June 2022 - National Cattlemen

N A T I O N A L CATTLEMEN

To be the trusted leader and definitive voice of the U.S. cattle and beef industry.

JUNE 2022 • Vol. 38, No. 9 • NCBA.org

MARKET SNAPSHOT WEEK OF 4/25/2022

CURRENT VS. LAST YEAR SOUTH CENTRAL 500-600 LB. STEERS

$185.14

$158.77

16.6%

LIVE FED STEERS

$119.72

17.2%

$140.26

CHOICE BOXED BEEF

$323.14

19.2%

$261.03

OMAHA CASH CORN

$7.01

15.5%

$8.09

IN THIS ISSUE 4

2023 Farm Bill

7

SUMMER BUSINESS MEETING

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NEW PAC PROGRAM

Here’s what you need to know as Congress prepares for the 2023 Farm Bill.

Important Policy and Checkoff Committee decisions will be made in Reno, Nevada, this summer.

NCBA-PAC has a new opportunity for you to leave a lasting legacy.

12

MARKET MATTERS

13

DROUGHT PREPARATION

15

FEDERATION

Dry weather, foreign conflict and supply chain issues are impacting corn and cattle markets.

Know the resources available and how to create a drought management plan.

NATIONAL CATTLEMEN’S BEEF ASSOCIATION 9110 E. NICHOLS AVENUE, SUITE 300 CENTENNIAL, CO 80112

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State Beef Councils see incredible reach and growth by utilizing social media.

Young Cattle Producers Pave the Way to Successful Futures You’ve probably heard it said time and again that the average age of today’s farmer is 57.5 years old, according to the United States Department of Agriculture. However, there are a number of impressive, younger producers coming into the industry who are looking to enact positive change while preserving valuable traditions.

By actively engaging in cattle associations and branching out to experiment with technological advancements, young cattle producers are making their impact on our industry.

Cattle farming and ranching is a unique and timeless way of life though, and these producers do not want to dishonor or change the traditions that tie them back to their roots and the history of American cattle ranching.

In Deer Grove, Illinois, Jake Perino learned by working with his father and uncle to raise cattle and grow crops. Jake graduated from the University of Wisconsin-Plateville and immediately started making his own legacy on the fourthgeneration cattle operation where he was raised. Today, 29-year-old Jake and his father run the family business. Jake manages the cattle feeding portion of the operation and his father manages the row crops including corn, beans, wheat, alfalfa and sorghum-sudangrass. In addition, Jake and his father work with several butchers in Illinois, Iowa and Wisconsin and direct-market approximately 150 head of cattle to local families each year.

As he studied and earned bachelor’s degrees in agribusiness and agricultural engineering, Jake took many trips to nearby feedlots to see different cattle barns. He knew he wanted to build a climate-controlled monoslope barn, but he wanted to see a variety of options before he built his own.

“When I got done with classes, I would start going on barn tours,” Jake said. “I would just go look at barns, and I would ask people, ‘What do you like about it? What don’t you like? What would you do differently? What would you recommend me to do if I built a barn?’”

He traveled to Iowa, Wisconsin and Illinois to get a variety of perspectives and advice from men and women who’d been in the business longer than he had.

“I tried to take everybody’s good ideas and put them into our barn,” Jake added.

As a young entrepreneur, Jake understood that he could jump-start his own business by seeking the advice of fellow cattle producers and building upon their suggestions and strategies.

Jake’s barn covers one acre and can hold up to 300 head of cattle, which he sources from southern Indiana. The feedyard is also a beta test site for global companies seeking real-world feedback for their products that market silage inoculants, feed additives and manure additives.

The barn was designed to set optimal temperatures in the winter and summer by manipulating the angle of the sun to either raise or lower the temperature inside the barn. This system efficiently uses the sun to heat and cool their barn, saving energy and input costs to ensure good animal welfare.

Like Jake, Levi and Caroline Holt knew they wanted to work in agriculture, specifically cattle, while they were still in school at the University of Tennessee in Knoxville.

As a young couple in their thirties with three small children, Levi and Caroline have made huge strides in their community.

Not only have they contributed to Holt Farms Angus, the family’s seedstock Angus operation in Livingston, Tennessee, but they also purchased Green River Embryo Transfer, a veterinary practice focused on advanced reproductive technologies in cattle, in 2019.

Holt Farms originally began as a dairy in 1980 by Levi’s father, who still manages the farm. In 2006, they traded in the milkers for an Angus herd. Levi’s brother assists with Holt Farms and is an agricultural mechanic with a business on the

Levi and Caroline Holt want their children to have the opportunity to raise livestock.

Jake Perino manages his custom-built monoslope barn to feed cattle. farm as well. At Holt Farms, each family member contributes their talents to make the ranch run smoothly and provide a quality product.

“Everybody has a special skill and we wanted to make sure we incorporated each unique talent into the operation to make it a successful family business,” Caroline added. “I think that just goes to benefit the whole of the farm, and it’s cool to watch people flourish at the things they are very gifted at doing.”

Levi and Caroline decided to move back to Livingston once Levi graduated with his Doctor of Veterinary Medicine from the University of Tennessee College of Veterinary Medicine.

His expertise enabled the couple to add value to their business by providing unique services for cattle producers like embryo transfer work, boarding donor cattle, vaccinations, and using a tilt table to trim feet.

It wasn’t always easy though. As young agriculturalists, returning to the family operation and carving out a place to thrive and grow can be difficult. Whether the challenge is a perceived lack of experience or the necessity to have off-thefarm income, young producers have hurdles to overcome.

“There is always a struggle to really find your place, especially when you are stepping into a family operation,” Caroline said. “I think we are really lucky; we really respect the other people in the operation and have learned so much from them.”

Caroline remembers feeling relieved after attending their first Cattle Industry Convention and NCBA Trade Show because they were able to meet other young producers.

“We heard people saying the same things we were — that you want to do whatever you can to make things succeed; you have things to offer; you have all this passion for what you’re doing but you don’t know exactly what that will look like long term,” she said.

Another obstacle for the Holts, and many of their neighbors in Tennessee, is how competitive buying land has become. With the goal of passing the operation to their children, owning land is important to them. They want their three children to have the same opportunity to raise livestock that they had.

“I can’t tell you how many friends we have that are looking for land to raise their family on, and the price of land is a huge obstacle because people can take farmland and split it up into tracks and sell it for an astronomical amount of money,” Caroline explained.

For her and Levi, they had to be flexible. The couple recently purchased a house near Holt Farms. The home they found was a blessing, Caroline said, but it came to them unexpectedly.

“Our mentality is to know what we want and be willing to work really, really hard for it and to also understand that it may not come exactly the way that we expected,” Caroline said.

Levi and Caroline also grew as cattle producers by participating in leadership and educational programs like NCBA’s Young Cattlemen’s Conference and the American Angus Association’s Beef Leaders Institute sponsored by Certified Angus Beef. These opportunities connected them with other young cattlemen and women in the U.S. Continued on page 11

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NATIONAL CATTLEMEN 3

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Your Voice in Washington

It’s Farm Bill Time

By Don Schiefelbein, NCBA President

By Colin Woodall, NCBA CEO

Volatility in the cattle markets has been a challenge for all of us over the past few years. Cow-calf producers, stockers, backgrounders and feeders alike all benefit when the market is transparent, and all participants play by the rules. The challenges in our markets have also captured the attention of Congress.

A few weeks ago, I was invited to testify before the House Agriculture Committee at a hearing on meatpackers and market conditions.

Currently, we face a shortage of beef processing capacity at a level not seen in several decades. I emphasized the importance of financial support for

and region to discuss issues and build consensus. In my family’s operation, we all come with different perspectives, but we talk together, debate, and move forward with a united front. NCBA policy is set the same way. We each have vastly different business practices, and we face different regional conditions, but we all come together to drive policy forward. Through collaboration, we send a powerful message to policymakers.

As a member, I’m honored that you invested in NCBA, and I thank you for trusting us to represent your interests. Testifying before Congress is only one example of how NCBA works to improve conditions for cattle producers, but every day we are notching victories on policies that keep the government out of our way or make our jobs a little easier. I know that being a cattle producer is not an easy life, but it’s a rewarding one There is an organization ready to lobby steeped in heritage and Congress on every imaginable issue, but tradition. That is why NCBA NCBA is different — not only because fights for you. people enjoy seeing our hats — but You have important work because of our time-honored policy to do running your farm or process rooted in a diverse membership. ranch, which is why we have a dedicated team in Washington to advocate for you. Every day, small, regional processing facilities NCBA monitors hours of debate on to increase hook space and return Capitol Hill, meets with agency staff, leverage to the side of the producer. and reviews the hundreds of rules I also urged Congress to press the churned out by regulators each week.

It’s an overwhelming workload for Department of Justice to complete one person, but your membership in their investigation into the four NCBA supports this crucial work that major meatpackers that was first protects the entire cattle industry. launched in 2020. After two years, Next month you will have an we have yet to hear the results of the opportunity to add your voice to the investigation, but we need answers policy process at NCBA’s Summer before considering new regulations. In Business Meeting in Reno, Nevada. I the meantime, our industry is facing am always encouraged when members new challenges from inflation, rising have thoughtful conversations about input costs, and labor shortages, and our future policy priorities, and I look I asked Congress to focus on these forward to connecting with you in concerns too.

Reno. Thank you for your continued One of things that stood out to me involvement in NCBA! when I visited Washington, D.C., is how NCBA commands the attention of lawmakers and their staff.

There is an organization ready to lobby Congress on every imaginable issue, but NCBA is different — not only because people enjoy seeing our hats — but because of our time-honored policy process rooted in a diverse membership.

Since 1898, NCBA has been a forum for cattle producers in every sector

2022 NCBA Leadership President Don Schiefelbein President-Elect Todd Wilkinson Vice President Mark Eisele Treasurer Joe Guild Federation Division Chair Brad Hastings Federation Division Vice-Chair Clark Price Policy Division Chair Buck Wehrbein Policy Division Vice-Chair Gene Copenhaver Immediate Past President Jerry Bohn Chief Executive Officer Colin Woodall Senior Editors THE OFFICIAL PUBLICATION OF NCBA

Editor

John Robinson Jill Johnson Sarah Drown

specifically, we have long advocated against the inclusion of a Livestock Title. It was the Livestock Title in the 2008 Farm Bill that set the stage for the GIPSA rule that took us a decade to fix. So, as work commenced on the last Farm Bill, we made the decision to change course and focus our lobbying efforts on establishing a Foot and Mouth Disease vaccine bank. Thanks to your grassroots engagement and our team in D.C., our proactive push worked. Not only did we get the vaccine bank, but having Congress focused on what we wanted kept a lot of other bad ideas from coming up.

