifically on cattlemen and women. Foremost on that list is the Environmental Protection Agency’s plan to increase regulation of waters of the United States. Their flawed proposal could significantly increase the regulatory burden of beef producers and create permitting nightmares for everyday activities. We continue to work with a coalition of agricultural organizations to defeat this damaging proposal. We’re also engaged on a number of other fronts, many of which are explained in detail throughout this issue of Directions. Regardless of the issue, you can be assured that the volunteer leaders and staff of NCBA are diligent in their efforts to provide the best business environment possible for the beef industry. We think those efforts are worth the reward that comes in the form of a vibrant market for our product and a growing membership base. To each of you, on behalf of the leadership and staff of NCBA, I would like to extend a sincere thank you for placing your trust in the organization and allowing us to represent your interests. Sincerely, Forrest Roberts Chief Executive Officer National Cattlemen’s Beef Association

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ALLIED INDUSTRY DIRECTORY

These are companies that have teamed with NCBA as allied industry 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 allied industry partners with NCBA (securing a premium booth placement at the next annual convention and trade show), please call the Association Marketing team at 303-694-0305.

Bayer www.bayer-ah.com Boehringer Ingelheim Vetmedica, Inc. www.bi-vetmedica.com Caterpillar www.cat.com Central Life Sciences www.centrallifesciences.com

GOLD LEVEL SPONSORS (Minimum $100,000 Investment) Dow AgroSciences, LLC www.dowagro.com

Micro Beef Technologies www.microbeef.com

John Deere www.deere.com

New Holland www.newholland.com

Merck Animal Health www.merck-animal-health.com Merial www.merial.com

Purina Animal Nutrition LLC www.cattlenutrition.com RAM www.ramtrucks.com Zoetis Animal Health www.zoetis.com

ALLIED INDUSTRY COUNCIL AgriLabs Animal Health International BASF Corporation

Case IH Elanco Animal Health

Farm Credit Novartis Animal Health U.S., Inc. Y-Tex

ALLIED INDUSTRY PARTNERS ADM Alliance Nutrition, Inc. Agriculture Engineering Associates Agri-Pro Enterprises of Iowa, Inc. Alltech, Inc. American Hereford Association AniTrace APC , Inc. Bank of America Merrill Lynch Barenbrug Beef Magazine Bimeda Certified Angus Beef Certified Hereford Beef CME Group Covidien Diamond V DuPont Greeley Hat Works Grow Safe Systems, Ltd Hartford Livestock Insurance Huvepharma, Inc.

IMI Global, Inc. IMMVAC Kent Nutrition Group, Inc. Kunafin “The Insectary” Laird Manufacturing Lallemand Animal Nutrition Meat & Livestock Australia, Ltd. Midwest PMS, Inc. Miraco/Gallagher Moly Manufacturing Monsanto Neogen Corporation Noble Foundation Norbrook Nova Microbial Technologies Novus International Nutrition Physiology Co., LLC Parnell PBS Animal Health Phibro Animal Health Pioneer, A DuPont Business Priefert Manufacturing Company

Prima Tech Quali Tech, Inc. Quality Liquid Feeds Rabo AgriFinance Ridley Block Operations Ritchie Industries Inc. Roper/Stetson Roto-Mix SmartLic Supplement — Feed In A Drum Stone Manufacturing Tarter Farm & Ranch Equipment Temple Tag, Inc. The Vit-E-Men Co. Inc./Life Products Tru-Test U.S. Premium Beef Varied Industries Corp. Verdesian Life Sciences Vigortone Ag Products Yara North America Z Tags North America Zinpro Corporation

PRODUCT COUNCIL MEMBERS American Foods Group Arby’s Restaurant Group, Inc./ARCOP, Inc. Beef Products Inc. Cargill Meat Solutions Darden Restaurants Fareway Stores, Inc. H-E-B

8 NATIONAL CATTLEMEN

JBS Lobel’s of New York McDonald’s Corporation Meyer Natural Foods National Beef Packing Nebraska Beef Packing Outback Steakhouse Performance Food Group

Preferred Beef Group Safeway Sam Kane Beef Processors SuKarne Tyson Fresh Meats Wendy’s International Yerecic Label Company

DIRECTIONS 2014

Bob McCan NCBA President Victoria, Texas

Scott George Immediate Past President Cody, Wyoming

Philip Ellis NCBA President-Elect Chugwater, Wyoming

Cevin Jones NCBA Federation Division Chair Eden, Idaho

Craig Uden NCBA Policy Division Chair Elwood, Nebraska

Tracy Brunner NCBA Vice President Ramona, Kansas

Forrest Roberts NCBA CEO Centennial, Colorado

NCBA Offices DENVER OFFICE 9110 E. Nichols Ave. Suite 300 Centennial, CO 80112 303-694-0305 Fax 303-694-2581 membership@beef.org

Richard Gebhart NCBA Treasurer Claremore, Oklahoma 9 NATIONAL CATTLEMEN

Jennifer Houston NCBA Federation Division Vice-Chair Sweetwater, Tennessee

Kevin Kester NCBA Policy Division Vice-Chair Parkfield, California

WASHINGTON D.C. OFFICE 1301 Pennsylvania Ave. N.W. Suite 300 Washington, D.C. 20004-1701 202-347-0228 Fax 202-638-0607 DIRECTIONS 2014

STATE OF NCBA A Year for the Record Books Record-high prices across our industry make it clear that demand for beef is strong in the United States and across the globe. Exports continue to expand even as prices have continued higher, adding nearly $300 per head to fed cattle prices. At home, demand has grown as consumers seek out U.S. beef from retailers and restaurateurs, despite the high prices. Growing demand, light supplies and improvements in moisture conditions across much of the United States are all reasons for a positive outlook as we prepare to close out 2014. “The entire beef industry has a great deal to celebrate right now and as I travel and speak with producers, the optimism across the industry is contagious,” said NCBA Chief Executive Officer, Forrest Roberts “The ongoing drought in the far west, an uncertain political and regulatory outlook and threats from activist groups all give reasons for pause, but I am confident

10 NATIONAL CATTLEMEN

about the progress we’ve made and the successes we’ve shared as an organization and as a part of the beef community.” However, Roberts noted, there is much work remaining and the outcome of current efforts will shape the future of the beef industry in the United States. Among the most pressing issues is the challenge of burdensome regulations being proposed by the Obama administration. “Our members have heard a lot about the Environmental Protection Agency (EPA) and Army Corps of Engineers plan to grab greater authority over waters of the United States (WOTUS). Right now, we’re continuing the push to encourage producers to submit comments on the proposed rule,” said Roberts. “WOTUS has the potential to be one of the single most impactful regulatory actions our industry has ever seen and that’s why we’re expending so many resources

DIRECTIONS 2014

STATE OF

NCBA to push back against the expansion of federal oversight on private lands.” NCBA has long fought for the right of producers to operate responsibly and Roberts pointed out that regulations and legislation that would interfere with the day-to-day operations of a farm or ranch in this country will always face opposition from the organization. “Our members come from across the agricultural spectrum and many of them have been raising cattle for multiple generations,” he said. “Cattlemen and women know best how to run their operations and produce high quality beef. They know that the only way to provide for their families is to protect the resources in their care.” Roberts explained that America’s beef producers are the original stewards of the land and increased EPA regulation of their daily activities isn’t going to help improve the environment. “Requiring a permit to move cattle or build a fence isn’t going to solve EPA’s perceived concerns, it’s only going to make it more difficult and expensive to produce the amount of protein required to feed a growing global population,” he said.

Long-range Plans

January, I am happy to report that the Wholesale Beef Demand Index stands at 121, well above the industry goal and it has occurred at a time of record-high prices. That’s a testament to the demand for our product and the work the industry has done to position it in the minds of consumers.” There are other core strategies outlined in the LRP, each meant to better the entire beef industry. The goals include efforts such as improving domestic consumer preference for beef; capitalizing on global growth opportunities; and strengthening the image of beef and the beef industry. Roberts pointed out that many of those goals have also been met or eclipsed in the past year. Primary among those goals was the core strategy of positioning the U.S. cowherd for growth. That measure was satisfied when heifer retention reached 18 percent in 2014, indicating that cowherd numbers should begin to climb in the coming years, increasing beef production and easing supply concerns. “I think it’s important to remember that these are industry goals, and not just an NCBA effort. In order to accomplish these, the entire industry needs to work together toward a common endpoint,” he explained. “The industry scorecard is something we should be proud of, but it also shows us we need to continue working in some areas.”

WOTUS may have received the most attention recently, but it’s only one of many issues on producers’ collective radar. NCBA is engaged in a number of efforts on behalf of the beef industry, all aimed at ensuring the goals set forward in the Beef Industry Long-Range Plan (LRP) are achieved. Roberts noted the LRP is updated each year and revised more extensively every five years by a group of stakeholders from across the industry. The current plan, which spans the period between 2011 and 2015, is set to be revised next in January 2015. “In 2011, the beef industry set a goal of achieving a Wholesale Beef Demand Index exceeding the level of 110 by capitalizing on the quality, safety and taste of U.S. beef while communicating the health, nutrition, and convenience benefits for beef and beef products to target domestic and international markets,” said Roberts. “At the time, that was an ambitious goal, with the Wholesale Beef Demand Index at the 100 level. Now, as we prepare to close out 2014 and look at revising the LRP in 11 NATIONAL CATTLEMEN

DIRECTIONS 2014

STATE OF

NCBA

He pointed to the core strategies of protecting and enhancing our freedom to operate and improving industry trust, openness and relationships as areas where there is still room for improvement. “These are metrics which are difficult to measure, but the industry looks at the responses to the producer survey conducted each year by the Cattlemen’s Beef Board and uses those numbers to measure success,” said Roberts. “While we’ve seen improvements over the past several years, we know that our producers still find it difficult to operate freely under the increased regulatory burden in the United States.”

A Moving Target

Continuing the current momentum and success of the beef industry is no small undertaking and many factors create undercurrents of uncertainty. Shifts in the consumer landscape further complicate the picture. Millennial consumers are increasingly important to beef ’s future and targeting them with messages about the positive attributes of beef and its role in the diet are crucial as they form their diet and purchasing habits. “We know that beef is an important part of a healthy diet and it provides protein and other essential nutrients. We’ve been successful on many fronts in communicating that to all consumers, not just

12 NATIONAL CATTLEMEN

Millennials,” said Roberts. “But, we still face questions about facets of modern beef production and it is Millennials and their influencers who are driving that conversation. We’re working to develop that dialogue and proactively respond to those questions about beef and how it is produced.” Roberts pointed to cooperative communication efforts, such as those lead by the U.S. Farmers and Rancher’s Alliance, as evidence that we’re beginning to win the hearts and minds of the next generation of beef consumers. Through programs like Food Dialogues and the release of the movie Farmland in early 2014, consumers and producers alike are becoming more comfortable with the transparency that will be required to be successful in the future.

A Sustainable Path Forward

It’s not just Millennials whose behavior is changing. Consumers around the globe have shifted how they view food and food production methods. They are demanding increased transparency at each step of the production chain. However, beef producers are fortunate in that they have a good story to tell. Until now, the difficulty has been providing the documentation necessary to make that story acceptable to those who would otherwise question the industry’s progress.

DIRECTIONS 2014

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Angus Premiums on the Rise 2011 2012 2013

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to perform without sacrificing quality, breeding simplicity and marketplace premiums. By continuing to breed your Angus females to a registered Angus bull, you’re raising high-performance feeder calves that bring premiums on the rail and keep consumers coming back to beef.You’re raising easy-calving heifers and a foundation for herd progress. You want her to stay in the herd. Turn out a registered Angus bull to keep her there. Angus Means Business.

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STATE OF

NCBA

environmental and social components of sustainability,” said Roberts. “Sustainability is really about producing beef in an efficient manner and doing it in a way that ensures our resource base remains productive. We’ve been doing that for generations. Now we need to do a better job of documenting it and showing stakeholders that beef is on a path of continuous improvement.”

Continued Success

“Over the past year, NCBA has been working to expand our earned leadership role in the area of beef industry sustainability. As a contractor to the Beef Checkoff Program, we completed the largest lifecycle assessment ever conducted for a commodity item,” said Roberts. “We are continuing to work on checkoff-funded projects related to the lifecycle assessment. In particular we’re studying the impact of beef waste on industry sustainability. Likewise, we are also working to gather regional data across the United States to provide more localized data so producers are better able to make management decisions that will improve the sustainability of their operations over time.” In addition to the ongoing, checkoff-funded sustainability research work, NCBA is also engaged in efforts which will help tell the beef sustainability story on a bigger stage. That effort includes leadership roles within the Global Roundtable for Sustainable Beef, which will release the principles and criteria which define global beef industry sustainability in November of this year. Similarly, there are ongoing negotiations with an array of stakeholders from across the beef value chain to build an effort specific to the United States, an effort which will continue to take shape in 2015.

The current success of the beef industry naturally leads to conversations about the future and the collective ability to grow global demand for beef in a manner that benefits the entire supply chain. The cyclical nature of the beef industry presents challenges which make that goal difficult, Roberts believes now is the time to put the resources in place which will help achieve the balance between price and supply that makes the industry profitable for the foreseeable future. “We are enjoying record-high cattle and beef prices right now, but that won’t always be the case and we need to make sure we, as an industry, are prepared for that eventuality,” he explained. “Similarly, NCBA leaders are also working to develop the resourcing strategies required for our continued success as an organization. Now is the time to make those decisions.” Regardless of the path forward, there will always be challenges that will require the cooperative attention of cattlemen and women, Roberts pointed out. “When we work together and find common solutions for the entire industry, those that benefit the majority and not the few, the entire beef value chain is better off as a result,” he said.

“We’re engaged on a number of fronts in the sustainability conversation. In each one of those, we are leveraging NCBA’s leadership role to ensure the United States beef industry continues to meet the growing global demand in a manner which balances the economic, 16 NATIONAL CATTLEMEN

DIRECTIONS 2014

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2015 INTEGRATED RESOURCE MANAGEMENT

REDBOOK

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The 2015 Redbook features: • International letter designations for animal identification • Calving records • Revised Quality Assurance guidelines • Injection site quality control • Health records • Pasture usage • SPA (Standardized Performance Analysis) performance measures • Cattle sales • AI breeding records • Analysis of calving activity Customize your Redbook in quantities of 100 books or more. Volume discounts available.

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STATE OF THE FEDERATION State Councils Take Advantage of Collaboration Opportunities Several events coordinated by the Federation of State Beef Councils over the past year have allowed state beef councils to maximize their collaboration not only with national programs, but with other state beef councils as well. The Partnerships in Action conference at the start of each fiscal year provides an opportunity for state council managers to come together and assure that all checkoff efforts are operating as a team. More than 80 state beef council staff representatives attended the 2013 event, held at the NCBA offices in Centennial, Colo., Oct. 8-10. The conference allowed states to not only become better acquainted with national FY2014 checkoff programs, but gave the council managers and staff an opportunity to weigh in on the best ways the programs could be rolled out or extended within states. An Orientation for new state beef council directors is held in the Spring to bring volunteer leaders at the

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state level up to speed on both the process for checkoff program development and the programs being conducted at the national level. During the 2014 orientation at the NCBA offices March 17-18, volunteers from 22 states got first-hand information on the structure, coordination and execution of the Beef Checkoff Program. Finally, a Partners in Planning conference was instituted in 2014 to give state beef council staff members and executives an early start on the next fiscal yearâ&#x20AC;&#x2122;s checkoff planning. At this yearâ&#x20AC;&#x2122;s event in the NCBA offices June 2-3, about 40 staffers had a chance to find out more about consumer trends and attitudes and national strategies to address them, and provide input into program development for efforts in Fiscal Year 2015. As with the Partnerships in Action conference, Partners in Planning provided a preview of how state programs might benefit from, supplement and extend the national plan.

