March 2023 - National Cattlemen

7

NATIONAL CATTLEMEN

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

MARKET SNAPSHOT

13, 15 BEEF DAYS

Small town in Missouri hosts week-long event to promote beef to their community and highlight the commitment of local cattlemen and women.

17 NCBA POLICY PRIORITIES

NCBA’s 2023 policy priorities that were developed through the grassroots process were announced at CattleCon23.

18 FEDERATION

Not only did table tennis become an Olympic sport in the ‘80s, but the national Beef Checkoff began.

New Officers Take the Wheel in 2023

Todd Wilkinson is a co-owner and operator of a commercial cow-calf operation along with his son, Nick, in De Smet, South Dakota. He is also a co-owner of Redstone Feeders, a familyowned cattle feeding and finishing operation.

In addition, Wilkinson has practiced law for more than 38 years, specializing in estate planning and agricultural law. He is a graduate of Augustana

Mark Eisele

Wyoming

Mark Eisele lives in Cheyenne, Wyoming, where his family run cow-calf pairs, retain yearlings that sell into branded programs, and manage a custom haying operation on the historic King Ranch Company. Only five miles from Cheyenne’s city limits, Eisele is all too familiar with municipalities, population growth, energy development and business park pressures.

The ranch is mostly private/deeded lands with about a third being state and federal grazing land leases. The King Ranch Company was recognized in 2015 for the Leopold Conservation Award and Wyoming Stock Growers

Buck Wehrbein

Nebraska

Buck Wehrbein grew up in eastern Nebraska on a farm raising cattle, hogs and chickens. Wehrbein has managed custom feedlots in Nebraska and Texas since 1984 while feeding his own cattle since 1980. He worked outside Amarillo on a custom feedlot for many years before moving back to Nebraska.

College and University of South Dakota School of Law. His firm, Wilkinson & Schumacher, is sought after by producers (cow-calf, stocker and feeder segments) across the state when they are facing legal challenges.

Throughout the years, Wilkinson has been heavily involved in local, state and national leadership roles. During his time on the South Dakota Cattlemen’s Association board, he had many roles including president in 2015-2016. Wilkinson also served on numerous NCBA committees as well as the Environmental Working Group, Traceability Working Group and Cattle Marketing Working Group. Wilkinson served as NCBA Region VII Policy vice president for two years. Wilkinson is a founding member and current vice president of the South Dakota Cattlemen’s Foundation. He and his late wife, Jean, have three children and nine grandchildren.

Environmental Stewardship Award.

Both Eisele’s parents came from ranching families, but he built most of their livestock business from scratch. He knows the difficulties of being a young person in agriculture with little capital. He survived through hard work, renting and leasing, and calculated risk management. He appreciates this to his very core to associate with neighbors and colleagues in this industry.

Eisele has been heavily involved in the NCBA since 2009. Since his start with NCBA, Eisele has served many roles including serving on the Nominating Committee, Public Lands Council - Legislative Session, Environmental Stewardship Award Wyoming (Region V), and being a Political Action Committee (PAC) donor.

Eisele has been married to his wife, Trudy, for 40 years, and has three adult children - Colton, Kendall, and Kaycee. Together they enjoy working the family operation, as well as outdoor recreation, hunting, volunteering for organizations, and cruising in their classic cars.

Wehrbein has been active in the beef industry serving on the Nebraska Beef Council since 2012. He held many different roles on the board for the Nebraska Beef Council, including treasurer and board chairman. The last two years, Wehrbein has served on the Beef Promotion Operating Committee (BPOC). He participated in Young Cattlemen’s Conference in 1993.

Wehrbein and his wife Sandy have been married 50 years and have three children (two living), seven grandchildren (six living), and seven great-grandchildren (six living).

Continued on page 4

12 NCBA LITIGATION

6 COWS AND VOWS NCBA is engaged in multiple litigation efforts to protect and defend the interest of cattle producers and agriculturalists.

Kansas cattle woman and farmer opens a wedding venue on her family operation after her sister gets married on the farm.

FORUM HIGHLIGHTS

Todd Wilkinson South Dakota

It is critical to strike a balance between economic, social and environmental factors for cattle producers to continue for decades to come.

2023 President Todd Wilkinson addresses members in his first column.

PRESIDENT - ELECT

PRESIDENT VICE PRESIDENT

YOU’RE

Debate the How, Not the Why

By Todd Wilkinson, NCBA President

As I reflect on the recent Cattle Industry Convention held in New Orleans this February and think about the beginning of my year as NCBA president, one thought comes to mind: debate the how, never the why. My “why” is easy, and I think it’s safe to say it’s probably very similar to yours. Why am I a part of the cattle industry? Because it’s provided me and my family with a good life, and it means something to us. Why did I choose to get involved in leadership years ago starting with the South Dakota Cattlemen’s Association and then on to NCBA? Because I believe that decisions are made by those that show up, and if you’re going to talk the talk, you have to walk the walk. Why have I stayed in volunteer leadership this long? I want to make sure this industry is here for my grandchildren and their grandchildren. I want them to have the opportunity to come back on this piece of ground my family calls home in South Dakota and run cattle. Like I said, the why is easy. How do we make sure the legacy of our operations exists 100 years from now?

That’s the area where I think healthy debate is useful, but also where the result should be consensus and a united front.

All of this was on full display last month during convention, and it makes me proud to serve as your NCBA president. Committee meetings were held and producers from across the country and all segments of the industry discussed important industry issues. We set association policy and received feedback on NCBA’s work as a contractor to the Beef Checkoff. We learned that the profitability picture for the coming year favors producers and we should get some much-needed relief in drought-stricken areas of the country. More than 7,000 cattlemen and women came together for a common goal — to better this industry and learn from each other.

When asked what concerns me most for our industry’s future, two things come to mind — regulatory overreach and the threat of a foreign animal disease outbreak on U.S. soil. Those two things as singular items are concerning but the thought of them becoming one keeps me up at night. This is why traceability has been a primary focus for me as an NCBA officer.

Fake Meat Flop

By Colin Woodall, NCBA CEO

In 2021, the NCBA Board of Directors approved a strategic plan to give the organization a more focused approach to engaging with cattle producers, policy makers and consumers. Traceability was identified as one of our strategic priorities, and the NCBA Traceability Working Group was formed. For the past year, I’ve chaired this group comprised of producers throughout the country from every sector of the industry. Our mission was to evaluate the current industry efforts to identify and trace animals through the cattle and beef system in the United States and develop a set of requirements for any eventual system that might be put in place in our industry. As you can imagine, there was healthy debate on the “how” of this topic but the why was never in question. NCBA is taking a leadership role on this issue because it is imperative to protect our industry in the event of a foreign animal disease outbreak.

Traceability is about risk protection, and I view it the same way as I view the insurance policy on my pick-up. It’s also about consumer trust. Consumer demand for our product and consumer trust in farmers and ranchers is strong, and we want to keep it that way by providing the transparency they are demanding.

The impact of a foreign animal disease in the United States, such as foot-and-mouth disease (FMD), would be catastrophic. Without a working, meaningful national traceability system in place, the impacts would be multiplied significantly. If FMD is identified in the U.S., it would result in an immediate stop of all livestock movement within the United States for up to 72 hours until movement control areas are established and epidemiological investigation and tracing activities are undertaken. Most major export markets would close to U.S. beef immediately. The overall economic impact has been estimated as high as $228 billion.

I firmly believe it is you, the members of our association, that are prepared to get out and protect your livelihoods. Cattlemen and women with an innovative mindset are the ones that are going to chart the future. I am looking forward to leading that charge with you.

2023 NCBA Leadership

President Todd Wilkinson

President-Elect Mark Eisele

Vice President Buck Wehrbein

Treasurer Brad Hastings

Federation Division Chair Clark Price

Federation Division

Vice-Chair Dan Gattis

Policy Division Chair Gene Copenhaver

Policy Division Vice-Chair Tim Schwab

Immediate Past President Don Schiefelbein

Chief Executive Officer Colin Woodall

Senior Editors John Robinson

Jill Johnson

Editor Sarah Drown

Contributing Writers Wendy White Hunter Ihrman Grace Vehige

This time three years ago, we had no idea what COVID-19 was about to unleash. In fact, we had just ended a successful convention in San Antonio where the hottest topic was fake meat. Fake meat was popping up everywhere. Impossible Foods was building partnerships with many restaurants and had launched the Impossible Whopper with Burger King during the summer of 2019. Beyond Meat had a very successful IPO in 2019 that saw its stock price take off over all the hype. For us, we definitely saw fake meat as an existential threat.

Then came COVID. I could spend the next several months talking about all the havoc that COVID wreaked on our industry, but there were a few silver linings. In a time of pure chaos and uncertainty, people wanted to find something that provided a little comfort and happiness. For many, comfort and happiness were found in food, and beef ended up being a food of choice. We received photographs from across the country where the beef case was cleaned out. American freezers and refrigerators were full of beef. That, in and of itself, was a challenge to make sure our Checkoff-funded work provided the recipes and cooking tips to ensure a great beef eating experience was had. Consumer visits to BeefItsWhatsForDinner.com soared, but

We worked to ensure that USDA has a role in regulating these products, and we will maintain our position that cell-cultured products must be regulated the same as beef is currently.

how long would this last? Would a postpandemic return to some semblance of normalcy impact beef demand?

Last month, we released the Checkoff-funded “Today’s Beef Consumer” report that shows beef demand remaining strong, and since the fourth quarter of 2019, consumers have ranked beef as their top source of protein over chicken, pork and meat alternatives. Several of the pandemicinduced trends remain, such as eating more meals at home. About 76% of meals are cooked at home, and 38% of consumers say they will cook even more at home in the coming year. Another trend is ordering groceries or meals

Steven Johnson Maci Loving

Creative Director Don Waite

Graphic Designer Dancinee Jennings

For ad sales contact Jason Jerome 303-850-3313, Summer Johnson 303-850-3346, Lindsay Clark 303-850-3339 or Kate Ramsey 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

online. Sixty-four percent of consumers are ordering groceries online and having them delivered or ready to be picked up at the store while they wait in their car. A whopping 80% of consumers have ordered meals online through apps such as DoorDash and Uber Eats. In this meal delivery category, 70% of the meals ordered are beef burgers. What is even more exciting is, when it comes to market share, fresh beef dominates with 99.5% while beef substitutes only have 0.5% of the market. The consumer is clearly telling us they love real beef.