House Agriculture Committee Chairman David Scott and Senate Agriculture, Nutrition, and Forestry Committee Chairwoman Debbie Stabenow have commenced hearings to get feedback from producers on the needs for this next Farm Bill, and we will be at the table. Before we can do that, however, we need your input and guidance. Our grassroots policy process will drive our list of priorities, and that conversation will take place during the Cattle Industry Our grassroots policy process will Summer Business Meeting in July. Thanks drive our list of priorities, and to previously passed that conversation will take place policy brought forward by the Kentucky during the Cattle Industry Summer Cattlemen’s Association, Business Meeting in July. we know that risk management will be high on our list. USDA’s Risk Management cover. This single piece of legislation Agency has several products available sets the tone on how the federal to help cattle producers of all sizes government structures commodity better manage market risk. After programs, crop insurance, the past two years, we know that conservation programs and more. It programs such as Livestock Risk is interesting to note that more than Protection could be beneficial, but 75% of the 2018 Farm Bill funding we will need to make some changes went to nutrition programs such to improve it. Our policy discussion as food stamps, officially known will determine those changes and as the Supplemental Nutrition give us the charge we need to get Assistance Program, or SNAP. That them included in the Farm Bill. Those percentage surprises a lot of people, discussions cannot happen without but the general thought behind its you, so plan on attending. inclusion in the Farm Bill is that urban Our timing is perfect, because members of Congress need to take even though hearings have started, interest in American farm policy, and we must remember that a very the only way to do that and pass a important mid-term election is Farm Bill is by including the programs coming our way in November. Farm that many of their constituents Bills tend to add an additional level use. However, failure to pass the of consternation to any political House’s version of the Farm Bill in environment, but especially to one the summer of 2013 demonstrated that is uncertain. There is nothing that Congress needs to make sure more uncertain right now than who they have taken care of farmers and will control Congress next year. It ranchers first. NCBA was one of the is uncertain how much money will organizations that worked to defeat be available to write a new Farm that Farm Bill because it failed to Bill. It is uncertain whether they can address our priorities. After its initial get it done on time, especially since defeat in the House, the 2014 Farm history says it is highly unlikely they Bill ultimately passed, and it ended meet the deadline. Regardless, we up being the last bill where NCBA’s will be prepared to engage with priorities were based on playing Congress and use this critical piece defense. of legislation to help you and your For years, NCBA’s mantra was to stay out of the Farm Bill. More operation.

Hard to believe, but it is time to start work on another Farm Bill.

The current bill expires at the end of September 2023, so that does not give Congress much time to get such a large piece of legislation completed. Farm Bills have set American agriculture policy since 1933 when the Agricultural Adjustment Act was passed by Congress as part of FDR’s New Deal. That bill focused on creating programs to reduce surplus and raise commodity prices through the payment of subsidies in exchange for reducing the production of certain crops. Each Farm Bill has had its own unique impact, and as the 18th version considered since the original, there is no doubt the 2023 Farm Bill will do the same.

Farm Bills are complex due to the sheer breadth of issues they

Contributing Writers

Creative Director Graphic Designer

Wendy White Ashley Willits Hunter Ihrman Don Waite Dancinee Jennings

For ad sales contact Shannon Melcher 303-8503339, Shannon Wilson 303-850-3345, or Jill DeLucero 303-850-3321.

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

National Cattlemen’s Beef Association does not accept any advertising promoting third-party lawsuits that have not been endorsed by the board of directors. ©2022 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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NATIONAL CATTLEMEN

The 2023 Farm Bill: What is it and Why Does it Matter to Cattle Producers?

Every five years, Congress is tasked with reauthorization of the Farm Bill, the multi-million-dollar bill that funds numerous agricultural and food programs governed through the United States Department of Agriculture. Farm Bill reauthorization is a critical priority because without it, the continuation of some agricultural-related programs would cease and much needed policy updates to Farm Bill programs would not be made. In fact, failure to reauthorize the Farm Bill would result in reverting to versions of the Bill passed in the first half of the 19th century that simply will not work for today’s producers.

As the deadline for the 2023 Farm Bill approaches, preliminary conversations around Farm Bill priorities are underway between Congress and industry groups. While the Bill does not need to be reauthorized until next year, Congress will engage with stakeholders in the agricultural and food industry for months to determine the components of the Farm Bill. Writing this Bill is a huge undertaking as it encompasses 12 titles spanning from nutrition to crop insurance to conservation.

While a large portion of the overall Bill is allocated toward nutrition assistance programs, cattle producers benefit from the Bill through a variety of ways. As a result, NCBA’s Government Affairs team is already engaging with key members of Congress to ensure cattle producers benefit from both new and existing provisions in the Bill.

Even in early conversations, our team stressed the importance of continued funding for the National Animal Vaccine and Veterinary Countermeasures Bank (NAVVCB) to protect against Foot and Mouth Disease (FMD), secured in the 2018 Farm Bill. This is an important tool as the cattle industry works toward proactive preparedness in the case of a foreign animal disease outbreak.

As part of our 2022 Policy Priorities, NCBA is focused on the financial sustainability of farms and ranches. One way we can promote that is through ensuring the continuation of USDA risk management and disaster assistance programs. It is critical to protect these programs for producers, and make sure they meet producer needs as severe weather conditions, including snowstorms, hurricanes and drought, continue across the country.

In addition, conservation is anticipated to be a key focus for many. As discussions around conservation drive the focus of the Bill, we are working to ensure that conservation measures included are voluntary and allow cattle producers across the country to do what they do best — conserve the land and natural resources in a way that is suitable to their region of the country and the type of operation they are running.

While there are several provisions NCBA will advocate for, the Government Affairs team is also working to ensure certain provisions are not included, such as a separate livestock title.

Cattle producers across the country benefit from programs administered through other titles in the Farm Bill, but efforts to create a separate livestock title would not be beneficial to the industry as it could increase government oversight and regulations on certain programs and business practices, and it opens the door to unwanted policy initiatives.

As debate ramps up between industry groups and Congress, NCBA has already been engaging in conversations to ensure decision makers understand how cattle producers benefit from this legislation. In addition, the team is working to ensure we have the critical relationships to help secure beneficial provisions.

However, like any other NCBA policy, our official priorities will be determined by membership. State affiliates will have the opportunity to present policy recommendations to our current Farm Bill Directives, and members will vote to determine NCBA’s official next steps at Summer Business Meeting in July. Please do not hesitate to reach out to your state affiliate or NCBA staff with questions you have regarding this process and how you can get involved.

CORPORATE MEMBERSHIP DIRECTORY

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

GOLD LEVEL SPONSORS (Minimum $100,000 Investment)

Animal Health International www.animalhealthinternational.com Boehringer Ingelheim Animal Health Inc. www.bi-vetmedica.com/species/cattle.html Caterpillar www.cat.com Central Life Sciences www.centrallifesciences.com

ALLIED INDUSTRY COUNCIL Bayer Environmental Sciences CHR HANSEN Farm Credit Council Huvepharma, Inc.

Lallemand Animal Nutrition Nationwide Norbrook, Inc. Rabo AgriFinance RAM Trucks

PRODUCT COUNCIL American Foods Group Cargill Meat Solutions Certified Angus Beef Culver’s Darden Restaurants empirical Fareway Stores, Inc. Five Guys

McDonald’s Corporation National Beef Packing Omaha Steaks Performance Food Group Preferred Beef Group Tyson Fresh Meats

Corteva Agriscience™ www.corteva.com Elanco Animal Health www.elanco.com John Deere www.deere.com Masey Ferguson www.agcocorp.com/brands/massey-ferguson.

Merck Animal Health www.merck-animal-health-usa.com Micro Technologies www.microtechnologies.com Moly Manufacturing www.molymfg.com New Holland Agriculture www.newholland.com

Purina Animal Nutrition LLC www.purinamills.com/cattle Ritchie Industries Inc. www.ritchiefount.com Roto-Mix www.rotomix.com Zoetis Animal Health www.zoetis.com

ALLIED INDUSTRY PARTNERS Parker McCrory 44 Farms Tarter Farm and Ranch CEAT Specialty Tires International Stock Food PBS Animal Health ADM Animal Nutrition, Inc. CME Group International Genetic Solutions Equipment Phibro Animal Health Agri-Pro Enterprises of Iowa, Inc. DATAMARS Livestock Jorgensen Land and Cattle The Hartford Livestock Insurance Pneu-Dart AgriWebb Dell Technologies Kent Nutrition Group The Vit-E-Men Co. Inc./Life Priefert Ranch Equipment Alltech, Inc. Diamond V Krone Products QualiTech, Inc American National Insurance ENDOVAC Animal Health Kubota Tractor Corporation Quality Liquid Feeds Arrowquip Farmers Business Network Kunafin “The Insectary” Trans Ova Genetics Red Angus Assoc. of America A.T. Ferrell Company Inc. Fera Diagnostics & Biologicals Corp Laird Manufacturing U.S. Premium Beef R&R Machine Works Bank of America Food Safety Net Services Meat & Livestock Australia, Ltd. Vermeer RFD-TV Barenbrug USA Furst-McNess Company Micronutrients Vitalix Bass Pro Shops/Cabela’s Gallagher National Corn Growers Association Roper/Stetson/Tin Haul Apparel and Footwear Behlen Manufacturing Gravely, an Ariens Company Vytelle Neogen Bimeda Greeley Hat Works New Generation Supplements South Dakota State University Westway Feeds Stone Manufacturing BioZyme Grov Technologies Newport Laboratories, A Wild River Vaxxinova Company Superior Livestock Bush Hog Inc. Hayden Outdoors Real Estate Y-Tex Noble Research Institute Supreme International Cargill Animal Nutrition Hyundai Construction Equipment Novus International Syngenta Case IH Zinpro Performance Minerals IMI Global

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NATIONAL CATTLEMEN

Region l Report Region I includes Michigan, Indiana, Kentucky, Ohio, West Virginia, Virginia, Pennsylvania, New York and more. This diverse region has been busy at work, and three new state executives were hired in the last year.