DIRECTIONS 2014

Dear Fellow Beef Producers, In business we always want to know what’s on the bottom line. For the Beef Checkoff Program, the bottom line represents whether or not the return we get as cattle producers exceeds the cost, which is $1 for every animal we sell. On that measurement alone you can be proud of your Beef Checkoff Program. Recent independent research shows a return of $11.20 for every $1 we put into the national program. That demonstrates the efforts cattle producers are funding through the promotion, information and research programs are really worth it. Even more impressive, however, is how we got there. These programs weren’t ones we merely “purchased” with our checkoff dollars. The process for determining what programs should be funded, and at what amounts, is in the hands of producers themselves. So not only is the return on investment significant, the successful investments themselves were ones made by producers sitting on checkoff-directing committees. For most of us, that’s not more important than the bottom line. But when you put them together, it’s very impressive that the process we operate under – which includes so much producer input – is tied to a result that is so substantial. Had we only funded the effort, and not been so integrally involved, it wouldn’t have been nearly as exciting. I’m very proud of the producers who have voluntarily given their time to make the decisions that have led to the program’s success. Our new joint committee structure, which is more closely tied to the industry’s Long Range Plan, is giving producers even greater focus and input. State beef councils, too, are becoming even better planners, leaders and managers of state-directed checkoff funds. With the increasing sophistication in our process, I hope to see even better returns in the future. Let’s keep up the good work. Yours truly, Cevin Jones Chairman, Federation of State Beef Councils

Federation Executive Committee: Chair Vice-Chair Region I Region II Region III Region IV Region V Region VI Region VII Veal Rep. Rev. Seat Rev. Seat Rev. Seat Non-Voting

Cevin Jones (Idaho) Jennifer Houston (Tenn.) Garry Wiley (Mich.) Donna Jo Curtis (Ala.) Tod Fleming (Wis.) Clay Burtum (Okla.) Sid Viebrock (Wash.) Linda Brake (Ariz.) Steve Hanson (Neb.) Jurian Bartlese (N.Y.) Mark Harms (Kansas Beef Council) Dawn Caldwell (Neb. Beef Council) Dick Sherron (Texas Beef Council) Heather Buckmaster (Chair, Fed. Advisory Council)

2014 Federation members to the Beef Promotion Operating Committee are: Top row, from left: Irv Petsch, Wyoming; Steve Hanson, Nebraska; Austin Brown III, Texas; Jerry Effertz, North Dakota; and Cevin Jones, Idaho, Federation chair and BPOC vice chair. Bottom row, from left: Scott McGregor, Iowa; Dawn Caldwell, Nebraska; Jennifer Houston, Tennessee, Federation vice chair; Terri Carstensen, Iowa; and Clay Burtrum, Oklahoma. 21 NATIONAL CATTLEMEN

DIRECTIONS 2014

S T A T E

O F

T H E

FEDERATION Federation Initiative Fund Takes State Efforts to New Levels Chair. “I think it’s this ‘boots-on-the-ground’ concept that makes the Federation so strong, and what makes the Beef Checkoff so effective and beneficial to the country’s cattle industry.”

A dozen states with key consumer populations are taking their efforts to new levels in 2014, thanks in part to the Federation Initiative Fund. The fund allocated more than $128,000 in fiscal year 2014 to 15 projects that have helped, or will help, extend efforts to reach the industry’s target audiences in meaningful ways.

Because of its ability to personally touch key audiences that communicate with or market to consumers, a noticeable aspect of many state programs is bringing these individuals to the message, rather than sending the message to them. Conducting tours and camps for media, chefs, foodservice operators, retailers and others who share beef ’s message with consumers has been a common method of utilizing the funds.

“Our state beef councils have a unique capacity for personally reaching out to thought leaders. This can be more difficult when conducted at the national level,” said Cevin Jones, Federation

Federation Initiative Fund • Round 1 (Approved at 2014 Annual Meeting)

In addition, state beef councils have used the funds to reach active millennials directly, or chosen to use up-to-date technology to assure that decision-makers are getting the beef message. For instance, runners have been targeted in two projects, and an App for hand-held devices has been developed for use by the foodservice industry.

California Beef Council BEEFlexible Mobile App Updates $4,988 Georgia Beef Board Peachtree Road Race $10,500 Illinois Beef Association Chicago Area Runners Association $4,500 New York Beef Council Farmland Campus Tours $12,000 Ohio Beef Council Team Cuisine Cooks Camp $1,500 Pennsylvania Beef Council May Beef Month Blogger Tour $5,000 Virginia Beef Industry Council Beef Camp $6,000 Wisconsin Beef Council Farm to Fork Tour $5,875 Federation Initiative Fund • Round 2 (Approved at 2014 Summer Conference)

The Federation Executive Committee meets twice each year to review applications for Federation Initiative Funds from state beef councils, and select ones it believes will have a chance to reach the most consumers. In 2014, eight projects were approved at the Annual Meeting in Nashville in February, while seven projects were approved in Denver at the 2014 Summer Total approved in FY2014: $128,213 Conference.

Arizona Beef Council Gate to Plate Tour Series Florida Beef Council Farm to Fork Tours Florida Beef Council ProStart Education Initiative Hawaii Beef Industry Council Millennial Blogger Ranch Tour Minnesota Beef Council Team BEEF Program New York Beef Council Social Media Marketing Outreach Pennsylvania Beef Council Millennial to Millennial Recruitment Program

$6,100 $32,000 $7,500 $5,000 $7,250 $15,000 $5,000

H H H H H H H H H H H H HH H H H H H H H H H H H H H H H HH H H H H H H OR

Fiscal Year 2014

State staff traveled to Denver.

NCBA

The Federation Vision is “to build beef demand by inspiring, unifying and supporting an effective state/national checkoff partnership.” Deliverable outcomes from this Vision are the multiple state beef council planning sessions conducted locally, and the collaboration meetings held nationally for state beef council staff and directors.

State staff traveled to Denver and NCBA staff traveled to state.

22 NATIONAL CATTLEMEN

DIRECTIONS 2014

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S T A T E

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FEDERATION

Digital Marketing Campaign Builds on Popular Tagline Every afternoon in homes across the country, the same refrain can be heard: “Hey! What’s for dinner?” And in the minds of the many consumers hearing that question, a dominant answer has been planted: Beef. It’s what’s for dinner. Not just planted, in fact. Watered, nourished and cared for over the past two decades, the phrase – created and developed by the Beef Checkoff Program – is an example of highly successful promotion that is the envy of most major companies. Can its true benefit to producers be quantified? And maybe more important, is it still relevant in this digital age? “It’s invaluable,” according to Jim Boudreau, who was account director in charge of the Beef. It’s What’s For Dinner effort for the campaign-creating Leo Burnett agency from 1998-2002. “In the food category, it’s one of the most successful taglines ever.”

It wasn’t just an advertising campaign, says Mary Adolf, who was vice president of promotion at the National Live Stock and Meat Board’s Beef Industry Council at the time. It was integrated across just about every facet of the industry’s marketing program. “That really helped propel it forward very quickly,” Adolf says. The Beef. It’s What’s For Dinner campaign focused directly on the beef product. The campaign hit the streets in May of 1992 with a 17-month, $42 million campaign that covered a broad range of marketing elements. “It clicked almost immediately,” says Adolf. “The whole industry got behind it, and saw its potential. We worked hard to find a tagline that would endure and could be owned by the beef industry – something that could resonate with consumers and communicate what we were trying to convey.”

Epic Staying Power

Research shows that almost every year, more than eight of ten consumers have at some point seen or heard the tagline. About half of consumers can recite the beef industry tagline unaided – despite the fact that television advertising hasn’t been conducted for more than a decade. “Most companies would love to have that kind of success,” says Adolf, who is now executive director of the International Pizza Hut Franchise Holders Association. “The Beef. It’s What’s For Dinner theme has stood the test of time. That’s a rare thing – to find a slogan that can do that. It’s almost unheard of today.”

24 NATIONAL CATTLEMEN

Jennifer Houston, a beef producer from Sweetwater, Tenn., and vice chair of the Federation of State Beef Councils, agrees. “There are not too many brands that have had this kind of sticking power – and relevance,” says Houston, who has served on numerous checkoff committees since the 1980s. “At the time the first Beef. It’s What’s For Dinner campaign got started, I don’t think anybody thought it (the beef tagline) would have lasted as long as it has. We were so proud of what it became.” DIRECTIONS 2014

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BE READY.

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FEDERATION “Beef. It’s What’s for Dinner is worked into everything we do,” according to Martin Roth, executive director of marketing, advertising and new media for the National Cattlemen’s Beef Association, a beef checkoff contractor that manages the campaign for The Beef Checkoff Program. “It’s not just a tagline – it’s the brand. It’s the authority for all things beef.” Roth says the credibility of the beef industry’s message has been enhanced significantly because of the beef industry’s efforts to develop an identity over the past two decades. “It’s established in the consumer mindset from all of the years of producer investment (through the checkoff ) in it,” he says. “Consumers and others look to Beef. It’s What’s For Dinner and have confidence in it. It’s who we are. And it’s really paying off for farmers and ranchers.”

Digital Communications

Houston says because of the investment producers made through their Beef Checkoff Program at the beginning of the first campaign, a foundation has been established. “We don’t always have to come up with something new,” she says. “We already have something that we know works.”

She says all of those putting checkoff dollars to work can utilize the tagline as a “springboard for what they want to get across” – including state beef councils, which leverage the message for numerous efforts that reach consumers. According to Houston the efforts only work, though, if the right message reaches the intended target. Today the method of conveying the message has changed significantly. The 1992 campaign included an initial $20.5 million advertising budget, utilizing mostly television, magazine and radio. Today the strategy is to reach millennials through a targeted digital approach that shows up on their laptops, tablets, hand-held mobile devices and computers with information they need, when they need it. “Digital is the lifeblood of today’s millennial,” according to Roth. “It’s the first thing they look at in the morning, and it’s the last thing they look at before they go to bed. A screen is always in front of them.” Fortunately, says Roth, the Beef. It’s What’s For Dinner theme is just as effective with today’s consumer as it was when it was introduced in 1992. “Millennials have the same concerns as other generations have had – marriage, kids, finding and preparing meals that the whole family will enjoy,” he says. “But what has changed is the way they get their information. Digital is the way to reach this audience.”

Right Audience, Right Time

Roth says the payoff for the beef industry comes when a campaign moves people to purchase more beef more often. The Beef. It’s What’s For Dinner digital marketing campaign, which is managed by NCBA under contract to the Beef Checkoff Program, is key to accomplishing that goal for today’s generation.

Four of the digital advertisments from the 2014 campaign, which included a general ad, and one each focusing on nutrition, ease of use and taste. 26 NATIONAL CATTLEMEN

“The ‘Beef. It’s What’s For Dinner digital campaign is the solution,” he says. “It targets the right people at the right time.” Unlike mass media, which reaches DIRECTIONS 2014

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FEDERATION some people who have no interest in the product, Roth describes digital media as an “under-the-radar” approach that is “a different delivery system that is laser focused on the person needing beef information, or who would benefit from specific beef information. While it’s one-on-one communication through a consumer’s computer, it’s also across millions of people.” The campaign aims to direct consumers to its flagship website – BeefItsWhatsForDinner.com. The site contains recipes, tips, nutrition, safety and other information consumers want and need. Various digital elements drive consumers to that site, including: • Banner Ads on sites like AllRecipes.com and MensFitness.com, which inspire consumers to think about their dinner tonight with beef photos and recipes and bits of information. The ads and sites are targeted toward those consumers who have health and recipes on their minds; • Search Advertising on engines such as Bing and Google, for people proactively searching for information on recipes and food information, but who may not have beef on their minds; • A Beef. It’s What’s For Dinner Facebook page, with more than 830,000 fans who receive recipe posts with photos on a regular basis, and who are encouraged to visit the flagship website; • Collaboration with other established recipe and nutrition-related websites, such as Martha Stewart.com, which will imbed beef recipes and tips directly on their sites; • Videos that run before online television shows, using both recipe and non-recipe approaches; • Other “cutting edge” elements in digital marketing that allow the industry to target millennial consumers who might be in the market to purchase beef. All of these types of information streams are important, says Roth. “There are thousands and thousands of products out there, and they’re all on the internet,” says Roth. “But they remain hidden on the internet unless they’re promoted. We need to be targeting the right 27 NATIONAL CATTLEMEN

A Rousing Start The Beef. It’s What’s For Dinner digital marketing campaign generated significant results for the beef community in 2014. After just over four months in the marketplace, more than 1.7 million consumers were reached through the campaign’s website, and the “no-recipe recipe” videos were viewed more than 5 million times on YouTube and other video online channels. Furthermore, associated social media sites hosted a total of more than 1 million engagements, such as likes, comments, shares, re-tweets and click-thrus to checkoff resources, such as recipes. “We continue to engage consumers during their moments of meal planning, inspiration and decision-making, and results show we’re having an impact and that every interaction matters,” says Terri Carstensen, chair of the checkoff’s Domestic Consumer Preference Committee and a beef producer from Odebolt, Iowa. “Digital/social media is such a great tool because it is available 24/7.”

State beef councils in Illinois, Iowa, Kansas, Missouri, Nebraska, Oklahoma, Texas, Utah, Kentucky, Mississippi and Minnesota are using digital platforms from the national media buys. These states used digital media, such as Facebook and paid Google search advertising, to share positive beef messages with millennials. Research shows that 97 percent of consumers have positive opinions about beef after visiting the Beef. It’s What’s For Dinner website.

people, and targeting them when they’re in the right frame of mind.” According to Roth, using a digital approach to marketing is very cost effective and efficient, since its aim is to focus on those who are in a position to purchase the product, not those who aren’t. “Digital provides a new, more surgical approach to the industry’s opportunities,” he says.

A Great Run

Though they couldn’t have predicted how it would eventually be used, beef producers who sent the Beef. It’s What’s For Dinner theme on its mission can take satisfaction today in what it has created. “We didn’t have any inkling that it would become what it has,” says Houston. And the value to beef farmers and ranchers? No question, says Houston. “It’s been priceless. It has really built tons of brand equity.” DIRECTIONS 2014

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FEDERATION States Take the Beef Message on Tour State beef councils have often been taking their beef message to the people by doing just the opposite – bringing the people to the message. Farm to fork tours, where influential professionals who regularly counsel consumers on what should be on their plates, are showing that face-to-face encounters just very well could be the most effective way to change consumer attitudes about the beef industry conducts its business. From coast to coast, border to border, beef producers have been showing off modern beef production methods that leave tour participants amazed – in a very good way. And research shows the attitude shifts are significant. “I believe if more people knew how farmers raise cattle, people who don’t eat red meat may start eating it,” said one participant of a Minnesota Beef Council tour, which was partially funded by a Federation Initiative Fund grant. The culinary students who were part of the tour were treated to not only a visual tour of the Lawrence farm of Princeton, Minn., but a question-and-answer session with a meat scientist from the Agricultural Utilization Research Institute. “Coming on this tour has opened my eyes to realizing how the farms are clean and how happy the cattle are,” said a participant in a pasture-to-plate tour for chefs, culinary instructors and foodservice professionals conducted by the

Kansas Beef Council. “The farmers love their jobs and love what they do.” A blogger attending a tour of the Masonic Village Farm in Elizabethtown, Penn., found her participation useful in her day-to-day efforts. “I took away more understanding of the farming end of the process, adding depth to my normal consumer outlook,” she said. Among the industry segments she experienced: a pasture operation, feedlot and a retail farm market — as well as the Beef Quality Assurance and environmental stewardship efforts along the way. In almost all cases, pre- and post-tour surveys were conducted to determine just how well the messages are getting through. Before an Explore Beef tour in Florida, only 43 percent of tour participants would give cattle farmers and ranchers an “A” grade. After the tour? A full 87 percent said they would give farmers and ranchers an “A” for their efforts in raising beef. “Our Explore Beef Farm to Fork Tours were more successful than we could have imagined,” according to Ashley Hughes, Florida Beef Council director of beef marketing and promotion. “The participants truly valued the transparency of the tour and the tour hosts, and the comprehensive coverage that was provided all the way from the pasture to harvest.” The FBC tours, too, were partially supported by the Federation Initiative Fund. Fund grants also helped sponsor tours in Arizona, where Tiffany Hayes, Arizona Beef Council director of consumer education and producer communications, was enthusiastic about results. “Our tours were a resounding success,” she said. “It gave influential professionals the opportunity to see how cattle are raised, handled and harvested, and provided them a first-hand experience they can share with others.”

Oklahoma rancher Mike Armitage visits with South Korean journalists on a tour about production practices in the state. 28 NATIONAL CATTLEMEN

Participants of the Pennsylvania blogger tour. DIRECTIONS 2014

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DIRECTIONS 2014

S T A T E

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FEDERATION An Evolution of Lean Beef: Building on a Success Story Responding to its market, the beef industry began making important changes in both perceived and actual nutritional properties of its products nearly 40 years ago. Those changes and the resulting impact they have had in marketing beef are more significant than most producers realize. The industry’s first wake-up call came in 1977 when a U.S. Senate Select Committee on Nutrition and Human Needs released the Dietary Goals for the American People. Among other things, that document recommended Americans decrease consumption of meat in favor of poultry and fish. “All of a sudden, red meat became demonized,” according to Jeff Savell, Ph.D., university distinguished professor at Texas A&M University, who has been involved in beef industry research since the late 1970s. “We found this attitude was sometimes based on ancient data.” Savell and colleagues, in fact, found the biggest impediment to good dietary recommendations at the time was faulty product information. For instance, Savell says that up until 1986, data for the beef Porterhouse Steak showed the cut had more than 42 percent fat – and this information was based on just a few heifers from the 1950s. “It was a horrible lag in data,” Savell says. “We had outdated information for decades. Furthermore, we needed to define the concept of lean beef.” Compounding that was the fact the industry was actually marketing beef with too much fat – “dinosaur cuts, as we look at it today,” he says.

The results of the industry’s “war on fat” were impressive by any standard. Since the late 1970s the industry has demonstrated a 44 percent reduction in available fat (from 13 percent to 7 percent), and a 29 percent reduction in saturated fat contributed by beef per capita (from 13 percent to 9 percent). Furthermore, more than 65 percent of whole muscle beef cuts sold at retail today meet government standards for lean, and 17 of the top 25 most popular cuts sold at retail (including Sirloin Steak and Tenderloin) are lean. Since the 1980 Dietary Guidelines for Americans were issued, external fat on retail beef cuts has decreased by 81 percent. Retail data show that sales of 90 percent or greater lean ground beef increased by 25 percent between 2008 and 2013.