Earlier, I mentioned the pandemic-era photos of the empty beef case. In several instances, the neighboring display of Beyond Meat was fully stocked. Even in a time of panic and uncertainty, our consumers still did not want to buy fake meat. I believe there are several reasons that fake meat has flopped, and leading that list is taste. I have tried Impossible and Beyond products, so you do not have to. Since we are all beef connoisseurs, you will not be surprised to hear that these fake meat products are terrible. Regardless of the taste, what has amazed me most is how these products promote themselves. We promote beef by selling the sizzle, the taste and the overall enjoyment of eating beef. Fake meat companies promote themselves by disparaging us with their accusations that cattle are killing the planet. They come to this conclusion by utilizing old and debunked data. I also find it humorous that they attack “factory farming” by building factories of their own. Their package of no taste and hollow accusations has not resonated with the consumer. After desperate attempts to reignite their brands, Beyond Meats has seen their stock price plummet and Impossible Foods recently announced more layoffs.

While fake meat companies have not had the success they projected, they are not going away. There are many companies in this space, and they will all work tirelessly to improve their product.

So, while we have won this round, the fight against fake meat will continue. It is also important to remember that cell-cultured products are still being developed using bovine cells to replicate “meat” in the laboratory. There has yet to be any commercially viable use of these products, but it is just a matter of time before we will see them appear at retail or foodservice. We worked to ensure that USDA has a role in regulating these products, and we will maintain our position that cell-cultured products must be regulated the same as beef is currently. We have more to do to protect ourselves, but we can rest well knowing that our consumers still love beef as nature intended it to be.

not been endorsed by the board of directors. ©2023 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.

I want them to have the opportunity to come back on this piece of ground my family calls home in South Dakota and run cattle. Like I said, the why is easy.

New Officers Take the Wheel in 2023

Continued from page 1

Gene Coperhaver Virginia

Gene Copenhaver is a fifth-generation cattleman whose family dates back to the 1850s in Washington County, Virginia. Copenhaver currently manages his family’s stocker operation in southwest Virginia with his son, Will. Copenhaver was an agriculture loan officer for 38 years and served his clients who were primarily cattle producers in five East Coast states.

Prior to his current role, Copenhaver served as vice chair and chair of NCBA’s Tax & Credit Committee and, most recently, as vice chair and chair of NCBA’s International Trade Committee. He is a past president of the Virginia Cattlemen’s Association and past chairman of the Virginia Cattle Foundation. He and his family have long been active members and supporters of NCBA, Virginia Cattlemen’s Association, Smyth-Washington Cattlemen’s Association and the Virginia Cattlemen’s Foundation.

He has been married to his wife, Jodi, for 34 years, and they have three grown children — Brad, Will and Jaymee.

Tim Schwab Indiana

Tim Schwab has always been a cattle producer. His first job was as a herdsman at the Flying Dutchman Ranch in Pella, Iowa, where he worked for eight years and helped build the herd. In 1995, he moved closer to home in Ohio and began a career with Kopp Land and Livestock in Batesville, Indiana.

Along with expanding the cow-calf herd, he supported their backgrounding operation. In 2009, he took over as farm manager for Kopp Land and Livestock.

He has served as the Region I Policy vice president from 2020-2022 and been actively involved with the Indiana Beef Cattle Association since 2001. He is a past membership chairman, and he served as president of IBCA in 2017. He has been actively involved with the Franklin County Cattlemen Association for more than 25 years, serving as president and helping organize the first Ag Day.

Schwab and his wife Karen have been married for 33 years, and they have three grown children, Amanda, Jacob and Ryan and one grandchild, Evelynn.

Brad Hastings Texas

Brad Hastings is the co-chief executive officer and member of the board of directors of Cactus Feeders, Inc., which operates feedyards in the Texas panhandle and southwest Kansas. The employee-owned, diverse agricultural company also runs stockers on wheat and grass and manages cattle and hog operations in six states.

For more than 27 years, Hastings has held leadership roles within the agricultural industry including CFO, CEO and board member of companies that operate in the beef packing, cattle feeding, hog production and pork packing sectors. He is active with the Texas Cattle Feeders Association, served on the Beef Promotion Operating Committee (BPOC) as well as NCBA’s Tax & Credit and Finance & Audit Committees, and he served as chairman of the Texas Beef Council.

Clark Price North Dakota

Clark Price is the owner/operator of a commercial cow herd as well as stocker cattle in Hensler, North Dakota. He also operates a small feedyard along with his son, Brennan. They also raise corn, soybeans and wheat on their irrigated and dryland farm.

Price, along with his wife, Milissa, own and operate two agricultural retail stores - River Ag in Washburn, North Dakota, and Mid State Ag in McClusky. The two stores sell seed products and livestock vaccines as well as other livestock supplies.

Price is a fourth-generation rancher with many family members involved in ranching and farming. His great grandfather immigrated to central North Dakota in the late 1800s where he started raising Hereford cattle along the Missouri River.

Price has been involved with many local and national organizations. During his term on the North Dakota Beef Commission, he served as chairman from 2012- 2016. Price served on multiple committees of the Beef Promotion Operating Committees (BPOC) such as Freedom to Operate, Consumer Trust and was co-chair of Export Growth Committee. He also served the North Dakota Corn Growers Association, National Corn Growers Association Market Development Action Team and the National Agricultural Genotyping Center. He and his wife have two boys, Brennan and Masson, and two grandchildren.

Dan Gattis Texas

Dan Gattis and his wife Shana run a cow-calf and stocker/backgrounder operation in Williamson County, Texas. As part of their diversified operation, the Gattis family feed their cattle at various feedyards and sell some of their beef in their local community. Gattis has served on the board and as chairman of the Texas Beef Council and on the board of directors and the executive committee of the Texas & Southwestern Cattle Raisers Association.

In addition, he is actively involved with the National Cattlemen’s Beef Association and the Federation of State Beef Councils.

Having served four terms in the Texas Legislature, Gattis knows the impact that politics, laws and regulations can have on beef producers like himself across the country. In addition, Gattis is a practicing attorney where he represents landowners in eminent domain and condemnation matters across the state.

Gattis knows that pressure from every angle — government, private entities, rising input costs — impacts producers’ bottom lines. He believes the way forward is with a unified voice and vision to promote and defend the beef industry to bring beef to tables of families in the U.S. and abroad.

Gattis and his wife Shana have three children: Sterling Jack (19), Carson Marie (16) and Kenedy Sue (14) who actively participate on their operation.

Don Schiefelbein Minnesota

Don Schiefelbein, his seven brothers and three nephews own and operate Schiefelbein Farms, a large diversified farming operation in Kimball, Minnesota.

Before returning to the family farm, Schiefelbein served as the executive director of the American Gelbvieh Association. He previously worked for the North American Limousin Association after graduating from Texas A&M University.

Schiefelbein has a long history of industry service, most recently in the role as chairman of the Beef Industry Long Range Planning Committee. He has also held several positions on committees and the board of directors of the American Angus Association. In addition, Schiefelbein is a past president of the Minnesota Cattlemen’s Association.

Schiefelbein and his wife of 32 years, Jennifer, have three daughters, Shelby, Abbey, and Bailee, all of whom are active in the industry.

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.

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

Lallemand

CHR HANSEN

Envu

Farm Credit Council

Huvepharma, Inc.

Corteva Agriscience™

www.corteva.com

Elanco Animal Health

www.elanco.com

John Deere www.deere.com

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

POLICY DIVISION VICE CHAIR

PAST PRESIDENT

POLICY DIVISION CHAIR

FEDERATION DIVISION CHAIR

FEDERATION DIVISION VICE CHAIR

TREASURER

Wedding Vows and Raising Cows

Lettie McKinney never expected to house a wedding venue on her property, but when her younger sister came to her with the wish to get married on McKinney’s recently purchased property, McKinney got to work.

“I wasn’t looking for a wedding venue, but the venue found me,” McKinney said.

The fourth generation on her family’s farm and ranch in Johnson, Kansas, McKinney returned to the operation after getting an animal science degree at Oklahoma State University, graduating Texas Christian University’s Ranch Management Program, and working in feedyards for a few years.

“I was able to get experience in the feedyards that is absolutely necessary for what I do today,” she said.

She moved back to Kansas sooner than anticipated to be closer to her family and assist her father with farming and cattle production while he battled health issues. She knew it’d be valuable to learn beside her father so she could successfully run the operation one day.

“I had to make the tough decision to either go home now and be able to learn from my dad, or there’s going to be a day when I don’t have an option and I have to go home and I won’t be able to glean his knowledge,” she reflected. “I knew there would be a lot of sacrifice, but it was a really great decision.”

McKinney bought a piece of property near her parents’ that had been in the family since the 1950s. On the property, there are views of beautiful rolling hills, native grasses, an old grain bin and metal RoundTop structure. Around this time, her sister got engaged and decided to get married on McKinney’s new property.

“I just wanted to create an opportunity for people to get married out here where their family was from or on the rolling hills of a prairie ranch, having the aesthetic of something that is unique and different, and that’s where the RoundTop began,” McKinney explained.

When the McKinney family began work to create the event space and wedding venue that the RoundTop is today, it was just a structure and an idea. It had a dirt floor, no running water or electricity. Within a month, with an all-hands-on-board effort, it was transformed. Electricity, septic and running water were added as well as decorating and finding vendors for the wedding.

“We had four or five people here working every day,” McKinney said. “I don’t know how we got it done but we sure did! It was in 2020, the worst year to open a wedding venue.”