Michigan

Michigan Cattlemen’s Association (MCA) has 187 NCBA members, up 108% from 2021.

In April, the Michigan Beef Expo returned to the Michigan State University Pavilion for the first time since the onset of COVID-19, as a combined event with the MCA Annual Conference. NCBA CEO Colin Woodall was the keynote speaker. Policy priorities identified for the year include PFAS issues, Bovine TB, slaughterhouse capacity and wastewater permits. The Michigan Beef Expo featured seedstock shows and sales, an industry trade show, youth contests and a junior show hosted by MSU Block & Bridle Club. The combined event served as a very successful cooperative membership marketing opportunity for MCA & NCBA. The Michigan Department of Environment, Great Lakes and Energy issued a public notice announcing a revised General Permit titled “Meat Processing and Slaughterhouse Wastewater Permit.”

The proposed changes will be extremely costly for businesses to implement. MCA remains engaged with the Michigan Meat Association and Michigan Farm Bureau to develop talking points and template letters for use by impacted parties.

MCA has worked with state and federal regulators for years to change Michigan’s Bovine TB program. A new Memorandum of Understanding (MOU) between the state and USDA was signed in April and includes several components MCA advocated for. Under it, Michigan’s four-county Modified-Accredited Zone will be maintained, but buffer counties surrounding that zone have been reduced to a 10-mile buffer strip, where cattle herds will conduct surveillance testing only once every three years. The extent of surveillance in cattle is no longer tied to surveillance in wild deer, meaning cattle producers will no longer be “punished” when the Department of Natural Resources fails to test enough hunter-harvested deer. For the first time, USDA will allow whole genome sequencing of the bacteria to determine the extent of trace testing if TB positive cattle herd is identified. This change will eliminate senseless trace.

Through discussions with state legislators, MCA assisted the establishment of a producer reimbursement program to help cover costs of maintaining cattle under quarantine. Costs eligible for reimbursement include feed, bedding and veterinary care incurred not less than 30 days after the date of the quarantine. In March, MCA testified in support of better funding for the program and the removal of a $20,000 per farm cap.

MCA looks forward to holding its Summer Round-Up June 23-25 at Hughston’s Cow Camp in McBain, Michigan.

Indiana

Indiana Beef Cattle Association (IBCA) has 246 NCBA members, up almost 105% from 2021.

IBCA worked with other commodity groups to improve veterinary medicine in Indiana during the latest legislative session. The new law changes the name of the Indiana Board of Veterinary Medical Examiners to the Indiana Board of Veterinary Medicine. It provides that the state veterinarian: (1) serves as the chief administrative officer of the board; (2) performs the duties delegated by the board to the state veterinarian; and (3) provides technical advice and assistance to the board.

The new legislation establishes the Indiana Center for Animal Policy to facilitate the coordination of regulatory duties of the State Board of Animal Health (BOAH) and the board. It provides that the state veterinarian is the chief administrative officer of the center and BOAH, and it requires that the BOAH (not the professional licensing agency) perform certain administrative functions for the board. Changes made by the bill do not apply until July 1, 2023.

IBCA worked with other organizations to support passage of HB1149, Indiana cottage food producers can now sell direct-to-consumers without any restrictions and through online and mail delivery. Previously, they could only sell their goods direct-to-consumers at roadside stands and farmers’ markets.

Kentucky

Kentucky Cattlemen Association (KCA) has 568 NCBA members, up 113%.

One issue that KCA is proud of and has worked on for years, is taxes on animal health products. Kentucky government has charged these taxes to livestock producers for years. KCA tried for 20 years to get these taxes removed but they have had very little success. However, this year they have accomplished their goals and removed taxes on vaccines and medications.

Their membership is strong and just surpassed last year’s membership total.

Ohio

Ohio Cattlemen Association (OCA) is home to 496 NCBA members, up more than 110%.

OCA led the effort to secure $10 million for packing plant expansion in the state’s 2021 operating budget to provide cattle families with additional marketing opportunities. Eligible applicants were Ohio-based meat processing facilities in operation July 1, 2021, and providing harvest services for livestock producers to direct-market their products. A total of 143 applications requesting more than $28 million were submitted. In February, the state awarded 40 Ohio packing plants with grants totaling $10 million to help them expand capacity.

In April 2022, the Ohio Controlling Board approved an additional $18 million in federal funds from the American Rescue Plan Act of 2021 for the packing plant expansion fund.

In the state’s Capital Budget currently underway, OCA is advocating for investments to build a new Animal Disease Diagnostic Lab at the Ohio Department of Agriculture to protect and enhance growth opportunities for Ohio’s food animal industry.

Based on concerns around private property rights, OCA opposed a state solar and wind energy bill that became law in 2021. In January, OCA coordinated a letter, on behalf of Ohio’s livestock groups, which was sent to the Ohio County Commissioners Association urging them to preserve Ohioans’ personal property rights.

In March, OCA hosted the 34th Ohio Beef Expo at the Ohio Expo Center in Columbus. The Expo is the premier event for Ohio’s beef industry and includes seedstock shows, parades and sales, a trade show, a junior show, youth education and more. OCA and NCBA had a successful member recruitment effort.

The Judging Contest, co-hosted with the Ohio State University, had nearly 475 youth participants from Ohio and surrounding areas. The Junior Show set a record this year with more than 950 entries.

Planning is underway for OCA events that will take place this year like the Ohio State Fair, the OCA Young Cattlemen’s Conference (August 11-13), and the Cattlemen’s Gala Celebration and Fundraiser (August 27).

l

West Virginia West Virginia Cattlemen Association (WVCA) has 117 NCBA members, up nearly 102% since 2021.

WVCA focused on increasing its presence in the state this year. Last June, Jessie Pennell was hired as their new state executive. This is a shared position with the West Virginia Beef Industry Council and West Virginia Farm Bureau.

WVCA grew their membership more than 100 members and increased membership retention. Their newsletter is back on schedule with improved content. The WVCA Steakwagon’s Usage Contract has been revised this past year to help keep it profitable and well maintained. They have also been involved with the WV Beef Expo, the Mountaineer Cattlemen’s College, and were able to help sponsor the Appalachian Grazing Conference.

One of WVCA’s largest projects has been partnering with Appalachian Abattoir and West Virginia University Extension Services to create a West Virginia Branded Beef Program. Through this program, they are offering a premium to producers for their market cattle. Within the next month, they hope to start collecting cattle and see product in stores. Through the grant they obtained for this project, WVCA also received funding to hire an additional employee.

Their new board, along with their established committees, are taking strides to ensure continued growth for the organization.

Virginia

Virginia Cattlemen’s Association (VCA) has 390 NCBA members, up 101% from last year.

VCA has a newly adopted strategic plan. VCA founded Virginia Cattlemen’s insurance, founded VCA Verified LLC, added two new employees, has a new website and online store, and started the Productive & Profitable webinar series.

At the Cattle Industry Convention and Trade Show, VCA was thrilled to see Gene Copenhaver elected as the NCBA’s Policy Vice Chair and appreciated all of Region I’s support to elect Gene.

VCA was delighted to partner with the Virginia Beef Expo. VCA moved its Annual Meeting to the Beef Expo and helped coordinate the trade show. They also hosted an inaugural Virginia Cattle Industry Outlook. They were excited to have NCBA at the meeting and trade show.

VCA helped secure support for a bill that directs the Department of Agriculture to create a strategic plan to increase cattle processing capacity. They are also working with NCBA and Virginia Tech’s vet school to secure research funding for Theileria which has now been found in 18 states.

VCA is still working through the transition to MemberClicks, a new organizational structure. They changed the board structure by dividing Virginia into six different regions based on USDA cattle numbers. Each region has a representative on the board along with the elected committee chairs for each of our three new standing committees: Cattle Marketing, Policy and Member Services. VCA also established a Nominating Committee to ensure all segments of the industry are represented in VCA leadership.

Pennsylvania

Pennsylvania Cattlemen Association (PCA) have 174 NCBA members, up 96%.

PCA hired Taylor Zahn as the executive director last year.

PCA continues to organize its food booth at Pennsylvania Ag Progress days in the fall and at the PA Bull Test in the spring selling Ribeye sandwiches. The Keystone Cattlemen’s Magazine is back to being profitable for the first time since November 2021. The 2022 PCA Spring Spectacular Junior Jackpot Show successfully showed a profit in March of 2022.

In April, the PCA Annual meeting took place where NCBA CEO Colin Woodall and Region I Vice President Tim Schwab spoke.

PCA’s upcoming field day is taking place July 23, in Nottingham. They are utilizing an NCBA educational series grant for the first time.

PCA signed a letter and sent it to Congress opposing S.4030 and shared the final copy with the legislators. They will be attending a farm meeting in June with the state Center for Beef Excellence and senators to share how state funds are being used.

Lastly, on the list of things to accomplish in the next year includes brainstorming ways to fund a full-time staff, increase attendance at the annual meeting, outsource the magazine and focus on membership.

New York

New York Beef Producers Association (NYBPA) has 110 NCBA members, up 104%.

NYBPA hired a new executive secretary, Amanda Dackowsky, in 2021.

NYBPA is focused on building membership back up and improving upon the 75-year-old association. They are working with NCBA to upgrade and improve the website and membership brochures. They now have a new email address, nybeef@nybpa.org.

NYBPA held their Annual Meeting & Conference in Syracuse in January after not being able to hold one in 2021. More than 150 attendees came to hear educational speakers talk on a variety of topics all leading back to BQA and its importance.

NYBPA hopes to pilot a new state-wide award program — NY Beef Farm Distinction Award. This award would have both requirements and recommended criteria and would be judged by NYBPA members, industry professionals, and different county Cornell Cooperative Extension livestock specialists. It is set to launch this summer.

NYBPA is planning for the second Beef Expo event which will be an educational field day for beef producers both adult and youth. This year the event will also include a junior show. The event will take place September 24-25 in Seneca Falls.

NATIONAL CATTLEMEN 7

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Beef Producers Will Make Big Decisions at Summer Committee Meetings Summer Business Meeting is all about the business of the beef industry.