All Hands on Deck

The “gate-to-plate” effort to increase leanness involved every segment of the beef chain – cattle ranchers and farmers who raised leaner animals, packers and processors who closely trimmed beef cuts, supermarkets and restaurants that offered a growing number of lean beef cuts to consumers, and researchers who made sure accurate data were used in calculating what was actually in the products. Also playing a critical role was the Beef Checkoff Program, which helped fund much of the research and many of the efforts to get information into the right hands. “It was the perfect storm,” said Savell. “The need for good information came at the same time as the availability of funding. And without the checkoff, it would not have been done.” “Every pivotal point in this journey has had a checkoff element,” says Shalene McNeill, Ph.D., R.D., executive director of human nutrition research at the National Cattlemen’s Beef Association, a beef checkoff contractor that manages checkoff nutrition research programs. “For instance, checkoff work led to collaboration that updated the entire gold-standard nutrient database for beef.” With information in hand, the beef industry made a huge push through its checkoff program in the 1980s and 1990s to reach out to health professionals. For instance, a program with state beef councils and the American Dietetic Association (now the Academy of Nutrition and Dietetics) starting in the late 1980s and continuing today provides seminars to local and state Academy groups on nutrient density and the new lean data.

30 NATIONAL CATTLEMEN

DIRECTIONS 2014

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DIRECTIONS 2014

S T A T E

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FEDERATION From a production and processing standpoint, Savell says the key milestone was a major checkoff-funded National Consumer Retail Beef Study in 1986 that demonstrated consumers would buy more beef, and pay more for it, if they were offered a leaner product. “That was probably my ‘aha’ moment,” says Savell. At that time, retail beef trim was about .5 inches of external fat. The information from the study created a “domino effect” in the retail industry to reduce external fat on retail cuts, Savell said, with one retailer trying to outdo the other when it came to closer trim. The move by retailers to reduce fat trim led to increased efforts by packers to reduce the amount of fat going into the back of the store, according to Clay Burtrum, a cowcalf producer from Stillwater, Okla., and chairman of the checkoff ’s Nutrition and Health Committee. The results were demonstrated by a checkoff-funded National Beef Market Basket Survey in 2005, which found that overall fat thickness for the cuts in individual store packages had been

LEAN MATTERS

Chronicling Beef’s Change from Gate to Plate A Distinctive Public Private Collaboration

reduced to an average of .09 inches, 81 percent less than it had been just 25 years earlier. “When you go to the meat case today, it’s a sea of red,” says Savell. “There is just no visible fat. Over time, we have seen a redefinition of lean.”

Taking a Different Tack

Are there still opportunities when thinking about lean beef ? Yes, agree industry experts, but not necessarily in the direction it has taken over the past 40 years. “We’re now to the point we just can’t get any leaner,” according to Savell. “Even if the only grade eaten by consumers was Select, it wouldn’t change fat intake (by Americans) appreciably.” The industry’s message on lean could hardly be more positive. Today more than 38 cuts, when cooked and visible fat trimmed, have been shown to fit the USDA definition of lean, which is less than 10 grams of total fat, less than or equal to 4.5 grams of saturated fat and less than 95 milligrams of cholesterol per 3½ ounces. This compares to seven cuts just 20 years ago. McNeill says, however, the industry’s best messages may sometimes get lost in the discussion on lean. “While the focus on lean is important, it’s only part of our great beef nutrition story,” she says. “All beef provides 10 essential nutrients, including high-quality protein, important to good health.” Still, she says having the tremendous lean message is very important – even if it isn’t the particular message the industry decides to utilize in every instance. “Historically, it’s been an important focus,” McNeill says, “because unfortunately, when consumers and health professionals think of nutrition and beef, they often think of fat first. “Today we’re suggesting to our state beef council partners they don’t need to talk as much about the numbers, because lean cuts have become so prevalent,” she says. “We need to stress that many popular cuts of beef are lean and all beef has 10 essential nutrients.”

32 NATIONAL CATTLEMEN

While fat is still a leading barrier for consumers choosing beef, “the lean story is giving us many chances to tell a good nutrition story,” says McNeill. “We have a great opportunity to show that beef is surprisingly more lean and nutritious than [consumers] think.” DIRECTIONS 2014

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FEDERATION McNeill points to the Beef in an Optimal Lean Diet – or BOLD – Study as a means of doing that. The BOLD Study demonstrated that a diet containing 5 ounces a day of lean beef was just as heart-healthy as the government’s “optimal” diet based on chicken as a protein. It also showed that the diet with beef can lower total and LDLcholesterol levels by 10 percent. “We found that researchers were surprised not just by the results, but by the terrific nutrition profiles of the beef cuts,” McNeill says, noting that even beef cuts that don’t fit the government’s definition of lean can fit into properly balanced diets. “The unintended consequences of such emphasis on lean cuts of beef might have contributed to a ‘good cut/ bad cut’ perception,” says McNeill. “Because all beef has become leaner, any beef cut can be part of a healthy and balanced diet. People are really open to a balance of fat today,” she says. Savell says it’s a matter of providing the right type of fat. “Consumers want taste fat, not waste fat,” he says. “We can’t avoid the need for a certain amount of fat for eating acceptability.”

Brave New Approaches

Efforts that help build positive messages about the nutritional benefits of beef have been managed for the industry and the Beef Checkoff program by NCBA. McNeill says that while it’s great the industry has developed a positive message about its lean products, it isn’t necessarily one it will use predominantly in the future. “The nutrition landscape is getting more complicated,” says McNeill. “Now instead of ‘eat less fat,’ there’s more guidance to ‘eat a plant-based diet.’ So we have to start understanding how beef benefits the changing philosophies in diet and health. “It also raises the question, what is the future optimal diet? We need to stress the point that beef is simply a better food – a great tasting, nutritionally valuable food for a better eating experience,” she says.

still very much an important issue because of today’s health awareness,” he says. “Consumers are increasingly aware of their diets.” For that reason, Burtrum says he believes the Beef Checkoff Program needs to be involved. “We have to be forward-thinking about what is going to happen next,” he says. “We know there will continue to be Dietary Guidelines from the government, and we need to help make sure those are based on the most current, most accurate data. At the same time, we need to educate consumers about the nutritional benefits our products offer. Not just the lean, but the entire package. “With a shrinking budget, we need to focus on those areas that are most important,” Burtrum says. “Nutrition is important. We’re fortunate to have this kind of research and foundation to use in telling our story.” For a copy of a publication called Lean Matters on which this article was based, contact Wendy David at wdavid@beef.org.

PROTEIN

BENEFITS WHY FOCUS ON PROTEIN? Heart healthy diets with high quality lean protein helps lower cholesterol (the bad kind!), reduce the risk of chronic disease and reduce high blood pressure.

Protein helps support strong, lean bodies.

Beef gives your body more of the high-quality protein you need to achieve and maintain a healthy weight and preserve and build muscle.

of your recommended Daily Value of protein

Get more from your workout! Studies show exercise is more effective when paired with a higher-protein diet, and beef provides the amino acids necessary for building and replenishing muscles.

Feeling hungry? People who eat a higher-protein diet (about 30% of daily calories from protein) feel more satisfied, which may help prevent overeating.

a 3-oz serving of beef provides 25 grams of protein and 10 essential nutrients in one tasty package.

A single serving of beef is about the size of an iPhone.

Staying engaged in the nutrition arena is still critical for the industry, says Clay Burtrum, who serves on the 20-member Beef Promotion Operating Committee representing the Federation of State Beef Councils. “It’s 33 NATIONAL CATTLEMEN

DIRECTIONS 2014

DIRECTIONS Statistics The National Cattlemen’s Beef Association is pleased to present the 28th annual edition of Directions. This special edition of National Cattlemen includes useful beef industry trends and statistics, as well as information about and NCBA and current priorities. The information included in this section is compiled annually by 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 2015 mailing. Please note that all listings must meet the rankings criteria in order to be considered. We hope you find the information included in this issue useful as you make decisions about your operation.

2013 2014 TREND Region I Indiana 810 UP 870 Jan. 1, 2014 • Cattle and calf numbers down 2 percent at Kentucky 2,240 DOWN 2,090 87,730.0, down from 89,229.6 the previous year. Maryland 192 DOWN 182 Michigan 1,120 FLAT 1,120 New England* 538 DOWN 513 2013 2014 2013 2014 New York 1,400 UP 1,450 TREND TREND Ohio 1,230 UP 1,250 Region VII Region III Pennsylvania 1,610 UP 1,620 Kansas 5,850 DOWN 5,800 Illinois 1,120 UP 1,130 Virginia 1,610 DOWN 1,530 Nebraska 6,300 DOWN 6,150 Iowa 3,850 DOWN 3,700 West Virginia 410 DOWN 380 North Dakota 1,790 DOWN 1,770 Minnesota 2,390 DOWN 2,380 Total 11,160 DOWN 11,005 South Dakota 3,850 DOWN 3,650 Missouri 3,650 UP 3,800 *Connecticut, Delaware, Maine, 17,790 DOWN 17,370 Total Wisconsin 3,450 DOWN 3,350 Massachusetts, New Hampshire, New Jersey, Rhode Island Total 14,460 DOWN 14,260 and Vermont

Cattle and Calves on Farms (000 head)

2013 2014 TREND Region V Alaska 12 DOWN 10 Colorado 2,600 DOWN 2,480 2,370 DOWN 2,190 Idaho Montana 2,600 DOWN 2,550 Oregon 1,280 FLAT 1,280 Washington 1,150 DOWN 1,100 Wyoming 1,290 DOWN 1,270 Total 11,302 DOWN 10,880

2013 2014 TREND Region VI Arizona 900 UP 920 California 5,300 DOWN 5,250 Hawaii 132 DOWN 130 New Mexico 1,340 DOWN 1,290 460 DOWN 455 Nevada Utah 770 UP 800 Total 8,902 DOWN 8,845

34 NATIONAL CATTLEMEN

2013 2014 TREND Region IV Arkansas 1,600 UP 1,660 Oklahoma 4,200 UP 4,300 Texas 11,300 DOWN 10,900 Total 17,100 DOWN 16,860

2013 2014 TREND Region II Alabama 1,220 UP 1,240 Florida 1,660 DOWN 1,620 Georgia 1,020 DOWN 1,000 Louisiana 780 UP 790 Mississippi 910 UP 930 North Carolina 820 DOWN 810 South Carolina 355 UP 360 Tennessee 1,830 DOWN 1,760 Total 8,595 DOWN 8,510

DIRECTIONS 2014

TOP 25 Seedstock Operations

3 4

Express Ranches

Gardiner Angus Ranch

Beckton Stock Farms, Inc.

Leachman Cattle of Colorado

Vermillion Ranch, LLC

Head office: Yukon, OK Head office: Robert A. Funk Subsidiaries/Allied Operations: Express Angus, Express Cattle Feeding, Express UU Bar, Express Limousin, Vista Angus, Pfeiffer Angus, Hometown, Express Herefords CEO: Jarold Callahan Total Marketings: 5,850 Combined Ranch Acreage: 200,000 States of Operation: Oklahoma, New Mexico, Wisconsin, Alabama Bulls Sold: 2,180 Breeds Utilized: Angus, Hereford

Head office: Ashland, KS Head office: Gardiner Family Subsidiaries/Allied Operations: N/A CEO: Henry Gardiner Total Marketings: 3,350 Combined Ranch Acreage: 49,000 States of Operation: Kansas Bulls Sold: 2,250 Breeds Utilized: Angus

Head office: Sheridan, WY Owner: Forbes Family

Head office: Wellington, CO Owner: Lee Leachman, Mike Browning, Tim Watts Subsidiaries/Allied Operations: Top Line and 35 other cooperators CEO: Lee Leachman Total Marketings: 1,542 Combined Ranch Acreage: 200,000 States of Operation: Colorado Bulls Sold: 1,358 Breeds Utilized: Angus, Red Angus, Simmental, Gelbvieh, Charolais, Stabilizer

Head office: Billings. MT Owner: Pat Goggins and Family

Sitz Angus Ranch

44 Farms

Head office: Dillon, Harrison, MT Owner: Jim and Bob Sitz Subsidiaries/ Allied Operations: N/A CEO: N/A Total Marketings: 1,440 Combined Ranch Acreage: N/A States of Operation: Montana Bulls Sold: 950 Breeds Utilized: Angus

Head office: Cameron, TX Owner: Bob McClaren Subsidiaries/ Allied Operations: 44 Steaks CEO: Doug Slattery Total Marketings: 1,270 Combined Ranch Acreage: N/A States of Operation: Texas Bulls Sold: 945 Breeds Utilized: Angus

Subsidiaries/Allied Operations: Beckton Red Angus CEO: W. Cameron Forbes Total Marketings: 1,656 Combined Ranch Acreage: N/A States of Operation: Wyoming Bulls Sold: 103 Breeds Utilized: Red Angus

Subsidiaries/Allied Operations: N/A CEO: Pat Goggins Total Marketings: 1,450 Combined Ranch Acreage: 200,000 States of Operation: Montana Bulls Sold: 1,450 Breeds Utilized: Angus

8 9 10 KG Ranch

DeBruycker Charolais

Nichols Farms, Ltd.

Head office: Three Forks, MT Owner: Paul Doddridge Subsidiaries/ Allied Operations: N/A CEO: Greg Strohecker Total Marketings: 1,255 Combined Ranch Acreage: 50,000 States of Operation: Montana Bulls Sold: 500 Breeds Utilized: Angus

Head office: Dutton, MT Owner: Lloyd, Mark, Brett DeBruycker & Joe Campbell Subsidiaries/ Allied Operations: North Montana Feeders CEO: Lloyd DeBruycker Total Marketings: 1,100 Combined Ranch Acreage: 130,000 States of Operation: Montana Bulls Sold: 900 Breeds Utilized: Charolais

Head office: Bridgewater, Iowa Owner: Family Ownership Subsidiaries/Allied Operations: 3 Franchises CEO: J. Daivd Nichols Total Marketings: 1,050 Combined Ranch Acreage: N/A States of Operation: Iowa, Illinois, Missouri Bulls Sold: 800 Breeds Utilized: Angus, Simmental, South Devon

Continued on page 36

35 NATIONAL CATTLEMEN

DIRECTIONS 2014

TOP 25 Seedstock Operations

Continued from page 35

Schaff Angus Valley

Thomas Angus Ranch, Inc.

Shaw Cattle Co., Inc.

Riverbend Ranch

Bieber Red Angus Ranch

Head office: St. Anthony, ND Owner: Kelly & Marti Jo Schaff Subsidiaries/Allied Operations: N/A CEO: Kelly Schaff Total Marketings: 962 Combined Ranch Acreage: 15,322 States of Operation: North Dakota Bulls Sold: 592 Breeds Utilized: Angus

Head office: Baker City, OR Owner: Thomas Family Subsidiaries/Allied Operations: N/A CEO: Rob Thomas Total Marketings: 931 Combined Ranch Acreage: N/A States of Operation: Texas Bulls Sold: 945 Breeds Utilized: Angus

Head office: Caldwell, ID Owner: Shaw Family Subsidiaries/Allied Operations: N/A CEO: Greg Shaw Total Marketings: 810 Combined Ranch Acreage: N/A States of Operation: Idaho Bulls Sold: 495 Breeds Utilized: Angus, Hereford, Red Angus

Head office: Idaho Falls, ID Owner: Frank Vandersloot Subsidiaries/Allied Operations: N/A CEO: Steve Harrison Total Marketings: 695 Combined Ranch Acreage: N/A States of Operation: Idaho, Montana Bulls Sold: 515 Breeds Utilized: Angus

Head office: Leola, South Dakota Owner: Ron & Lois Bieber and Craig & Peggy Bieber Subsidiaries/Allied Operations: RAB Ranch CEO: Craig Bieber Total Marketings: 625 Combined Ranch Acreage: 10,500 States of Operation: South Dakota Bulls Sold: 358 Breeds Utilized: Red Angus, Simmental, Angus

Eagle Pass Ranch

J.D. Hudgins, Inc.

Schiefelbein Farms, LLC

V8 Ranch

Wulf Cattle

Head office: Highmore, SD Owner: N/A Subsidiaries/Allied Operations: N/A CEO: Steve Munger Total Marketings: 620 Combined Ranch Acreage: N/A States of Operation: South Dakota Bulls Sold: 255 Breeds Utilized: Angus, Sim/Angus, Balancer

Head office: Hungerford, TX Owner: J.D. Hudgins, Inc. Subsidiaries/Allied Operations: N/A President: Coleman H. Locke Total Marketings: 590 Combined Ranch Acreage: 14,000 States of Operation: Texas Bulls Sold: 286 Breeds Utilized: Brahman

Head office: Kimball, MN Owner: Schiefelbein Family Subsidiaries/Allied Operations: Schiefelbein Feeders, LLC Schiefelbein Angus Farms LP CEO: Frank Shciefelbein Total Marketings: 500 Combined Ranch Acreage: 4,600 States of Operation: Minnesota Bulls Sold: 400 Breeds Utilized: Angus, Sim/Angus

Head office: Boling, TX Owner: Sloan Williams Subsidiaries/Allied Operations: N/A CEO: Jim Williams, Brandon Cutrer Total Marketings: 493 Combined Ranch Acreage: 5,000 States of Operation: Texas Bulls Sold: 154 Breeds Utilized: Brahman, Shorthorn

Head office: Morris, MN Owner: Riverview, Wulf Cattle Subsidiaries/ Allied Operations: N/A CEO: Doug Slattery Total Marketings: 476 Combined Ranch Acreage: N/A States of Operation: Minnesota, South Dakota, Nebraksa Bulls Sold: 398 Breeds Utilized: Limousin, Lim-Flex, Angus

Fink Beef Genetics

Bar T Bar Ranch

Judd Ranch

Cross Diamond Cattle Co.