To date, they’ve hosted 10 weddings and they are focusing on ranch destination weddings in 2023. But it isn’t all white dresses and marriage vows, the RoundTop is also the location for numerous other community events like concerts, banquets, baby showers, graduations and more. That was part of the appeal for McKinney, since her small town did not have a space for local events besides the local 4-H building. This was not only a way for her to add value to the family business, but it was a way to do something for her community and provide a place for memories to be made.

“It makes my heart happy. I love when people rent it out,” she said. “It has been great to see the different demographics as well. Seeing everybody come together and have a place to celebrate all different occasions is special.”

The RoundTop is unique because it can be made into whatever the client can dream up. It is a blank canvas, so whether it is a wedding or quinceañera, it can be decorated any way to create whatever environment they envision.

Diversification on a long-time farm or ranch can be the make or break for generations looking to come home and create a living for themselves and/or their family. However, many of the ideas people have for diversification take a large initial investment. The relationship and trust McKinney had with her local bank allowed her to get a loan to create her vision for the RoundTop. On top of that, she found numerous USDA

National Resources Conservation Services programs to help fund projects like updating the septic system. Other than updates and improvements, the RoundTop does not require much financing to maintain and was a great investment for McKinney and her family. Recently, McKinney added an Airbnb to the property by repurposing the grain bin that was there.

“The grain bin is the coolest part, I think,” McKinney said. “During the winter, the RoundTop is pretty slow. I knew eventually I wanted to create an Airbnb experience that brings people to the ranch to see it for themselves.”

The grain bin was first used as the bar for weddings, but now it triples as a bridal suite for brides to get ready and an Airbnb for people passing through rural Kansas. They installed a small kitchenette and living space downstairs as well as a loft.

“It’s a perfect stay for hunters, and honestly, I get a lot of people from everywhere,” McKinney said. “I had some people from Germany!”

As McKinney looks to the future, the next projects for the RoundTop are to add fencing around the perimeter and to install insulation so it can be used more frequently in the winter. She also wants to increase the amount of community events hosted at the RoundTop and continue to build name recognition.

Besides hosting beautiful ranch weddings, the McKinneys run a cow-calf operation, background calves on wheat pasture, and grow crops like corn, wheat, alfalfa and cotton (a new experiment). When her great grandparents originally bought the land and started running cattle, they bred shorthorns. Now, some genetics of that herd remain, but they’ve added Hereford cows and Red and Black Angus crosses. McKinney puts the crossbred heifer calves into MC- Meat Co., a direct-to-consumer beef business that she began before moving back to the family farm. The idea was sparked during her time at Oklahoma State University.

“When I was in Stillwater, I saw the huge disconnect with our customers and people who think beef could harm them,” McKinney said. “That was where MC Meat Co. started because I wanted to share the journey of how we raise beef, and this is an animal that never leaves our home until it is processed.”

The business has grown exponentially, from selling four head the first year, to now selling four to six head every month. She attributes much of her growth to the loyalty of her customers and the trust she built with them.

“It took me a long time to build my customer base, the loyalty and the trust factor. I’ve been working on this project for five years, and I am finally starting to feel like I am getting somewhere,” McKinney explained.

McKinney often gets inquiries asking how to start a direct-to-consumer company and the steps to start. She gladly shares her knowledge and experience because she knows that each producer will have a different customer base, a different story to share, and will be providing a high-quality product to their community.

“Hearing people’s testimony on how amazing our beef is, I take a lot of pride in producing that quality. You’re responsible for the product that person is eating,” she said. “Having that ownership and hearing my customers’ testimony is everything. Almost all my customers are returning customers.”

McKinney has excelled at diversifying the farm and ranch when she moved home, and she sought many avenues for profitability so multiple families can live off the land her great grandparents had since the Great Depression. Her creativity and persistence launched her into these opportunities.

“I think it is so important to find your passion within your operation, because [ranching] can be a hard life. I think everybody knows that. Finding something that you can stay lit up and passionate about every day is so important to get out of the rut,” McKinney said as a piece of wisdom to other producers looking to increase the value of their operation.

MEMBER SPOTLIGHT

Lettie McKinney Johnson, Kansas

For weddings, this grain bin makes the perfect bar for guests.

The grain bin was renovated, and the loft holds a bed for guests.

Lettie McKinney owns and operates MC- Meat Co., a direct-to-consumer beef business.

Finding Balance and Seeking Progress: Sustainability Forum Highlights

If one thing is evident, it is that sharing our story is a powerful tool. As cattle producers, we know that caring for our animals, land and resources is crucial, and our commitment to continual improvement is what positions the beef industry so uniquely in the sustainability conversation.

NCBA formed its sustainability goals with environmental, economic and social factors in mind. These three pillars of sustainability contribute to the success we have in not only producing a high-quality, nutrient-dense product but also in communicating that message with consumers around the world.

This point was expressed during the 2023 Sustainability Forum, an event sponsored by Elanco, which was held during the Cattle Industry Convention and NCBA Trade Show in New Orleans in February. The forum was moderated by Colin Woodall, NCBA CEO, who was joined by four panelists that span the beef supply chain as producers and various other stakeholders. The panelists included Tom McDonald, senior vice president of environmental affairs and sustainability for Five Rivers Feeding; John Ferry, producer at JY Ferry & Son, Inc.; Sara Place, Ph.D., associate professor and feedlot systems specialist at Colorado State University; and Drake Yon, producer at Yon Family Farms.

Woodall set the tone of the event with this simple notion. As cattle producers, sustainability is an opportunity we have to capitalize on. That opportunity includes the ability to continue to improve, to get more efficient and to be better at what we are doing with animal welfare, employee safety and well-being, and stewardship of our resources.

Social Sustainability

Often, when we hear talk of sustainability, it is associated with the environment. However, research indicates the contrary. Consumers connect sustainability with animal welfare, which not only was one the first topics addressed by the panel, but also links closely to NCBA’s social sustainability goal that works to enhance trust in cattle producers as responsible stewards of their animals and resources.

Ferry best addressed animal welfare with the offer of an old saying: “It’s the eye of the master that fattens the calf.”

As Ferry explains it, you must read your cattle and recognize the different ways they communicate. If you can see what your cattle are telling you, then you will be able to respond appropriately and make smart decisions that contribute to your operation’s sustainability.

Yon echoed this sentiment saying, “As ranchers, we all know cattle care is paramount. If we are going to have success, we must have a comfortable cow… we focus on things that are basic to us, but the general consumer, might not understand — keeping [cattle] out of the mud in the wintertime and having shade available in the summertime. Those needs are different across the country, which is the cool thing about a cow — they can adapt to so many other places.”

While the needs of cattle may vary across the United States, producers are aligned on the notion of quality animal care and worker safety and well-being. The Beef Checkoff-funded Beef Quality Assurance (BQA) program is a great example of this with more than 560,300 active BQA certifications as of Jan. 1, 2023.

Despite various communication barriers, cattle producers are able to find common ground with consumers in regard to animal welfare and workplace safety, and that is best expressed through the BQA slogan, “The right way is the only way.”

Environmental Sustainability

“When you take care of the cattle, the environmental systems take care of themselves,” McDonald shared.

With the web between environmental, economic and social sustainability growing more and more interlaced, this idea that a good practice in one area influences another is as true as ever.

When it comes to the environment, there are an increasing number of perceptions that influence the way we can do business. As Woodall put it, climate change is best addressed with cattlemen and cattlewomen who share their stories and change the perception.

Aside from his work as a beef producer, Ferry’s family operation, JY Ferry & Son, Inc., was recognized as the national recipient of the 2021 Environmental Stewardship Award, which serves as a great platform for sharing a positive story about how cattle and a clean environment go hand in hand.

Part of what makes the Ferry family’s story so captivating is their willingness to invest time and resources in new strategies and technologies. JY Ferry & Son, Inc. is located in Utah with wetlands on their property. An invasive grass called phragmites is known in the area for destroying the wetlands and decreasing habitat space for birds and other wildlife. The Ferry family began utilizing cattle to mitigate the intrusive vegetation and now receive inquiries from conservation and hunting groups alike. Their storytelling starts here.

“We have a bunch of tools in our toolbox, and one of those tools is grazing,” Ferry shared.

In terms of reaching NCBA’s climate neutrality goal, grazing is a key driver in progress. Place helped shed light on this by discussing the different components that

go into our industry’s elimination of climate warming contributions.

“Can we increase soil carbon sequestration — the amount of carbon we pull out of the air and put into the soil? That is one of the levers the U.S. cattle industry can pull,” Place explained. “Methane emission is also a huge opportunity for the cattle industry when it comes to climate neutrality because methane is short lived in the atmosphere, and so anything that we do from a management perspective that reduces methane has a bigger benefit from a climate perspective.”

According to Place, the practices that beef producers implement today are already positively contributing to methane reduction. By investing in new technologies and research, such as feed additives, our industry is taking steps in the right direction.

“From a practical standpoint and considering what [producers] can do, going back to the basics of animal husbandry and being productive is actually quite important,” Place said. “The faster we can get animals to harvest, the faster that we can grow animals and produce that nutrient-dense food for people, the better we do with things like reproductive efficiency of a cow — that actually all has an impact on climate neutrality.”

Economic Sustainability

While promoting investment in research and new technologies seems indisputable, there is one key factor that cannot be forgotten — money. Simply put, discussing animal welfare, employee safety and well-being, and environmental sustainability is not relevant without financial backing.

“We have to be profitable in order to have the resources to continue to make improvements. Profitability is what drives sustainability,” McDonald said.

Ensuring that operations and businesses are profitable means having the ability to demonstrate progress. The beef industry’s commitment is to a sustainable legacy, and that is not a stagnant commitment.

“Sustainability is not just to maintain,” Ferry shared. “It is to be proactive and be on the attack because there is always going to be a better philosophy, a better strategy, a better mousetrap out there that makes us more sustainable.”

The Three-Legged Stool

Sustainability is an increasingly complex topic both in and out of the beef industry. In part, that is the result of overlap between environmental, economic and social factors. Fortunately, NCBA’s sustainability goals place equal focus on ensuring balance amongst these three pillars, otherwise known as the three-legged stool of sustainability. Without one, the others fall short.