Beef producers from across the country gather in committee meetings to chart the course for the next months and years. How they go about it varies from one division of NCBA to the other. Here’s a closer look at what will be happening in Reno, Nevada, in July in both the Checkoff and Policy Committees.

Checkoff Committees

Checkoff Committees are a unique blend of producers representing the Federation and the Cattlemen’s Beef Board (CBB) — approximately 100 from each. Those representing the Federation are members of a state beef council and represent the state’s 50 cents of the national one dollar collected every time a bovine animal changes hands. The CBB members are appointed to CBB by the U.S. Secretary of Agriculture from nominations submitted in their respective state.

All committee members are working together to guide programs that build beef demand.

Checkoff Committee work during the Summer Business Meeting is two-fold — first, the committees hear updates from the current contractors regarding work on programs funded this fiscal year — which began Oct. 1, 2021. Second, hearing from the potential contractors for the national 50 cents about programs they are seeking funding for in FY 2023.

Following the contractor presentations on proposed programs for FY 2023, the committee members score each tactic based on the priorities of the committee and relevance to the industry long range plan goals*.

These scores are shared with the Beef

Promotion Operating Committee (BPOC) which will make the final funding decisions for the national half of the dollar. The BPOC is made up of 20 members, 10 each from the Federation and CBB. They will meet in September to make final FY 2023 funding decisions.

Checkoff meetings are open to all beef producers and just require a special registration to receive a nametag to attend the Checkoff meetings only.

The Checkoff Committees are led by the following Co-Chairs: CONSUMER TRUST Jesse Larios, CA (Fed) Bill McLaren, MO (CBB) DOMESTIC MARKETING Becca McMillan, OK (Fed) Sallie Miller, CO (CBB) INTERNATIONAL MARKETING Bill Lickley, ID (Fed) Ross Havens, IA (CBB) NUTRITION AND HEALTH Philip Weltmer, KS (Fed) Angie Meyer, OK (CBB) SAFETY & PRODUCT INNOVATION Chris Jeffcoat, PA (Fed) Torri Lienemann, NE (CBB) STAKEHOLDER ENGAGEMENT June Loseke, NE (Fed) Brian Malaer, TX (CBB)

Policy Committees The foundation for the work of the Policy Committees starts long before the members arrive in Reno. The work begins at the local and state level where the majority of the original resolutions are formed by state affiliates and then brought forward and assigned to the

committees based on topic.

During the meetings in July, committee members — primarily made up of state affiliate members — review, debate and amend the resolutions submitted. Once a resolution passes a committee it is sent to the Resolutions Committee.

The Resolutions Committee reviews every resolution line by line looking for three things: 1. Duplication — if a resolution duplicates current policy in another committee it is sent back to the committee. It is important not to have policy on the same topic in two different places in the final Policy Book because if it is changed in one place, it might not be changed in the other, and then it becomes the next issue the committee is looking for.

2. Conflicting Policy — if a resolution conflicts with current policy the problem must be resolved before it can be moved forward. This is the official play book for the NCBA Public Policy team in Washington, D.C., and cannot have conflicts.

3. Consistency — finally the committee is looking for consistency in grammar and formatting.

Once resolutions pass the Resolutions Committee, the Policy Division Board of Directors acts. If the Board approves a resolution, it is not yet policy until the Member Mail Ballot has been sent out and returned in September and October. All NCBA members in good standing as of July 31, 2022, are eligible to vote on policy.

The Policy Book is updated following the completion of the Member Mail

Ballot, and a new Policy Book is available January 1.

The Policy Committee Leadership** is: AG & FOOD POLICY Joni Bucher, IL (Chair) Kenneth Herz, NE (Vice-Chair) CATTLE HEALTH & WELL BEING Mary Ann Kniebel, KS (Chair) Dr. Tom Portillo, TX (Vice-Chair) FEDERAL LANDS Dr. Dave Daley, CA (Chair) Jim Hellyer, MT (Vice-Chair) INTERNATIONAL TRADE Vacant (Chair) Jaclyn Wilson, NE (Vice-Chair) LIVE CATTLE MARKETING Jim Fryer, MT (Chair) Troy Sander, OK (Vice-Chair) PROPERTY RIGHTS/ ENVIRONMENTAL MANAGEMENT Tom Hougen, MT (Chair) Charlie Besher, MO (Vice-Chair) TAX & CREDIT Leroy Startz, TX (Chair) Dan Rorvig, ND (Vice-Chair) RESOLUTIONS Vacant (Chair) Linda Barnes, TN (Vice-Chair) *The Beef Industry Long Range Plan can be found at www. beeflongrangeplan.com **New leadership for NCBA Policy Committees will be appointed by the NCBA Officers in September. If you, or someone you know, is interested in serving as a Policy Committee leader in 2023-24, please contact your state affiliate organization. Terms are two years. Nominations from state affiliates will be due to the NCBA office the end of August.

Register Today! www.NCBA.org

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NATIONAL CATTLEMEN

YOUR TEN-YEAR COMMITMENT LEAVES A

LIFETIME OF LEGACY

NCBA-PAC Launches Leader of the PAC Program The National Cattlemen’s Beef Association Political Action Committee, the political arm of the association, announced the launch of the brand-new Leader of the PAC program with opportunities for cattle producers to strengthen the industry’s voice in political campaigns across the country.

“The Leader of the PAC program was created for those cattle producers who want their legacy to be defending this industry,” said former NCBA President and current NCBA-PAC Chairman Jennifer Houston. “Your 10-year commitment as a Leader of the PAC leaves a lifetime of legacy.”

The Leader of the PAC program ensures that NCBA-PAC has the necessary resources for not only the current election, but future elections down the road. By making a commitment of $1,000 annually for 10 years, Leaders of the PAC become eligible for private political briefings with senior NCBA staff, a bi-annual newsletter, clothing, unique gifts, and recognition at NCBA-PAC events and cattle industry conventions.

“The work NCBA does to defend the interests of cattle producers requires a strong and effective PAC. Political campaigns are very expensive, and a strong PAC allows us to financially support the candidates who have our backs,” said NCBA CEO Colin Woodall. “Without the PAC, we would be facing a Congress made up of anti-agriculture activists focused solely on putting our farms and ranches out of business.”

Elections are only becoming more expensive. In the 2020 election, the most expensive House race cost more than $37 million, and Senate races regularly cost more than $200 million. Candidates spend money on advertisements, yard signs, events and more to win their elections. For funding, candidates turn to organizations like NCBAPAC for support.

“NCBA-PAC evaluates the statements and history of candidates seeking our support to make sure they are compatible with our values,” Woodall said. “The election in November will determine who has control of Congress, and every dollar is critical to make sure the candidates who will fight for our industry win their races.”

To be involved in races across the country, NCBA-PAC relies on contributions from cattlemen and women across the U.S. “Currently, less than 5% of NCBA members provide financial support to the PAC— the PAC that defends the entire industry,” Houston said. “Through the Leader of the PAC program, we hope to see even greater support from cattle producers who make investments now to ensure that our children and grandchildren have a future on the farm or ranch.”

Leader of the PAC contributions are cumulative, and any contribution to NCBA-PAC made in the current calendar year counts towards the annual $1,000 commitment. The PAC continues to host major fundraising events including live and silent auctions at the Cattle Industry Convention and the Summer Business Meeting. PAC contributions may also be made to receive a tie or wild rag, sweepstakes or a plaque with your brand or logo to be displayed in the NCBA Washington, D.C., office. Payment plans are also available. Regardless of how you contribute to NCBA-PAC, these funds count towards the Leader of the PAC program.

“The Leader of the PAC program preserves the future of the cattle industry and our way of life,” Houston said.

For more information on the Leader of the PAC program, please contact NCBA-PAC Director Anna Lee at alee@beef.org or (202) 879-9129.

Defeating Drought, Rain or Shine For farmers and ranchers there’s no escaping the weather, but there are ways of minimizing the impact of weather-related issues like drought. During a recent NCBA Cattlemen’s Webinar Series event, speakers shared their advice on how cattle producers can plan for drought, rain or shine.

With more than half of the United States currently experiencing moderate or exceptional drought conditions, developing a contingency plan can mitigate the devastating effects of lack of moisture. Plans should include details such as critical dates, triggers and actions that can help answer the question, “What do we do if something goes wrong?”

“Hoping for rain isn’t part of a successful drought mitigation plan,” said Jeff Goodwin, program director of the Texas A&M Natural Resources Institute. “Have a written contingency plan in place to help make good decisions during bad conditions.”

Keeping in mind the overall goal of alleviating pressure on forage base, the plan should include actions to take if a date is reached and a trigger has or hasn’t happened. Goodwin recommended thinking ahead, making seasonal assessments, looking for alternative opportunities and acting on the plan.

“It doesn’t help if you have a trigger identified, but don’t pull it when needed,” Goodwin said.

Goodwin also stressed the importance of monitoring forage to estimate grazable days and develop realistic goals instead of guessing. Currently fewer than 15 to 20% of producers monitor their forage and those who aren’t monitoring are less apt to balance the stocking rate.

Bob McCan, general manager of McFaddin Enterprises in Victoria, Texas, takes a proactive approach to effectively manage forage during dry as well as normal conditions.

“We can’t control the weather, and we know that throughout history, drought has played a big factor in the economic viability for ranchers,” McCan said.

McFaddin Enterprises uses the “take half, leave half” approach when grazing animals, and rests pastures for 90 to 120 days. They also keep quality animals that perform well and diversify business lines with stockers to utilize incremental forage.

When drought comes, McCan considers animal and grazing management, stockers business line and early weaning. As drought conditions intensify, McCan often chooses to wean calves two to four weeks earlier to lighten the nutrient requirement for cows heading into the hottest months.

McCan encouraged producers to continuously improve management practices and suggested that a good rancher is always in drought preparation. Over the years, he has increased subdivisions and water infrastructure; prescribed burning in areas during wet years to remove fuel load for fires; increased forage productivity; increased monitoring of soil health, range conditions and water yields; and begun holistic monitoring of the ranch’s biodiversity.

These management practices not only help mitigate drought impacts, but they also go hand-in-hand with sustainability efforts.

“Big bluestem is an indicator species in our area, and in the early 1990s, it was rare to see it in pastures,” McCan said. “Effective management practices have not only helped us minimize drought impacts, but big bluestem now accounts for 20% of grasses, and our paddocks rate good to excellent year-round.”