Bradley 3 Ranch, Ltd.

Head office: Randolph, KS Owner: Megan, Lori & Galen Fink Subsidiaries/ Allied Operations: N/A CEO: Galen Fink Total Marketings: 415 Combined Ranch Acreage: N/A States of Operation: Kansas Bulls Sold: 324 Breeds Utilized: Angus, Charolais

Head office: Winslow, AZ Owner: Bob and Judy Prosser Subsidiaries/Allied Operations: N/A President: Bob Prosser Total Marketings: 350 Combined Ranch Acreage: 14,000 States of Operation: Arizona Bulls Sold: 275 Breeds Utilized: Angus, Red Angus, Gelbvieh, Balancer, Beefmaster, Bramgus

Head office: Pamon, KS Owner: Judd Family Subsidiaries/Allied Operations: N/A CEO: David A. Judd Total Marketings: 347 Combined Ranch Acreage: 8,500 States of Operation: Kansas Bulls Sold: 227 Breeds Utilized: Gelbvieh, Balancers, Red Angus

Head office: Bertrand, NE Owner: Scott & Kim Ford Subsidiaries/Allied Operations: N/A CEO: Scott & Kim Ford Total Marketings: 325 Combined Ranch Acreage: N/A States of Operation: Nebraska Bulls Sold: 235 Breeds Utilized: Red Angus

Head office: North Estelline, TX Owner: Family Subsidiaries/ Allied Operations: N/A CEO: N/A Total Marketings: 322 Combined Ranch Acreage: N/A States of Operation: Texas Bulls Sold: 322 Breeds Utilized: Angus, Charolais

36 NATIONAL CATTLEMEN

DIRECTIONS 2014

TOP 25 Cow-Calf

Deseret Cattle & Citrus

King Ranch

Head office: St. Cloud, FL Owner: Farmland Reserves, Inc. Subsidiaries/ Allied Operations: N/A CEO: K. Erick Jacobson Acreage: 295,000 States of Operation: Florida

Lykes Bros. Inc

Seminole Tribe of FL, Inc.

Head office: Houston, TX Owner: King Ranch Family Subsidiaries/ Allied Operations: N/A CEO: Jack Hunt Acreage: N/A States of Operation: Texas

Silver Spur Land & Cattle, LLC

Head office: Brighton, FL Owner: N/A Subsidiaries/ Allied Operations: N/A CEO: Charles P. Lykes Acreage: N/A States of Operation: Florida

Head office: Encampment, WY Owner: John C. & Leselie A. Malone Subsidiaries/ Allied Operations: N/A CEO: Thad W. York Acreage: N/A States of Operation: Wyoming, Colorado, New Mexico Nebraska

Head office: Brishton, FL Owner: Seminole Tribe of FL, Inc. Subsidiaries/ Allied Operations: Salacoa CEO: Mike Lizio Acreage: 45,000 States of Operation: Florida, Georgia

Padlock Ranch

Matador Cattle Co.

Lightsey Cattle Co.

Head office: Wichita, Kansas Owner: Koch Industries Subsidiaries/ Allied Operations: N/A CEO: Damon Cox Acreage: N/A States of Operation: Kansas, Montana, Texas

Head office: Kamuela, HI Owner: Parker Ranch Foundation Trust Subsidiaries/ Allied Operations: N/A CEO: Niel “Dutch” Kuyper Acreage: 130,000 States of Operation: Hawaii

Alico, Inc.

Head office: Ranchester, WY Owner: Scott Family Subsidiaries/ Allied Operations: N/A CEO: Trey Paterson Acreage: 47,000 States of Operation: Montana, Wyoming

Head office: Lake Wales, FL Owner: Carey & Layne Lightsey Subsidiaries/ Allied Operations: N/A CEO: N/A Acreage: 48,100 States of Operation: Florida, Georgia

Parker Ranch

Head office: La Belle, FL Owner: N/A Subsidiaries/ Allied Operations: N/A CEO: J. D. Alexander Acreage: 76,000 States of Operation: Florida

Ellison Ranching CO.

Adams Ranch, Inc.

True Ranches, LLC

Duane Martin Livestock

Circle A Angus

Head office: Tuscarora, NV Owner: Ellison Family Subsidiaries/ Allied Operations: N/A CEO: Bill Hall Acreage: 135,000 States of Operation: Nevada, Idaho

Head office: Ft. Pierce, FL Owner: Adams family Subsidiaries/ Allied Operations: 5 CEO: Michael L. Adams Acreage: 50,000 States of Operation: Florida, Georgia

Head office: Casper, WY Owner: True Family Subsidiaries/ Allied Operations: N/A CEO: David L. True Acreage: N/A States of Operation: Wyoming

Head office: Ione, CA Owner: Duane Martin Subsidiaries/ Allied Operations: N/A CEO: N/A Acreage: N/A States of Operation: California, Oregon ,Nevada

Head office: Iberia, MO Owner: Dave Gust Family Subsidiaries/ Allied Operations: N/A CEO: Mark Aken Acreage: 25,000 States of Operation: Missouri

A. Duda and Sons Inc.

W. T. Waggoner Estate

Spade Ranches

Riverbend Ranch

Head office: Oviedo, FL Owner: Duda family Subsidiaries/ Allied Operations: N/A CEO: David Duda Acreage: 30,000 States of Operation: Florida

Head office: Vernon, TX Owner: A.B. Wharton & Biggs Family Trust Subsidiaries/ Allied Operations: N/A CEO: A.B. Wharton/Gene Acreage: 526,000 States of Operation: Texas

Head office: Lubbock, TX Owner: Chappell & Bassham Families Subsidiaries/ Allied Operations: N/A CEO: Wesley Welch Acreage: 275,000 States of Operation: Texas

RU-MAR Inc. Head office: Ft. Pierce, FL Owner: R.W. Carlton Family Subsidiaries/ Allied Operations: N/A CEO: Wayne Carlton Acreage: N/A States of Operation: Florida

Head office: Idaho Falls, ID Owner: Frank Vandersloot Subsidiaries/ Allied Operations: N/A CEO: Frank Vandersloot Acreage: N/A States of Operation: Idaho, Montana, Utah, Texas

Immokalee Ranch

Ponoholo Ranch, Ltd.

Duane Martin Jr.

Pitchford Land & Cattle Co,

Lacey Livestock

Head office: Immokalee, FL Owner: Immokalee Ranch Subsidiaries/Allied Operations: N/A CEO: C.W. “Buzz” Stoner, Jr. Acreage: 60,000 States of Operation: Florida

Head office: Kohala, HI Owner: VonHolt Family Subsidiaries/Allied Operations: N/A CEO: Sabrina White Acreage: 13,200 States of Operation: Hawaii

Head office: Elk Grove, CA Owner: Duane & Lynette Martin Jr. Subsidiaries/Allied Operations: N/A CEO: N/A Acreage: N/A States of Operation: California, Oregon, Wyoming, Nebraska

Head office: Gutherie, TX Owner: Williams Family Subsidiaries/ Allied Operations: N/A CEO: Eugene Williams Acreage: 180,000 States of Operation: Texas, Oklahoma

Head office: Paso Robles, CA Owner: Lacey Family Subsidiaries/ Allied Operations: N/A CEO: N/A Acreage: 50,040 States of Operation: California

TOP 20 Feeding Operations

JBS Five Rivers, LLC

Cactus Feeders

Cargill Cattle Feeders, LLC

Friona Industries, L.P.

Cattle Empire, LLC

Head office: Greeley, CO Owner: JBS Swift Subsidiaries/ Allied Operations: J&F Oklahoma CEO: Mike Thoren Total Yards: 12 States of Operation: Kansas, Texas, Colorado, Oklahoma, Idaho, Arizona, Alberta

Head office: Amarillo, TX Owner: Employees Subsidiaries/ Allied Operations: Spikebox Land and Cattle CEO: Mike Engler Total Yards: 9 States of Operation: Texas, Kansas

Head office: Wichita, KS Owner: Cargill, Inc. Subsidiaries/ Allied Operations: N/A CEO: Todd Allen Total Yards: 5 States of Operation: Kansas, Texas, Colorado

Head office: Amarillo, TX Owner: Privately Held Subsidiaries/ Allied Operations: Friona Ag Credit Corp. CEO: James E. Herring Total Yards: 4 States of Operation: Texas

Head office: Santana, KS Owner: Roy N. Brown, Paul J. Brown, Rex A. Brown, Pam Kells, Ronald C. Shortbridge and DeeAnn Brown Subsidiaries/ Allied Operations: 4BK Cattle Co., LLC, Santa Fe Trail Dairy, LLC, Empire Dairy Services, LLC, Empire Calf Ranch LLC CEO: Roy N. Brown Total Yards: 5 States of Operation: Kansas

Head office: Lamar, CO Owner: Privately Held Subsidiaries/ Allied Operations: Timpas Feedyard, LLC, Ordway Feedyard, LLC, Fall River Feedyard, LLC, Rocky Ford Feedyard, LLC, Oxtown Feeders, LLC, PRemier Cattle, LLC CEO: Joe Spitz Total Yards: 9 States of Operation: Colorado, South Dakota, Kansas

Head office: Great Bend, KS Owner: Privately Held Subsidiaries/ Allied Operations: Beef Marketing Group, MMI. CEO: Lee Borck Total Yards: 10 States of Operation: Kansas, Nebraska

Head office: Bucyrus, KS Owner: Bob Foote Family Subsidiaries/ Allied Operations: N/A CEO: Bob Foote Total Yards: 4 States of Operation: Kansas, Nebraska

Pinal Feeding Co.

Oppliger Feedyard, Inc.

AzTx Cattle Co.

Dinklage Feed Yard, Inc.

Head office: Elkhorn, NE Owner: Brett and Bill Gottsch Subsidiaries/ Allied Operations: Various CEO: Brett Gottsch Total Yards: 3 States of Operation: Nebraska

Head office: Laveen, AZ Owner: Northside Hay Company Subsidiaries/ Allied Operations: Sacate Pellet Mill CEO: Earl Petznick Total Yards: 3 States of Operation: Arizona

Head office: Amarillo, TX Owner: Don Oppliger Subsidiaries/ Allied Operations: Farming, Ranching, Dairy Trucking CEO: Don Oppliger Total Yards: 4 States of Operation: Texas, Nebraska

Head office: Hereford, TX Owner: Josserand Family Subsidiaries/ Allied Operations: T.A.G. Finance CEO: Robert D. Josserand Total Yards: 2 States of Operation: Kansas, Texas

Head office: Sidney, NE Owner: Shareholders Subsidiaries/ Allied Operations: Harris Farms, Harris Ranch Beef Co. CEO: Rex Trumbull Total Yards: 5 States of Operation: Nebraska, Wyoming, Colorado

TIE

Foote Cattle Co.

TIE

Head office: Cimarron, LS Owner: Privately Held Subsidiaries/ Allied Operations: Grain Division CEO: John M. Petz Total Yards: 6.5 States of Operation: Kansas

TIE

Head office: Boise, ID Owner: Simplot Family Subsidiaries/ Allied Operations: Simplot Land and Livestock Group CEO: Thomas J. Basabe Total Yards: 2 States of Operation: Idaho, Washington

Innovative Livestock Services, Inc.

TIE

Irsik & Doll Feed Services, Inc. Four State Feedyard, Inc.

TIE

J.R. Simplot Co.

Harris Feeding Co.

Tejas Feeding Group

Bar G Feedyard

Barrett-Crofoot, Inc.

Adams Land and Cattle Co.

Head office: Coalinga, CA Owner: John C. Harris Subsidiaries/ Allied Operations: Harris Farms, Harris Ranch Beef Co. CEO: David E. Wood Total Yards: 2 States of Operation: California, Nevada

Head office: Amarillo, TX Owner: Mike Smith Subsidiaries/ Allied Operations: Tejas Trading Company CEO: Mike Smith Total Yards: 3 States of Operation: Texas

Head office: Hereford, TX Owner: Livestock Investors LTD Subsidiaries/ Allied Operations: N/A CEO: Johnny Trotter Total Yards: 2 States of Operation: Texas

Head office: Hereford, TX Owner: Barrett Families Subsidiaries/ Allied Operations: N/A CEO: Ed Barrett Total Yards: 2 States of Operation: Texas

Head office: Broken Bow, NE Owner: Bill and Jerry Adams Subsidiaries/ Allied Operations: Custer County Feeders, Paul Johnson & Sons, Bellar North CEO: Jerry Adams Total Yards: 4 States of Operation: Nebraska

Gottsch Livestock Feeders

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 Agri-business team does best. That’s why we’re proud to support the National Cattlemen’s Beef Association. W. Ashley Allen Bank of America Merrill Lynch 806.463.3911 baml.com/agribusiness

“Bank of America Merrill Lynch” is the marketing name for the global banking and global markets businesses of Bank of America Corporation. Lending, derivatives, and other commercial banking activities are performed globally by banking affiliates of Bank of America Corporation, including Bank of America, N.A., member FDIC. Securities, 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, Merrill Lynch, Pierce, Fenner & Smith Incorporated and Merrill Lynch Professional Clearing Corp., both of which are registered broker-dealers and members of FINRA and SIPC, and, in other jurisdictions, by locally registered entities. Merrill Lynch, Pierce, Fenner & Smith Incorporated 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. ©2013 Bank of America Corporation 09-13-0323

TOP 10 Beef Packing Operations 1 Tyson Foods, Inc

Springdale, AR Owner: Publicly traded company Subsidiaries: Beef, Chicken Pork and Prepared Foods President & CEO: Donnie Smith

2013 Sales

N/A

28,000

N/A

$7.7 Billion

N/A

14,000

$2.75 Billion

N/A

7,200

$1.03 Billion

775,000

2,800

N/A

2,500

$590 Million

480,000

1,800

Confidential

1,600

Confidential

1,600

4 National Beef Packing Co., LLC

Kansas City, MO Owner: Leucadia National Corporation, U.S. Premium Beef, LLC and others Subsidiaries: National Carriers, Inc., National Beef Leathers, LLC, Kansas City Steak Co., CEO: Tim Klein

5 American Foods Groups, LLC Green Bay, WI Owner: Rosenâ&#x20AC;&#x2122;s Diversified, Inc. Subsidiaries: N/A CEO: Greg Benedict

6 Greater Omaha Packing Co., Inc. Omaha, NE Owner: Henry Davis Subsidiaries: N/A CEO: Henry Davis

7 Nebraska Beef Omaha, NE Owner: Corporation Subsidiaries: N/A CEO: William Hughes

8 Caviness Beef Packers, Ltd. Amarillo, TX Owner: Caviness Family Subsidiaries: N/A CEO: Terry Caviness

9 Agri-Beef Co.

Boise, ID Owner: Rebholtz Family Subsidiaries: AB Foods, LLC, Performix Nutrition Systems, LLC CEO: Robert Rebholtz, Jr.

