March 2021 - National Cattlemen by NCBA

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. MAR 2021 • Vol. 37, No. 6 • NCBA.org

MARKET SNAPSHOT

WEEK OF 2/13/2021 (prices vs. a year go) SOUTH CENTRAL 500-600 LB. STEERS $155.23

$167.52

7.3%

LIVE FED STEERS $118.90

4.3%

$113.78

CHOICE BOXED BEEF $207.52

12.6%

$233.77

OMAHA CASH CORN $5.23

37.5%

$3.81

IN THIS ISSUE

LEADERSHIP COMMENTS

Profitability and sustainability identified as key priorities for NCBA.

4-7

POLICY

NCBA sets policy priorities, delivers legislation to aid small producers and processors.

MARKET MATTERS

FEDERATION

CHECKOFF

USDA Jan. 1 cattle inventory report analysis and industry outlook.

Beef is the center of the track on race day, longtime leaders share insight on promotion efforts.

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A new promotion campaign is underway and beef's sustainability profile was discussed with supply chain partners.

NCBA Elects New Officers of 27 years, Jennifer, have three Jerry Bohn, a native of daughters, Shelby, Abbey, and Wichita, Kan., was elected Bailey, all of whom are active in president of the National the industry. Cattlemen’s Beef Association Wilkinson is a co-owner (NCBA) during the organization’s and operator of a commercial virtual Winter Business Meeting cow-calf operation with his son held Feb. 4. in De Smet, S.D. He is also a coThe newly-elected president owner of Redstone Feeders, a has had an expansive career family-owned cattle feeding and in the cattle industry since his finishing operation. Wilkinson early days of custom grazing has practiced law for more than cattle with his family in the Flint 35 years, specializing in estate Hills, to his time on Kansas State Clay Burtrum Don Schiefelbein planning and agricultural law. University’s award-winning Federation Division Chair President-Elect He has been heavily involved livestock judging team, followed in local, state and national by a few years working for leadership roles. He is a past CattleFax and eventually serving president of the South Dakota 34 years as the manager of Cattlemen’s Association and Pratt Feeders. He has dedicated has served on numerous NCBA his time as a leader for several committees. Wilkinson and his state-level associations, using wife, Jean, have three children his expertise and experiences and seven grandchildren. to mentor the next generation Guild, along with managing of industry advocates and his own cow herd, served in various operates a cow-calf leadership roles ranch for a family for NCBA. Bohn trust located on is also a retired private and U.S. Lieutenant Colonel Brad Hastings Forest Service in the Kansas Army Todd Wilkinson Federation Division land in Nevada National Guard and Vice President Vice Chair and California U.S. Army Reserve. through his ranch “As I look management forward to this consulting firm. year as NCBA He is also a president, I have lawyer and has immense pride for managed ranches the cattle industry and represented and our duesJerry Bohn ranch interests paying members President for over forty that help to make years. Guild has this the leading served in various cattle organization leadership roles for NCBA and is representing U.S. producers,” a past president of the Nevada Bohn said. “Becoming president Cattlemen’s Association and is my greatest honor and Mark Eisele was named Cattleman of the opportunity to give back to the Joe Guild Policy Division Chair Year in 2001. He is a U.S. Army industry that made me who I am Treasurer Veteran of the Vietnam War; today and for that I am forever first lieutenant with an honorable grateful.” discharge. Guild and his wife, Bohn’s term as president Catherine, have five children and along with a new officer team four grandchildren. was approved by NCBA’s board Eisele and his family run a of directors. Don Schiefelbein herd of red and black angus of Minnesota was named cow-calf pairs, retain yearlings president-elect, Todd Wilkinson that sell into branded programs of South Dakota was elected and operate a custom haying vice president and Joe Guild of operation in Wyoming, just five Nevada was elected treasurer. miles from Cheyenne's city limits. Wyoming rancher Mark Eisele Wehrbein has managed was elected chair of the NCBA custom feedlots since 1984 in Policy Division and Nebraska Nebraska and Texas while feeding cattle producer Buck Wehrbein Marty Smith his own cattle. He has been active was elected policy vice chair. Past President in the beef industry for many Clay Burtrum of Oklahoma Buck Wehrbein years, serving on the Nebraska and Brad Hastings of Texas Policy Division Vice Chair Beef Council since 2012. were elected as chair and vice Burtrum is a commercial cow-calf producer from chair of the NCBA Federation Stillwater, Okla. He and his father formed Burtrum Cattle LLC, Division, respectively. a family operation that now includes his three daughters. Scheifelbein, his father, seven brothers and three nephews Hastings resides in Amarillo, Texas, and is the co-chief own and operate Schiefelbein Farms, a diversified farming executive officer and member of the board of directors of operation in Kimball, Minn. Before returning to the family Cactus Feeders, Inc. He is currently the chairman of the Texas farm, Schiefelbein served as the executive director of the Beef Council and has held various leadership roles within the American Gelbvieh Association. He previously worked for the agricultural industry. North American Limousin Association after graduating from Marty Smith, a rancher and an attorney from Wacahoota, Texas A&M University. In addition, he is a past president of the Fla., serves as NCBA’s immediate past president. Minnesota Cattlemen’s Association. Schiefelbein and his wife

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NATIONAL CATTLEMEN

Protecting Profitability for the U.S. Cattle Producer

Financial Sustainability and Stewardship

By Jerry Bohn, NCBA President

By Colin Woodall, NCBA CEO

achieve robust price discovery. This work is ongoing and I’m looking forward to gathering with the full committee and producer members at the upcoming Cattle Industry Convention and NCBA Trade Show in August to discuss our work in more detail. During my time on the committee and sub-group, I have taken part in many spirited conversations and heated debates about the industry’s approach to the complex marketing issues that producers face every day. Being involved with these dedicated cattle industry volunteers has strengthened my belief in our industry and our association. Every member on the sub-group and full Live Cattle Marketing Committee wants the same thing, to preserve and strengthen the legacy of U.S. cattle producers. This grassroots engagement is the secret to NCBA’s success as the trusted leader and definitive voice of the U.S. cattle and beef industry. As I move forward in my role as president, NCBA will continue to talk about sustainability, and we are all going to continue fighting through the COVID-19 pandemic, but protecting and advocating for increased opportunity for producer profitability remains at the forefront of everyone’s mind. During the year ahead we’ll also fight harmful regulations NCBA is committed to fostering a marketing that take you out of the driver’s seat on your climate that gives all producers opportunities own operation. NCBA to add value to their operation. This is a focus will work to ensure fake meat is labeled truthfully. spelled out in NCBA’s 2021 Policy Priorities and We’ll work to keep the the association is committed to advocating for a supply chain moving and work on countless business climate which increases opportunities other priorities that will for producer profitability across the board. help move the needle on producer profitability. I want to thank all our dues-paying members, Profitability is the most crucial issue that everyone that returns their ballot to vote NCBA will tackle during the years ahead on our policies, and everyone that reads and NCBA’s D.C. team is already hard at National Cattlemen each month, you make work to bolster our efforts after recently all this possible and that will never be lost getting the Requiring Assistance to Meat on me. Processors for Upgrading Plants (RAMP As NCBA works toward improving UP) Act passed by Congress at the end of the business climate for its members, I last year. Passage of RAMP UP is one step am looking forward to traveling across toward increasing processing capacity at the country to meet with producers smaller plants. It is also part of many steps because, like all of you, I look forward to we’ll take during the year ahead, to better the opportunity to work on these issues the cattle and beef business. in-person. In the meantime, I want to As chair of the Live Cattle Marketing hear from all of you because your ideas Committee Sub-Group, I am working and opinions help guide NCBA. I am with producers across the country to encouraged by the producers I have been develop ways to increase transparency able to talk to so far and look forward to all in the market and put us on the path to the great possibilities on the horizon. It is an amazing honor for me to lead this great association. I knew when I took this job that I would have a lot to live up to following NCBA Past President Marty Smith. He has done so much for NCBA, especially during the challenges and strictest lockdowns of the COVID-19 pandemic. I am inspired by his work and the work of all our past presidents. I am excited for the chance to serve this great association and industry. You surely have heard a lot about sustainability lately, and for good reason, as it is on the minds of just about every decision-maker that could impact our industry. But, for my first column as president, I want to focus on my biggest priority: protecting producer profitability. NCBA is committed to fostering a marketing climate that gives all producers opportunities to add value to their operation. This is a focus spelled out in NCBA’s 2021 Policy Priorities and the association is committed to advocating for a business climate which increases opportunities for producer profitability across the board.

NCBA Beef Tailgate Tournament Winner Tailgating and beef are a match made in heaven and the pandemic didn’t stop our members from creating the best, at-home tailgate while engaging in some friendly competition.