“Everybody wants to say sustainability is conservation and using less resources, and that is part of it,” Yon said. “But, it’s more about what you’re doing with the resources that you are using and how long can you do it for.”

In the end, as good stewards of land and livestock, it is the management decisions that contribute to positive outcomes, but it is the people that demonstrate progress.

At Yon Family Farms, finding balance on the three-legged sustainability stool means fostering a sustainable legacy, and as Yon shared, “For that next generation, it’s providing that atmosphere where they can come back if they want to and giving them the opportunity to take it where their passion is.”

That is what sustainability is all about.

2022 Environmental Stewardship Award Program Regional Winners

The National Cattlemen’s Beef Association (NCBA) recognized seven of the nation’s top cattle operations as Environmental Stewardship Award Program (ESAP) regional winners for their environmental conservation efforts during the 2023 Cattle Industry Convention & NCBA Trade Show in New Orleans in February. The regional winners will compete for the national award, which will be presented during NCBA’s Legislative Conference in Washington, D.C., April 24-26, 2023.

The ESAP Award is a prestigious award to honor the dedication and commitment of cattle producers to safeguarding their land and natural resources for generations to come. The recipients use innovative technologies and methodologies to not only sustain the quality of their rangeland and soil, but also to improve it.

“Farming and ranching families across the country continue to incorporate practices that protect and preserve land and water resources for future generations,” said NCBA Past President Don Schiefelbein. “These regional winners represent the cattle industry’s commitment to environmental stewardship.”

Regional ESAP winners come from every corner of the country and undertake

stewardship efforts unique to their environment, landscape and resources. The 2022 regional winners are:

Region I: Lamb Farms, Inc., Oakfield, New York

Region II: Carter Cattle Company, LLC, Pintlala, Alabama

Region III: Huth Polled Herefords and S&H Livestock Enterprises, LLC, Oakfield, Wisconsin

Region IV: Parks Ranch, Goliad County, Texas

Region V: Mannix Brothers Ranch, Helmville, Montana

Region VI: Fulstone Ranches, Smith, Nevada

Region VII: Jorgensen Land & Cattle Partnership, Ideal, South Dakota

Established in 1991 by the National Cattlemen’s Beef Association to recognize outstanding land stewards in the cattle industry, the Environmental Stewardship Award Program (ESAP) is generously sponsored by USDA Natural Resources Conservation Service (NRCS), Corteva Agriscience, McDonald’s, U.S. Fish and Wildlife Service, and the National Cattlemen’s Foundation. For more information, visit www.environmentalstewardship.org.

AQHA Ranching Heritage Programs: As Versatile as the American Quarter Horse

From the American Quarter Horse Association

The versatile ranch horse is the backbone of the American Quarter Horse breed, and the American Quarter Horse Association celebrates this history through a number of programs, competitions and awards.

Ranching Heritage Breeders

The AQHA Ranching Heritage program is a nomination-based breeder referral program. Working cattle ranches that breed American Quarter Horses for ranch work can apply and must be accepted into the Ranching Heritage program. To become an AQHA Ranching Heritage Breeder, ranches must:

• Be members of AQHA.

• Breed at least five American Quarter Horses per year.

• The ranch must have received at least an AQHA 10-year breeder award.

The AQHA Ranching Committee and AQHA Executive Committee review the applications and accept new ranches, which then pay a fee of $25 per year to be a part of the program. Ranching Heritage Breeders are entitled to use a special logo on their advertising, and that logo also appears on the AQHA registration certificates of horses bred by Ranching Heritage Breeders. All horses bred by the ranches are eligible for the Ranching Heritage program.

Horses in the Ranching Heritage program must pay enrollment fees to be fully enrolled. Once enrolled, it is good for the lifetime of the horse. This allows the horse to be eligible for exclusive events open only to Ranching Heritage horses.

AQHA Ranching Heritage Challenges

Held regionally around the United States, Ranching Heritage Challenges offer an exclusive place for Ranching Heritage horses to compete. In addition to the regional events, competitors are invited to the year-end AQHA Ranching Heritage Challenge Finals. Classes are offered to different levels of riders and ages of horses and include:

• Working ranch horse

• Limited working ranch horse (box-drive-box-drive)

• Ranch riding

• Ranch cutting

• Team roping

• Barrel racing

• Breakaway roping

• Steer stopping

AQHA

Ranching Heritage Young Horse Development Program

The AQHA Ranching Heritage Young Horse Development Program showcases stock being bred and raised by AQHA Ranching Heritage members by matching donated weanlings with American Quarter Horse Youth Association members. Youth in this program are engaged in the horse industry at a fundamental level that is both fun and educational.

Participating Ranching Heritage breeders donate young horses for Young Horse Development participants to raise and train. Young horsemen and -women learn responsibility and goal setting, important components of horse ownership, and life skills. Encouraged by good fun, as well as key education in the horse industry, youth learn to raise and train their weanlings.

Ranching Heritage Awards

AQHA Ranching Heritage awards recognize various facets of ranching and breeding.

AQHA Best Remuda Award: The oldest and most prestigious ranching award, AQHA created the Best Remuda Award to honor the contributions that ranch horses have made to the heritage of the American Quarter Horse. Any Ranching Heritage Breeder that is a member of AQHA and produces five or more registered American Quarter Horses per year for ranch work is eligible for this award.

AQHA Ranching Heritage Breeders of the Year: Nominees for the AQHA Ranching Heritage Breeder of the Year award are chosen by their peers, with the winner chosen by vote of the AQHA Ranching Committee.

RHB Top Horse Awards: Given out at major industry events, the Ranching Heritage Top-Horse Awards spotlight Ranching Heritage-bred horses with a $250 cash prize and trophy to the owner and $250 to the horse’s breeder. If the award is offered at an event, all enrolled Ranching Heritage-bred horses are automatically eligible for the prize, which is given to the horse that places the highest while defeating the most horses.

AQHA Ranching Heritage Breeder Top Production Sale Award: This award recognizes ranchers who have been producing quality horses and their dedication to promoting the breed.

Learn more about AQHA’s Ranching Heritage Programs at www.aqha.com/ranching and become an AQHA member at www.aqha. com/join to participate.

LAMB FARMS, INC. OAKFIELD, NY

CARTER CATTLE COMPANY LLC PINTLALA, AL

HUTH POLLED HEREFORDS AND S&H LIVESTOCK ENTERPRISES, LLC OAKFIELD, WI

REGION lV

PARKS RANCH GOLIAD COUNTY, TX

REGION V

MANNIX BROTHERS RANCH HELMVILLE, MT

REGION Vl

FULSTONE RANCHES SMITH, NV

JORGENSEN LAND & CATTLE PARTNERSHIP IDEAL, SD

Photo taken by Chris Dickinson of the O RO Ranch; 2022 AQHA Best Remuda Award winner.

REGION ll REGION lll

REGION Vll

Region VI: Water Arrives and Feral Horses Continue to Plague the West

By J.J. Goicoechea DVM, Region VI Policy Vice President

The Colorado River might originate in Region V, but the effects of a long-term drought are felt by most states in Region VI. While some progress on an agreement was made to lessen the draw on the over-tasked river, in the end, an agreement couldn’t be reached between states dependent on the River. Stock water is a very small, almost miniscule amount of the overall water usage of the Colorado River, but even so, this topic continues to draw the attention of anti-agriculture advocates, who wish to remove more and more historical water use from agriculturists’ hands. Producers across this region remain focused on potential changes to water laws and decrees that could make production even more difficult if they occur.

Perhaps the arid nature of the West is why it has become the focal point of “green, renewable energy” projects. Large polygons have been drawn on public land maps in Arizona and Nevada that are to be the future solar power generation centers. Producers need to be engaged early in the scoping process of these large, proposed projects to protect their preference grazing rights. NCBA continues to fight for multiple use on the western rangelands, and the elimination of livestock grazing to stand up reflective panels is not in line with our policy or in the best interest of the beef industry.

Anyone who has attended a Region VI meeting is aware of the issue of wild and feral horses in our region. While some progress in a few areas of select states was made over the last year in terms of population management, there are still an estimated four times the number of horses on western lands compared to what it can ecologically stand. What does this mean for producers not only in Region VI, but across the country? Overtaxed rangelands are going to remain less productive into the foreseeable future due to overpopulation by horses. This is going to continue to put pressure on livestock producers who graze federal and state lands in Region VI. With the need to find alternative forage, some of these livestock will be moving to other regions of the country.

The relocation of breeding herds is only a small representation of animals that will need to move to other regions. The horses themselves have reached the point of eating themselves out of house and home this winter. Historic storms from November to midFebruary have left many ranchers across the West buried in drifted and hard-crusted snow. There are hundreds, if not more, horses starving to death on western rangelands due to the inability to migrate in deep snow and the lack of forage from multiple years of extreme drought and feet of snow covering any browse they may have had access to. The federal agencies will need to make an attempt to lower the populations on western rangelands, predominantly in Region VI, again this next year through the use of emergency gathers. These horses will end up in places like Oklahoma and Missouri, placing additional stresses on the beef industry as we seek to rebuild from the last two years of sell offs due to drought.

On the topic of drought, Region VI, for the most part has been blessed with abundant moisture so far (as referenced above) this past fall and winter. From the monsoonal flow that started last summer in Arizona, to the atmospheric river events of early winter that buried California, Nevada and Utah in much needed and appreciated snow, the region has seen a promising start to next year’s water and grass. The needed moisture has not come without a cost, however. The continued increased input costs of more than $300/ton for cow hay and $5/gallon diesel has left many producers with little reserve to draw on and hard choices are being made to liquidate more cattle as this winter continues. Several western states have asked for flexibility from the Farm Services Agency (FSA) in the hopes of give some relief to those producers in need.

Our furthest western state, Hawaii, has continued to see drought affect its producers for the last two years. While some agencies are seeking flexibility for

programs to assist producers in times of drought or other natural disasters, Hawaiian producers have not been able to access traditional forage assistance programs such as Livestock Forage Program (LFP). We will continue to work with our Hawaiian partners and seek to find a legislative fix so they can get help in times of continued drought, such as what has been recently witnessed.