10 Sam Kane Beef Processors, Inc. Corpus Christi, TX Owner: N/A Subsidiaries: None CEO: Lou Waters Jr.

40 NATIONAL CATTLEMEN

Beef Plants

N/A

3 Cargill Meat Solutions Wichita, KS Owner: Cargill, Inc. Subsidiaries: N/A CEO: John Keating

Daily Slaughter Capacity

Confidential

2 JBS Beef Co. Greeley, CO Owner: JBS S.A. Subsidiaries: N/A CEO: Bill Rupp

Slaughter Total

DIRECTIONS 2014

FOR THE LATEST NEW HOLLAND INNOVATIONS, GO TO NHSMART.COM/WDE ©2014 CNH Industrial America LLC. All rights reserved. New Holland is a trademark registered in the United States and many other countries, owned by or licensed to CNH Industrial N.V., its subsidiaries or affiliates. NHME07148906

1T exa s

TOTAL CATTLE (000) HEAD

Iow 4

All Other States 28% 2,577

hio co 10 O Mexi w n e iga 9N ch i M U.S. Total 8 100% 9,220

CATTLE ON FEED (000) HEAD

CA 1,780 WI 1,270 NY 615 ID 565 PA 530 2 Wisconsin MN 460 TX 440 3 MI 381 Ne wY NM 323 ork OH 267

rni

Top Ten 72% 6,631

1C alif o

19.3% 19.3% 16.8% 9.7% 7.8% 4.0% 2.4% 2.4% 2.2% 2.1%

Cattle Numbers: Top 10 â&#x20AC;˘

NE 2,450 TX 2,450 KS 2,130 IA 1,230 CO 990 CA 510 SD 310 MN 300 AZ 274 OK 265

o dah 4I

2 Tex as

3 Kansas

U.S. Total 100% 12,695

rado

13.5% 6.3% 6.2% 6.2% 5.6% 5.1% 4.9% 3.5% 3.2% 3.0%

BEEF COWS (000) HEAD

5 Pennsylvania

olo 5C

1N eb ras ka

Top Ten 85.9% All Other States 10,909 10 14.0% Ok 9 Ar lah 1,786 iz o 8 Min ona ma neso 7 South Dakta ota 6 California

w 7 Io

U.S. Total 100% 29,042

nta

iss

ota

10 M ontan a 9 Wisconsin

All Other States 42.51% 12,345

TX 3,910 MO 1,820 uri OK 1,805 isso 2M NE 1,797 a om SD 1,635 lah Ok 3 MT 1,476 4 Neb r aska KS 1,414 5S out KY 1,012 hD ako ND 943 ta IA 885 o 6M

Dak 8 South

U.S. Total 100% 87,730

Top Ten 57.49% 16,697

7T exa s 6 Mi nnes o

All Other States 43.6% 38,280

12.4% 7.0% 6.6% 6.0% 4.9% 4.3% 4.2% 4.2% 3.8% 2.9%

nsas 7 Ka 8 Kentucky

TX 10,900 NE 6,150 ska KS 5,800 ebra N 2 CA 5,250 3 Kansas OK 4,300 MO 3,800 4 Ca liforn ia IA 3,700 5O kla SD 3,650 hom a WI 3,350 MT 2,550

10 Io wa 9 North D akota

1T exa s

Top Ten 56.4% 49,450

19.3% 13.8% 6.7% 6.1% 5.8% 5.0% 4.8% 4.1% 3.5% 2.9%

DAIRY COWS (000) HEAD Jan. 1, 2014 16.00 15.00 $ 14.00 $ 13.00 $ 12.00 $ 11.00 $ 10.00 $ 9.00 $ 8.00 $ 7.00 $ 6.00 $ 5.00 $ 4.00 $ 3.00 60% 50% 40% $ $

$15.24

Total Byproduct ($/cwt) 8.48

Butt-Branded Steer Hide Value ($/cwt) Hides as % of Total Byproduct Value

56.0%

1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

Cattle Byproducts: Yields

and

Value

Total Cattle The U.S. cattle herd has decreased 1,569,600 from 2013 - 2014

Cows Calf Crop

105,000 100,000 95,000 90,000 85,000 87,730 80,000 75,000 70,000 65,000 60,000 55,000 50,000 38,251 45,000 40,000 35,000 33,930 30,000

1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

C a t t l e H e r d I nv e n t o r y

BEEF INDUSTRY Statistics

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All Cattle and Calves

All cows that have calved

Cattle on Feed

2013 2014 Percent of 2013 2014 Percent of 2013 2014 Percent of State (1,000 head) (1,000 head) Previous year (1,000 head) (1,000 head) Previous year (1,000 head) (1,000 head) Previous year Alabama 1,220.0 1,240.0 102% 660.0 680.0 103% Alaska 12.0 10.0 83% 5.3 4.6 87% Arizona 900.0 920.0 102% 365.0 370.0 101% 272.0 274.0 101% Arkansas 1,600.0 1,660.0 104% 860.0 890.0 103% California 5,3o0.0 5,250.0 99% 2,390.0 2,380.0 100% 475.0 510.0 107% Colorado 2,600.0 2,480.0 95% 850.0 840.0 99% 1,030.0 990.0 96% Connecticut 48.0 47.0 98% 24.0 23.0 96% Delaware 18.0 16.0 89% 8.5 7.5 88% Florida 1,660.0 1,620.0 98% 1,030.0 1,000.0 97% Georgia 1,020.0 1,000.0 98% 570.0 560.0 98% Hawaii 132.0 130.0 98% 72.0 71.0 71% Idaho 2,370.0 2,190.0 92% 1,090.0 1,010.0 93% 235.0 226.0 96% Illinois 1,120.0 1,130.0 101% 460.0 455.0 99% 160.0 165.0 103% Indiana 810.0 870.0 107% 365.0 370.0 101% 100.0 110.0 110% Iowa 3,850 3,700.0 96% 1,130.0 1,090.0 96% 1,270.0 1,230 97% Kansas 5,850.0 5,800.0 99% 1,460.0 1,550.0 106% 2,240.0 2,130.0 95% Kentucky 2,240.0 2,090.0 93% 1,100.0 1,080.0 98% 15.0 15.0 100% Louisiana 780.0 790.0 101% 470.0 465.0 99% Maine 85.0 85.0 100% 43.0 41.0 95% Maryland 192.0 182.0 95% 92.0 88.0 96% 10.0 10.0 100% Massachusetts 39.0 39.0 100% 19.0 18.0 95% Michigan 1,120.0 1,120.0 100% 490.0 495.0 101% 155.0 150.0 97% Minnesota 2,390.0 2,280.0 95% 840.0 810.0 96% 310.0 300.0 97% Mississippi 910.0 930.0 102% 500.0 490.0 98% Missouri 3,650.0 3,800.0 104% 1,850.0 1,910.0 103% 50.0 55.0 110% Montana 2,600.0 2,550.0 98% 1,520.0 1,490.0 98% 38.0 45.0 118% Nebraksa 6,300.0 6,150.0 98% 1,860.0 1,850.0 99% 2,550.0 2,450.0 96% Nevada 460.0 455.0 99% 260.0 255.0 98% 9.0 8.0 89% New Hampshire 33.0 32.0 97% 17.0 16.5 97% New Jersey 31.0 29.0 94% 16.0 15.0 94% New Mexico 1,340.0 1,290.0 96% 710.0 710.0 100% New York 1,400.0 1,450.0 104% 700.0 720.0 103% 25.0 23.0 92% North Carolina 820.0 810.0 99% 410.0 405.0 99% North Dakota 1,790.0 1,770.0 99% 640.0 960.0 102% 45.0 35.0 78% Ohio 1,230.0 1,250.0 102% 560.0 560.0 100% 160.0 160.0 100% Oklahoma 4,200.0 4,300.0 102% 1,800.0 1850.0 103% 345.0 265.0 77% Oregon 1,280.0 1,280.0 100% 650.0 640.0 98% 65.0 75.0 115% Pennsylvania 1,610.0 1,620.0 101% 690.0 700.0 101% 75.0 75.0 100% Rhode Island 4.6 5.0 109% 2.4 2.4 100% South Carolina 355.0 360.0 101% 190.0 190.0 100% South Dakota 3,850.0 3,650.0 95% 1,780.0 1,730.0 97% 320.0 310.0 97% Tennessee 1,830.0 1,760.0 96% 960.0 910.0 95% 3.0 3.0 100% Texas 11,300.0 10,900.0 96% 4,450.0 4,350.0 98% 2,730.0 2,450.0 90% Utah 770.0 800.0 104% 405.0 420.0 104% 28.0 27.0 96% Vermont 270.0 260.0 96% 146.0 144.0 99% Virginia 1,610.0 1,530.0 95% 780.0 750.0 96% 23.0 20.0 87% Washington 1,150.0 1,100.0 96% 485.0 475.0 98% 247.0 201.0 81% West Virginia 410.0 380.0 93% 210.0 200.0 95% 4.0 5.0 125% Wisconsin 3,450.0 3,350.0 97% 1,530.0 1,510.0 99% 240.0 240.0 100% Wyoming 1,290.0 1,270.0 98% 700.0 700.0 100% 70.0 75.0 107% United States 89,299.6 87,730.0 98% 38,515.2 38,251.0 99% 13,363.7 12,695.3 95%

C at t le I nv e n t or y

C lass — S t at e s

and

U n i t e d S t at e s • J a n 1, 2013 & 2014

BEEF INDUSTRY Statistics 44 NATIONAL CATTLEMEN

DIRECTIONS 2014

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Average U.S. prices donâ&#x20AC;&#x2122;t necessarily reflect major export or local markets and should only be used as an indicator of historical price trend. Source: USDA, National Agricultural Statistics Service

Sorghum $/Bu

$8.00 Wheat $6.87 Barley $6.06

6.00

Corn $4.50 Sorghum $4.26

5.00

Barley $/Bu

4.00 3.00 2.00

Corn $/Bu Wheat $/Bu

7.00

1.00

1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

U.S. Average Feed Grain Prices

Chicken leads beef in per-capita retail weight sold. These figures are reported in pounds and include bones.

Total MEAT Red Meat Total Poultry Total Beef Chicken Pork Turkey Lamb Veal

Total MEAT $202.31

220 210 200 190 180 170 160 150 140 130 120 110 100 90 80 70 60 50 40 30 20 10 0

210 200 190 180 170 160 150 140 130 Red Meat Total $104.20 120 110 100 Poultry Total $98.12 90 80 70 60 50 40 30 20 10 0

1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

Retail Weight, Per-Capita Sales Beef production was down 1% in 2013 (000 lbs)

27,000

25,729 26,500 26,000

Total Pounds of Carcass Production

25,500 25,000 24,500 24,000 23,500 23,000 22,500 22,000 790 780 792.70 770 760 750 740 730 720 710 700 690 680 670

Average carcass weights increased 6 pounds in 2013

Average Carcass Weight

1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

Total Pounds Carcass Production/U.S. Average Carcass Weight

BEEF INDUSTRY Statistics 46 NATIONAL CATTLEMEN

DIRECTIONS 2014

BetterHEALTH // HeavierWEANING WEIGHTS // HigherVALUE

THE SATISFACTION OF A JOB WELL DONE IS ITS OWN REWARD.

Better performance and higher value for every calf is even more satisfying. From birth to sale day, a PrimeVAC™ preconditioning program can turn healthier calves and higher weaning weights into real value for you and your customers.

To find the PrimeVAC preconditioning program that’s right for your operation, talk to your veterinarian and visit cattleprimevac.com. Always consult your veterinarian concerning: best health management decisions specific to your operation, selection of qualified USDA/FDA approved products, optimum use of combination products, and the efficacy of vaccination in the face of maternal antibodies. Always read, understand, and follow product label and use as directed. Data on file. 556 Morris Avenue • Summit, NJ 07901 • merck-animal-health-usa.com • 800-521-5767 Copyright © 2014 Intervet Inc., d/b/a Merck Animal Health, a subsidiary of Merck & Co., Inc. All rights reserved. 2/14 BV-PV-51322

Americans continue to spend more for pork and broilers. Beefâ&#x20AC;&#x2122;s share of per-capita spending on all meat increased slightly during 2014. $

$ 298.60 $ 300 286.24

290 280 270 260 250 240 230 220 210 200 190 $ 170.54 180 $ 159.29 170 160 $ 161.05 150 $ 152.72 140 130 120 110 100 90 80

Beef

Pork Broilers

1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

Year Total: $ 388.72 393.30 391.55 395.77 397.13 393.77 405.20 408.36 420.43 439.19 455.79 459.07 480.40 492.05 512.82 559.76 559.22 536.08 562.40 548.64 554.51 580.84 598.25 630.20 Beef as % of Total: 49.0 48.8 48.2 47.9 47.2 48.1 46.4 45.0 44.0 44.2 45.5 45.2 46.6 45.6 47.4 48.0 48.7 48.6 48.2 47.2 47.4 47.6 47.8 47.4

Consumer Per-Capita Spending

184.76

155.29

122.90

Choice 450 lb. Steer ($/cwt) Choice 650 lb. Steer ($/cwt) Choice Fed Steer ($/cwt) Percent Change

190 185 180 175 170 165 160 155 150 145 140 135 130 125 120 115 110 105 100 95 90 85 80 75 70 65 60 55

1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 4.5 5.8 7.2

2.4 -8.4 1.9 -7.4 4.2 5.9

6.6 -9.4 -16.3 -18.0 38.7 5.9 -10.0 -14.8 -13.2 32.2 -2.5 -9.3 -3.9 -2.4 1.7

-1.6 5.4 -3.8 4.4 -6.6 6.4

18.3 16.9 6.1

1.4 0.8 3.8

-8.8 -9.7 -6.7

8.6 10.9 24.1

18.6 19.2 1.0

7.8 6.4 3.8

-1.1 -2.0 -1.9

-5.9 -3.6 7.7

-5.7 -4.6 11.7 20.6 0.7 -5.0 -4.8 13.0 21.1 13.2 0.0 -10.4 14.7 20.4 7.1

U.S. Average Steer Prices

BEEF INDUSTRY Statistics 48 NATIONAL CATTLEMEN

DIRECTIONS 2014

Overall, the yearly combined total of imports of Canadian and Mexican cattle was 1,259,102, down 21%.

311,350

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

1999

2000

2001

2002

2003

Imports

2004 of

2005

2006

2007

2008

2009

Canadian Feeder Cattle

2010

2011

2012

2013

947,752

Arizona New Mexico Texas U.S. Total

1999

2000

2001

2002

2003

Imports

2004 of

2005

2006

2007

2008

2009

2010

2011

2012

Feeder Steers/ Heifers

376,390

Cows/Bulls

347,625

2001

2002

2003

2004

1,450,000 1,400,000 1,350,000 1,300,000 1,250,000 1,200,000 1,150,000 1,100,000 1,050,000 1,000,000 950,000 900,000 850,000 800,000 750,000 700,000 650,000 600,000 550,000 500,000 450,000 400,000 350,000 300,000 250,000 200,000 150,000 100,000 50,000 0

Mexican Feeder Cattle

Million Pounds, Carcass Weight Equivalent

2000

2013

575,000 550,000 525,000 500,000 475,000 450,000 425,000 400,000 375,000 350,000 325,000 300,000 275,000 250,000 225,000 200,000 175,000 150,000 125,000 100,000 75,000 50,000 25,000 0

2005

Imports

2006 of

2007

2008

2009

Canadian Beef

2010

2011

2012

2013

850,000 800,000 750,000 700,000 650,000 600,000 550,000 500,000 450,000 400,000 350,000 300,000 250,000 200,000 150,000 100,000 50,000 0

BEEF INDUSTRY Statistics www.BeefUSA.org

NATIONAL CATTLEMEN

(000,000) Pounds Carcass Weights

2,250

Australia Nicaragua Canada New Zealand Mexico Others

828 624 526

U.S. Total

82-98

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

4,000 3,800 3,600 3,400 3,200 3,000 2,800 2,600 2,400 2,200 2,000 1,800 1,600 1,400 1,200 1,000 800 600 400 200 0

2013

U.S. Beef Imports

By Top Countries â&#x20AC;˘ (000,000) Pounds Carcass Weights

2,584

Canada Japan Mexico S. Korea Others U.S. Total

794 671 253

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

463 403

3,000 2,800 2,600 2,400 2,200 2,000 1,800 1,600 1,400 1,200 1,000 800 600 400 200 0

2013

U.S. Beef Exports

BEEF INDUSTRY Statistics 50 NATIONAL CATTLEMEN

DIRECTIONS 2014

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L E G I S L A T I V E

OUTLOOK

LEGISLATIVE OUTLOOK NCBA Takes Action on Policy Priorities NCBA’s responsibility in Washington, D.C. is to work each and every day on behalf of America’s cattlemen and women. As a producer-led, member-driven organization, the association takes great pride in the fact that the policy priorities are set by hard-working, grassroots membership. Tackling Washington, D.C. is increasingly a bigger challenge, making it even more critical for our members to engage in the political process to ensure the success of the cattle business. Editor’s note: For more on how you can support candidates who stand behind the beef industry, see page 77. Looking back on the previous year, the NCBA team in D.C. has fought non-stop to preserve and enhance

52 NATIONAL CATTLEMEN

opportunities for cattle producers. The issues range from the burdensome regulations from federal agencies, to the development of the 2015 Dietary Guidelines for Americans, to trade expansion for U.S. beef and opportunities to educate policy influencers. As we go into the final months of 2014 and the year ahead, here is a snapshot of what the cattle industry is working on in D.C.

Waters of the United States, EPA’s Proposed Rule

The Environmental Protection Agency and the Army Corps of Engineers are attempting to federalize all waters across the nation with their “waters of the United States” proposed rule. The proposal redefines what would fall under the agency’s jurisdiction, subjecting

DIRECTIONS 2014

L E G I S L A T I V E

OUTLOOK

nearly all bodies of water in the country, regardless of size or flow, to federal regulating and permitting. The proposal was introduced under the guise of providing clarity, but the subjective terminology puts private property owners at risk to lose the right to manage and preserve waters on their own land. In 1972, the Clean Water Act was passed to control discharges including dirt, manure, fertilizer, litter, pesticides and other particles into navigable waters. A vague definition of navigable waters was given in this original act -- creating a loophole for regulatory 53 NATIONAL CATTLEMEN

authority. While clarity is needed, the WOTUS proposal simply muddies the water even further and will cause economic harm to many land owners if finalized. Puddles, ditches and ponds could all be subject to federal inspection and permitting under this proposal. Cattle producers see this rule for what it truly is: a fundamental re-writing of private property rights in an attempt to seize control over more land across the country. “This isn’t just an agriculture or livestock issue,” says Ashley McDonald, environmental counsel for NCBA. “Anyone who owns land from homeowners to small businesses to construction companies will be negatively impacted.” The EPA continues to claim that normal farming and ranching activities are exempt under Section DIRECTIONS 2014

L E G I S L A T I V E

OUTLOOK 404 of the Clean Water Act, yet the agencies have only exempted 56 farming and ranching practices. To complicate things further, these 56 practices are only exempted if they meet Natural Resource Conservation Services standards. This means routine practices, such as building a fence or grazing cattle, could require permits and any deviation from the NRCS standards could result in fines of up to $37,500 per day.