NCBA

BEEF

Congratulations to the Smith family from Strawberry Cattle Company in Alabama! Their brisket and tailgating recipe video received the most fan votes and nabbed them a brand new Traeger grill and a grill for their state affiliate, the Alabama Cattlemen’s Association. Logan Powers from South Dakota was the runner-up. Scan the QR code to view the winning video. Well done, and thank you to everyone who voted!

2021 NCBA Leadership President Jerry Bohn President-elect Don Schiefelbein Vice President Todd Wilkinson Treasurer Joe Guild Federation Division Chair Clay Burtrum Federation Division Vice-Chair Brad Hastings Policy Division Chair Mark Eisele Policy Division Vice-Chair Buck Wehrbein Immediate Past President Marty Smith Chief Executive Officer Colin Woodall THE OFFICIAL PUBLICATION OF NCBA

Senior Editors

John Robinson Jill Johnson

the financial sustainability of your operation, then the whole discussion of our positive impact on the environment is moot. We must do everything we can to keep your operation viable for you and future generations. If we cannot keep you on the land, who is going to take your place? Doubtful it will be somebody who will care for the land the way you do. For many of you closer to suburban areas, it means there is a high probability that developers put houses on that land. If we are going to have an honest conversation about sustainability, policy makers and consumers need to understand this. Yes, profit seems to be a negative word these days, but talking about preservation of nature and greenspace will help us make the point of why we need to stay on the land. After financial sustainability comes our The issue of sustainability is not going away. stewardship So, our organization had a choice to make – of natural either take a leadership role or be relegated resources. Climate change to playing defense. Through the action on our and carbon strategic plan, we chose to lead. Leading on remain the this issue means making it clear that the only rally cries for many in this way we make this work is by casting an eye arena, but we towards creating opportunities for producer must show that it is more profitability and long-term success. than just the carbon cycle. Our overall stewardship of the land, air days. More and more consumers and water are key to a healthy are asking questions about where ecosystem, and a healthy their food comes from and the ecosystem plays into our financial impact it has on the climate. While sustainability. Without healthy the number asking those questions soils, good grass and clean air and are still a minority among the total water, we do not produce cattle. population, they are extremely vocal and their numbers will grow. We understand that, but we need The vocal nature of these the policy makers and consumers consumers, and the amplification to understand that, too. NCBA’s of their message by activist groups, Environmental Stewardship Award has the attention of retailers, Program (ESAP) showcases the restaurants, bankers, Congress great work producers are doing and the President of the United each day to protect these precious States. Retailers and restaurant natural resources. The ESAP winners companies are looking at ways to are just a few examples of the demonstrate their commitment to the environment to both customers collective work all of you are doing to and corporate shareholders. Banks protect and preserve the environment. and lenders are considering whether Showcasing your daily they should factor sustainable stewardship and protecting your practices into the loans they make. financial sustainability is how As I referenced last month, President we will build our campaign to Biden started talking about climate demonstrate we are part of the change on his first day in office. solution, not part of the problem. These are the reasons why the There remains a perception that issue is not going away. So, we had sustainability means nothing more a choice to make – either take a leadership role or be relegated to than placing additional burdens playing defense for years to come. and requirements on you. I believe Through the action on our strategic our approach at placing you at the plan, we chose to lead. center of the conversation helps For me, leading on this issue us protect against that. The time means making it clear to all of you is now, and the facts are on our that the only way we make this side. Let’s capitalize on this unique work is by casting an eye towards time and opportunity and show the creating opportunities for producer world we are critical to a healthy profitability and long-term success. and productive environment. If our work on sustainability harms During last month’s virtual meeting of the NCBA Board of Directors, we presented a draft strategic plan for our association. Sustainability was identified as one of our strategic priorities. The strategic plan was approved by the Board and now gives NCBA a more focused approach to engaging with cattle producers, policy makers and consumers. Before we focus on the policy makers and consumers, though, we must make sure we are all in this together as cattle producers. To achieve this, there are a few things I believe we need to clarify. First, NCBA is taking a leadership role on this issue because it is not going away. Sustainability is on the minds of a lot of people these

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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 advertis-

ing 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. ©2021 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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NCBA Delivers Introduction of Bipartisan DIRECT Act NCBA has continued its aggressive approach in looking for new ways to capture value for producers. While the industry had its struggles during the strictest shutdowns of the pandemic last spring, many small, local processors saw an increase in orders–not only from their communities but from across the country, which is a testament to the importance of our local butchers. But many producers found that, even though their state-inspected facilities are equal to federal standards, they were not able to access interstate meat markets. This is a shame and leaves a lot on the table for local butchers and ranchers.   In response, NCBA worked to have legislation introduced to fix regulations involving state-inspected meat and increase e-commerce sales. One of these bills is the Direct Interstate Retail Exemption for Certain Transactions (DIRECT) Act. NCBA volunteer leaders and staff worked closely with U.S. Representatives Dusty Johnson (R - S.D.) and Henry Cuellar (D - TX) to develop and introduce this important legislation.  Shortly after introduction, NCBA vice president and South Dakota rancher Todd Wilkinson thanked Reps. Johnson and Cuellar and talked about what this legislation means for producers:  “The COVID-19 pandemic highlighted an urgent need for our industry to expand opportunities for state-inspected meatpackers. NCBA acted quickly last year, advocating to allow more beef to be safely sold online across state lines. The DIRECT Act will allow cattle producers and smaller beef processors to more easily evolve to meet the growing demand for e-commerce sales. Thank you to Representatives Johnson and Cuellar for recognizing the shifts in an ever-changing market and introducing this critical legislation," Wilkinson said.  Currently, many states have state meat inspections at least equal to federal standards. The DIRECT Act would

tap into that by amending the retail exemption under the Federal Meat Inspection Act (FMIA) and Poultry Products Inspection Act (PPIA) to allow processors, butchers, or other retailers to sell normal retail quantities (300 lbs. of beef, 100 lbs. of pork, 27.5 lbs. of lamb) of MPI State Inspected Meat, per year, online to consumers across state lines. Because transactions authorized under the DIRECT Act, sales are direct to consumer via e-commerce, sales are traceable and can easily be recalled. The proposal also includes clear prohibitions on export, keeping our equivalency agreements with trading partners intact.   On a recent episode of NCBA’s Beltway Beef Podcast, Montana cattle and beef producer Jake Feddes of Feddes Family meats spoke about how the DIRECT Act would help his operation. He receives dozens of inquires each week from people all over the country, specifically New York City, looking to buy his products. In fact, he has more out-of-state visitors to his online marketplace than in-state. “People are often confused as to why state inspected products that meet the same standards as the federal government cannot be shipped to them. This is not only incredibly frustrating but has shown to be an issue that unites beef eaters, without political affiliations getting in the way,” Feddes said. “The Direct ACT would substantially expand our market and add value to our operation. It would also give us an opportunity to supply people across the country with high quality beef and connect the consumer with a rancher and small processor.” This bill is just one piece of a wider agenda that NCBA will work to aggressively push through Congress and the administration. This year, NCBA will work to introduce several bills to expand opportunities for local cattle and beef producers, while at the same time increasing beef processing capacity.

FMCSA Announces Extension to HOS Emergency Declaration On Feb. 16, the Federal Motor Carrier Safety Administration (FMCSA) announced an extension to the Hours-of-Service Emergency Declaration, until May 31, 2021, at 11:59 P.M. (ET).  According to a document released by FMCSA, the extension to the emergency declaration provides regulatory relief to commercial motor vehicle drivers who are transporting goods that directly assist in COVID-19 relief efforts. Included in the exemption are haulers of livestock and livestock feed. This exemption has been in place since March of 2020 to give flexibility for livestock haulers when transporting livestock and livestock feed. Allison Rivera, NCBA executive director of government affairs, said that this exemption has been critical for ensuring a steady food supply chain and is thankful FMCSA has been receptive to the needs of the livestock industry. “We are extremely grateful for the flexibility this exemption has given us,” she said. “We are very pleased

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

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they have heard us – that we continue to need the flexibility to move livestock.” The need for the emergency declaration started at the beginning of the pandemic when some plants slowed down so drivers needed the flexibility to change their route and drive safely to a different facility.

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Myth

Myth Month

U.S. beef production pumps so much methane into the air that it causes global warming.