For Coby Buck who helps manage his family’s operation, Wray Ranch, in northeastern Colorado, drought management is always a work in progress. From sandy hills and river bottoms to arid canyons, the diverse topography offers unique challenges when planning for drought, and Buck relies on data to prepare his

operation for weather impacts.

“We use pasture and ranch-level data such as stocking rates, hay in inventory, days grazed and forage amounts to develop our drought management strategy,” Buck said. “Our primary objective is to conserve forage, and the data we collect helps us make effective decisions.”

Buck’s family is in constant drought preparation, regardless of precipitation, and a key initiative is capturing data to benchmark grazing. They use real-time reports to adapt, and in the event of a drought, can quickly adjust to mitigate damage to pastures, cattle herd and cash flows.

If drought hits the ranch early in the year, Buck may consolidate cow herds to allow pastures to maximize precipitation during critical moisture periods, and if drought becomes severe, he may sell lower quality bred females. Drier conditions later in the year may lead to early weaning and sorting off open, cull and older cows.

While every operation is different, finding unique ways to adapt is critical. Buck’s operation has the benefit of irrigated grass which can be used as an escape valve when needed. Cows can be placed in these pastures when severe drought ravages other grazing areas. Although not every operation may have the benefit of irrigated pastures, Buck suggested looking for ranch attributes that make adjusting to drought conditions easier.

Defeating drought is no easy task, but advanced planning can help producers make better decisions during hard times. It is also important to recognize the human impact drought has on farming and ranching families.

“Drought is extremely stressful and wears on ranchers, so it is important to check on family, friends and neighbors,” Buck said. “Working harder won’t fix the weather, and we need to look after each other as much as we look after our animals and our land.”

Learn about profit-eating horn flies and how to protect your cattle and your bottom line during the next Cattlemen’s Webinar Series event on Thursday, June 2, 2022, at 7pm Central Time. Visit https://www.ncba.org/events/webinars to register and to watch previous webinars.

NATIONAL CATTLEMEN 9

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Giving Back to Those Who Served At NCBA, we recognize the sacrifice of our military veterans and want to express our gratitude to the time they spent protecting our freedoms. Cattlemen and women across the country support military and veteran organizations in their communities and are dedicated to giving veterans the recognition they deserve.

June Kester, wife of NCBA Past President Kevin Kester volunteers for two non-profits that help veterans, enlisted military and first responders — the Mighty Oaks Foundation and Honor Flight Network.

The Mighty Oaks Foundation is a faithbased service organization whose goal is to assist veterans, enlisted military and first responders struggling with Post Traumatic Stress Disorder. By connecting their lives back to the Lord and Christian principles, this organization helps men and women rebuild relationships with their families and communities. Their mission is “to serve and restore our nation’s Warriors and families, who have endured hardship through their service to America, and to help them find a new life purpose through hope in Christ and our resiliency and peerto-peer recovery programs.”

The Mighty Oaks Warrior Program began on a ranch in Parkfield, California, near the Kester’s ranch. June has seen first-hand the significant impact and healing for men and women from riding horses on these ranches. With several “Outposts” located on military bases

and rural ranches across the country, the Warrior Program is accessible to these heroes wherever they live. Their programs give participants the chance to unplug and experience the peace of nature as they focus on completing the challenges of the program.

In addition, June works with Honor Flight Network which is a national organization that sends veterans on a once in a lifetime trip to Washington, D.C., to see memorials, built in their honor, at no cost to them. Honor Flight Network seeks to show veterans “the honor, gratitude and a community of support they deserve.”

June serves as a volunteer guardian on Honor Flight trips to Washington, D.C., and requests your help in enlisting more veterans to sign up for the program.

“On my first flight as a guardian, there was a 102-year-old veteran, so age is not a factor if they want to go,” she said.

The Honor Flight Network is made up of 130 hubs located in almost every state. As of May 2022, Honor Flight transported 250,000 World War II, Korean, Vietnam and terminally ill veterans to see their memorials.

“We need to find veterans today, as we are losing 600 veterans a day,” June said in regard to finding more veterans who would like to participate with these organizations.

“I hope you will join me in showing gratitude for the men and women who have sacrificed for our freedom and safety here at home,” June added.

To learn more about these two organizations visit www.honorflight. org and www.mightyoaksprograms. org. To connect veterans with these organizations or to volunteer, please contact June Kester at servingallheroes@ gmail.com or (805)-434-7616.

Honor Flight gives veterans a chance to visit Washington, D.C., to see the many memorials in their honor.

TOUR DATES

JUNE 16 – 18

Leavenworth, KS

AUGUST 12 – 13 Auburn, AL

www.AgRiskAdvisors.com (303) 539-9300 For more information visit stockmanshipandstewardship.org

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NATIONAL CATTLEMEN

Summer 2022, Under the Influence of La Niña

By Matt Makens, Atmospheric Scientist We will discuss the summer outlook later in this article, but some recent events tie into our overall pattern, so let us begin there.

During the past few months, some notable observations range from historic precipitation, and lack thereof, to frequently strong wind events.

Of course, those are not all the headlines but are two big ones tied to our La Niña pattern.

Speaking of La Niña, in April, the SOI (Southern Oscillation Index - one of many measures of La Niña strength) was the second strongest observed since 1951. The strongest being 2011, followed by 1971, 1989 and 1999. 1989 was the only one that drifted away from La Niña into a neutral to El Niño by the end of the year.

As part of La Niña’s impact, we have April as a good case study. The month had historically dry conditions across the Southwest, yet historically wet for the Northern Plains. Much of Arizona and New Mexico and parts of Colorado, Kansas and Texas had their driest April on record. The opposite occurred for areas of Montana, North Dakota and Minnesota; that water will come in handy as outlooks get drier into the summer.

Let’s get focused on the next three months. The summer forecast does not deviate from what we discussed in past issues of the National Cattlemen. We have the atmosphere behaving in a La Niña style, which strongly correlates with drought for the West and Southwest and hit and miss moisture across the Plains and East. The summer forecast from your Directions magazine has not changed much, with most of my curiosity still about how well the monsoon pans out for the Southwest.

The annual monsoon is responsible for a significant portion of the yearly moisture in the Southwest. It can increase precipitation totals from June through August. This year, July remains the best chance for moisture there.

Also, moisture across the Corn Belt will need to be well-timed, which is of great interest to the industry. Looking at how strong La Niña events impact precipitation during June through August, a large portion of USDA’s defined Corn Belt receives less than its average rainfall. The map represents the departure from a normal amount of rain during 20 of the strongest La Niña events since 1950; 2022 likely follows a similar trend. This map shows you some historical perspective in similar patterns.

With some of those perspectives in mind, let us take a detailed look at the outlook for summer – June, July and August.

Along with the wetness across the north came the wind. This is expected as La Niñas bring more wind events to much of the country and the wind from April shows the unusually strong wind areas across the nation’s midsection.

The map “Departure From Average Wind Speeds: April 2022” shows the monthly average wind was greater than 4 mph stronger than normal for much of North Dakota, parts of South Dakota and Minnesota. That may not sound like much, but it is a monthly average. For further examination, let us see how the wind speeds differ during the strongest La Niña versus El Niño events.

These maps show the difference between the two climate patterns. With El Niño, wind speeds will be below average for much of the U.S. Meanwhile, the La Niña regime will bring stronger wind to the nation’s midsection. In both cases, the lowest impact comes along either coast.

From a forecast perspective, the wind can stay relatively strong into summer. This is true for June, but the La Niña impact does lessen into July and August for the U.S. That does not mean there is not a wind threat; we do catch damaging thunderstorms and wind events, of course.

Northwest: For the most part, summer will be warm and dry, but there is the exception for those in the farthest northwest that will stay a bit cooler than average with near average rainfall. The rest of the region will likely receive less than 90% of its average rainfall.

West: With La Niña comes drought and heat in most cases. That will be true for this summer, although some moisture will move in with the monsoon in July. That moisture will be confined to Southern California. Temperatures will be warmer than average.

Southwest: The region continues to fight the drought. The summer will be warmer than average by several degrees. As far as precipitation, moisture with the monsoon should arrive by July bringing Arizona, southern Utah and southern New Mexico some rainfall.

Northern Rockies: Temperatures will be running warmer than average, and most of the region will see less than 90% of normal rainfall. Wind events may further deplete soil moisture later in the summer. Still, a surplus of water from April will keep parts of the Dakotas and eastern Montana with some saturated ground early in the season.

South: Some of the warmest temperature anomalies will come to Texas, where they may exceed 4 degrees warmer than normal. The entire region is warmer than average, and much of it will be drier than average. Total moisture will be less than 90% of the average; this does not consider tropical cyclones, however, that may impact the region with widespread rainfall.

Upper Midwest: Temperatures will be warmer than average by several degrees.

Precipitation will be below average, and timing will be critical for the rain that is received. Parts of Wisconsin and Michigan have a few sections along the lakes that will be wet, but those areas are isolated.

Ohio Valley: Temperatures will run warmer than average throughout. Precipitation does favor those who are farther east, but for those in the Corn Belt, the timing of rainfall will be critical as much of the summer will be drier than average. Late in the season, headed into September, there may be an uptick in moisture for the eastern areas.

Southeast: Temperatures, overall, will be closer to their average than in any other region. Precipitation is likely near average and above, too. That moisture surplus will be subject to tropical cyclone activity.

Northeast: Summer likely ends near normal in terms of precipitation, but wetter days will come late in the season into early fall. Coastal areas are more likely to have a surplus during the summer. Temperatures will be quite warm, several degrees warmer than average for the period.

NATIONAL CATTLEMEN 11

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Young Cattle Producers Pave the Way to Successful Futures Continued from page 1 “We work with some incredible producers,” Caroline said. “We work with people every day who are so creative and innovative.”

Across the country from the Holts, Washington CattleWomen President, Kady Porterfield, emphasized the importance of diving into local cattle organizations early in your career, whether you own cattle or not.

Kady grew up in Macdoel, California, but now lives and works in Ellensburg, Washington.

She grew up on a cow-calf operation, but when she moved to work for the Central Washington State Fair, she missed the connection with cattlewomen groups she knew and loved. So,

Kady Porterfield plans to return to her parents’ operation in California to run cattle alongside her sister.

she decided to attend the local Kittitas County CattleWomen meetings.