“After the EPA reviews the comments, hopefully they will make some changes. There is a possibility they will dismiss this proposed rule, if they have substantial opposition,” says McDonald. “If they choose to continue moving forward with WOTUS, a final rule will be brought forward. NCBA will continue to engage to protect the private property rights of cattlemen and women.”

In collaboration with other agricultural groups, NCBA developed maps to detail the extent of the proposal. The maps, available online, show the significant land mass impacted. Some states could face upwards of 100,000 additional miles of regulated streams, which means the land surrounding the streams, privately owned or not, could be more highly regulated. NCBA has submitted comments on behalf of its membership and affiliates to outline producer concerns and suggested changes to the EPA. Comments on the proposed rule can be submitted online or via mail until November 14, 2014.

“We want to make sure we protect important tools, like antibiotics,to maintain the health of our cattle herds. Healthy livestock is the foundation of a safe food supply.” Kristina Butts, executive director of legislative affairs for NCBA

Antibiotic Use in Cattle Production

Another important topic of conversation in which NCBA has remained engaged, both domestically and internationally, is the use of Waters of the United States, EPA’s Proposed Rule antimicrobials in livestock. Antimicrobial resistance is a complex and multi-faceted To view maps or submit your comments to the EPA, issue and NCBA continues to evaluate visit BeefUSA.org. the research regarding the use in cattle as well as other technologies that might be Streams and Waterbodies in the United States available in order to protect the efficacy The National Hydrography Dataset of these antibiotics. For over two decades, cattlemen and women have supported the Beef Quality Assurance program and its guidelines for the judicious use of antimicrobials in cattle. The BQA guidelines demonstrate the beef industry’s commitment to consumers, animal health and animal welfare. Surface Water Features

Stream/river - perennial Stream/river - intermittent Stream/river - ephemeral Stream/river - unclassified Canal/ditch Lake/pond or reservoir Swamp/marsh Playa Wash State boundary

54 NATIONAL CATTLEMEN

“We want to make sure we protect important tools, like antibiotics,to maintain the health of our cattle herds. Healthy livestock is the foundation of a safe food supply,” says Kristina Butts, executive director of legislative affairs for NCBA. In September of 2014, Barack Obama’s President’s Council of Advisors on DIRECTIONS 2014

L E G I S L A T I V E

OUTLOOK Science and Technology issued its report on combating antibiotic resistance. President Obama issued an executive order to implement a task force and presidential advisory council to combat antibiotic resistance. The executive order focuses primarily on the use of antibiotics in human health; however, it also discusses antibiotic use in livestock.

Philip Ellis (right) on his ranch near Chugwater, Wyo., checking cattle with a hired man.

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“We are pleased that the President’s council recognized that combating resistance will require efforts in human healthcare, drug development and surveillance, in addition to animal agriculture,” says Philip Ellis, NCBA president-elect. “We will continue to do everything we can to ensure the health and well-being of our cattle in order

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55 NATIONAL CATTLEMEN

DIRECTIONS 2014

L E G I S L A T I V E

OUTLOOK to produce safe and wholesome beef for the American consumer.” In order for policy influencers to effectively write and pass laws that benefit cattle producers, they must have an understanding of the cattle industry. With the wealth of misinformation surrounding the use of antimicrobials in beef production, knowledge and education is of utmost importance. NCBA has implemented several educational programs to provide information to policy influencers in Washington, D.C. The Food and Drug Administration Staff College and the Beef 101 series play a crucial role in sharing knowledge, and this year have specifically focused on research and information about how the industry raises healthy cattle.

FDA Staff College The educational series started in March of 2014. Since then a total of five colleges were held with topics ranging from the BQA program to research regarding antibiotic resistance and tools utilized by the cattle industry. NCBA will continue hosting these events in the upcoming year to bring education and industry perspective to FDA staff.

Beef 101 Designed as an educational series for Congressional staffers, Beef 101 on Capitol Hill is now going into its sixth year. The program was started because there are fewer members of Congress representing rural areas of American who understand the cattle industry and beef production. Past topics include antibiotic use, nutrition research, tax and trade issues, beef safety and more. This program will continue to expand in the future to share industry issues and information.

“The entire purpose of these two programs is education,” says Butts. “We want to be sure we are doing our due diligence to educate the people who regulate and work with our industry. In these programs we invite cattle producers, veterinarians and industry experts to speak about a whole host of issues surrounding the beef industry.”

Trade Opportunities for U.S. Beef

Trade is another important issue as it remains vital for the growing success of the U.S. beef industry. 56 NATIONAL CATTLEMEN

In fact, CattleFax estimates that exports added $307 per head in value for America’s beef producers in 2013. NCBA is committed to expanding international trade opportunities for American beef with open markets, level playing fields and science-based standards. One trade issue Top 5 Export Markets of focus has been in 2014 for U.S. Beef the Trans-Pacific Japan $860,819,000 Partnership (TPP). This Mexico $640,565,000 is a multiCanada $616,546,000 lateral trade Hong Kong $564,769,000 agreement being Korea $445,354,000 negotiated by the *All countries combined, the United States has United States, exported $3.89 billion of beef from January to July 2014. Australia, Brunei Source: USMEF Darussalam, Chile, Malaysia, New Zealand, Peru, Singapore, Vietnam, Canada and Mexico. With a growing middle class that demands a higher quality diet, Asia’s demand for U.S. beef continues to rise. A key component for expanding this export opportunity is Japan. To date, Japan has yet to agree on tariff elimination for certain commodities including beef. NCBA policy supports all countries in the TPP agreement abiding by the same terms. The association encourages the United States to push for full and free market access to all TPP countries, eliminating high tariff rates and quotas that limit the ability of America’s beef producers to compete for consumers.

Importation of Fresh Beef from Regions of Brazil and Argentina

The USDA’s Animal and Plant Health Inspection Service proposed a rule in December 2013 to allow the importation of fresh and frozen beef from regions in Brazil. On August 29, USDA published a notice announcing the FMD-free status of the Patagonia region of Argentina, which would allow for the importation of fresh and frozen beef, as well as live animals, from this region. USDA also published a proposed rule to allow for the export of fresh beef from northern Argentina to the United States. With a long history of Foot and Mouth Disease in the areas, these decisions could pose a significant threat to the health and well-being of our domestic livestock DIRECTIONS 2014

Brief Summary of Full Prescribing Information

Shelia, Brock, Karena and Jessica Karges Owners Triple Heart Ranch Wanette, Oklahoma

Antibiotic 100 mg of tulathromycin/mL For subcutaneous injection in beef and non-lactating dairy cattle and intramuscular injection in swine only. Not for use in female dairy cattle 20 months of age or older or in calves to be processed for veal. CAUTION Federal (USA) law restricts this drug to use by or on the order of a licensed veterinarian. INDICATIONS Beef and Non-lactating Dairy Cattle BRD – DRAXXIN Injectable Solution is indicated for the treatment of bovine respiratory disease (BRD) associated with Mannheimia haemolytica, Pasteurella multocida, Histophilus somni, and Mycoplasma bovis; and for the control of respiratory disease in cattle at high risk of developing BRD associated with Mannheimia haemolytica, Pasteurella multocida, Histophilus somni, and Mycoplasma bovis. IBK – DRAXXIN Injectable Solution is indicated for the treatment of infectious bovine keratoconjunctivitis (IBK) associated with Moraxella bovis. Foot Rot – DRAXXIN Injectable Solution is indicated for the treatment of bovine foot rot (interdigital necrobacillosis) associated with Fusobacterium necrophorum and Porphyromonas levii. Swine DRAXXIN Injectable Solution is indicated for the treatment of swine respiratory disease (SRD) associated with Actinobacillus pleuropneumoniae, Pasteurella multocida, Bordetella bronchiseptica, Haemophilus parasuis, and Mycoplasma hyopneumoniae; and for the control of SRD associated with Actinobacillus pleuropneumoniae, Pasteurella multocida, and Mycoplasma hyopneumoniae in groups of pigs where SRD has been diagnosed. DOSAGE AND ADMINISTRATION Cattle Inject subcutaneously as a single dose in the neck at a dosage of 2.5 mg/kg (1.1 mL/100 lb) body weight (BW). Do not inject more than 10 mL per injection site. Swine Inject intramuscularly as a single dose in the neck at a dosage of 2.5 mg/kg (0.25 mL/22 lb) BW. Do not inject more than 2.5 mL per injection site. CONTRAINDICATIONS The use of DRAXXIN Injectable Solution is contraindicated in animals previously found to be hypersensitive to the drug. WARNINGS FOR USE IN ANIMALS ONLY. NOT FOR HUMAN USE. KEEP OUT OF REACH OF CHILDREN. NOT FOR USE IN CHICKENS OR TURKEYS. RESIDUE WARNINGS Cattle Cattle intended for human consumption must not be slaughtered within 18 days from the last treatment. Do not use in female dairy cattle 20 months of age or older. A withdrawal period has not been established for this product in pre-ruminating calves. Do not use in calves to be processed for veal. Swine Swine intended for human consumption must not be slaughtered within 5 days from the last treatment. PRECAUTIONS Cattle The effects of DRAXXIN on bovine reproductive performance, pregnancy, and lactation have not been determined. Subcutaneous injection can cause a transient local tissue reaction that may result in trim loss of edible tissue at slaughter. Swine The effects of DRAXXIN on porcine reproductive performance, pregnancy, and lactation have not been determined. Intramuscular injection can cause a transient local tissue reaction that may result in trim loss of edible tissue at slaughter. ADVERSE REACTIONS Cattle In one BRD field study, two calves treated with DRAXXIN at 2.5 mg/kg BW exhibited transient hypersalivation. One of these calves also exhibited transient dyspnea, which may have been related to pneumonia.

THE HEALTHIER THE CALVES, THE HAPPIER THE FAMILY. Each year, the Karges family runs thousands of cattle through their stocker operation. Using DRAXXIN® (tulathromycin) Injectable Solution has helped deliver fewer re-pulls, re-treats, chronics and mortalities by providing long-lasting treatment and control of bovine respiratory disease (BRD). Brock Karges says DRAXXIN has completely changed how he manages the cattle. “We’ve never seen the response due to metaphylaxis like we have with DRAXXIN,” he says. Shelia Karges adds, “DRAXXIN gives us peace of mind. And you can’t quantify the value of that.” Talk to your veterinarian or visit draxxin.com/KargesFamily.

Swine In one field study, one out of 40 pigs treated with DRAXXIN at 2.5 mg/kg BW exhibited mild salivation that resolved in less than four hours. STORAGE CONDITIONS Store at or below 25°C (77°F). HOW SUPPLIED DRAXXIN Injectable Solution is available in the following package sizes: 50 mL vial, 100 mL vial, 250 mL vial, 500 mL vial NADA 141-244, Approved by FDA

To report a suspected adverse reaction call 1-800-366-5288. To request a material safety data sheet call 1-800-733-5500. For additional DRAXXIN product information call 1-888-DRAXXIN or go to www.DRAXXIN.com

Made in Brazil.

DRX12019 032906 Revised: May 2011

57 NATIONAL CATTLEMEN ZOBFCONF4057_Draxxin_Kargas_Cattlemen_Ad_P-C.indd 1

Important Safety Information: DRAXXIN has a pre-slaughter withdrawal time of 18 days. Do not use in dairy cattle 20 months of age or older. Effects on reproductive performance, pregnancy and lactation have not been determined. On your phone, use the bar code scanner app to scan this code and watch a video about the Karges family operation.

DIRECTIONS 2014 10/2/14 9:08 AM

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OUTLOOK herds. NCBA remains committed to supporting open trade markets, level playing fields, and utilizing sciencebased standards to facilitate international trade. At the same time, no amount of trade is worth sacrificing the health and safety of the U.S. cattle herd. Strict transparency for the adherence to sound science must be the basis for all animal health decisions of this magnitude.

Grazing Improvement Act (H.R. 657 and S. 258)

For the western ranchers that hold grazing permits on federal lands, the risk of losing their permits due to a burdensome, backlogged regulatory process has continued to rise over the past decade. The National Environmental Policy Act, through regulation and as interpreted by the courts, requires environmental analysis to be done on grazing permits/allotments every 10 years to renew permits. Unfortunately, the Bureau of Land Management and U.S. Forest Service have been overwhelmed with the workload for over a decade. The Grazing Improvement Act would provide certainty for livestock producers, as well as cost-efficiencies for the

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OUTLOOK agencies, by allowing permit renewals in spite of the backlog and extending the term of grazing permits from 10 to 20 years. The bill would also allow for certain practices to be excluded from NEPA review. In February 2014, the House of Representatives passed H.R. 657 Grazing Improvement Act as part of a larger package with bi-partisan support and strong support from NCBA. In November 2013, the Senate Committee on Energy and Natural Resources advanced their version of the Grazing Improvement Act, S. 258. This is a bill NCBA supports; however, it was amended to include harmful permit relinquishment language. NCBA remains opposed to this provision.

2015 Dietary Guidelines for Americans

From the consumer side, the 2015 Dietary Guidelines for Americans has been an important

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www.norbrookinc.com 59 NATIONAL CATTLEMEN

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OUTLOOK topic of conversation for cattlemen and women. NCBA continues to engage on the guidelines, which are updated every five years. This is a joint effort between USDA and the U.S. Department of Health and Human Services to encourage Americans to eat a healthy diet focused on foods and beverages that help achieve and maintain a healthy weight, promote health and prevent disease. Dietary guidelines also serve as the foundation for food and nutrition policy, which shapes critical programs such as the National School Lunch Program and the National School Breakfast Program. NCBA continues to be part of the discussion to ensure a balanced conversation and to provide the most up-to-date research — showcasing the benefits of a diet with lean beef — for the advisory committee to review. This year’s mid-term election is an opportunity to elect like-minded people to Congress who are willing to defend the cattle industry’s way of life. Whether it is to

implement trade policy, protect private property rights or to push back against the regulatory agencies, it is vital to have committed, bi-partisan support of agriculture and U.S. beef production on Capitol Hill. Moving into the next year, it is important to remember the political impact cattle producers can have by getting to know their elected officials and getting out to vote. Cattlemen and women can ensure their voices are being heard by engaging in the political process. This will preserve the cattle industry and ranching way of life for future generations to come. “It is imperative that farmers and ranchers have relationships with their elected officials to be able to put that personal perspective on the policy issues our D.C. staff work on,” says Butts. “We wouldn’t be as successful in Washington, D.C. without our strong grassroots voice back in the countryside. It really is a partnership between our members and NCBA staff.”

(left to right) Frank Phelps, Ohio Cattlemen’s Association President; Elizabeth Harsh, Ohio Cattlemen’s Association Executive; Ohio Congressman Bob Lotta and Beef Ambassador Sierra Jepsen. 60 NATIONAL CATTLEMEN

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2015 AWARDS

New Top Hand

(3 New Members)

Renew Top Hand

(2 New Members, if Top Hand prior year)

Roper & Stetson 50% off Coupon, Exclusive Top Hand Leather Redbook Cover, Redbook, CASE IH sponsor item & Lapel Pin Roper & Stetson 50% off Coupon, Top Hand Cap, Redbook, CASE IH sponsor item & Lapel Pin

5 New Members

Entry into the Case IH Scout Utility Vehicle Drawing. Earn more entries for each additional 5 members recruited.

10 New Members

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15 New Members

Exclusive 2015 Personalized Top Hand Club Red Bluff Buckle

25 New Members

One airline ticket to the Annual Convention ($400 max. value)

35 New Members

One registration for the Annual Convention

45 New Members

One registration for Cattlemen’s College at Annual Convention

55 New Members

Two nights lodging at the Annual Convention

NEW!

Member retention prizes will be awarded at the 2016 Cattle Industry Annual Convention Top Hand Club reception for Top Hand members whose FY2014 recruits have renewed their memberships! (Case IH Sponsor items)

Top Recruiter for Members $1,000 Cabela’s Gift Card or $1,000 Roper & Stetson Online Shopping Spree* 2nd Top Recruiter for Members $500 Cabela’s Gift Card or $500 Roper & Stetson Online Shopping Spree* 3rd Top Recruiter for Members $250 Cabela’s Gift Card or $250 Roper & Stetson Online Shopping Spree* Top Recruiter for Revenue $1,000 Cabela’s Gift Card or $1,000 Roper & Stetson Online Shopping Spree* * Top Hand Club member must maintain NCBA membership from Oct 1, 2014- Sept 30, 2015 to be eligible for awards. Minimum of 50 recruits required for top prizes.

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61 NATIONAL CATTLEMENVisit beefusa.org and check out the Top Hand Club page for more details!

DIRECTIONS 2014

Annual Environmental Stewardship Regional Winners

Region I Sherwood Acres Farm Jon and Sylvia Bednarski LaGrange, KY

Region II

Region III

Region IV

Two Rivers Ranch Robert M. Thomas and Family Thonotosassa, FL

Nichols Farms LTD Dave & Phyllis Nichols, Lillian Nichols Bridgewater, IA

Rocosa Ridge Ranch Bruce and Barbara Berg Meridian, TX

Region V

Region VI

Region VII

Wineinger-Davis Ranch Russell and Tricia Davis Ordway, CO

Conlan Ranches California True Grass Farms Guido Frosini Valley Ford, CA

Rock Hills Ranch Lyle & Garnet Perman; Luke & Naomi Perman Lowry, SD

S PONS ORS

Under the direction of the National Cattlemen’s Foundation and the National Cattlemen’s Beef Association (NCBA), the Environmental Stewardship Award has recognized some of the cattle industries finest. The award is sponsored by Dow AgroSciences, LLC and the United States Department of Agriculture – Natural Resources Conservation Service (USDA – NRCS) along with support from the US Fish and Wildlife. Their leadership, knowledge, guidance and expertise are invaluable.