OF THE

Fact

Methane, which is the greenhouse gas emitted from cattle during the digestion process, is vastly different from carbon dioxide (CO2). Unlike CO2 emitted from fossil fuels, which stays in the atmosphere for 1,000 years, the methane belched from cattle only stays in the atmosphere for approximately 9-12 years before being recycled back into the ground. UC Davis Clear Center. The Biogenic Carbon Cycle and Cattle. 2020. https://clear.ucdavis.edu/explainers/biogenic-carbon-cycle-and-cattle

44 Farms ADM Animal Nutrition, Inc. AgriPrime Insurance Agency Agri-Pro Enterprises of Iowa, Inc. Alltech, Inc. American Hereford Association American National Insurance American Wagyu Association Anipro Arm & Hammer Animal and Food Production Arrowquip Bank of America Merrill Lynch Barenbrug USA Bass Pro Shops/Cabela’s Behlen Manufacturing Bimeda BioZyme Cargill Animal Nutrition Case IH Certified Hereford Beef CME Group DATAMARS Livestock Dell Technologies Diamond V ENDOVAC Animal Health Food Safety Net Services Furst-McNess Company Gallagher Gravely, an Ariens Company Greeley Hat Works Growsafe Systems LTD Hayden Outdoors Real Estate Hyundai Construction Equipment IMI Global Insure My Forage International Stock Food

Kent Nutrition Group Krone Kubota Tractor Corporation Kunafin “The Insectary” Laird Manufacturing Meat&LivestockAustralia,Ltd. Micronutrients National Corn Growers Association Neogen New Generation Supplements Noble Research Institute Novus International Parker McCrory PBS Animal Health Phibro Animal Health Priefert Ranch Equipment Provimi QualiTech, Inc Quality Liquid Feeds R&R Machine Works Red Angus Association RFD-TV Roper/Stetson/Tin Haul Apparel and Footwear Stone Manufacturing Superior Livestock Syngenta Tarter Farm and Ranch Equipment The Hartford Livestock Insurance The Vit-E-Men Co. Inc./ Life Products Trans Ova Genetics U.S. Premium Beef Vermeer Vitalix Westway Feeds Y-Tex Zinpro Performance Minerals

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NATIONAL CATTLEMEN

2020 Policy Scorecard

N ATION AL C ATTLEMEN’S BEEF ASSOCIATION CENTER F OR PUBLIC POLICY

Natural Resources:

Alternative Proteins:

•

After years of NCBA lobbying for updates to the National Environmental Policy Act (NEPA), the Trump Administration’s improvements became effective law after winning a court case against environmental groups that threatened implementation of these positive changes.

•

NCBA fought for more than five years to replace the ill-conceived 2015 Waters of The United States (WOTUS) rule with the Navigable Waters Protection Rule, which was finalized this year and includes critical exemptions for cattle producers.

•

Coordinated with the U.S Fish and Wildlife Service and the National Marine Fisheries Service to make improvements to the Endangered Species Act (ESA) “habitat” definition and process to designate critical habitat.

•

Successfully lobbied for the passage of the America’s Conservation Enhancement (ACE) Act that includes funding for depredation payments and expands predator management tools for species like black vultures and ravens.

•

Supported the return of gray wolf management to states after the U.S. Fish and Wildlife Service determined the species no longer needs protection under the ESA.

2020-2025 Dietary Guidelines: •

Through NCBA’s work to ensure a fair and transparent process, the DGAC released a much more favorable report than in 2015. This year’s report focuses solely on nutrition and recognizes beef’s role as part of a healthy diet.

Trade Accomplishments: •

The trade deal with Japan was implemented, allowing U.S. beef imports on a level playing field with Australia and other competitors.

•

China Deal Implemented. U.S. beef no longer faces retaliation from China and non-tariff barriers have been reduced or removed.

•

USMCA ratified and implemented, placing the U.S. on equal footing with two of its largest export markets (Canada and Mexico).

•

U.S. beef quota increased to 35,000MT in Europe.

In February 2021, NCBA released survey results that show widespread consumer confusion regarding the ingredient composition and purported benefits of plant-based fake meat products. Drawing light and providing support for the work we are doing with USDA and FDA to properly label these products and collaborate with Congress for a legislative fix to this issue.

Livestock Transportation: The last government funding bill delayed Electronic Logging Device (ELD) implementation, for livestock haulers until September 30, 2021. •

NCBA worked with the Department of Transportation’s (DOT) Federal Motor Carrier Safety Administration (FMCSA) to make an emergency declaration exempting livestock haulers from hours-of-service rules at the start of the COVID-19 pandemic, with an extension until February 28, 2021.  NCBA will continue its work to ensure livestock can be transported safely and sensibly across long distances.

Extra Credit: COVID-19 Relief Wins: •

NCBA succeeded in including agricultural enterprises included in the Coronavirus Aid, Relief, and Economic Security Act (CARES Act) Paycheck Protection Program (PPP).

•

NCBA successfully urged USDA Secretary Sonny Perdue and Congress to provide relief for cattle producers, resulting in the Coronavirus Food Assistance Program (CFAP), that includes $19 billion in direct support to agricultural producers.

•

NCBA delivered a second and third round of CFAP payments to help producers that were not made whole from the previous rounds. NCBA is still working to eliminate CFAP’s remaining disparities and deliver to our nation’s ranchers and farmers the support they so badly need.

•

Secured an emergency exemption from hours-of-service rules for livestock haulers and extended that exemption for a year.

WORKING TO PROTECT

YOUR RIGHTS 2021 Policy Priorities Ongoing COVID Recovery Improve the Business Climate for U.S. Cattle Producers Climate, Environment, Sustainability Policy Trade and Market Access Ensure Continuity on Regulatory Action

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YOUR LEGACY

NATIONAL CATTLEMEN 7

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Latest from Washington: NCBA Sets 2021 Policy Priorities Enhancing price discovery and transparency in cattle markets, emphasizing beef producers’ ongoing commitment to environmental stewardship, trade and market access, ongoing COVID-19 recovery efforts, ensuring continuity on regulatory action and that alternative protein products are labeled in a manner that truthfully represents their ingredients, and promoting the use of voluntary origin, value-added marketing opportunities that deliver value back to the producer is a snapshot of the priorities that NCBA will work on this year. The approved policy priorities set the direction for the organization’s government affairs team in Washington, D.C., and provides clear guidance for advocating on behalf of cattle producers in our nation’s capital. NCBA’s focus this year is to advocate for a business climate which increases opportunities for producer profitability across the board. “This framework of policy priorities is one of the most important documents approved each year by NCBA’s Executive Committee. The focus on improving the business climate for producers hits especially close to home for me. I was born into the cattle business and I want to do my part – defending our industry and legacy – not just for the multi-generational producers but also newer producers that might only have a few calving seasons or sale barn trips under their belts,” said NCBA President Jerry Bohn. The coronavirus pandemic exposed

the need to further strengthen the beef supply chain along with the growing need for reliable broadband connectivity throughout the rural U.S. The new administration means continued engagement with ongoing regulatory policy and a focus on sustainability with the need to promote voluntary, conservation and science-based stewardship practices. NCBA’s government affairs team is already hard at work discussing these priorities on Capitol Hill; letting every lawmaker know where the organization stands with a clear focus. In a political climate that changes with every 24hour news cycle, the priorities bring consistency and stability to hectic legislative calendars. Given all the changes in Washington, it is crucial to get the voice of cattle producers in front of new members of Congress and the administration. The policy priorities are crafted with producer concerns in mind along with recognizing the political atmosphere in the country. Early in 2019, after the association’s policy priorities were approved, Rep. Alexandria Ocasio-Cortez and Sen. Ed Markey released the “Green New Deal,” a non-binding resolution on climate policy, with many suggestions that would be harmful to our industry. Acting quickly, the NCBA government affairs team amended the 2019 priorities, to include, “Opposing the Green New Deal and combat misguided climate change policies that unfairly target

producers”. This addition proved to be successful as the Green New Deal was unanimously voted down 57-0 in the Senate and NCBA has been aggressively sharing the sustainability story of U.S. farmers and ranchers to push back on those that supported the Green New Deal. This is one of several examples as to why a 2021 priority for NCBA is to emphasize U.S. cattle and beef producers’ ongoing commitment to environmental stewardship and sustainability. Historically, the annual set of policy priorities is one of the first steps towards delivering big wins for our industry. The trade deal with Japan, Dietary Guidelines for Americans, gray wolf delisting, and the repeal of Waters of the United States that the industry saw in the last year were all identified as priorities before NCBA delivered solutions for cattle producers. The speed at which issues move is often unpredictable in D.C. NCBA’s work to repeal WOTUS, for example, took years but it’s that steadfast commitment

TYPICAL SALESMAN

that is also an effective method and clear sign to activist groups that NCBA is not going away and will not be silent. No matter what is happening in D.C. or the country, producers can always count on NCBA’s policy priorities to address the most pertinent issues facing the cattle industry. 2020 was a tough year and 2021 has been a rough start but, rest assured, NCBA will always be fighting for the cattle producers. If you have any legislative questions or want to discuss the policy priorities in more detail, contact NCBA’s Center For Public Policy at: (202) 347-0228.