From the far-left side of the map to the right side of Region VI, there are no shortage of strange issues. Perhaps New Mexico owns the honor of this year’s “Are You Kidding Me?” Award. Many of our members are probably aware of the aerial gunning and euthanasia of cattle that is occurring in New Mexico. The United States Forest Service will continue its operation to “lethally dispatch as many feral cattle as we are able to during this operation,” which will have concluded by the time members read this article. Resource protection including forage and water are part of the rationale behind the need to remove these “feral” animals from the Gila Wilderness within the Gila National Forest. Resource protection should be a priority of us all, but so should ensuring animals are truly “feral” and not estray. In addition, resource protection cannot only lie at the feet of domestic livestock and producers. If we need a refresher on resource damage, it is referenced above in the form of other “feral” livestock that now has a protected label on it. NCBA has and will continue to engage with New Mexico producers on the Gila Forest issue, we are hopeful some commonsense will be applied soon.

In order to not be all gloom and doom, California has seen the return of water to stock ponds and green grass in the pastures. The markets are responding to a lower national inventory and the optimism of what is ahead. Remaining calf and yearling offerings have been selling at five-year highs in some markets in the region. Additionally, bull sales are seeing high, if not record, prices in some areas. All of this is occurring while some representatives of auction yards and producers continue to pocket dollars earned while bashing the very policies that enable this to happen. NCBA is no stranger to attacks across Region VI, and we will continue to defend the Beef Checkoff, the need for traceability, and work to ensure the federal government offers assistance as needed and doesn’t overstep when it desires.

NCBA Defends Cattle Producers in Court Against Government Overreach

Almost every week, the cattle industry faces new regulatory actions from the Biden administration that threaten to slow down business and engulf producers in red tape. To combat this government overreach, NCBA filed litigation against the Environmental Protection Agency (EPA), Army Corps of Engineers, Department of the Interior, and Fish and Wildlife Service (FWS).

Following the finalization of the Biden administration’s Waters of the United States (WOTUS) definition late last year — the third regulatory definition of WOTUS in the last eight years — NCBA once again joined a coalition of national trade associations to halt the rule before it takes effect. In January, NCBA also filed a Notice of Intent to sue the Department of the Interior and FWS over the lesser prairie chicken’s 2022 listing under the Endangered Species Act. NCBA is taking legal action to defend farmers and ranchers from the negative impacts of these regulations.

“While NCBA is able to achieve many of its policy priorities without ever going to court, utilizing the judicial branch is an important tool in our toolbox to ensure that cattle producers are treated fairly under the law,” said NCBA Chief Counsel MaryThomas Hart.

Waters of the United States

The Biden administration and the EPA unveiled an incredibly vague definition of WOTUS in December 2022. The final rule was published to the Federal Register in January 2023, and NCBA then joined a coalition of 13 other national trade associations to block the rule from implementation. To provide regulatory certainty for cattle producers, NCBA advocates for a rule that excludes ephemeral and isolated features from federal jurisdiction and provides exclusions for on-farm features like stock ponds, prior converted cropland, and drainage ditches. While this final rule provides helpful agricultural exclusions, it fails to exclude ephemeral or isolated features from federal permitting requirements.

Prior to filing a lawsuit, NCBA submitted technical comments on this rule, highlighting the importance of maintaining bipartisan agricultural exclusions for agricultural features, isolated features like prairie potholes, vernal pools and playa lakes, and ephemeral features that only flow during periods of rainfall but remain dry throughout the rest of the year. Regulating these features at the federal level disrupts normal agricultural operations and interferes with cattle producers’ abilities to make improvements to their land. Under this rule, cattle producers across the nation could face scrutiny for conducting normal activities.

“My cattle operation in southwest Virginia has a creek that only carries water after large storms. Under this WOTUS rule, our operation could be subject to complex federal regulation,” said NCBA Policy Chair Gene Copenhaver, a cattle producer from Virginia. “I’m proud of NCBA’s work fighting back against this rule, and I hope the uncertainty created by WOTUS will soon be a thing of the past.”

While NCBA is suing to halt the final WOTUS rule, the association also filed an amicus brief before the U.S. Supreme Court in the case Sackett v. EPA. The Sackett case challenges the federal government’s authority of isolated wetlands and those features that are adjacent to traditional navigable waters. On average, the federal government has changed the definition of WOTUS every 3.8 years since the Clean Water Act passed in 1972, leading to decades of confusion for cattle producers. NCBA is hopeful that some clarity will be granted by reaching a decision in the Sackett case.

“The Sackett case is an opportunity to finally solidify the EPA’s proper jurisdiction,” Hart said. “We are also deeply concerned that the EPA finalized a WOTUS definition while the Supreme Court was hearing the Sackett case. NCBA hopes the final Supreme Court ruling provides lasting certainty to cattle producers.” Lesser Prairie Chicken

NCBA also recently filed a Notice of Intent to sue the Biden administration over the Endangered Species Act listing of the lesser prairie chicken. The listing was previously set to take effect at the end of January, but thanks to pressure from NCBA and our allies in Congress, the rule was delayed by 60 days. The listing will now take effect on March 27, 2023. Five states will be impacted, divided into two Distinct Population Segments (DPS): the Northern DPS and Southern DPS. The Northern DPS, made up of Kansas, Oklahoma and Colorado, is listed as “threatened” and the Southern DPS, Texas and New Mexico, is listed as “endangered.”

The Notice of Intent followed a letter sent to the FWS requesting a delay of the effective date and highlighting concerns with the 4(d) rule for the Northern DPS. Under the 4(d) rule, third parties selected by the FWS will act as grazing authorities with the power to review and approve grazing management plans within the Northern DPS. This discretion on the part of third-party groups won’t stop private landowners from being able to graze their land, but it will determine the degree to which they are legally protected in the case of incidental take.

If cattle producers on these lands do not have a third-party approved grazing management plan, they will be subject to harsh civil and criminal penalties for incidental take of the bird. With a lack of guidance from the agency about who these third parties will be, this rule opens the door for environmental activist groups to try to exercise oversight of cattle grazing on lands inside the species’ range.

“This 4(d) rule would allow environmental activist groups to have a completely inappropriate level of power over cattle producers and their compliance with federal regulations. This third-party verification system puts political priorities over sound science and empowers distant bureaucrats over land managers and producers with decades of experience,” said NCBA Director of Government Affairs Sigrid Johannes. “The people who know best how to graze this land and know best how to conserve this species are producers — period.”

Cattle grazing provides immense environmental benefit by conserving the very habitat the lesser prairie chicken needs to thrive. Science has proven that these birds favor diverse rangeland with a variety of plant species — like those cultivated by livestock grazing — rather than uniform grasslands or cropland. Cattle ranchers’ efforts to maintain this land are critical to the survival of the species.

“NCBA is in Washington every day to advocate for cattle producers in Congress and federal agencies, but sometimes advocacy is not enough,” Hart said. “When cattle producers’ livelihoods are threatened, NCBA is prepared to take federal regulators to court.”

Not every agriculture group has the ability to maximize its impact in all three branches of government, but NCBA does. NCBA is your voice from Capitol Hill to the courtroom, and we are pursuing these lawsuits to ensure that cattle producers are treated fairly under the law. For more information on these lawsuits visit www.ncba.org

Inspiring the Next Generation of Veterinarians Through Vet 101

Vet 101 is a National Western Stock Show educational program designed to provide high school students interested in the veterinary industry with the opportunity to spend a day with vets doing real, hands-on work. Students were placed in groups of 8-10 and rotated through four vet stations: small animal and feeding, large animal, equine and rodeo, and diagnostic imaging.

Teaching young students who could be the future of our animal health and veterinary industry is an important investment. Julia Herman, NCBA beef cattle specialist veterinarian, believes in the importance of this event and has volunteered with this program for three years.

“The excitement I see in these students is inspiring,” she said. “They are curious and want to know to prepare for a potential career in veterinary medicine or associated field.”

Herman walked through the responsibilities of a food animal veterinarian, from herd health to animal welfare to providing a safe and wholesome product. She demonstrated how to give a physical exam on a show heifer and proper injection technique, which the students were able to practice. Each student walked away with resources from the Beef Checkoff-funded Beef Quality Assurance program and an understanding of how the program provides educational opportunities for the cattle industry.

Many parts of rural America struggle to find access to large animal or cattle specific veterinarians. This event promotes the career and gives students an opportunity to speak with practicing veterinarians.

Each student was given a bag of donated tools and supplies including a stethoscope, animal first-aid kit, certificate of completion and other items. Every vet encouraged students to get hands-on within the rotations — checking heartbeats and soundness, listening to rumens, handling animals, asking questions, and much more. This program is completely free and fully funded by donations received

SAVE THE DATE

April 24-26, 2023

JW MARRIOTT WASHINGTON, D.C.

through Colorado Gives Day. Students accepted into Vet 101 are provided with grounds admission and tickets to the Ranch Rodeo that evening at the National Western Stock Show.

Fine more information at www.coloradogives.org/organization/ NationalWesternStockShow

Dr. Julia Herman demonstrates to students cattle health techniques.

Missouri Cattle Producers Host Annual Event to Spread the Love of Beef in Their Community

Imagine a week filled with rodeo, cowboy church, a junior livestock show, beef cookoffs, a country music concert and more. No, this isn’t your county fair. This is just part of the excitement and list of happenings at the second annual Missouri Beef Days (MBD) in Bolivar, Missouri. The first MBD was held in May 2022 to promote the importance of the beef industry and raise awareness of the impact of beef within Missouri communities.

MBD is an event worthy of attendance. In 2023, the MBD will be held May 6-13, once again, in Polk County. However, this year, the steaks are raised even higher. New this year, the event will be three days longer and will feature more special speakers, a second night of rodeo, and a corn hole tournament in addition to the parade, expo, Boots & Bling Banquet, Polk County Cattleman of the Year awards, Temple Grandin presentation, and country music concert that were all present at last year’s opening event.