Nominate your neighbor!

Nominations are due March 6, 2015 for the 2015 Environmental Stewardship Award. Information will be available soon at www.BeefUSA.org. 62 NATIONAL CATTLEMEN

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Frank and Sims Price Ranch Earns Environmental Stewardship Award in Nashville Frank and Sims Price Ranch, located in Sterling City, Texas, was named the national winner of the National Cattlemen’s Foundation Environmental Stewardship Award Program for 2013. The award, presented during the 2014 Cattle Industry Convention and NCBA Trade Show is sponsored by Dow AgroSciences, USDANRCS, U.S. Fish and Wildlife Service, NCBA and the National Cattlemen’s Foundation. The 2013 award recognizes a father-son partnership representing the fourth and fifth generations of the Price family to operate the ranch. The ranch is located in West Texas, and has operated for the past two years under exceptional drought conditions. However, because of the family’s flexibility and carefully managed livestock grazing plan the ranch remains a shining example of excellent stewardship. The Frank and Sims Price Ranch implemented a carefully-organized grazing plan that maximized the work time of the four members of the ranch staff more efficiently, and allowed the family to eliminate the need for additional help. “We are normally in a 120 to 180-day rest cycle, with no livestock in the pasture. When it does rain, every pasture except one has the opportunity to grow some grass without a critter biting it off,” said Frank Price. “When you graze at a conservative rate, leaving remaining grass cover after you move out of a

Regional ESAP winners attended the Cattle Industry Convention and NCBA Trade Show in Nashville.

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pasture, the shading effect of the grass combined with no livestock gives you the opportunity to grow grass with limited rainfall.” NCBA CEO Forrest Roberts said Frank and Sims Price exemplify the best traditions of stewardship, and their ranch is a model of exceptional land management practices. “The grazing management practices put in place by the Prices demonstrate the adaptability of farmers and ranchers across the country,” said Roberts. “By working in partnership with state and local agencies and through the development of innovative grazing strategies, they have increased perennial grasses on the ranch, improved ground cover, reduced labor inputs and ensured adequate forage for livestock and wildlife populations on their ranch.” They have done all of this while keeping expenses down and improving the profitability of their operation. “The adaptability in managing the resources on the ranch and maintaining those resources through difficult times demonstrate the importance of good stewardship and showcase the skills of this father/son team,” said Roberts. The Frank and Sims Price Ranch dates back to 1876, when Frank’s great-grandfather left central Texas at the age of 18 to begin ranching. Today, the ranch operates on 68,000 acres divided into six units across four counties in West Texas. “Frank and Sims operate the ranch with two goals in mind,” said Jim Bob Ellisor, Natural Resources Conservation Service district conservationist. “The first goal is that the ranch must be operated as a standalone business. The ranch follows a strict budget and is expected to show an annual profit. Their second goal, like many, is to leave the land in better condition for future generations. They rely on conservation to preserve the land and their rich ranching heritage.” ESAP, now in its 24th year, was created to recognize beef producers who make environmental stewardship a priority on their farms and ranches while they also improve production and profitability. Dave Owens, the range and pasture portfolio leader for Dow AgroSciences, said the award is important because it recognizes the hard work of farmers and ranchers, like the Prices, while demonstrating that good land management practices can be beneficial to the land as well as the profitability of the ranch. Dow AgroSciences has sponsored the program for the last 17 years. Frank and Sims Price Ranch was nominated by Texas and Southwestern Cattle Raisers Association, The Natural Resources Conservation Service and Isa Cattle Co. The Prices were recognized as one of seven regional ESAP winners during the 2014 Cattle Industry Summer Conference.

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OUTLOOK

RESEARCH FOCUS Why Research Remains a Cornerstone of NCBAâ&#x20AC;&#x2122;s Work Research has long been a cornerstone of the work funded by the Beef Checkoff Program. Since the 1920s, the beef industry has funded forward-looking programs to answer the difficult questions that affect the industry and consumer demand for our products. That work was first publicly recognized in 1934 when Dr. George H. Whipple won the Nobel Prize for Physiology or Medicine for his work on the therapeutic value of liver in the treatment of pernicious anaemia. Over time, the beef research program has expanded to tackle other difficult issues facing the industry and provide the foundational knowledge needed to answer questions

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in the areas of beef safety, human nutrition and product quality. Sustainability research was added to the program with the launch and recent completion of the first-ever full-chain lifecycle assessment of the beef industry. Today, after more than six decades of research work, the commitment of NCBA and the beef industry to research is stronger than ever. In 2015, checkoff funding for research programs will reach $9.7 million. Those funds will be leveraged with industry efforts and additional funding from private and university sources to build on past efforts, acquire new knowledge and ensure consumer confidence in beef remains high.

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F O C U S Leading these research efforts for NCBA, as a contractor to the Beef Checkoff Program, is Mandy Carr-Johnson, Ph.D., senior executive director for Science and Product Solutions. The team encompasses programs responsible for research in beef safety, human nutrition, sustainability, beef quality and fabrication, as new product and culinary innovation, and a variety of additional programs all aimed at building and maintaining consumer confidence and demand. “The Science and Product Solutions team is very diverse, ranging from scientists studying new cuts of beef and industry sustainability to culinary professionals who are developing innovative methods for preparing beef,” said Carr-Johnson. “Despite those diverse areas of expertise, our common goal is to return the producer’s checkoff investment in the form of increased beef demand.”

Determining a Path

Like all fields of science, conducting good research programs takes time and extensive resources. To ensure potential challenges are being addressed before the industry is negatively impacted, the Science and Product Solutions team collaborates with cross-functional industry experts to identify gaps in knowledge or possible areas of concern and develop the appropriate responsive research programs. Early identification of trends and potential issues requires a solid understanding of where the industry has been and where it is heading. To accomplish the task of building a research program, a team of stakeholders across the beef value chain is utilized. Retail and restaurant partners, academia, cattlemen and women, processors and other industry participants play a role in determining a path for each core area of focus within the Science and Product Solutions team and maximize the return on the checkoff investments made by producers.

high quality, sustainable and desirable beef product for global consumers. In addition, the knowledge developed by these program areas provides the scientific basis for all checkoff-funded programs in the areas of education, promotion, and marketing. The group’s findings are also utilized by other NCBA program areas. One such example is the Beef 101 educational program operated by NCBA’s policy staff in Washington, D.C. “We use the Beef 101 program to educate Congressional staff members about the issues facing the beef industry and more generally of how the industry operates,” said NCBA Executive Director of Legislative Affairs Kristina Butts. “During these sessions, we work with staff members on the hill and teach them about specific industry practices, so when they go back to their offices, there is someone on staff who understands how and why we do what we do. Science is the foundation of our industry and it’s also the foundation of each Beef 101. We have been able to utilize some of the sciencebased, published research, funded by the beef checkoff, and managed by members of the Science and Product Solutions team.” It’s not just educational efforts where the research team makes a difference. A number of regulatory issues are always percolating in Washington, D.C., and at present, human nutrition is a pressing issue that could impact cattlemen and women. The research results generated by the Science and Product Solutions team has provided the science-based evidence the beef industry needs to ensure the latest research is part of the discussions. Such is the case for the 2015 Dietary Guidelines where the Science and Product Solutions nutrition research team, led by Shalene McNeill, Ph.D., R.D., executive director, human

“With the decline in cattle numbers, it’s not a secret that fewer dollars are available for all programs and so we need to be as efficient as possible to maximize the work we’re doing,” said Carr-Johnson. “We believe we invest wisely, by choosing projects most crucial to the industry and taking advantage of opportunities to leverage checkoff research dollars.

Leveraging Sound Science

The findings from the research conducted in the Science and Product Solutions team’s four primary focus areas of human nutrition, safety, product quality and sustainability underpin industry efforts to provide a safe, nutritious, 65 NATIONAL CATTLEMEN

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NCBADirections_Zup_Legal.pdf

R E S E A R C H

F O C U S nutrition research, submitted reviews of recent science to the Dietary Guidelines Advisory Committee for consideration. “The nutrition work helps us show, through sound science, the benefits of beef being part of American’s diets” Butts said. “Without the checkoff-funded research in the area of human nutrition, the beef industry would be at a disadvantage in these scientific discussions.” In fact, the human nutrition research program was the first area of focus for targeted industry-backed funding. Since the 1920s, the beef checkoff has conducted nutrition research to help advance the understanding of beef ’s role in a balanced, healthful lifestyle. Over the years, the checkoff ’s research program has shown that beef offers a rich array of nutrients essential to good health, such as protein, iron, zinc, and many B vitamins. According to McNeill, recent nutrition research results have documented beef ’s evolving leanness, shown how the inclusion of beef in a healthful diet can improve the overall value of the American diet, and revealed convincing evidence that lean beef, when included in a diet low in saturated fat, can reduce the risk of heart disease. In addition, the research has demonstrated that replacing carbohydrates with protein-rich foods like beef in the diet help support weight loss, healthy aging and reduced risk of chronic disease. Richard Thorpe, M.D. and past chair for the human nutrition research committee noted, “I see a growing consensus that the American diets have gone off track as we have eaten less beef and more refined carbohydrates. I have seen first-hand how our checkoff-funded research has been a key in shifting this conversation.”

Improvements in Beef Safety

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Early in the 1990s, the human toxicity potential of E. coli O157:H7 was becoming apparent. After a career as a research scientist and university professor, and a manager of a federally inspected meat laboratory that processed livestock for retail meat distribution, Carr-Johnson joined NCBA in 2007.

For customer service or to request a Material Safety Data Sheet (MSDS), call: 1-800-2113573. For additional Zuprevo 18% information go to www.zuprevo.com.

“When I came to NCBA, the industry knew a lot about E. coli O157:H7, but we didn’t know it all. Much of what we knew was because of the work that had been done in the industry and by the checkoff beef safety research program, which I was proud to be a part of during my earlier career at the university.” said Carr-Johnson. “E. coli O157:H7 is an organism with a purpose to adapt and survive so it took some time to understand how it worked and how to build the interventions that we have in place today.”

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RESIDUE WARNING: Cattle intended for human consumption must not be slaughtered within 21 days of the last treatment. Do not use in female dairy cattle 20 months of age or older. Use of this drug product in these cattle may cause milk residues. A withdrawal period has not been established in preruminating calves. Do not use in calves to be processed for veal. PRECAUTIONS: The effects of Zuprevo 18% on bovine reproductive performance, pregnancy and lactation have not been determined. Swelling and inflammation, which may be severe, may be seen at the injection site after administration. Subcutaneous injection may result in local tissue reactions which persist beyond the slaughter withdrawal period. This may result in trim loss of edible tissue at slaughter. Made in Germany Distributed by: Intervet Inc d/b/a Merck Animal Health, Summit, NJ 07901 Copyright © 2011, Intervet Inc., a subsidiary of Merck & Co. All rights reserved.

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IMPORTANT SAFETY INFORMATION FOR USE IN ANIMALS ONLY. NOT FOR HUMAN USE. KEEP OUT OF REACH OF CHILDREN. TO AVOID ACCIDENTAL INJECTION, DO NOT USE IN AUTOMATICALLY POWERED SYRINGES WHICH HAVE NO ADDITIONAL PROTECTION SYSTEM. IN CASE OF HUMAN INJECTION, SEEK MEDICAL ADVICE IMMEDIATELY AND SHOW THE PACKAGE INSERT OR LABEL TO THE PHYSICIAN. DO NOT USE Zuprevo 18% IN SWINE. Fatal adverse events have been reported following the use of tildipirosin in swine. NOT FOR USE IN CHICKENS OR TURKEYS. Cattle intended for human consumption must not be slaughtered within 21 days of the last treatment. Do not use in female dairy cattle 20 months of age or older. A withdrawal period has not been established in pre-ruminating calves. Do not use in calves to be processed for veal. The effects Zuprevo 18% on bovine reproductive performance, pregnancy and lactation have not been determined. Swelling and inflammation, which may be severe, may be seen at the injection site after administration. Subcutaneous injection may result in local tissue reactions which persist beyond slaughter withdrawal period. This may result in trim loss of edible tissue at slaughter. 67 NATIONAL CATTLEMEN

556 Morris Avenue • Summit, NJ 07901 • merck-animal-health-usa.com • 800-521-5767 Copyright © 2014 Intervet Inc., d/b/a Merck Animal Health, a subsidiary of Merck & Co., Inc. All rights reserved. 8/14 52122

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R E S E A R C H

F O C U S The interventions Carr-Johnson refers to are a series of processes along the beef production chain that represent the best approach to controlling microbes, some developed through the checkoff-funded beef safety program while collaborating with safety experts in the beef industry. Additionally, the formation of the Beef Industry Food Safety Council (BIFSCo) in 1997 provided a valuable collaboration for sharing research results and building the industry’s commitment to continually improve the safety of beef. Today, as the industry begins to look for future challenges, Carr-Johnson said several potential issues need further research and some of this work is already underway. “The program in beef safety research has shifted. We know E. coli O157:H7 and other strains of E. coli known as non-O157 Shiga toxin-producing E. coli (STEC) still require the critical focus of the beef industry,” she explained. “However, the industry also needs a better understanding of how Salmonella lives and survives in cattle to better develop interventions for the pre-harvest sector.” This, along with a focus on better understanding antimicrobial resistance will take this program work into the future.

Better Quality Beef

Led by Bridget Wasser, executive director, meat science and technology, the product quality research conducted by the beef checkoff over the years has played a role in evaluating both pre- and post-harvest practices that can drive product improvements. “With changing consumer expectations, it is imperative that the industry offer products that meet these evolving consumer preferences while, at the same time, increasing

carcass value. This is a driving factor in the research program” shared Wasser. Checkoff-funded research in this area has contributed to the identification of pre-harvest practices affecting beef palatability including managing genetic or feed inputs for quality outcomes and documented the steady improvement in beef ’s tenderness through the National Beef Tenderness Survey. This project, conducted with university research teams, was first conducted in 1990 and now every five years, captures beef ’s tenderness scores. The knowledge generated by this program have real-world applications. Among other significant achievements, this program directed the muscle profiling study which identified underutilized muscles/cuts in the beef carcass that, if fabricated differently, would add value to the beef carcass. This includes cuts like the Flat Iron, Petite Tender steak and others now available to consumers. Taste continues to be the primary reason consumers say they choose beef. The current product quality research program is focused on better understanding the attributes of taste most important to beef customers and developing practices to improve both taste and consistency to ensure consumers have a satisfying experience at every beefeating occasion.

Convenient Solutions for Today’s Consumer

The beef and culinary innovation program strives to provide consumers with beef options that meet their demanding lifestyle. Steve Wald, executive director of beef and culinary innovation shared, “Consumers today love beef, but they need a great, tasty, nutritious meal, in less than 30 minutes. It is our goal to provide them innovative meal options that fit into their busy life.” The program has developed convenient beef options for the fresh meat case that pair cuts with other

The Denver cut steak. 68 NATIONAL CATTLEMEN

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F O C U S ingredients like spices or sauces in functional packaging to make shopping easier and preparation time shorter. Additionally, the team has worked with equipment manufacturers to find new cooking methods for beef meals in foodservice. This effort can provide restaurants new options for beef on today’s menus. Additionally, the program monitors culinary trends and develops new recipes that meet the demand for convenient, healthful and flavorful meals. These recipes are leveraged through other checkoff programs on consumer websites like BeefItsWhatsForDinner.com and shared with retail and foodservice partners.

A Sustainable Future

Given the unprecedented expansion of the global population, the need to feed a greater number of people with no increase in natural resources, has become a critical concern among food production thought leaders. It is estimated that this population growth will require at least 70 percent more food by 2050. In an effort to provide answers to questions about beef industry sustainability and provide a roadmap for how producers might continue to produce more beef with fewer inputs, the Beef Checkoff Program funded the most comprehensive examination of any commodity food chain in a lifecycle assessment project. The project, which was completed and certified in 2013, showed the beef industry has improved its environmental and social sustainability by 7 percent between 2005 and 2011which helped identify areas where further improvements are possible. A sustainable U.S. beef industry is one in which the full value chain is able to balance economic viability, environmental stewardship and social responsibility while meeting the growing global demand for beef. “That definition presents a moving target, but sustainability is a journey of continuous improvement,” said Kim Stackhouse-Lawson, Ph.D., director of sustainability research. “No one-size-fits-all approach to sustainability exists, but we all have things we can do on our operations that would make them more efficient and that’s really what sustainability is: being more efficient with your resources.” Stackhouse-Lawson also noted additional research is underway to help the beef industry identify and implement measures to increase sustainability. “The research team is collecting data across the country to regionalize the lifecycle assessment and make opportunities relevant to individual cattlemen and women in all areas of the 69 NATIONAL CATTLEMEN

country. This work will help individual operations and other segments of the beef industry find and utilize the technology to increase output with fewer inputs.” Cattlemen and women have been producing more with less for generations, but sustainability research provides the data to back up that story. The research results are not intended to compare one beef production practice to another. Instead, it is designed to provide a benchmark which will allow beef producers to find individual approaches for improving the efficiency and sustainability of their own operations.