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Grazing Management – Optimizing Animal and Forage Productivity Grazing management is a key driver of success in forage-based operations. Except in the rarest of situations, grazing forages is the most cost-effective system for cow-calf and stocker operators to feed their cattle. A robust grazing management plan contributes to higher forage yield, land and animal productivity, and operational sustainability. Advances in pasture management technology and research demonstrate that producers can protect the biodiversity of their pastures and optimize resources concurrently. A grazing management plan can be as simple or complex as a producer desires, but ultimately should include understanding forage availability to extend grazing seasons, a commitment to long-term sustainability, and written grazing strategies. “The objective of grazing management is to efficiently use the forage base while maintaining adequate livestock performance,” shared Dr. Vanessa Corriher-Olson, a Professor & Forage Extension Specialist at Texas A&M University. Successful grazing management requires planning and consideration of the goals for the operation. Economic and ecological factors need to be taken into consideration when defining grazing objectives. Developing an inventory of a grazing system is the first step to beginning a grazing management plan. It is important to monitor natural resources, such as forages, soil, water quality, and riparian areas. A resource inventory forms the foundation of a solid plan and can be used to direct land management decisions. Forages, crop residue, annual and perennial pastures provide an opportunity to lower cost compared to feeding hay or silage.

“Perennial forages provide a consistent resource for grazing systems. They are adapted to their environment, offer growing season productivity and stockpiling opportunities,” said Johnny Rogers, coordinator of North Carolina State University’s Amazing Grazing program. Annual forages can fill gaps in perennial forage supplies while delivering excellent forage quality and yield at critical times. Using both will build resilient grazing systems, improve soil health and enhance our farms and communities.” The benefits of prioritizing soil health are seen in the grass, which results in more pounds and less supplementation expense. Conduct soil tests to determine the soil’s ability to meet nutrient requirements of forages and evaluate the effectiveness of grazing management strategies. Consider applying fertilizer, lime, and possibly herbicides to deal with invasive species, and keep thorough records. Keeping records about more subjective qualities like soil structure, aeration, and water “Grasslands serve as a filtration percolation rates can also help a system for our most important natural producer evaluate improvements over time. resource - water. How we manage our Choosing a grazing system is a vital element to any foragegrazed grasslands, through improving based operation. There are our grazing management, will many factors to take into consideration, such as, location significantly impact water recharge of pastures, climate, annual and improve upon its quality. precipitation, irrigated vs. nonirrigated, and the operation’s production objectives. Common grazing strategies include rotational, continuous and intensive “Forage and forage-based livestock production enterprises are big business systems. Technology, both new and existing, can help make any of these in the U.S,” Corriher-Olson said. “While systems more convenient, efficient and perennial grasses provide the base of profitable. most operations, annual forage species "The Gallagher Ag Devices App also play a significant role in both gives farmers a complete view of cow-calf and stocker calf production their fence with the ability to actively systems. Utilizing pasture forage engage your fence – check status 24/7, systems involves controlling where, check voltage, by zone, and control the when, and how much livestock graze. Close attention to grazing management on/off with the swipe of a finger. This app is available on Apple and Android," is critical if the goal is to maximize said Geoff Pickering, an experienced profit or minimize loss.” grazing systems designer and director Matching cattle to the environment of marketing at Gallagher. and balancing the supply and demand Producers are often intimidated of forage is critical in the first steps of by technology or perhaps just haven’t creating a grazing management plan. seen what is available to help. Jacob When the goal is to extend a grazing Gilley, a sustainable grazing manager season, a successful producer will grow with American Farmland Trust, works a lot of forage and utilize more and daily to help producers incorporate smaller pastures to maximize longer tech-based tools. He suggested that rest periods and increase flexibility. technology adoption is an opportunity While cattle are continuing to graze for cattle producers looking to further this reduces labor, fuel, equipment develop managed grazing systems, repair, and feed costs when compared especially with a greater understanding to harvested feeds. It is important to of which apps and software might understand the species of forages that ultimately assist operations with thrive during cool and warm seasons in improving production or profitability. a specific region or environment. Gilley reviews technologies in the “real

world” and then shares those results with producers he works with in south central Virginia. “Incorporating apps and software into our pilot projects to help provide guidance also yields data which is key to managing a successful business and for cattle producers. Technology that can assist with determining useable acreage, maintaining grazing records, efficiently recording livestock data chute side, documenting soil sample collection, maintaining cattle feed consumption and health treatments can all be beneficial to help improve profitability,” Gilley said. Prioritizing grazing management is important for the long-term sustainability of any forage-based operation, and the cattle industry as a whole. The better a pasture is managed the more carbon is stored in the soil and the more up-cycling of relatively lowquality feedstuffs to high-quality beef occurs. A good pasture management forage program enhances riparian areas, thus protecting water sources. Dr. Ann Blount, a Forage Breeding and Genetics Specialist at the University of Florida has years of experience working with ranches who deal with extensive rainfall, often in a short period of time. With urban development activities exploding in Florida over the past few decades, she’s seen firsthand the positive contributions that ranches with wellmanaged grazing systems can provide. “Grasslands serve as a filtration system for our most important natural resource - water. How we manage our grazed grasslands, through improving our grazing management, will significantly impact water recharge and improve upon its quality,” Blount said. “Ultimately an effective grazing management plan

NCBA is dedicated to providing producers with resources and information to help optimize animal and forage productivity. Be sure to check out recordings of past Cattlemen’s Webinar Series sessions on grazing management, managing drought and optimizing your operation. Additionally, the Cattlemen’s Webinar Series is hosting upcoming webinars focused on Leveraging Forages, Grazing Systems and Technology on March 25, April 8, and April 22 at 7:00 p.m. CST. Tune in to hear from experts on new grazing technology, how to stretch your grazing season, and forage management.

improves soil health, increases carbon storage, decreases erosion, improves water quality and improves wildlife habitat. Collectively, these improvements make an operation more resilient to market and weather disruptions.” A complex grazing system can seem overwhelming, but making a small step like cross fencing a few pastures to start a rotation or soil testing to optimize nutrient application can make a big difference in your operation. There are many resources available to producers who want to learn more about grazing management. Reach out to your state Extension grazing specialist for tools and knowledge that is specific to your location. Other resources can be found within the Natural Resources Conservation Service (NRCS) and Noble Research Institute which conduct cutting edge research and provide science-based solutions for producers to implement in their operations. The U.S. Roundtable for Sustainable Beef (USRSB) offers free online modules to help producers understand the positive impacts they’re making through specific production practices, like grazing management. Improvement across the entire industry has the potential to improve the environmental and societal reputation of beef, leading to more people buying, and eating, beef.

PRODUCER EDUCATION

Cattlemen’s WEBINAR SERIES MARCH 25 - 7:00 PM CST

Grazing Systems & Management

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Forage ― Stretching Your Grazing Resources

APRIL 22 - 7:00 PM CST Grazing Tools of the Trade

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Contraction and Calf Crop Implications By Lance Zimmerman, Manager – Research, Analysis and Data, CattleFax The USDA Jan. 1 cattle inventory report showed the 2021 numbers were largely within CattleFax expectations. Many cow-calf operations have experienced two years of herd liquidation, and the cumulative effects of culling are shrinking the nation’s feeder cattle and calf supply. Total cow and replacement heifer inventories declined 257,000 head. That is a total decline of nearly 616,000 head compared to the peak female inventory two years ago. The U.S. beef cowherd decreased 181,000 head compared to last year to 31.2 million, while beef replacement heifer numbers were relatively flat at 5.8 million. The 2019 calf crop was printed at 35.6 million head – revised 468,000 head lower from the July report. That revision likely influenced the USDA to revise its Jan. 1, 2020, feeder cattle and calf supply 734,000 head lower.

Furthermore, the USDA printed a 2020 calf crop that was 260,000 head smaller than its July estimate. The current number is 35.1 million head – down 456,000 compared to 2019. While the Jan. 1 feeder cattle and calf supply is nearly identical to last year at 40.4 million head, expect tighter cattle supplies to offer more support to cattle markets as 2021 progresses. Cattle producers never benefitted from the tighter feeder cattle and calf supplies the USDA reported for last year, and that was largely due to COVID-19 slowing down marketings and exhausting capacity throughout the supply chain. Larger total feedyard inventories mirrored the Cattle on Feed report for feedyards with 1,000 head or more capacity. Jan. 1 supplies in all U.S. feedyards were 50,000 head larger at 14.7 million head. That is the largest Jan. 1 feedyard inventory since 2008 (14.741 mil.). The cumulative result was an 62,000 head decline

beef supplies is worth roughly $1/cwt to the fed cattle market – all else equal. The CattleFax forecast for 2021 fed cattle prices was $115/cwt to start the year. Based on these supply adjustments, it is reasonable to expect an annual average closer to $119. Coincidentally, that is near where the average of the next 12 months of live cattle futures contracts have been trading over the last week.