The Meaning Behind Beef Days

“Our mission statement is three-fold. To educate people on the importance of beef for our environment, our economy and our nutrition. To recognize and honor our beef producers not only locally but statewide and to showcase Polk County and Bolivar to people,” said Matt Henenberg, MBD board president and senior vice president of LimeBank.

While MBD is a place for family fun and an endless list of activities, the purpose goes beyond the pomp and flare. Missouri ranks fourth in the country for all cattle and heifers that have calved, and Polk County ranks in the top three counties in Missouri for number of cows. Cattle and beef are one of the largest segments of the local economy. To celebrate some of the key producers in the area, the Beef Hall of Fame awards were created to recognize a Rancher of the Year and two Pioneer recipients who are honored at the Boots and Bling Banquet. Local producer Keith Stevens, MBD board member, received the honor of Polk County Cattleman of the Year in 2022.

As of 2021, only 1.3% of Americans are employed in on-farm jobs, so local events filled with fellowship, education and nutritious food are some of many ways that farmers and ranchers can reconnect with the consumers they feed.

One of the board’s goals was to create a signature event that the area of Polk County would be known for, said board member Linda Bunch. She believes it will grow to be a well-known and significant event for the state. In its first year, it drew attention and visitors from across Missouri, and 2023 has the potential for increased marketing to gather more people.

Benefiting Children and Families

Something unique about MBD is prioritizing feeding the community. Last year, volunteers fed every kid from kindergarten to college in the public and private schools of Bolivar a hamburger, and they used the time at the schools to offer educational materials to faculty and students about the nutritious benefits of beef as well as the sustainable way it is raised.

“Last year, we fed the Bolivar School District and Southwest Baptist University 4,500 hamburgers,” Henenberg said. “This year, we will feed the five smaller school districts in the county. We will serve close to 4,200 burgers and reach that many kids with beef education.”

Not only are they fueling students through food, but they are also fueling the next generation of agriculturalists. In 2022, the event surpassed their goals with double

the amount of estimated attendance and by surpassing scholarship fundraising goals. Through an auction at the banquet, $45,000 was raised by Polk County Cattlemen to support local students pursuing agriculture education!

In the past, the Polk County Cattlemen received 4-5 scholarship applications a year. MBD brought a light to the opportunity for students to get scholarship money for their college education. In 2022, 17 students applied for the scholarship and the goal is to receive even more in 2023.

“MBD showcased these students who are the future of our industry, and the significance of that should not be overlooked,” Bunch said.

Behind the Scenes

Coordinating the details and assembling volunteers is the key to an event like MBD. The road to MBD began in 2018 with Bunch persistently calling for the organization of a large, community event that would finally bring recognition and appreciation to farmers and ranchers who were essential to the county.

“I just kept asking somebody to do it until someone finally said ‘yes,’” Bunch joked. “When Keith was on the Bolivar Area Chamber of Commerce Board, we talked frequently about the need to recognize agriculture and the beef industry, our area’s number one industry. The cattlemen and the chamber were on board; we just needed someone to head it up.”

After a few years of conversation, Henenberg, who is on the Chamber of Commerce Advisory Board, took the lead to gather support and sponsorships amongst local banks and businesses. But it took the whole county and state to make the event a success. The Missouri Cattlemen’s Association played a large role in advertising the inaugural event, and the Polk County Cattlemen spent five days cooking the hamburgers for the schools. The nearby county associations — Dallas and St. Clair — also helped cook at the MBD Ag Expo. Local FFA chapter members volunteered to teach about cattle production and beef nutrition, and they worked at several MBD events. They also created wooden cows that sponsors purchased to be spread through MBD as a promotional tool.

Continued on page 15

The auction conducted at the Boots & Bling Banquet raised more than $45,000 for scholarships.

Clearing Up the Fog

By Matt Makens Atmospheric Scientist

I want to begin by thanking those who found me during CattleCon and giving us a chance to meet; there were many great weather discussions during that week in New Orleans. Regardless of year or event, there is usually a “theme” to questions or comments discussed with folks.

This year there was a lot of curiosity around two things, fog and the duration of the snowpack on the Northern Plains. I thought I would discuss both as there is quite an interest in both.

First, let’s talk about how foggy it has been and whether or not rainfall indeed comes 90 days after the fog. Folks from Montana, the Dakotas, parts of Nebraska and Minnesota noted how foggy this winter has been; some say the foggiest they can remember. This comment is followed up by the question, “Is it true rain will fall 90 days after a fog?”

Before we get to the question, I decided to pick a central location and run some numbers on the fog. Aberdeen, South Dakota, has a lengthy period of record and is roughly central to all the folks who asked about this topic. The period of record starts in the 1890s, but it was the mid-1960s before fog records became reliable. For this particular station, the process of identifying a ‘fog day’ is not in the official records until the mid-1960s. This is not to say that fog was not observed previously, but from the tidiness of reporting, the mid-1960s to date are easiest to work with. And, what do I mean by ‘fog days?’ This is a day when fog was observed for at least one hour and created less than a quarter of a mile visibility — any fog that is not that dense will not be officially recorded as a fog day.

Since 1965, Aberdeen has averaged 19 days per year with fog, and the most was 44 days from 2019; 18 days is the tally this year through early February. This result didn’t quite “feel right” because it felt a lot gloomier than the official fog reports.

Depending on the exact location, yes, it is a record. There are places in Colorado, Wyoming, Montana and Nebraska where a bit of a warm-up in mid-January melted snowpack and ended the consecutive days. Still, a storm blew through the following day to start the tally again. At the end of the season, I’ll share with you where there were record days of snowpack this season. Right now, I’ll tally up the consecutive days with snowpack through Valentine’s Day. Sioux Falls tops the list (see above).

I found the consecutive days with snowpack, not the total number of days, but how many days in a row there has been snow on the ground. As of the deadline for this article, there were several spots at a record number or within a few days of a record. I created a map to show you the locations, which I’ll update and share again with you later — it will be a historic snowpack year for parts of the Northern Plains. Of these two topics — the fog and snowpack — the snowpack will have the most significant impact on the spring outlook. I’ll break that down now by region.

Northwest: The mountains will collect some additional snowfall before a rapid snowmelt, especially in the southern Cascades. For the most part, lower elevations will have equal chances of above and below average precipitation. Temperatures will be normal to warmer than average.

West: Drier than average precipitation returns, following that wet winter for many. Sierra Mountains snowpack will melt quickly, improving surface water conditions for much of California. Temperatures will be quite warm for the season.

So, I found some data that isn’t just of fog but of total overcast, and I found that most of the Dakotas, Nebraska, and parts of Colorado did have their first or second cloudiest January on record. So, if it has felt gloomy – it has been.

Now, onto the idea that rain will fall precisely 90 days after a fog event. That’s a common talking point in many regions. Scientifically, it is a myth because there will be rain anyway, and to say it comes exactly 90 days after the fog is just a coincidence — or is it?

So, again, I pulled down the data, and for Aberdeen, it did have precipitation 90 days following fog 27% of the time. So, one out of four times, that assertion was correct. But, technically, the two are not connected. There is accuracy to say that weather is cyclical, but using fog as a forecasting tool for precipitation will only randomly work 27% of the time in Aberdeen. It’s a myth — popular, but the two are not tied together.

Now, the second most asked question during convention was, “We’ve had snow on the ground for weeks; is it a record this year?”

Northern Rockies: Periods of snow/rain will continue. This is true of both the mountains and isolated areas on the Northern Plains. Snowpack will contribute to cooler than normal spring temperatures. This may lead to a slower start to planting/grazing. A near normal amount of snowpack will melt to contribute into the rivers, and eventually the Mississippi.

Southwest: Still under the influence of a drought-like pattern, expect drier than average conditions this spring along with warmer than normal temperatures. Mountain snowpack will melt quickly with a surplus to come into the Colorado River system from parts of the northern Rockies of this region. The Rio Grande and Arkansas Rivers will have below normal snowpack to contribute runoff into those systems.

South: Soil moisture for western areas will recover in isolated cases, but by-in-large soils will take time to recover and this will delay crop/pasture growth this spring for the west. However, a normal to wetter than normal pattern is favored for the eastern parts of this region. In total, temperatures will be warmer than average.

Upper Midwest: Due to the snowpack, temperatures will be cool for quite some time before thaw. In total, the season will be cooler than average, but this is particularly true for March and early April before thaw progresses northward. Any rapid spikes in temperatures may lead to flooding and ice damming, so a slower progression is preferred. Precipitation is neutral for the spring.

Ohio Valley: Moisture favors this region, especially eastern states, which may get too much at once in some instances. Soil moisture will be healthy and will also lead to runoff to support the Mississippi River. With neutral to warmer than normal temperatures, the start to growing season looks like a typical one.

Southeast: This is another region that will favor from precipitation, perhaps too much in instances. A flow of moisture will continue to move in from the Gulf at times, but we may see some drier areas over Florida versus their neighbors to the north and west. Temperatures will be warmer than average.

Northeast: There are neutral conditions headed here this spring. Temperatures will be near normal as will precipitation. The start to growing season will be on schedule.

Spreading the Love of Beef in Missouri

Continued from page 13

“When you have a new event, you not only have that burden of putting it together, but you’re also selling it and trying to get others enthused about it,” Bunch reflected of the challenges to MBD. “I think the sheer man hours that it took and the unending list of details was one of the greatest obstacles. But at the same time, that’s one of the best parts about it because it does involve so many people — those that are directly involved in the industry and those indirectly involved.”

MBD wouldn’t have been a possibility without sponsors who saw the board’s dream and vision and got behind it. They were fortunate to have tremendous support from local sale barns, banks, real estate companies, clothing stores and many more.

“When you looked in the crowd [at the banquet] you had the governor, the director of agriculture, several politicians, and the owners of at least five different sale barns, and they were all just enjoying the company of other cattle people and helping support the industry,” Henenberg said.

What People Were Saying

“We packed so much into that first year,” Bunch said. “MBD has something for everybody.”