A Commitment to Beef Research

The varied and crucial research work conducted by the Science and Product Solutions team remains a key component of the work NCBA completes each year as a contractor to the Beef Checkoff Program. “As we’ve learned more over time, the individuals and companies on the front lines have been able to incorporate that knowledge into their processes and make a difference to the beef industry,” said Carr-Johnson. “Each member of this team is committed to making this a better industry through the work we do.” That work is a cornerstone in the foundation of NCBA. The team responsible for countless improvements over the years is already hard at work on the next wave of advances. “A good day in research, for me, is one where we provide an answer to an industry question knowing we anticipated the concern and identified the solution well in advance,” Carr-Johnson explained. “Working with this team of staff dedicated to the beef industry’s needs and to finding solutions is one of the best parts of our job.” DIRECTIONS 2014

FARM CREDIT Industry Diversity and Current Trends Set the Stage for Long-Term Success It takes a diverse set of beef operations to get the burger or rib eye from the field to the table. America’s beef can go from a cow/calf operation, to the backgrounder, to the feeder, to the stocker, to the feedlot, to the processor – one innovative operator in Texas offers a weaning service, adding another potential step in the journey. There are also niches within the industry, from insemination services to bull auctions. A large number of beef operators are currently enjoying a period of high prices, which is the result of the basic market influences of supply and demand. That is, Americans demand for beef is strong, yet supply is relatively diminished as ranchers are still working to rebuild their herds after the devastating drought and resulting sell-off. “The beef industry is experiencing exciting times in an environment of record high prices,” said Trevor Amen, an industry analyst with CoBank, a cooperative bank and

member of the Farm Credit System, a nationwide network of more than 80 local lenders dedicated to financing agriculture and rural America. “Lower feed costs and strength of demand both domestically and internationally have led to positive profit margins across all sectors of the supply chain.” Regardless of the high prices and profits the beef industry is enjoying, managing America’s 95 million head of cattle and producing almost 25.8 billion pounds of highquality, wholesome and affordable meat products each year requires a significant amount of capital. Buying or leasing land, installing irrigation, building barns, buying equipment and covering operating costs from season to season all takes money — money that isn’t always sitting in the bank. For nearly 100 years, the Farm Credit System has been a reliable source of credit to farmers and ranchers across

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CREDIT FED STEER PRICES

$ Per Cwt. 175

5 Market Weighted Average, Weekly

165

Brian and Elizabeth Walker started with just 13 head of cattle, the combination of their small individual herds, when they got married and decided to ranch full time. With Farm Credit financing, they continued to purchase both land and cattle in Arkansas, growing to 480 acres and a 100 head cow/calf and feeder operation.

155 145 135 125 115 105 95 85

individuals are still drawn to cattle and finding ways to become successful in what can be a daunting industry.

Entering the industry via another route, brothers Shawn and Shane Tiffany took over Livestock Marketing Information Center 09/08/2014 someone else’s family operation in Kansas, becoming the first cattle operators in their the country, helping them keep their operations going family. The seller wanted his operation to regardless of economic or even environmental conditions. remain a family-run business, but had no takers in his Here are a few of their success stories. own family. JAN

Data Source: USDA-AMS

APR

Avg. 2008-12

JUL

2013

OCT

2014

Managing through the Drought

“We’re walking into the toughest situation in the 30-plus years we’ve been farming,” said Joel Bartak last year. Joel works closely with his twin brother, Bruce, and five of their six sons, with another son still in college. “But that’s what we do – we manage through this stuff, and we will again.” The Bartaks run a Nebraska cow/calf operation which in 2013 included 1,300 cows to be calved. The Bartaks either raise the calves themselves or sell them, with the decision based on where they’ll get the best margin. To feed their herd, they raise 6,000 acres of feed crops, 85 percent of which are irrigated and also provide winter grazing. The Bartaks manage another 15,000 acres of summer grazing land with 300 irrigated acres. This irrigation has become even more critical with the recent drought, which has had a dramatic impact on their operation.

“Non-family transitions provide another way to bring the next generation into the industry,” said Tammy Birkbeck, Financial Services Officer, Frontier Farm Credit. “In this case, Dennis Roddy, then the leader of our Business Services team, facilitated a process for two very capable young people to work with an owner to take over a working operation. Transitions can be complex, and it takes a great deal of trust and confidence on everyone’s part. This has been a win-win situation.”

Helping them along the way is Farm Credit Services of America, which provides long and short-term financing to the Bartaks. “Farm Credit is a really good partner in our operation,” said Bartak. “We could not do what we do without them.”

Getting Started in the Business

The average age of the American farmer and rancher continues to inch higher with each Ag Census, raising the question of who is going to raise our beef in the future. Luckily for the industry and the American consumer, 71 NATIONAL CATTLEMEN

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Today, the 15,000 head capacity Tiffany Cattle Company custom feed yard is growing and finishing cattle from across the Midwest. The Tiffany brothers focus on identifying and tailoring the best marketing and risk management strategies for their customers. Whether it’s through U.S. Premium Beef®, Naturewell®, major packers via the cash trade, or any of a number of valueadded programs, the goal of Tiffany Cattle Company is to identify and pursue the market that offers the best opportunity to maximize profitability for individual situations. “It’s all about generating the most dollars possible for each set of cattle,” said Shane Tiffany, adding that, in today’s highly volatile world of agricultural commodities, risk management is another priority.

Helping Established Operations Thrive

The Lanfords represent both established and beginning ranchers, with William “Doc” Lanford a rancher for 33 years and his sons Dick and Ben joining his operation in a new partnership just last year. Together the Lanfords manage a 145 head cow/calf operation and a pasture farm that experienced its best year ever in 2013.

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The Lanfords bank exclusively with Farm Credit New Mexico. Doc Lanford said, “You can count on Farm Credit of New Mexico to ride through the storm with you.” When Dick and Ben joined the business last year, the Farm Credit association was there to help. Doc particularly appreciates the efforts of the employees on their Farm Credit team. “I appreciate working with a bank that is willing to give young people a chance,” Lanford said. In Texas, Loren Doll has built a vertically integrated operation that includes a backgrounding grow-yard, a 12,000 head feedyard with 60 percent of this number owned by its own cattle company, and a pasturage operation to provide corn silage for their herd. The greatest benefit from the integration of all four company entities is the flexibility to make adjustments to complement one another. “We’re a good example of a small scale, vertically integrated company. Our approach is not all that common,” said John Oldham, Loren Doll’s son-in-law and manager of the grow

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CREDIT yard and farming operation. “Astute management, backed by a strong lender, is of major importance,” adds Doll. “High Plains Farm Credit has proven to be an excellent source of funds. They understand the workings of beef and grain production.” Building their own operation from scratch, Gail and Millie Allen plan to pass on their 35 year-old ranching legacy in Colorado to their daughter, Missy. Transitioning from farming and raising yearlings to cattle ranching, the couple have grown their operation to 450 head pastured on 30,000 acres. “During those growth years, it was essential to have the short-term and long-term financing that Farm Credit Services provided, and the flexibility they offered,” said Millie Allen. As an example, the Allens cite their ability to secure pre-approval from their Farm Credit loan officer for their son-in-law to buy land for them at a land auction they were going to be unable to attend – up to a set price, of course. The opportunity did present itself, with the purchase approved by Gail over the phone and the financial transaction completed when the couple arrived back in town.

Expertise and Dedication Leads to Strong Relationships

The Allens’ situation is not unique, and across the country Farm Credit organizations demonstrate their

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dedication to the cattle industry every day. This is a nearly century-old commitment that has created an unmatched level of industry expertise. Texas cattle dealer Jim Schwertner’s Capital Land and Livestock buys and sells 400,000 head of cattle in a year. Schwertner’s team of 30 buyers and seven sellers, including his son, Jimmy, work deals all day with both new and long-term customers. The company also has its own herd, and recognizing a new opportunity a few years ago, introduced Schwertner Select as a pay-by-the-day weaning program that enjoyed instant success. Today they handle up to 175,000 head a year on their 20,000 acres. Schwertner has financed his business with Capital Farm Credit and its predecessor Farm Credit organizations from the very beginning. “Farm Credit understands agriculture. They understand the volatility of the markets, and they’re willing to adapt and change as the industry changes,” said Schwertner. “They’ve always been there for us, and we know that as long as we keep them posted on our operation, they’ll stick with us.” That’s important in an industry that requires more and more capital, said Schwertner. “Today we need to be very efficient, and having a banker who will respond with a moment’s notice is key.” Such appreciation for Farm Credit may sound strange coming from the majority owner and board chairman of a successful commercial bank,

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CREDIT

grass-fed beef, that premium is 50 – 100 percent over conventional beef. This price is balanced, though, by the fact that it takes significantly longer to raise grass-fed cattle compared to cattle in feedlots. Bendele attributes much of the success he and his family have enjoyed to the support they received from Capital Farm Credit, which has financed land purchases, equipment and improvements such as irrigation systems. “They’re the reason why we were able to farm to this day,” he said. “Thank goodness for Farm Credit.” Filling another niche, Ryan and Steve Brooks run their own 700 head herd and also run a highly successful bull auction. Starting with the auction established by their father, the brothers have taken it to the next level by expanding from the 14 bulls he auctioned the first year to auctioning 225 of their own purebred Angus bulls. They also auction 1,400 commercial heifers from other ranchers, all of whom are current or past customers invited to sell their cattle through the Brooks’ auction. The bulls are sold and shipped largely throughout the Midwest, though some travel as far away as Hawaii. Schwertner State Bank. “I see Farm Credit as a strategic partner to our bank, not an adversary. We work hand in hand,” said Schwertner. “Commercial banks and the Farm Credit System are completely different. If you understand both, then you understand how they can be compatible.”

“Producers come from all over the country because the Brooks have established themselves as experts in the business who raise quality bulls,” said Bailee Murnion, their Farm Credit relationship manager. “When a rancher finds a rancher who raises bulls that produce good, heavy calves, they stick with them.”

Supporting Niche Operations

An Eye to the Future

Fohn Bendele says it’s a win-win-win: the consumers get the products they want, the restaurants attract more customers, and the growers earn a better price. With

From conventional cow/calf operations to niche producers, such a diverse industry presents a diversity of challenges and opportunities. While drought continues to afflict many farmers and ranchers, others are capitalizing on new opportunities. Farm Credit will be there to work with its customers through all of the possibilities. Large or small, new operations or those that are generations old, the beef industry is to be commended for successfully building on experience while adapting to changing consumer tastes, and environmental and regulatory conditions.

The Schwertner Select program is one example of a niche operation created by an established operation. Fohn and Eric Bendele are an example of an established operation transitioning entirely to fill a market niche. The brothers have raised cattle on their Texas ranch for 30 years following a family tradition that goes back generations. About five years ago, the Bendeles saw an opportunity to satisfy consumer preferences while increasing their own success. They changed how they raised their animals, switching to a grass-fed approach to let their 100 cows graze on pasture, supplemented as needed with cut grass. Their beef is in high demand from Austin restaurants and many feature the beef on their menus.

74 NATIONAL CATTLEMEN

“The outlook is optimistic from a profitability standpoint as tight supplies and strong demand are expected to support current price levels through 2015,” says CoBank’s Amen. That’s good news for producers, setting the stage for strong balance sheets and new opportunities.

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LIMOUSIN Ochsner Limousin

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for the

Next Generation

“Limousin cattle have been a part of our family since dad and mom started AI’ing to Limousin bulls in 1971. We’ve made a lot of progress as a breed, and as individual breeders, since those early days. The cattle still deliver the calving-ease, feed-efficiency and cutability that attracted dad and mom to the breed, but in a higher performing, more docile and reproductively sound package. Given record-low U.S. cowherd numbers, the need to produce more beef more efficiently, and the proven economic benefits of heterosis, we believe Limousin genetics have a lot to contribute to the U.S. beef industry!”

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The number of stalemates that have occurred in Washington, D.C. over the past few years begs the question: Can we actually make a difference? Currently there are 384 bills that have passed the House, but have yet to see the light of day in the Senate. This kind of deadlock threatens the livelihoods of ranchers as agencies continue to push their jurisdictional limits and Congress struggles to work together to pass any legislation. The Senate races are key this year and have been a focus for NCBA. We must have members in Congress that are pro-business, pro-agriculture and willing to work together to protect the interests of rural America. We have seen this Administration try to strip private property rights and without productive members of Congress, they will succeed. The NCBA Political Action Committee is a critical component to pushing back against the consistent federal government invasion and attempts to end production agriculture. With an 82 percent success rate, the PAC supports congressional candidates on both sides of the aisle that hold the same values as our members. In the 2012 election cycle, the PAC supported 307 candidates with a total contribution of $599,600. With growing support, the PAC has risen more this year and is well on the way to $1 million. To date, $807,000 has been distributed to 324 candidates with more to be distributed before the November elections. Since 2010 when the PAC hit maximum contribution

levels at $285,000, our voice in D.C. continues to grow. With this rising support we can make a difference and reshape Congress. Your contribution to NCBAâ&#x20AC;&#x2122;s PAC has an impact.

Have you ever wished you could have an impact on the future of the cattle industry?

You can by contributing to NCBA-PAC $1,250,000 $1,250,000 $855,000 as of September 29, 2014 $855,000

as of May 23, 2014

Help us achieve our goal of $1,250,000 for the 2014 election cycle!

To learn more or donate, visit: www.BeefUSA.org/politicalaction.aspx or call 866-BEEF-USA

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In this Issue Forest Management and Wildfire Prevention Package Passed 2013 Cattle Industry Summer Conference Around the Corner Transparency and Accountability Legislation Introduced in Congress Legislative Watch New on the Web Cattle Fax Update NBCA’s Cattlemen to Cattlemen Your NCBA

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Cattlemen’s Capitol Concerns

Forest Management and Wildfire Prevention Package Passed The National Cattlemen’s Beef families and their communities, it has wildfire and forest mismanagement. Association (NCBA) and the Public PLC and NCBA specifically applauded also contributed to a massive overload Lands Council (PLC) this week hailed the package’s inclusion of Rep. Paul of fuel. H.R. 1526 sets this upsidethe U.S. House of Representatives Gosar’s (R-Ariz.) Catastrophic Wildfire down situation straight.” Natural Resources Committee’s Prevention Act, which was introduced NCBA President Scott George, a passage of the Restoring Healthy as a stand-alone bill earlier in 2013. Cody, Wyo., rancher, stated that Forests for Healthy Communities Act, “Decades of mismanagement have unless Congress gives this H.R. 1526, legislation to prevent the turned our U.S. Forest Service and administration clear direction on forest continuation of catastrophic wildfire Bureau of Land Management lands and range management, the entire events by improving federal forest into a tinderbox,” said PLC President nation stands to lose important wildlife management. The bill, passed on and Hesperus, Colo. rancher, Brice habitat, watersheds and production of a voice vote, was offered by food and fiber. Scott said that “if the Committee Chairman Doc Hastings (R Lee. “Over the years, ranchers who count on the grass resources for their resources continue to go up in smoke, -Wash.) and includes prescriptive so does a huge portion of American measures offered by various western livelihoods have been told they must scale back grazing. Not only has this livestock production. This hurts congressional members whose districts are threatened by catastrophic been economically damaging for their consumers everywhere.”

2013 Cattle Industry Summer Conference Around the Corner

The National Cattlemen’s Beef women from across the country. emeritus of NCBA, will then address Association (NCBA) is gearing up for the group and discuss 50 years of the “We are looking forward to an action- Federation of State Beef Councils. the 2013 Cattle Industry Summer Conference which kicks off next week packed conference this summer in During General Session II on Fri., Denver. NCBA is a member-driven in Denver, Colo., Aug. 7-10. The organization and is the trusted leader Aug. 9, NCBA and CBB leadership conference features meetings of will identify the key outcomes and and definitive voice of the cattle Cattlemen's Beef Promotion & updates in both the policy and industry,” said George. “In order to Research Board (CBB), American checkoff program areas and will set continue being successful, cattle National CattleWomen, Inc. and the stage for the focused plan of work National Cattlemen's Foundation. It is producers must continue to be engaged in the policy process so that for Fiscal Year 2014. Also, don’t miss where cattle producers discuss the beef industry remains viable and the “Cattlemen’s Night at the current issues as a group, work on beef continues to be on kitchen tables Colorado Rockies,” where conference programs and initiatives and set the attendees can enjoy a night of around the country and the world.” course the industry should take with peanuts and Cracker Jacks at the old various projects for the betterment of Conference highlights include ballgame as the Rockies take on the the beef cattle industry. General Session I on Thurs. Aug 8, Pittsburgh Pirates. which officially kicks off the event. NCBA President Scott George said Rep. Cory Gardner (R-Colo.) will take Only on-site registrations will be the event gives cattle farmers and accepted for the conference after July ranchers an opportunity to engage in the stage to welcome the audience 19. For more information, click here. and give an update on what’s NCBA’s grassroots policy process happening in Washington, D.C. John while also networking with and Huston, executive vice president learning from other cattlemen and

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