Bottom Line:

in feeder cattle and calves outside of feedyards at 25.7 million. CattleFax adjusted its 2021 fed cattle slaughter forecast 300,000 head lower to reflect the smaller available supply. Feedyard data confirms that ample front-end cattle supplies will keep first quarter fed slaughter near the previous forecast, but the remaining nine months of the year will see an average reduction of 30,000 head per month. The recent uptrend in carcass weights also contributed to another revision. Cold carcass weights for 2021 are now forecast at 825.6 pounds – up 0.6 from last year. Leaving all other estimates unchanged – mainly a 5% year-over-year increase in beef exports and 5% decline in imports – the cumulative influence is a 0.4-pound reduction in per-capita net beef supplies – totaling 58.7 pounds. It is easy to dismiss that adjustment as trivial since the forecast will continue to evolve throughout the year. However, each 0.1-pound change in per-capita

It has been two years since the U.S. beef cow inventory was at its peak, and the underlying feeder cattle and calf supply now reflects the breeding herd reductions. Tighter supplies will be increasingly supportive to cattle prices as the year progresses. The futures markets have been anticipating a market with tighter supplies and adequate demand since the start of the rally last fall. It is up to the cash market to perform. There are still challenges with leverage, specifically from now into the spring, but continued aggressiveness in fed cattle slaughter should eliminate those concerns as spring transitions into summer.

Cattle Outlook for 2021 and 2022 By Katelyn McCullock, Director of the Livestock Marketing Information Center

In 2021, heifer slaughter may be smaller than it has been in the last two years. However, this does not James Robb, Senior Economistnecessarily mean the beef herd will Emeritus of the Livestock Marketing expand, but that the ratio of heifers Information Center held back will return to a more normal The Jan. 1 annual U.S. Cattle report level. LMIC ‘s forecasts assume the by USDA-NASS shed some light on current contractionary cycle in the beef the cattle inventory outlook. Rather herd continues in 2021 and that cowsignificant revisions in that report – calf returns will not set the stage for reductions in estimated calf crops – herd expansion until after 2022. merit discussion of slaughter forecasts LMIC’s forecasts are also assuming in 2021 and 2022. The calf crop data for cow slaughter will moderate in 2021 2019 and 2020 implies one of the lowest and shrink further in 2022. Compared calving rates compared to the beef herd to historical cattle herd cycles, this in the data’s history. Cow-calf producers contraction phase is expected to be much less aggressive than usual. have anecdotally relayed struggles in Typically, the contraction phase would getting animals re-bred. After two years be associated with a sharp liquidation in a row, this may be a longer-term issue phase. Large scale drought is the most that needs to be addressed through likely outcome that could change LMIC’s genetic and management changes. current projection and cause much Still, many analysts expected some steeper liquidation in 2021 and 2022. calf crop downward modifications. Other forecasts may imbed higher The Livestock Marketing Information heifer and cow slaughter levels than Center (LMIC) is forecasting commercial the LMIC, which we surmise is the slaughter to be down half a percent in situation at USDA (as of the February 2021 on the year. Commercial slaughter USDA report). Of course, longer-term for 2022 is forecast to be down 1.9%. that implies a more robust AVERAGE ANNUAL CATTLE PRICES continued U.S. Southern Plains $ Per Cwt beef cowherd 275 liquidation. 250 Beef production 225 declines will 200 tend to follow 175 commercial slaughter. 150 LMIC forecasts 125 U.S. beef 100 production 75 slipping in 2021 by 1.2% 50 1992 1994 1996 1998 2000 2002 2004 2006 2008 2010 2012 2014 2016 2018 2020 2022 from 2020, 500-600lb Steer Calves 700-800lb Feeder Steers Fed Steers and 2022 will decline C-P-06 Data Source: USDA-AMS, Compiled and Forecasts by LMIC by another 02/10/21 Livestock Marketing Information Center 1.4%. Dressed

weights have COMMERCIAL BEEF PRODUCTION been watched US, Quarterly Bil. Pounds carefully in 7.50 early 2021 and are quite a bit 7.25 higher than 7.00 expected. However, 6.75 cold weather 6.50 spreading across the U.S. 6.25 in February 6.00 may mute 5.75 those gains. Dressed weight 5.50 JAN-MAR APR-JUN JUL-SEP OCT-DEC increases are Avg. 2015/19 2020 2021 2022 not likely to maintain the Data Source: USDA-NASS, Forecasts by LMIC gains posted 02/03/21 Livestock Marketing Information Center in 2020 and will normalize 2021 over 2020. Year-over-year gains as 2021 are likely to continue during 2022 (up progresses. A year-over-year decline another 6% from 2021). Annual yearling of 0.7% is currently forecast, 10 pounds (700-to 800-pound steer) prices are above 2019’s annual average dressed anticipated to increase 5% in 2021 weights. In 2022, dressed weights may compared to 2020, and in 2022 those return to trend, placing them about half gains could be even better, up closer a percent over 2021’s average. to 8%. Those forecasts are predicated The modest contraction in cattle on increased corn and soybeans supplies should support cattle prices for acreage planted in 2021 and trend-line the next two years. For 2021, the LMIC (normal) yields in the Midwest. estimates the fed steer 5-area annual A key driver to this outlook is average price in the range of $114 and Mother Nature. Currently, drought and $119/cwt. Next year (2022), the average feedstuff costs are front and center. price increase in fed cattle is forecast at Hay stocks are very tight, especially 5-7%. However, beef demand is still a bit in the west, and considerable of a wild card in 2021. Rebounds in the supplemental feeding is going on. U.S. foodservice and restaurant sectors Another key is domestic consumer may see a slow start, mainly improving beef demand, which was robust during during the second half of 2021. Feeder cattle prices were under early 2021. How the rest of the year pressure from surging feed costs in behaves will determine how much early 2021. First quarter prices in 2021 U.S. consumers can support cattle are expected to post a year-over-year prices. The world economic situation decline, but future quarters may show is looking to rebound, too. December positive gains over the uneven 2020 U.S. beef exports were very large. That prices. LMIC has fourth quarter steer could be a signpost for positive gains calf prices gaining 9% over 2020, and in 2021 for beef exports and, in-turn, the annual average up about 5% in cattle prices.

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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.

Longtime Leaders A handful of State Beef Council executive directors measure their years of service in decades. With combined service totaling 122 years, four leaders share their insights on where the industry has been and where they think it is going. These beef trailblazers have accomplished a lot, and their common vision for a strong beef industry drives them forward every day. Look for this series to continue in the near future featuring profiles of other longtime leaders, and new ones as well.

Nancy Jo Bateman 37 Years as Executive Director North Dakota Beef Commission www.ndbeef.org Nancy Jo Bateman could be considered the “Unofficial Checkoff Historian” with as much knowledge as she has about the development of the national Beef Checkoff. She credits the leadership and wisdom of producers over the years for creating a highly functional checkoff program with a state/national partnership as a critical component. “When the Beef Checkoff was created in 1986, producer leaders had the foresight to focus on marketing, promotion, research and education instead of policy and lobbying,” she said. “It took great vision to identify the long-term needs for future generations of producers.” When asked what gets her up in the morning, Bateman responded, “Although I grew up on a multi-generational cattle operation, I always felt that I was most effective using my skills for consumer education, marketing, promotion and outreach. Every day I ask myself what can I do today to help producers and keep beef at the center of the plate?” A unique opportunity arrived early in Bateman’s career when she was asked to serve on the original Beef Industry Council committee that interviewed advertising agencies to create an identity for beef. What resulted was the selection of the advertising firm, Leo Burnett Company, which developed the iconic Beef. It’s What’s For Dinner. campaign still used today. “Placing advertising was easier back then, with only three television networks to think about,” said Bateman. “Now the advertising options are endless.” Bateman agreed that digital marketing is an extremely cost-effective way to reach a very targeted audience. “The buying power