Through mentorship and encouragement from other members, Kady stepped into leadership roles with Washington CattleWomen and the American National CattleWomen. She strived to be an example for young women to show them not to be discouraged and to advocate for themselves and agriculture by being in organizations like cattlewomen’s groups.

“Being a national or state member is important, even if you can’t go to state meetings, because you’re supporting an organization that promotes beef,” she explained.

Kady plans to return to California to run cattle alongside her sister on her parents’ land.

However, like the Holts, Kady expects one of the biggest challenges will be purchasing land to expand the ranch and increase profitability.

Recently, Kady bought her own cows and bulls to start her herd and to qualify for farm loans that could greatly help her acquire pastureland.

“Pasture is really hard to come by. It’s a challenge to find the right spot, but you need the ground, and you need the pasture, especially after the wildfires we experienced,” Kady said.

Kady, Jake and the Holts have taken advantage of the wisdom in their communities and are diligently working towards their goals in the cattle industry.

These young farmers and ranchers are examples of a talented and eager generation of cattlemen and women who are pursuing technology and practices that will propel the cattle industry into the future. Their agricultural roots are important to them, and they want to raise their children to appreciate the value of caring for land, livestock and environment.

Region VI 2021 WINNER

NCBA apologizes to the Ferry family for a mistaken photo in the 2021 ESAP Brochure included in Spring Directions and handed out at the 2022 Cattle Industry Convention and NCBA Trade Show.

We express our sincerest apologies.

Caroline and Levi Holt love managing Holt Farms Angus as a family.

JY FERRY & SON, INC. Corinne, Utah

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NATIONAL CATTLEMEN

Corn Scenarios

• How much will U.S. corn exports increase as a result of smaller plantings in Ukraine?

• How much will ethanol increase because

By Katelyn McCullock, Bil. Bushels $ Per Bushel of high energy costs?

18 8.00 Director of the Livestock Marketing • How much less corn will the livestock Information Center sector feed as a result of smaller numbers or 16 7.00 As part of the Livestock Marketing because it’s not affordable?

Information Center, I spend most of my time 14 6.00 • How much will COVID-19 impact China’s discussing cattle prices and drivers with appetite for demand?

12 5.00 limited time on the feed cost portion. However, • What policies will be introduced that have Ukraine, fertilizer availability and USDA NASS the potential to further shock the U.S. corn 10 4.00 Prospective Plantings has created an unusually market? wide set of outcomes to my relatively neat 8 3.00 There are others, but you get the idea that season average corn balance sheet. As I write none of these are easily calculated thought this in early May, I have just pushed the LMIC 6 2.00 processes. The focus of corn use hinged forecast of season average corn price to a new around exports. Marketing year timing is again 4 1.00 record high ahead of knowing June plantings 1997 1999 2001 2003 2005 2007 2009 2011 2013 2015 2017 2019 2021 important. Ahead of the Ukraine invasion, the for the 2022/2023 marketing year. Some U.S. and Ukraine had already shipped exports Supply Price might call this bold or premature without the all over the world and our initial expectation crop even in the ground.

G-NP-13 Data Source: USDA-NASS, Compiled & Forecasts by LMIC for the current marketing year was a fairly 05/03/22 It is early to be calling such a bold Livestock Marketing Information Center small increase, as there were only about half a prediction, but I hope to walk you through year left. Next year though, the U.S. corn will what I believe could be the middle-to-low be facing the full impact of Ukraine’s ability end of the price spectrum when all is said NATIONAL AVERAGE CORN PRICE and desire to plant, grow and export corn. and done. The previous season average price Crop Year, Received by Farmers The humanitarian crisis dictates crop acres $ Per Bushel record was in 2011/2012 at $6.89 per bushel. will focus around human food as opposed The marketing year for corn is September to feed grain. There was an expectation 7.00 through August, so the high prices of today many countries would try to buy ahead in are being factored into the current marketing 6.00 the current marketing year, however, weekly year of 2021/2022. These high prices are exports have not picked up significantly at the weighted by how much crop is sold during 5.00 time of this writing (early May), which could the respective months. The 10-year average mean next year’s exports will outpace the 4.00 suggests just less than 25% of the 2021/2022 current year. LMIC currently has estimates of corn crop is left to be marketed. In a normal 2022/2023 corn exports about 5% more than 3.00 year, about 40% of the corn crop will be 2021/2022. marketed directly after harvest in September The expectations of corn use do not need 2.00 through December. This is important because large changes across any of the categories LMIC and USDA still have the current to easily drag corn carryout below 1 billion 1.00 marketing year less than $6 for exactly the bushels, a critical level. Food, seed and reason that there will be less crop sold at 0.00 industrial use is expected to rise, while feed 1997 1999 2001 2003 2005 2007 2009 2011 2013 2015 2017 2019 2021 these high prices, and most of it moved when and residual is expected to decline on both G-NP-03 the corn price was much lower.

Data Source: USDA-NASS, Forecasts by LMIC smaller inventories of animals and high prices.

05/03/22 March Prospective Plantings (PP) proved a Livestock Marketing Information Center After considering the supply and demand bit of a shock to the market when USDA NASS issues above, LMIC estimates corn weekly reported less than 90 million acres of corn carryover at the end of 2022/2023 will be would be planted in the U.S. If realized, that would be the smallest planted number just more than 3 weeks of use, without significant price rationing. Given the current in five years. The time between the March Prospective Plantings and actual plantings levels, corn may need to move notably higher than $7 per bushel to accomplish this. will try to make some acres switch through price incentives. We opted to bump corn There are of course stipulations around this, regarding the what-ifs of much larger 1.1 million acres to a U.S. corn total of 90.6 million acres, but will true the balance planting and unprecedented yields. To bring carryout up to 1.5 billion bushels (10-year sheet with the actual number when it’s released. average) at the end of 2022/2023 based on the use estimates laid out above, acres Acres most up for grabs are in the Northern Plains, but other areas that were of corn would need to rise to 94 million acres or above (assuming yields under the reporting large jumps in soybean acres could switch too. Does the fertilizer price and record high of 177 bpa). If March PP is correct on corn acres, then yields would need availability affect what acres are planted? Maybe, but probably not to the degree to rise nationally to 182.5 bpa. Some combination of the two would still require new that we were initially thinking. High fertilizer costs still allows for profitable corn acres record corn yield for any planted acres of corn under 94 million acres. in the Corn Belt. Yield, on the other hand, may be affected. The 30-year trend line The LMIC current forecast is for the season average corn price to be $7 per places corn yield at 176 bushels per acre (bpa), the 20-year trend line at 184 and bushel, a new record high. Spring corn prices are already substantially higher than $7, the 10-year at 190 bpa. The 2021/2022 marketing year was a new record high, and which suggest the low point of the year (usually at harvest) may only be marginally incidents of back-to-back record yields are few. However, ahead of March PP, the U.S. lower than April prices. The above forecasts include a lot of assumptions which will was expected to emerge out of La Niña for the first time in two years which usually need to be continuously updated, but note at this time, we see more potential for draws larger yields. By mid-April, National Oceanic and Atmospheric Administration corn price to move higher than lower. For cattle producers, this normally would put (NOAA) prediction state that there was a 59% chance the U.S. would remain in La feeder cattle prices at risk from some extreme and swift price reactions. However, Niña through August and a 50-55% chance it would still be present this fall. Coupled the heavy placements already seen compared to the large culling of beef cows point with fertilizer availability and the likeliness of smaller applications, the LMIC inched towards tighter feeder cattle supplies early in the new corn marketing year. This will corn yields below new record high levels and in line with the 30-year trend line. very likely insulate feeder prices from the normal feeder cattle price reaction to high The resulting production is not all that scary, and is still higher than the 2020/2021 corn costs to some degree. However, it also may limit the upside potential of feeder production year. Note, planting progress has been about half as far along as normal cattle prices as well. Cow-calf producers will benefit from demand from stockers at the time of this writing, but we assume planting is able to catch up. and anyone who has grass availability in the coming year. However, feedlots may see The demand side is where it gets tricky. As analysts, we stepped through the margins face a significant squeeze should the U.S. slip into a recession that would following questions, along with the normal planting year considerations: weaken beef demand and fed cattle prices.

Heifers Headed On

By Patrick Linnell Analyst, CattleFax Drought conditions and narrow profit margins have the industry focused on beef cow liquidation. After all, beef cow slaughter is running 17% higher than 2021 so far this year. Other indicators suggest replacement heifers are also finding new homes, and that has a greater influence on future calf supplies and the cow herd recovery once moisture and profitability rebound.

Feeder cattle and calf sales receipts have been running heavy on heifers at 43.2% this year, up nearly two percentage points from the 10-year average. Total sales have declined cyclically, but heifer receipts have declined less than steers, down 4% and 9% from last year, respectively.

While receipts could include some replacement heifers trading hands, potentially out-of-region, feedyard placement data continues to favor more heifers. Placements in CattleFax member

US TOTAL CORN SUPPLY AND PRICE Crop Year

feedyards were 38.6% heifers in March, compared to a 10-year average of 36.5%.

Heifer placements have been at or higher than average for 10 of the last 12 months.

A similar trend was reported in the April USDA Cattle-on-Feed report, which contained the quarterly update on steer and heifer inventories. Heifers composed 37.7% of feedyard inventories, remaining well into the range that indicates cowherd liquidation. Heifers on-feed have averaged 36.7% of inventories since 2000, while 35% or less tends to indicate expansion.

It is difficult to say how many of these heifers were originally put in the replacement pen last fall as producers culled cows but held on to heifers in hope of winter and spring precipitation.

That moisture failed to materialize in many areas, and extended weather forecasts are less than exciting. So, it is likely that some replacement heifers have transitioned into the feeder cattle population.

That has implications for the April 1 estimated USDA feeder cattle and calf supply outside of feedyards. The data

suggests that inventory is down 840,000 head from last year, and the third smallest in that period on record.

However, if more of those heifer calves are now terminal bound, the available supply may not be quite as tight as the figures suggest.

In terms of the cattle cycle, cowherd culling has set in stone a smaller calf crop for 2022, but heifer movement has a longer tail for this liquidation phase. A replacement heifer bred this spring/summer will contribute to the 2023 calf crop. A heifer calf born this year and bred in 2023 will contribute to the 2024 calf crop. If both these heifers are not retained, the decline in the cowherd is extended.