The response from the community was overwhelmingly positive. The board quickly realized they needed to extend the event to allow participants to enjoy more of the activities and reach more people with the benefits of beef for their health and the environment.

“It also brought a lot of attention to the local businesses outside of the beef industry,” Stevens said.

People of all ages, careers, and passions joined in the entertainment. Cattle producers who were pioneers in the community were honored, and upcoming leaders spent time in conversation with their mentors and peers. Families spent nights dancing and listening to live music, and speakers like Temple Grandin taught on animal health and wellbeing. The rural town of Bolivar was transformed.

“It was a wonderful feeling sitting at the Boots & Bling Banquet and just seeing an indoor arena with a dirt floor turned into such a beautiful event, honoring the cattlemen and raising money for the next generation of cattlemen and women,” Bunch reflected. “It was a true combination of past, present and future there.”

On the Horizon

The community’s reaction to the event in 2022 demonstrated the importance of recognizing the beef industry which is vital to Bolivar and Polk County. After exceeding success, the board is eager to host the 2023 Missouri Beef Days.

“We hope that all our visitors leave with a better understanding of the beef

industry and an appreciation of our beef producers and processors while enjoying the hospitality of our little town in the Ozarks,” Henenberg said.

If you happen to make it to Missouri Beef Days this year, be sure to be on the lookout for the wooden cows! For more information visit missouribeefdays.com.

Mark Stanek is a Polk County cattleman who helped grill hamburger lunches during MBD.

More than 200 wooden cows were constructed and painted by local high school students for sponsors.

Charting the Course for the Beef Cow Herd

By Patrick Linnell Director of Cattle Market Research, CattleFax

Cattle cycles can have long tails, and that is shaping up to be the case this time around. The latest USDA Cattle Inventory report showed the nation’s beef cow herd declining below the prior cycle low in 2014 to 28.9 million, the smallest since 1962.

Improved drought conditions combined with stronger prices and cow-calf margins will eventually incentivize expansion. That much is nearly guaranteed. The more significant question is how long the contraction continues and when expansion can feasibly begin. It all comes down to cow culling and heifer retention.

Beef Cow Inventory

back to the breeding herd in time to be exposed this spring. However, that is an unlikely scenario at this point. Even as the La Niña pattern weakens and brings improved moisture, current forecasts indicate it won’t be quick or wide enough.

That leaves this fall as the next major opportunity for producers to retain heifer calves, the more likely scenario considering the long road to drought recovery in many areas. A spring-born heifer calf retained this fall would first calve in 2024 and be counted by USDA as a beef cow in January 2025. Expect more heifer retention this fall, but exactly how many will be a big factor in whether the cow herd bottoms in 2024 or 2025.

The cow culling rate can change rapidly if forage, water and cash flow allow. While these factors are all slated to improve substantially this year, they are not there yet. January finished with the highest culling rate for the month since 1986 but culling is forecast to fade sharply below year-ago levels by the fourth quarter of the year. Beef cow slaughter is currently forecast to drop 700,000 head in 2023. But that would still be within liquidation territory at a culling rate of more than 11% primarily due to relatively large slaughter here in early 2023.

In terms of heifer retention, the ability to expand will be limited near-term by the smallest beef replacement heifer inventory since 2011. If drought improves in a big way soon, some heifers that are currently in non-replacement routes could still be diverted

Hay Supplies Paint Bleak Picture

By Katelyn McCullock Director of Livestock Marketing Information Center

The Dec. 1 hay stocks released by USDA NASS in January showed the U.S. continues to have very low supplies on hand, down 9% from 2021 and 6% below the next lowest value (2012). The volume of hay declines can be largely attributed to lower other hay production because of yield declines and smaller harvested acres of alfalfa hay. The U.S. hay number does not separate hay into types and provides the total by state for Dec. 1.

This very low supply situation gives way to relative pessimism for livestock producers who in many parts of the U.S. have already endured record high hay prices and will very likely not see relief until well into harvesting season, if at all. Weather will play a critical role in how quickly hay prices come down, and across the Great Plains, the drought in Texas, Oklahoma, Kansas and Nebraska pulled hay from other areas last year, creating an even wider footprint than did the drought conditions. LMIC has hay prices remaining at or slightly below record high prices as it may take more than one good year of yields to ease hay prices.

Competition for hay has been fierce in the last several years, and livestock producers are already talking of having a hard time finding hay to buy should they need it. One nuance to the hay market has at times been the export market and its role in competing for high quality hay. In early February, the USDA Foreign Agricultural Service (FAS) released the December data for 2022. The results showed that the alfalfa export market held even with last year, purchasing roughly the same quantity but

Downstream segments will especially need to pay attention to heifer retention trends. Calf crops will continue to decline into roughly 2024. But heifer retention will make the available supply of feeder cattle and calves, and ultimately fed cattle and beef supplies, even tighter yet. How much tighter depends on exactly how aggressively producers retain heifers.

Bottom line: From what is known today about heifer retention and cow culling, the expectation is for a calf crop that bottoms in 2024 and a beef cow herd that bottoms in January 2025. Look for both to increase thereafter. This timeline could be shifted forward or back by a year depending how expansion unfolds. Fed slaughter tends to follow the beef cow herd trends by about a year, depending on market signals and the drought cycle.

paying 16% more for U.S. alfalfa. China, which is the dominant force in the U.S. alfalfa markets, bought 5% more alfalfa but paid 20% more than a year ago. Saudi Arabia was another strong buyer, increasing purchases by 47% and paying almost double 2021’s value. Saudi Arabia is the third largest market for U.S. alfalfa trailing behind Japan. Japan pulled back purchases of alfalfa in 2022, down 16%, and value declined by 5%. South Korea, Taiwan and United Arab Emirates (UAE) round out the other largest destinations for U.S. alfalfa. They declined between 18-42% each, while values lost only 4-15% from the previous year.

Other hay exports took a larger toll due to higher other U.S. hay prices, declining 14% in volume from 2021, but only 3% in value. All the top buyers reduced volumes: China, Japan, South Korea, Taiwan and UAE. China was the largest year-over-year change, down 52%, followed by UAE, down 36%. Values were lower as well but not by nearly as much. South Korea behaved the most like 2021, decreasing purchases only by 4% but paying 7% more than in 2021.

In general, total hay exports represent close to 3% of total hay production; however, in short years that can be a much larger share. In 2022, total U.S. exports of alfalfa were equivalent to roughly 6.5% of total U.S. production versus 6.4% in 2021. Other hay exports were roughly 2% of production compared to 2.5% the previous year.

Hay supplies will be touch-and-go for the first half of 2023, if not later, depending on spring moisture. Forage conditions and the potential for another year of drought will put the beef cow herd in another precarious position, and any weather troubles will very likely mean further culling. It’s been a difficult couple of years, and unfortunately, it’s too early to say if we are out of the woods yet.

2023 NCBA POLICY PRIORITIES

ADVANCE NCBA’S FARM BILL PRIORITIES

•Secure reauthorization of the animal health provisions in the 2018 Farm Bill and advocate for expanded funding of the National Animal Vaccine and Veterinary Countermeasures Bank (NAVVCB) to protect against Foot and Mouth Disease (FMD).

•Expand accessibility and fund risk management programs and disaster relief programs within the Farm Bill, to support financial stability for producers.

•Protect and fund EQIP, CSP, and other voluntary conservation programs that incentivize sciencebased, active management of our natural resources.

•Defend against the addition of a livestock title.

DEFEND AGAINST POLICIES THAT HURT CATTLE PRODUCERS

•Preserve critical tax code provisions that promote a viable business climate and support future generations of family operations.

•Combat overly restrictive Packers & Stockyards (GIPSA) rules.

•Implement our wins and push for further hours-ofservice/ELD flexibility for livestock haulers.

•Protect working lands and guard against federal overreach that limits grazing rights.

•Protect the cattle industry from regulatory attacks under WOTUS, ESA, emissions reporting, and more.

•Engage in legal action to protect producers’ rights.

DELIVER MORE WINS AND OPPORTUNITIES FOR CATTLE PRODUCERS

•Secure full reauthorization for Livestock Mandatory Reporting (LMR).

•Ensure electronic identification (EID) requirements for traceability are implemented efficiently, and without costly burdens to producers.

•Level the playing field and fight for fair, accurate labels on fake meat products.

•Build on record-breaking export sales by expanding market access through science-based, rules-based trade standards, and ensure equivalent animal health and food safety standards for imported beef.

•Work with USDA to implement reforms to the “Product of the USA” label that promote voluntary, verified, and trade-compliant labeling that returns more value to producers.

•Advance animal health practices and innovations that are critical to the beef industry’s viability.

•Support the congressional reauthorization of the Animal Drug User Fee Act at FDA (ADUFA 5) with no post-market amendments.

•Advocate for Dietary Guidelines for Americans that keep beef at the center of the plate.

•Promote the vital role of working lands in conservation efforts and keep grazers grazing on open, healthy public lands.

•Promote cattle grazing’s science-backed role as a climate solution.

NCBA’S POLICY FOCUS FOR 2023 IS TO CONTINUE STRENGTHENING THE U.S. CATTLE INDUSTRY’S PROFITABILITY, ANIMAL DISEASE PREPAREDNESS, THE ROLE OF PRODUCERS AS AMERICA’S ORIGINAL CONSERVATIONISTS, AND PUSHING BACK ON REGULATORY OVERREACH.

THE FEDERATION THROUGH THE DECADES

As the Federation of State Beef Councils celebrates its 60th anniversary this year, let’s step back in time and look at successful projects that have created a strong state/national partnership through the decades. We are going back to the future to the ‘80s when the Beef Checkoff began, and big hair was in.

After two national Checkoff referendum attempts failed, the Beef Industry Council and other industry organizations decided to survey cattle producers across the country to determine industry attitudes about beef promotion. The survey found 84% supported an industryfunded research, education and promotion program and half of those surveyed favored an assessment of $1 per head or more. The results also enforced the importance of a state/national partnership and a more unified beef industry.