Dina Chacón-Reitzel 32 Years as Executive Director New Mexico Beef Council www.nmbeef.com Serving as Executive Director of the New Mexico Beef Council is a “gift” for Dina ChacónReitzel who enjoys working with the people and producers in the industry. For her it is a rewarding mission of love. “I still get excited about my work at the Beef Council and doing new events gives me the opportunity to be creative. We have an important mission, and producers depend on the work we do, which I take very seriously,” she said. Chacón-Reitzel looks back fondly on work accomplished over the years, especially the Gate-to-Plate Beef Tours held for thought leaders across the state. Influencers would spend two full days on a bus tour learning about the benefits of beef and the industry as well as the challenges producers face. “New Mexico was one of the first state beef councils in the late ‘90s to offer these tours, and it was one of the most impactful activities we’ve done,” she said. “At the end of the tour participants expressed how moved they were by the generosity of producers and enlightened about production practices.” She believes the tours demonstrated the value of the Beef Checkoff and offered a unique opportunity for education and outreach to those who were not against

of checkoff dollars is less than it was in the early years, but now we are able to capitalize on new digital tools to reach a wide variety of consumer, nutrition professional and influencer audiences,” she said. Bateman is excited about the “Beef in the Early Years” campaign, encouraging parents to start babies with beef as a complementary first food to ensure they get the nutrients they need for healthy growth and development. The campaign hits home with her own work in developing relationships with a variety of nutrition partners across North Dakota. “The North Dakota Beef Commission is seen as a trusted resource for nutrition information in our state,” she said. “I appreciate the nutrition research, resources and information developed at the national level which I can then use to distribute to my network in North Dakota. This is great example of one of the many state/national partnerships that make the Beef Checkoff program so effective.” Bateman believes one of the industry’s biggest challenges is reengaging the younger generation of beef producers. “Many weren’t even born when the checkoff was originally passed and they don’t a have sense of ownership and understanding of what happened to bring the program about, and the value it has.” She sees that division exists in the industry and hopes that unity prevails, and said, “We have enough external challenges to manage without challenging each other. As we’ve seen in the past with BSE and E. coli, when we work together, anything is possible. We need to constantly look forward and identify the ‘next big thing’ that may negatively impact our industry. We need to be proactive, conduct research and be ready with programs to prevent the issue from happening, whatever it may be.” Bateman will continue to promote beef as the best protein option and said, “I am both humbled and proud of the work we do for North Dakota beef producers, and I appreciate the impact it has for the future of our ranchers, cattle and our kids.” the beef industry, but simply uninformed. “Times have changed, and we no longer have the resources to host multi-day events, but I hope to include influencer tours in some form again in the future,” said Chacón-Reitzel. Over the years, opportunities to host tours and participate in events such as the state fair have decreased, and social media promotions have taken their place, offering new opportunities to reach target audiences. Education is a critical component of New Mexico’s marketing plan and Chacón-Reitzel is always looking for new ways to reach adults and children. Focused on the future when restaurants fully reopen, Chacón-Reitzel is planning activities for the foodservice segment. The New Mexico Beef Council supports high school culinary programs such as ProStart, sponsoring their annual competition, and has partnerships with university Hotel, Restaurant and Tourism Management programs and community college culinary programs to conduct beef cutting demonstrations and feature producers speaking on production practices. Chacón-Reitzel is looking forward to implementing the marketing plan postpandemic and carrying out events, always keeping the producer in mind. “We always put the industry first, and I’m really proud of the effective programs we develop for consumers that offer a good return on producer’s investment,” she said. “The Council is well respected by the producer community and will continue to inform producers about the Beef Checkoff and the good work done on behalf of New Mexico beef ranchers and farmers.”

Patti Brumbach 30 Years as Executive Director Washington State Beef Commission www.wabeef.org Patti Brumbach wakes up every morning excited that there is always something new to learn, and knowing she works for great people who depend on the Beef Checkoff to tell their story. Her talented, dedicated and passionate team works tirelessly every day to develop programs that benefit the industry, relying heavily on foundational work done at the national level. “Washington is a large consumer state with smaller cattle numbers, and the relationship we have with the Federation of State Beef Councils is critical to our success,” said Brumbach. “We could not have the level of visibility if programs weren’t developed nationally for us to implement locally. The state and national partnership is a team effort from start to finish.” One of the biggest changes Brumbach has noticed over the years is communication technology. “I started with an electric typewriter, no cell phone and traditional media advertising such as television, print and radio,” she said. “Now it is a 24hour news cycle with instantaneous messaging through social media.”

Jim Handley 23 Years as Chief Executive Officer Florida Beef Council www.floridabeef.org Working for a great industry with wonderful people and families who are quality citizens with amazing stories drives Jim Handley every day as he manages beef promotion efforts in Florida. A fifth generation Floridian, Handley is hoping for some return to normalcy in 2021 so his state can get back to hosting worldwide visitors. “Not only do we promote beef to the 22 million residents in the state, but we have the opportunity to reach tourists from around the globe and connect with the hospitality and foodservice industries,” he said. Handley hopes to get back to inperson educational programs for foodservice personnel and hosting gate-to-plate tours. On-farm tours are “worth a thousand words” and he is looking forward to business getting back to normal. Like other states, programs have shifted to online and virtual efforts, however, a common theme among state beef council leaders is the lovehate relationship with social media. It can be a positive tool to share beef information with consumers, but it is also used by people with an agenda to eliminate animal agriculture to perpetuate less than factual information. “The way people communicate has changed and there is so much information out there, it is overwhelming,” said Handley.

Although a powerful marketing tool, social media has brought growing pains as Brumbach worries about the misinformation shared about the industry and less ability to control the message. “Research shows that cattle are the solution, not the cause of environmental concerns,” she continued. “We have an incredible story to tell, and our job is to reassure consumers that beef is a delicious, versatile and nutritious product.” New technologies are also helping drive sales at retail. The Washington State Beef Commission is partnering with Safeway/Albertson’s for a St. Patrick’s Day promotion, using their loyalty card information to target specific consumers. “We don’t have the resources to do mass marketing anymore,” she said. “Thankfully, social media and new marketing tools help us effectively target our audience in a cost-efficient way.” While everyone in the industry knows about the infamous “cow that stole Christmas”, that incident hit Brumbach particularly hard. “I still remember December 23, 2003, when BSE arrived in Washington,” she said. “When I heard the news, my heart sunk, and I turned to my husband and said Christmas is off. It was devastating.” Brumbach has weathered tough times but remains focused on doing the work needed to keep producers in business. She credits that focus to her staff and board. “I’m fortunate to have quality board members and dedicated staff who deliver on big expectations.” “With that comes misleading and inaccurate information that spreads quickly through social media.” Handley believes there is a lack of understanding among consumers about the industry and how producers are good stewards of the land. “We must garner public support by showing how we take care of animals and continue sharing information based on sound science. We are a sustainable industry!” As a state with a large consumer population, but only 1.6 million beef cattle, and approximately 115,000 milking dairy cows Handley’s team is fortunate to have developed partnerships to leverage funding. Florida often partners with states with larger cattle populations such as Nebraska, Kansas and Iowa on promotions, and the recent Beef. It’s What’s for Dinner. 300 race at Daytona International Speedway was a huge team effort. Handley is proud of having a good track record of fiscal responsibility in putting checkoff funds to work and bringing value to everyone who pays into the Beef Checkoff. “Before approving a program, I always ask if it will affect consumers’ opinions about beef and increase beef demand,” he said. Handley appreciates the volunteer leaders who share their time and talents to support the work of the checkoff and promote the industry. He recognizes the hard work and heart that beef council leaders and staff across the country contribute as well. “We work in an honorable profession and can’t get frustrated by naysayers. If we remain committed and stay the course, we’ll have continued success.”