Bottom Line: A smaller 2022 calf crop is inevitable based on recent beef cow liquidation. Drought conditions in many regions remain dismal and are forcing more tough culling decisions. The extent to which heifers are retained or forced to find new homes will be a major factor in the cowherd and calf crop trends one to three years down the road.

NATIONAL CATTLEMEN 13

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Putting Plans in Place

experiencing drought?

What resources2, tools or people might you consult to help you think through these decisions?

By Retta Bruegger, Colorado State University Extension • What could you do if you don’t have enough forage? Do you know how much Julie Elliott, National Resources Conservation Service and USDA Climate Hub additional feed or rangeland you may need?

Tonya Haigh, National Drought Mitigation Center » Some options you might consider include changing grazing plans, de-stocking Jenny Beiermann, Colorado State University Extension strategically, leasing additional forage, or purchasing hay or feed.

Once again, the drought forecast does not look good for much of the western » Do you know the break-even point at which it costs more money to buy hay vs.

United States, according to the National Weather Service. Drought is projected to sell cows and restock later? Or the costs of buying hay, selling cows, or trucking persist through July 2022 for much of the West, from Texas to North Dakota, and cows to rented pasture? (see the “Buy Hay or Sell Cows” and the “Strategies Nebraska to California. Many producers are already experiencing the direct impacts of for your Cattle Herd During Drought” decision tools on the CSU Ag Business drought — wildfires to low flows in rivers and reduced storage in reservoirs across the Management page3) West.

• Are you in touch with the FSA about disaster programs4 in your area?

We can all agree we don’t like drought. But what can a rancher do to lessen the • Do you have a plan for caring for livestock before or during a disaster — like a impact of drought on a ranching operation? wildfire?

This starts with understanding the unique challenges posed by drought. We have no » Can you take steps to create defensible space around your property in the direct control over if it rains or snows — or not. So, what does a drought strategy for a event of a wildfire? rancher look like?

• Are you feeling stressed? Please consider ways to manage stress. Watch for signs For one, hoping for rain is not a drought strategy. All of us do it, but it doesn’t of extreme stress in yourself or others and use resources for making decisions increase control over the situation. and coping well in drought. If you or someone you know is struggling, there are Instead, a strategy has to focus on what you can control. Producers have decades of support lines5 for anyone struggling with a crisis. experience doing this in all aspects of their operations. For example, deciding when and Many drought planning resources exist from extension — including Arizona, what animals to sell, negotiating leases for additional grazing, and managing drought California, Colorado, Nebraska, North Dakota and more, as well as from the National impacts to livestock health, among other risk management strategies. According to a Drought Mitigation Center. Colorado recently launched a one-on-one consulting service 2013 study, six in 10 ranchers have some type of a drought plan. for producers who would like to make a drought plan, called Colorado Ag Drought If you are not familiar with drought plans, they can be boiled down to just a few Advisors. Producers work with technical advisors to identify risks and strategies words: “If…then…” If a specific condition arises, then you will take specific actions. to cope with drought. Advisors can also help connect producers with financial, In drought, it is easy to think and re-think decisions, or procrastinate taking action educational and institutional resources. because we hope it will rain. As John Welch of the Welch Cattle Company writes of his Tonya Haigh, a researcher from the National Drought Mitigation Center who has drought plan, “​A rain doesn’t get you out of the drought the next day. If you don’t set a studied ranchers’ response to drought says, “One of the biggest reasons to have a timetable and stick to what you say you’ll do, you’ll say, ‘Well, I saw on the news where drought plan is to reduce stress.” there’s a 20% chance of rain a week from Friday. So, let’s wait until then.’ Well, you’ve She found that ranchers who had a drought plan were more likely to act and degot to quit doing that.” stock. These ranchers saw less harm to rangeland productivity than those who did not We all experience drought conditions. Responding to those conditions have a drought plan. She also found that a plan reduced decision-making angst and appropriately and in a timely manner is the hard part. This is where decision points uncertainty, and ranchers say their operations see a faster and healthier recovery from can be useful. Decision points, or the “if” part of drought. State Extension Veterinarian for Colorado “if…then...”, aid in drought planning by connecting State University Ragan Adams also points outs timing of precipitation with forage production. In the that “delaying decisions to address the impact of Great Plains, April, May and June moisture correlates Being in agriculture means drought can have livestock health consequences.

1 strongly with total forage production . July rains will For example, if livestock graze poisonous plants not make up the gap if these earlier months are dry. constantly adapting to all kinds of when carrying capacity is exceeded” or if blue green This is also true in the West — spring soil moisture algae blooms emerge when ponds are stagnant and is critical for forage growth. Many producers know challenges, drought being one of water temperatures7 are high. what conditions are critical to forage production, Being in agriculture means constantly adapting streamflow or other critical resources that they to all kinds of challenges, drought being one of them. We can’t control drought, but depend on. The goal of decision points is to use them. We can’t control drought, but we can prepare what you know about your area or region to make for it. A drought plan is one tool that enables actions we can prepare for it. an informed bet, rather than betting on the 20% based on observations, rather than hopes. It can chance of rain. As Welch writes, “When we don’t get focus attention on controlling what you can, and [the April to May rain], we are counting on summer not taking responsibility for the things you cannot. thunderstorms, and you know it’s going to be There are no silver bullets in drought. But creating an “if...then” drought plan helps to tough.” put you in the driver’s seat of drought management.

Going back to “If… Then...” as a simplified drought planning framework — “if” are 1. Smart, A. J., Harmoney, K., Scasta, J. D., Stephenson, M. B., Volesky, J. D., Vermeire, decision points, and “then” are strategies. Like decision points, strategies will be L. T., Mosley, J. C., Sedivec, K., Meehan, M., Haigh, T., Derner, J. D., & McClaran, M. P. different for every operation and may involve long and short-term changes. I think it’s (2019). Critical decision dates for drought management in Central and Northern helpful to think about what you can act on relative to where you are.

Great Plains rangelands. Rangeland Ecology & Management.

What do we mean? If your truck breaks down alongside the road, there are any 2. Monitor | National Drought Mitigati https://drought.unl.edu/ranchplan/monitor. number of things that could be wrong. You may need a mechanic to identify the aspxon Center (unl.edu) problem. But the first step is to get it off the side of the road. How will you do that?

3. Decision Tools - Agriculture & Business Management (colostate.edu) Tow truck? Call a friend?

4. Livestock Forage Program (LFP) (usda.gov) In terms of drought planning, there are actions that could help with long term 5. Immediate Support | Farm Town Strong (farmtownstrong.org) resilience (i.e., infrastructure improvements, buying insurance). But those actions might 6. Cyanobacteria Poisoning (Blue-green Algae) — Publications (ndsu.edu) not help with this year’s drought. Right now, we are in a truck that isn’t running well and 7. Haigh, T., Hayes, M., Smyth, J., Prokopy, L., Francis, C., & Burbach, M. (2021). could be stuck on the side of the road at any moment. What is our plan?

Ranchers’ Use of Drought Contingency Plans in Protective Action Decision For this year, now is the time to start thinking about the following: Making. Rangeland Ecology and Management, 74, 50–62. https://doi.org/10.1016/j.

• What are key decisions that you might need to make this year if you are rama.2020.09.007 »

14

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NATIONAL CATTLEMEN

NEWS Promoting Beef to the Next Generation of Consumers Beef’s role in social, economic and environmental sustainability goes far beyond today’s groceryshopping consumer. Kids are influencing their family’s buying behaviors and are more engaged with social issues than ever before.

The National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff, recognizes the importance of educating America’s youth about beef’s positive sustainability story and is creating fun and exciting ways to reach the next generation of consumers.

As part of this year’s reputation management initiatives around sustainability, NCBA is partnering with kid-focused media outlets, such as The Week Jr. and ScoutLife.

Through these partnerships, kids and parents alike are directed to the newly created Beef Sustainability for Kids page on the Beef Checkoff-funded Beef. It’s What’s For Dinner. website. On the page, kids can find videos, graphics, games, articles and kid-approved beef recipes to learn more about beef production across the country. An important aspect of the online content is kids sharing their stories of life on the ranch with their urban neighbors.

Another kid-friendly promotion is the partnership with FOX’s MasterChef Jr. Contestants cooked with beef for a Beef.

It’s What’s For Dinner. challenge during the May 19 MasterChef Jr. episode.

“It’s so exciting to have Beef. It’s What’s For Dinner. back on network television,” said Sarah Reece, NCBA’s senior executive director of brand marketing. “It’s amazing to see kids create these fantastic dishes that inspire people to cook and enjoy beef.”

The winner of the beef challenge and their recipe will be featured on BeefItsWhatsForDinner.com and the winner will also learn more about America’s beef farmers and ranchers through a trip to a working cattle ranch, which will be scheduled for later this summer.

TRENDING IN FOOD & MEDIA NATURAL DISASTERS Coverage of natural disasters increased 40% as spring brought extreme weather events across the country.1 Outlets like NBC and MSN featured articles about drought, tornadoes, blizzards and extreme heat and their impact on beef farmers and ranchers.

GOOD NEWS FOR BEEF Yahoo! News among other outlets shared positive information about the beef industry’s resiliency amid extreme weather.1

BEEF SUSTAINABILITY Earth Day caused a spike in media coverage and reach, especially around GHG emissions from beef cattle.1 Various outlets questioned the future of food and where plant-based alternatives will fit in.1

GOOD NEWS FOR BEEF NCBA, a contractor to the Beef Checkoff, garnered significant coverage highlighting beef cattle’s positive contributions to the Earth.1

SUPPLY CHAIN & PRICES Coverage of elevated meat costs slowed significantly in April.1

Many outlets discussed supply chain disruptions and elevated prices for a wide array of products, not just beef.1

1.