Following several more years of meetings, planning and industry surveys, language was crafted for The Beef Promotion and Research Act to be included in the 1985 Farm Bill. The Farm Bill passed, putting another referendum in motion. In 1986, the Cattlemen’s Promotion and Research Board was approved by the U.S. Secretary of Agriculture and the Beef Board began coordinating with national industry organizations to conduct research, promotion and education efforts with more than $70 million in Checkoff collections.

Producers were able to see the new program in action and came out in full force to vote in the 1988 national referendum. With 79% of producers voting in favor of the national Beef Checkoff, the industry secured an ongoing funding source for programs to drive demand for beef.

Throughout the decade, research played a critical role in guiding educational and promotional efforts. Product development; marketing; and research that focused on nutrition, diet and health built the foundation to support every program. Research conducted in the ‘80s helped prove that beef is leaner and lower in calories and cholesterol than many consumers believed and identified new markets and new products for beef producers. Studies on iron absorption and bioavailability also led to the creation of advertising that took the message of beef and iron directly to physicians and dietitians.

Even before the national Checkoff was in place, the Beef Industry Council continued its successful promotion campaigns, including “Make Ends Meat — With the Great Taste of Beef.” The effort promoted moneysaving ideas and featured new and exciting recipes that utilized costeffective cuts of beef. Point-of-purchase materials were distributed to more than 21,000 stores nationwide and television, newspaper and radio advertising supplemented in-store efforts in many cities.

Utilizing market research gathered early in the decade, the BIC and state groups focused on promoting beef’s nutritional role in the diet. In 1983, the new theme of “Beef Gives Strength” linked beef to an active, healthy and contemporary lifestyle. New television ads appeared on national network programs, print ads ran in national consumer magazines, and radio and outdoor billboards rounded out the campaign, with cooperating state beef councils extending the effort at the local level.

One of the first promotional campaigns following the implementation of the Beef Checkoff, was “Beef. Real Food For Real People.” featuring entertainment personalities James Garner and Cybill Shepherd. The campaign’s goal was to position beef as a great-tasting, convenient, nutritious food that fits into active lifestyles. Television, print and radio ads promoted the theme for several years, and it was considered a remarkable success.

CDs outsold vinyl records for the first time. Doppler radar was invented. Table tennis became an Olympic sport.

The average price of a new house was $90,600.

The cost of a postage stamp was 24 cents.

For more information about the Federation of State Beef Councils, visit www.ncba.org/federation. Next month we’re merging into the ‘90s when change and adaptation moved the industry forward, and beef became what’s for dinner.

The world population was 5.1 billion.

“We’re really proud of the investment that Texas makes in the Federation of State Beef Councils. Our board has been committed to that since our beef council was formed. And the way that we look at our investment in the Federation is we believe we’re better together.”

--Molly McAdams, Executive Vice President, Texas Beef Council (Established 1986)

Building beef demand by inspiring, unifying and supporting an effective and coordinated state/national Checkoff partnership.

2023 Trailblazer Cohort To Advocate on Behalf of Beef

The Trailblazers program, developed by the National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff, takes advocacy to an unprecedented level by giving participants the tools and training they need to promote beef to new audiences while addressing and correcting myths. After a competitive application process, 10 Trailblazers from eight states have been selected for the program’s second cohort of beef community spokespeople, including:

• Tucker Brown, Texas

• Colton Coffee, Montana

• Sam Cossio, Washington Allison Fender, California

• Rocky Forseth, Montana

• Macey Hurst, Missouri

• Joe Lowe, Kentucky

• Erin Perkins, New York

• Paige Schmidt, Kansas

• Ally Spears, Texas

“We received more than double the number of applications compared to last year from interested spokespeople in 18 states,” said Chandler Mulvaney, director of grassroots advocacy and spokesperson development at NCBA. “The newly selected cohort will join efforts with previous Trailblazers, building community, providing opportunities for mentorship, and collaborating with

Beef-filled

other experienced grassroots advocates.”

The new Trailblazers will receive training to become expert communicators, excel in media interviews and understand how to build confidence in beef-related practices when talking to consumers. Throughout the year, Trailblazers will receive advanced training from subject matter experts, learning how to effectively engage on various social media platforms, interact with the media, and enhance public speaking skills.

Shaye Koester of North Dakota, participant in the inaugural class of Trailblazers, said the following about her experience, “The Trailblazers program increased my confidence to share the truth about beef in my own unique way while providing the resources, experiences and network to do so. This professional yet fun program is like no other.”

Trailblazers will meet online and in person to foster constant growth and refinement of skillsets when speaking about beef. Upon joining the advanced advocacy program, Trailblazers serve as industry spokespeople and inform beef advocates at the local and state levels on advocacy, media and spokesperson best practices. Every year, 10 new Trailblazers are accepted into the program. For more information on the Trailblazers program and other beef advocacy efforts, contact Chandler Mulvaney at cmulvaney@beef.org.

at Daytona International Speedway Culminates with Austin Hill

Austin Hill joins a prestigious list as back-to-back winner of the 2023 Beef. It’s What’s For Dinner.® 300

The National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff, once again partnered with Daytona International Speedway to sponsor the 42nd annual NASCAR Xfinity Series season opening race, one day before the iconic DAYTONA 500. For the second year in a row, Austin Hill drove into victory lane where he was greeted by a belt buckle and beef to close out a week that showcased all things beef and agriculture to race fans young and old.

“The race outdoes itself every year, and continues to be a huge hit among NASCAR fans,” said Clark Price, Federation Division chair for NCBA. “It’s an honor to be here for a third year to, once again, showcase the values of cattle farming and ranching that resonate with fans and bring everyone together with beef on the grill.”

The Beef. It’s What’s For Dinner.® 300 is part of DAYTONA Speedweeks presented by AdventHealth. Throughout the week of Feb. 12-19, race fans had a chance to interact with farmers and ranchers, try their hand at roping, and taste some delicious beef at the Beef. It’s What’s For Dinner. midway tent. Additionally, campers and tailgaters who sported signs showing they were grilling beef were surprised with beef gear, like steak seasoning packets, shirts and bags.

For race fans not able to join the tailgate in person, a satellite media tour took the tailgate to them. Just two days before the race, award winning chef Ryan Clark, Tucson’s Iron Chef for three consecutive years and executive chef for the AAA 4-Diamond and Forbes 4-Star Hotel Casino Del Sol, was live from the track for interviews with TV and radio stations across the country. Chef Clark shared two of his favorite race day recipes — a Beef, Beer and Cheese Dip and BBQ Beef Sliders — both perfect for tailgating, or homegating.

And it wasn’t just race fans getting in on the fun, the United States Air Force Thunderbirds and members of the media were all treated to delicious beef meals prepared by chefs from the Beef Loving Texans on behalf of beef farmers and ranchers everywhere. Finally, the Beef. It’s What’s For Dinner. brand was also showcased nationwide through various advertising efforts

before and during the race. In addition to signage on the racetrack, funding from several State Beef Councils allowed for commercials showcasing beef to a national audience on FS1 during the race. Ads were also featured on various digital platforms and billboards could be seen in the Daytona International Airport and along the highway approaching the speedway.

To learn more about the race and view all of the recipes showcased at the track, visit BeefItsWhatsForDinner.com

Consumer Demand for Beef Remains Strong Among Inflation Woes, New Report Shows

According to the newly released “Today’s Beef Consumer” report from the National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff, demand for beef continues to remain strong. The compilation of research from 2022, outlined below, shows that despite various challenges faced by the industry, consumers have repeatedly stated that they will continue purchasing beef, both in retail and foodservice settings.

Consumer Insights

Consumer demand for beef remains strong overall.1 In fact, more than twothirds of consumers reportedly eat beef on a weekly basis, or more.2 Inflation is certainly top of mind and more than three-quarters of consumers, 78%, report noticing an increase in the price of food whether at retail or foodservice.3 Beef, however has, experienced far lower levels of inflation when compared to other proteins in the “food at home” category,4 which we will explore next.

Retail

During the pandemic, consumers were forced to cook at home and many have continued to do so as it has become a popular way to make a dollar stretch and combat inflation. Analysis for the Today’s Beef Consumer report found 76% of meals are now cooked at home, and 94% of consumers who are cooking more at home say they will continue to do so.3 In 2022, fresh ground beef accounted for 50% of volume of beef sales,5 likely due to the lower price point as well as a renewed consumer interest in comfort foods and nostalgic recipes, like meatloaf. In 2022, meatloaf was also the most popular page on BeefItsWhatsForDinner.com

with almost 1.7 million pageviews. This trend is expected to continue as a recent survey found that 20% of consumers say they plan to purchase more ground beef in the coming year.3

Foodservice

It is no surprise that beef sales at foodservice declined sharply in 2020 and 2021. In 2022, sales in both dollars and volume rebounded to surpass the pre-pandemic level of 2019.6

Online Shopping

Another pandemic trend that seems to be here to stay is online shopping, both at retail and foodservice. Of consumers, 64% say they are ordering groceries online, with 44% of consumers including fresh beef in those grocery orders. When it comes to foodservice, online ordering has become overwhelmingly popular. Eighty percent of consumers say they order meals online and 70% use online ordering for burgers.3

Beef Substitutes

Fresh meat and beef substitutes continue to represent a small percentage of the market.5 When it comes to protein sources, consumers consistently rank beef as a top source of protein.2 As we head into 2023, demand for beef remains strong and consumers continue to purchase and order beef, whether in person or online. To view the entire study, visit BeefResearch.org.

1. USDA, Economic Research Service, US Bureau of Labor Statistics

2. Directions Research, Consumer Beef Tracker Jan-Dec 2022

3. State of the Consumer Survey, August 2022

4. US Bureau of Labor Statistics, Consumer Price Index, Not Seasonally Adjusted, Data Ending December 2022

5. NielsonIQ, Discover, Full-Year 2022 Fresh Meat Sales by Primal, Data Ending December 31, 2022

6. GlobalData, Beef Produce by Channel in U.S.,2019-2023