NATIONAL CATTLEMEN 13

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Beef Enters Victory Lane at Daytona International Speedway With the iconic proclamation “Drivers, start your engines!” given by Florida Beef Council Chairman, Flint Johns, the Beef. It’s What’s for Dinner. 300 got underway on Feb. 13, 2021, at Daytona International Speedway. When the green flag waved, engines roared, and it was clear that beef was the center of the track on race day. The Federation of State Beef Councils, on behalf of the Beef Checkoff, partnered with Daytona International Speedway to sponsor the 40th season-opening race for the NASCAR Xfinity Series. “We couldn’t have made this event possible without State Beef Council support,” said Clay Burtrum, Federation Division Chair for the National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff. “This is one more example how the Federation of State Beef Councils leverages Beef Checkoff dollars to effectively increase beef demand. When we work together, we cross the finish line first.” The Beef. It’s What’s For Dinner. 300 expands a partnership between the Beef Checkoff and Daytona International Speedway. In 2020, the track produced “Race Day Recipes” on digital channels in which Speedway President Chip Wile demonstrated his beef grilling expertise to showcase the NASCAR experience - especially to campers and tailgaters who love to enjoy delicious beef recipes as part of their celebration of NASCAR events. The race served as a unique opportunity to put beef on television once again. With production support from NCBA, this historic partnership showcased the Beef. It’s What’s For Dinner. brand on broadcast television. To get people “geared up” for the race, NCBA, a contractor to the Beef Checkoff, hosted a satellite media tour featuring celebrity chef Hugh Acheson. Chef Acheson, a James Beard award winner and former “Top Chef” judge shared beef recipes for tailgating and homegating. Acheson’s favorite race day recipes included New York Strip Steak tacos, beef red chile and a patty melt, all of which could be prepared ahead of time so that none of the race day action would be missed. In total, there were 1,716 airings with a potential reach of 104.4 million. The multimedia press release, which accompanied the interviews, had a potential reach of 151 million. Safety precautions due to COVID-19 prevented race attendance from reaching full track capacity, but a limited number of fans were able to enjoy the race in person, and many more enjoyed the broadcast at home. Those watching on television also had the opportunity to see the “tailgating season brought to you by beef farmers and ranchers” commercial. On race day, members of the NCBA board joined Chef Robert Hale and ESPN to share more beef recipes and discuss the race. Throughout the day, the race was shared broadly on social and traditional media and received significant attention. The Beef. It's What's For Dinner. 300 was included in more than 850 traditional media stories, reaching a total of 1.9 billion people, via outlets like Yahoo! Finance, ESPN and USA Today. The Beef. It’s What’s For Dinner. 300 was also mentioned in more than 12,500 posts on social media, reaching 66.3 million people. In partnership with Pit Boss Grills, two Sportsman 820 Wood Pellet Grills were given away for the Beef. It's What's For Dinner. 300. The giveaway, which took place on Instagram and was highlighted on Facebook and Twitter, had more than 1,100 entries during the five days it was open, and more than 11,700 total impressions. The Beef. It’s What’s For Dinner. 300 logo could be seen throughout the race, including on the jumbotron, the track and even the pace cars. State Beef Council staff from across the country also descended on Florida to help promote beef during the race. There were steak grilling demos for fans, giveaways, social media promotions and contests. In addition, a steak lunch was prepared for the U.S. Air Force Thunderbirds flight demonstration squad and members of the media. When the checkered flag dropped, driver Austin Cindric in the number 22 Team Penske Ford claimed victory and celebrated with the Beef. It’s What’s For Dinner.

300 trophy and a cooler full of Tomahawk Steaks. "Nothing like a beef dinner after a win at Daytona,” said Cindric. "Victory Lane has never tasted better."

About the Federation of State Beef Councils

The Federation of State Beef Councils is housed by the National Cattlemen’s Beef Association (NCBA), which is a national contractor to the Beef Checkoff. The national Beef Checkoff is administered by the Cattlemen’s Beef Board, with oversight provided by the U.S. Department of Agriculture. The Beef Checkoff was established as part of the 1985 Farm Bill. The Checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States retain up to 50 cents of the dollar with support from the Federation of State Beef Councils, and forward the other 50 cents per head to the Cattlemen’s Beef Promotion and Research Board for national programming.

About Daytona International Speedway

Daytona International Speedway is a state-of-the-art motorsports facility and was awarded the SportsBusiness Journal’s prestigious Sports Business Award for Sports Facility of the Year in 2016. Daytona International Speedway is the home of The Great American Race – the DAYTONA 500. Though the season-opening NASCAR Cup Series event garners most of the attention – as well as the largest audience in motorsports – the approximately 500-acre motorsports complex, also known as the World Center of Racing, boasts the most diverse schedule of racing on the globe. In addition to at least nine major event weekends, the Speedway grounds are also used extensively for events that include concerts, civic and social gatherings, car shows, photo shoots, production vehicle testing and police motorcycle training.

TRENDING IN FOOD & BEEF PLANT-BASED DIETS & ALTERNATIVES Plant-based diets continued to be popular in January, with traditional media mentions rising 24% compared to December.1 Meat alternative expansions in January, like Beyond Meat and PepsiCo’s partnership, led to an increase of 43% in traditional media mentions.1

GOOD NEWS FOR BEEF Many restaurants removed meat alternatives in favor of products that tend to perform better on menus.2

COVID-19 IMPACTS Restaurants continue to struggle as closures hit the industry particularly hard. Even so, more than 18,000 new restaurants opened in the U.S. in 2020. Contactless options remain a popular topic in traditional media. Though mentions were down 11% in January, they remain well above pre-pandemic levels.1

GOOD NEWS FOR BEEF Beef demand remains strong, shown through steady Google searches and media around beef recipes.1

SUSTAINABILITY Beef sustainability was mentioned in traditional media around topics like feedyard dust, and social media mentions have remained steady.1 As consumers and companies alike explore new “sustainable” food products, innovation around algae as food has become more popular.3

1. 2. 3.

GOOD NEWS FOR BEEF Feed efficiency and carbon capture technology have positioned beef more positively in media.1

#020821-20 National Cattlemen’s Beef Association. (2021). Environmental Sustainability Dashboard. Retrieved from Meltwater: www.meltwater.com Garcia, T. (2021). Beyond Meat downgraded as restaurants turn their focus to chicken sandwiches. Market Watch. https://www.marketwatch.com/story/ beyond-meat-downgraded-as-restaurants-turn-their-focus-to-chicken-sandwiches-11611346315 Poinski, M. (2021). How algae’s potential could make other ingredients green with envy. Food Dive. https://www.fooddive.com/news/algae-ingredient-trends/593095/

www.NCBA.org

NATIONAL CATTLEMEN

NEWS Beef Sustainability: Beef's Role in a Resilient Food System We often think of the end consumer as the ultimate beef customer, but we may tend to forget about the supply chain partners such as food manufacturers, foodservice operators, retailers and distributors that are necessary to get the product from gate to plate. These partners have questions about beef’s sustainability profile, and the National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff, is working hard to answer those questions and to promote beef as the top protein choice. Food companies are making commitments regarding sustainability that can be difficult to tackle given the complexity of the supply chain, leaving customers with questions about how beef’s sustainability is defined and benchmarked. And, as operators are setting, or consider setting, product sourcing policies they are looking for

information and research related to beef’s impact on the environment. In January, NCBA hosted a two-part webinar series for supply chain partners about beef’s role in a resilient food system. The goal of the webinar was to help partners understand beef’s sustainability story so they are better equipped to answer questions from their customers, investors and other stakeholders. Part 1 of the series featured information regarding key components of beef’s sustainability and how it is measured. Part 2 looked deeper into ongoing research on beef sustainability. Speakers also discussed ways to leverage beef’s sustainability story to make customers feel even more confident about buying beef. Nearly 400 people participated in the sessions including retail and foodservice operators, processors and distributors, along with educators and producers. Feedback following the events has been very positive and the recordings are now available online at https://www.beefitswhatsfordinner. com/foodservice/menu-concepts-dinerinsights/sustainability-webinar. The path to sustainability is never complete. Rather, it is a continuous journey being carried out by the farmers and ranchers responsible for raising and supplying beef to the U.S. and across the world. To the beef community, sustainability comprises much more than environmental considerations. Today, a sustainable food supply balances efficient production with environmental, social and economic impacts. NCBA is just getting started on its efforts to promote beef’s role in creating a sustainable and resilient food system on behalf of the Beef Checkoff. For more information, visit https:// www.beefitswhatsfordinner.com/raising-beef/ beef-sustainability.

Supply chain partners provided feedback on a recent, sustainability-focused webinar series provided by NCBA as a contractor to the Beef Checkoff. This is what they had to say: Very good overview of Beef Sustainability for Supply Chain. Thank you! Fabulous job. I've been selling beef for 32 years in Tucson and have seen many changes. Today's presentation addresses many questions I get in the field. Very informative. Will be great to share with customers concerned about climate issues. Excellent presentation, thank you for awareness and education.

Beef in the Early Years Campaign Launches The National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff, launched a new educational marketing campaign that helps educate parents on the importance of feeding babies beef as an early complementary food. The campaign called “Beef in the Early Years" is just the latest example of how the Beef Checkoff is leading the way when it comes to emerging science that shows introducing solid foods like beef to infants and toddlers helps them pack every bite with protein, iron, zinc, and choline, which are important for healthy growth and development.1-5 Scientific organizations including the American Academy of Pediatrics, the Women Infants and Children's Program, and now, for the first time ever, the Dietary Guidelines for Americans are making recommendations for infants to include nutrient-rich foods, like beef, starting around six months of age.1-5 The Checkoff-funded nutrition team at NCBA took this science-based guidance and produced an educational marketing campaign that features real beef-loving babies and their parents (not paid actors) talking about how and when they first started feeding their children beef. Even with the different health and safety precautions happening in the world, the team worked with families via Zoom and produced the entire campaign virtually. Families that truly love beef received a basket with everything they needed to film their children enjoying beef including Beef. It’s What’s For Dinner. bibs and onesies, microphones to pick up sound, feeding utensils and placemats. Parents then captured real moments of their families preparing and eating beef. The result is an engaging video that not only educates, but also captures your heart.