GOOD NEWS FOR BEEF Cooking, eating and enjoying beef was by far the most covered topic by media in April.1

# 050622-05 National Cattlemen’s Beef Association. (2022). Traditional and social media listening dashboards. Retrieved from Meltwater: www.meltwater.com

Putting Beef in Online Baskets While the number of people shopping online for groceries was already growing, the COVID-19 pandemic launched e-commerce popularity into hyperdrive. When COVID-19 brought the world to a screeching halt, 67% of consumers ordered groceries online.1 And even though people are getting back to more normal routines with work, school and play, the ease and convenience of buying groceries online has kept 63% of consumers continuing with online shopping habits, with nearly half saying they will continue to use pick-up/ delivery for groceries in the future.2 The good news for beef is that consumers are becoming more comfortable shopping for fresh beef online as well. More than 40% of consumers purchase fresh beef when ordering groceries online, which is up 18% compared to May 2020.2,3 Consumers are also happy with their online beef purchases, with 82% of consumers satisfied with the Ground Beef they received.2 Based on these changing buying behaviors, the National Cattlemen’s Beef Association (NCBA), a contractor of the Beef Checkoff, is focusing on e-commerce as a way to connect with consumers where they are shopping and encouraging them to add beef to their carts. NCBA has developed several successful Beef Checkofffunded programs promoting beef to online shoppers.

In November and December 2021, NCBA partnered with Sam’s Club to promote beef and the Beef.

It’s What’s For Dinner. brand during the holidays on the retailer’s digital properties. Holiday beef digital ads were placed on the Sam’s Club website and app directing consumers to a page where they could add beef to their shopping cart.

Almost 40,000 consumers interacted with the ads, and those ads drove more than $8 million in beef sales with 8.6% new buyers to the beef category. The return on ad spend for the campaign was $41.72, which means that for every Checkoff dollar spent on the project, nearly $42 was returned in beef sales. In addition, the effort was supported by 14 state beef council partners which helped increase the overall reach and impressions and brought additional beef sales to individual states.

Promoting beef through online shopping platforms also complements other promotional efforts. For example, when the Federation of State Beef Councils, on behalf of the Beef Checkoff, partnered with Daytona International Speedway to sponsor the Beef. It’s What’s For Dinner. 300 in February 2022, promoting beef to consumers at home reached a broader audience and extended the positive beef message beyond NASCAR fans. Funding provided by 13 state beef councils made an e-commerce campaign with Kroger possible, which drove the beef message home for families while they were shopping for groceries online.

The Kroger Beef 300 promotion in January and February generated more than 5 million impressions and resulted in $982,000 in beef sales.

With 45% of purchasing households new or lapsed beef shoppers, the effort also inspired those who haven’t purchased beef online to put beef in their online baskets.

Efforts encouraging consumers to buy beef online go beyond the retail level by targeting foodservice as well. A recent partnership with McDonald’s and Door Dash yielded big results for beef.

During the first week of November 2021, McDonald’s promoted two beef offers on the DoorDash delivery platform and utilized the Beef. It’s What’s For Dinner. logo, which paired well with the famous golden arches in this national campaign. Ads featuring the Beef. It’s What’s For Dinner. logo appeared on mobile app and website versions of the DoorDash homepage and McDonald’s store page.

McDonald’s also promoted the offer heavily through social media channels such as Instagram, YouTube and Facebook.

Over the five-day promotion, total beef sandwich units on DoorDash increased 22% (compared to the same time the previous year), which was a very high sales lift for this type of campaign, with results typically at 10% or less. Nearly 250,000 offers were redeemed, totaling more than $5 million in sales. According to McDonald’s, this was one of their highest participation programs ever, in terms of number of redemptions.

In addition, during the time of the promotion, McDonald’s chicken sales decreased approximately 5%.

Another avenue for connecting with consumers online is through beef recipes. To make it easy and seamless for consumers to find inspiration for cooking beef at home and shop at the same time, beefitswhatsfordinner.com now uses technology that makes beef recipes shoppable. Consumers can click on any recipe on the website, add all the ingredients needed to prepare that meal to an online shopping cart for a local grocery store, then have the ingredients delivered directly or ready for curbside pick-up.

E-commerce will continue to be a driving force for beef sales, so what’s cooking for the future? Just in time for the 2022 summer grilling season, Beef. It’s What’s For Dinner. will have a rotating banner ad on the home page of SamsClub.com, June 22-28. This is the first time that the Beef. It’s What’s For Dinner. brand will be featured in this exclusive advertising space. The beeffocused ad is expected to deliver 64 million impressions and will encourage shoppers to add beef to their carts. Be sure to visit SamsClub.com to see your Beef Checkoff at work.

Beef will also be featured in a promotion in conjunction with Kroger nationwide. From July through early September, the Beef. It’s What’s For Dinner. brand and beef images will provide grilling inspiration to more than 17 million targetable Kroger consumers via Pinterest. With nearly 2,800 stores in 35 states under 24 banner names, it is estimated that one of every two U.S. households include Kroger shoppers, making Kroger an ideal partner to promote beef to families across the country.

Whether consumers are shopping online for groceries, ordering lunch for delivery, or looking for inspiration for cooking at home, NCBA and the Beef Checkoff are making sure beef is top of mind and easy to buy.

1. Online Grocery and Meal Ordering, April 2020 2. State of Consumer Survey, Dynata Platform, July 2021 3. Online Grocery Shopping Study, May 2020

NATIONAL CATTLEMEN 15

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T H E F E D E R AT I O N O F S TAT E B E E F C O U N C I L S Building beef demand by inspiring, unifying and supporting an effective state/national Checkoff partnership.

Let’s Get Social From catching up on the latest gossip and connecting with old friends to finding the next crave-worthy beef recipe, engaging on social media platforms is part of a consumer’s daily routine.

Whether through posts, pins or tweets, developing relationships with consumers through social media is an important part of telling beef’s story. These state beef councils are expanding their networks in unique ways to educate people about beef’s nutrition, versatility and sustainability.

Connecting with Consumers The Michigan Beef Industry Commission (MBIC) is growing their online presence with continuous consumer engagement through Facebook and Instagram. Both social media channels are popular video and photo social networking services trusted by brands, influencers and consumers. Their goal is to expand the number of Michigan influencers and consumers following MBIC online, build the Michigan Beef social influence, and promote the sale of beef. The audience growth has been steady, with daily increases in followers. Two to three times a week, a beef nutrition message, recipe or cooking technique is shared with consumers, extending the Beef.

It’s What’s for Dinner. brand messaging.

Successful partnerships have also increased MBIC’s social media presence. The

Social Club for Beef Enthusiasts

In an effort to reach more consumers on Facebook, the Arizona Beef Council (ABC) started a Facebook group solely dedicated to Arizona beef enthusiasts. This group, The Arizona Beef Insiders, is a place for those people who love Arizona beef to interact with other

enthusiasts and to feel like they are part of an exclusive club. Outreach was originally targeted to AZ BEEF license plate purchasers and then expanded to anyone interested in connecting to the Arizona beef community. The goal is to grow a loyal group who is supportive of the Arizona beef community and give them direct access to beef experts like ABC staff, Arizona ranchers and more.

For more information, visit www.arizonabeef.org.

Social Engagement Throughout the Year The Tennessee Beef Industry Council (TBIC) took to social media during the holidays for a 12-day line-up of delicious beef recipes and educational videos.

Partnering with Tennessee bloggers, chefs and cattle producers, TBIC staff shared important information about preparing and enjoying beef during the holiday season. In addition to the video content, there was also a giveaway for a beef roast and roasting pan. Nearly 300 email addresses were collected, and the videos received 8,000 views.

The TBIC also ran a YouTube recipe video campaign featuring four chef and health influencers and two beef council staff members. The recipe videos highlighted three original chef recipes and three recipes from the BeefItsWhatsForDinner.com collection to help promote beef recipe content and to inspire consumers to choose and eat beef.

The video campaign resulted in more than 472,000 impressions and more than 224,000 video views in the state of Tennessee.

With limited resources, Tennessee depends on partnerships to reach consumers affordably. TBIC partnered with eight southeastern

states (AL, LA, MS, FL, GA, SC, NC, KY) to extend the Summer Grilling social media campaign. With additional support from Iowa, Oklahoma and North Dakota, the effort reached southeastern consumers more than 10.2 million times with beef messaging using YouTube, Spotify and Google Search.

For more information, visit www.tnbeef.org.

MBIC partnered with the Michigan Agriculture Council (MAC) to share beef’s heart-health message during the month of February. Through the MAC blog and social media accounts, more than 700,000 Michiganders were reached with the latest beef nutrition information as it pertains to heart health.

In March, MBIC partnered with McDonald’s of Michigan, Mr. Chip’s Pickles, and the Michigan Department of Agriculture and Natural Resources to celebrate Food and Agriculture month in the state of Michigan.

This partnership included a tasting event and a social media promotion which reached more than 11,000 Michiganders on Facebook.

For more information, visit www.mibeef.org.

Clicking Into Digital Success

The Wisconsin Beef Council (WBC) continues to be an online resource for all things beef through website and social media platforms. In FY21, more than 55,400 users visited beeftips.com with a strong majority seeking beef recipes, Ground Beef favorites, and meals in 30 minutes or less. WBC social media platforms also had great momentum in FY21 with much credit going to Wisconsin beef farmers and meat processors who participated in #TakeoverTuesday, offering an inside look into their livelihoods. When the Schlimgen family took over the WBC Facebook page, post reach was up 38% with 6,767 people reached, and post engagement increased 512% with 1,255 engagements. This popular social program continues this year.

The WBC also ties beef messaging to national holidays such as National Mom and Pop Business Owners Day (March

29), when WBC used the holiday to draw attention to farmers, processors and retailers of all types and sizes. The day’s post received a lot of positive engagement, organically reaching almost 11,000 people.

There was also a lot of success surrounding National Ag Day on March 22, with a post that included pictures from farms across the state along with producer quotes. It organically reached nearly 25,000 people and had almost 1,400 engagements.

All comments were positive and expressed gratitude for Wisconsin beef farmers.

For more information, visit www.beeftips.com.

Growing Social Presence The Wyoming Beef Council (WBC) is continuing efforts to expand its social media following. WBC social media platforms continued to grow in engagement and followers throughout the year. Facebook earned a net increase of nearly 100 additional fans and an engagement rate gain. The WBC YouTube channel garnered 323,806 video views over the previous year, bringing the channel total views to just shy of one million. Instagram and Twitter both saw substantial gains in engagements, increasing by 33% and 76% respectively.

WBC’s most recent social media

campaign utilizes Wyoming’s wellrecognized hashtag #WYBeef to ask people from all walks of life why they choose beef. Response has been positive, and use of the hashtag will extend into all social media efforts for the next two fiscal years.

For more information, visit www.wybeef.com.

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