Paid advertisements are running on a variety of digital and social media platforms through April including YouTube, Connected TV, social media platforms such as Facebook, Instagram, Pinterest and Reddit, as well as WebMD, a popular health website. The consumer campaign is being reinforced with a comprehensive health influencer program where pediatricians, dietitians, and other pediatric feeding experts across the nation are being educated on the new recommendations through continuing education webinars and digital newsletters. Nutrition and pediatric influencers are also sharing their recommendations for including beef in the diets of infants and toddlers through social media, podcasts and blog posts. The campaign is made possible through national Beef Promotion and Operating Committee dollars as well as funding through the Federation of State Beef Councils. Find the “Babies First Bites with Beef” video and learn more at www. beefitswhatsfordinner.com/nutrition/beef-in-the-early-years. American Academy of Pediatrics. Pediatric Nutrition Handbook. 7th ed. Elk Grove, IL: American Academy of Pediatrics, 2014.

Dietary Guidelines Advisory Committee. 2020. Scientific Report of the 2020 Dietary Guidelines Advisory Committee: Advisory Report to the Secretary of Agriculture and the Secretary of Health and Human Services. U.S. Department of Agriculture, Agricultural Research Service, Washington, DC. 2.

Schwarzenberg SJ, et al. Advocacy for improving nutrition in the first 1000 days to support childhood development and adult health. Pediatrics 2018;141:e20173716.

USDA WIC Works Resource System. Infant Nutrition and Feeding Guide. https://wicworks.fns.usda.gov/sites/default/ files/media/document/Infant_Nutrition_and_ Feeding_Guide.pdf 4.

U.S. Department of Agriculture, Agricultural Research Service. FoodData Central, 2019. https://www.fdc.nal.usda.gov/fdc-app.html#/ food-details/170208/nutrients

NATIONAL CATTLEMEN 15

www.NCBA.org

Higher Corn Price Reduces Dressed Weights. Or Does It? By Dustin Aherin, Ph.D., Rabo AgriFinance animal protein analyst In recent months, corn prices and cost-of-gain (COG) have hit their highest points since the early 2010s. The global corn balance sheet has tightened amid U.S. yield reductions, South American drought concerns and seemingly insatiable Chinese demand. This development has generated a lively internal discussion here at Rabo AgriFinance regarding its impact on fed beef production. Conventional wisdom proposes that higher COG coincides with lighter dressed weights. Because the feed efficiency of heavy animals deteriorates late in the feeding period, cattle feeders reduce days-on-feed (DOF) to help control costs. Lighter dressed weights reduce total beef production, which subsequently supports beef and cattle prices. Higher cattle prices and reduced DOF at least partially offset elevated COG. Data from the past 20 years calls to question, however, the rule of thumb that higher corn price reduces fed cattle dressed weight. Analyzing data from January 2000 to December 2020 suggests that corn price alone has little to no impact on U.S. average fed cattle dressed weight. The relationship between the U.S. weighted average steer and heifer dressed weight, cash corn, the U.S. weighted average placement weight (time lagged six months to account for the feeding period), fed cattle supply, live cattle basis, seasonality, a time trend, and 2020s

supply chain backlog was analyzed using both monthly and quarterly data. In all models, a relationship between corn price and fed cattle dressed weight could not be identified. However, other variables did have a strong relationship with fed cattle dressed weight. An unmistakable trend is the increase in U.S. average fed cattle dressed weight over time, rising nearly 150 pounds from 2000 to 2019 (before 2020’s supply chain challenges inflated dressed weight). This increase likely stems from higher growth genetics and progress in feeding management and growthpromoting technology. Additionally, there is a strong relationship between placement weight and dressed weight. Heavy in, heavy out. Also as expected, analysis reveals that fed cattle supply and live cattle basis are related to U.S. average fed cattle dressed weight. As fed cattle supply decreases (or increases) and prices go up (or down), cattle feeders seem to respond to market signals and increase (or decrease) dressed weight. Stronger (or weaker) basis influences dressed weights, too. Stronger basis incentivizes cattle feeders to market cattle sooner, resulting in lighter dress weights. Weaker basis results in the opposite. Investigating Kansas feedlot closeout numbers from Kansas State University’s Focus on Feedlots dataset, DOF does decrease slightly when corn price is higher. Interestingly, feed conversion and average daily gain (ADG) also improve with higher corn price. Perhaps an increased focus on efficiency when facing high COG leads to improvements in feed conversion and ADG, more than offsetting the impact of reduced DOF on market weight. One anomaly with the Kansas data is an increase in placement weight during times of higher corn price. National data indicates that higher corn

price is actually associated with slightly decreased U.S. average placement weight. One potential factor is drought. While drought can move corn price higher, it could also deteriorate grazing conditions and result in shipping feeder cattle early. However, in the U.S. data, there was again no relationship between corn price and dressed weight. As with the Kansas feedlot data, it seems that market signals and management adjust to maintain U.S. average out weights. High feed costs may trigger cow liquidation and an increase in nonfed beef production in the short run. Long-term, high feed costs and cow liquidation would further decrease beef production, but the beef supply chain’s timeline dictates a multi-year time horizon for such a feed cost-induced scenario to play out. According to this analysis, there’s little evidence to suggest that higher corn price will be a contributing factor to reducing fed beef production in 2021. If you are interested in additional insights into the beef industry, find the closest Rabo AgriFinance office on www.RaboAg.com. Rabo AgriFinance is a leading financial services provider for agricultural producers and agribusinesses in the United States. Adding value through industry expertise, client-focused solutions and long-term business relationships, Rabo AgriFinance offers a comprehensive portfolio of services that gives producers the right products to prepare

for and take advantage of market opportunities. This comprehensive suite includes loans, insurance, input finance and effective risk management products. Rabo AgriFinance is a division of Rabobank, a premier bank to the global agriculture industry and one of the world’s largest and strongest banks. Rabo AgriFinance is an equal opportunity provider.

As 2021 progresses, the record heavy fed dressed weights of 2020 and early 2021 should moderate as 2020’s supply chain disruptions are left behind. Reduced fed cattle supply in 2H 2021 will lead to yearover-year (YOY) reductions in fed beef production. Yet, elevated feedlot COG will not further decrease fed cattle dressed weight and subsequent fed beef production.

March Weather Outlook By Don Day, Jr. Meteorologist

Editor’s Note: NCBA members can read weekly updates from meteorologist Don Day, Jr. by logging onto www.NCBA.org. After a mild December and January across most of the nation, winter made a ferocious comeback in February. The blast of cold, snow and ice that hit during the middle of February had long lasting effects that continued through the end of the month. The severe cold, snow and ice that hit parts of the Plains and South will make February a month to remember. The longer days and shorter nights that come in March can sometimes bring a little bit of spring fever. The longer days help temperatures to warm, especially in the South and the snow that does fall, melts faster. Will March come in like a lamb and out like a lion or vice versa? The wave of winter that abruptly hit in February may set the stage for March to start off with more challenging weather for beef producers, especially in the Western states. At the beginning of March, we are expecting some stormy weather in the Pacific Northwest, parts of central/ northern California, the Northern Rockies and portions of the northern U.S. from the Upper Midwest to the Great Lakes and Northeast. Early March may bring significant mountain snows to the Pacific Northwest, Northern

A torrent of tough weather conditions for most of the country in February may carry a chill factor into March with a cold start expected in some regions but milder temperatures likely to follow later in the month. Rockies and the Sierra Nevada. Snows may not be as widespread in the Southern and Central Rockies. Some of the snow and cold will spread into the Northern Plains and Great Lakes as well. The expected precipitation trends for March are shown in the graphic below. The green shows where we expect above average precipitation, white highlights areas of near normal precipitation with brown showing below average precipitation. Note the wet areas in the Pacific Northwest, Upper Midwest, Great Lakes and Northeast. Drier than normal conditions may be found in the central and western High Plains. While March may be off to a cold start, temperatures are likely to turn milder by mid-to-late in the month. The coldest temperatures for March will be found in the Pacific Northwest and Northern/Central Rockies. Temperatures in the south central and southeast will trend warmer during the middle to the end of March, as you can see the graphic below.

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