May National Cattlemen by NCBA

N A T I O N A L CATTLEMEN

The trusted leader and definitive voice of the beef industry May 2020 • Vol. 36, No. 7 • NCBA.org

Photo submitted by NCBA member Jessie Rudolph, JLR Cattle, Nebraska.

NCBA Delivers Much-Needed Relief for the Cattle Industry Corporation will receive $14 billion as a reimbursement for net realized losses not previously reimbursed and over $45 million will be used for rural development. This money will go to support business owners, expand distance learning, and fund telemedicine in these communities. Funding of $80 million will also go to develop necessary medical countermeasures and vaccines. Another part of aid funding to the beef industry is the $100 million that has been allocated to keep properly inspected beef moving through the supply chain, by covering expenses associated with commodity grading, inspection activities, and paying relocation costs of USDA inspectors

that have to move due to COVID-19. The CARES Act also included funding for the Paycheck Protection Program (PPP), which was aimed at helping small employers. The initial round of PPP funding was fully depleted less than two weeks after the program became operational, thus making the Paycheck Protection Program Increase Act a top priority for Congress and the White House. This bill provides an additional $321 billion in funding for PPP, with $60 billion set aside for small lenders and community-based financial institutions that serve the needs of underserved small businesses. Due to NCBA’s efforts, authorizing language was included to allow agricultural

enterprises with less than 500 employees to be eligible to receive Economic Injury Disaster Loan (EIDL) grants and loans. NCBA has been working since day one to eliminate PPP barriers to entry for agricultural producers and will continue these efforts throughout the government funding process. Shortly after Congress passed the CARES Act NCBA Vice President, Government Affairs Ethan Lane said: “As soon as this crisis hit, NCBA began working with all segments of the beef supply chain to do whatever was necessary to keep the supplies moving and to keep producers producing.

Continued on page 4

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In late March, the Coronavirus Aid, Relief, and Economic Security (CARES) Act was signed into federal law. The $2 trillion CARES Act was the third round of federal government support in the wake of the coronavirus public health crisis and associated economic fallout. The bill appropriated $9.5 billion to the United States Department of Agriculture (USDA) to directly support agricultural producers who have been impacted by COVID-19. The $9.5 billion directed to USDA by the CARES Act will provide support for agricultural producers, such as specialty crop farmers, suppliers of local food systems, and livestock producers. Along with this money, the Commodity Credit

*At time of printing South Central market numbers were not available yet.

MARKET SNAPSHOT WEEK ENDING 4/24/2020 (prices vs. year ago) $96.77

CHOICE BOXED BEEF $231.58

OMAHA CASH CORN $3.02

25%

.4%

16%

SOUTH CENTRAL 500-600 LB. STEERS $153.14

LIVE FED STEERS

*NA *NA

$128.42

$232.50

$3.58

IN THIS ISSUE Leadership Comments Market Matters

6&7

Governance 10 Federation News

Checkoff 15

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When Leaders Lead By Marty Smith, NCBA President Like March, the month of April 2020 was one that none of us will ever forget. For most people, the initial shock of the COVID-19 pandemic and ensuing shutdown gave way to the realization that the virus and the fallout for our industry and the nation’s economy will be with us for a long time. This is when leaders lead, and that’s exactly what we’ve done. NCBA officers and staff have been working throughout this crisis to both identify solutions to the market issues we face and to address the day-to-day problems that the COVID-19 pandemic has created for the cattle industry.  Since my last column in this newspaper, we have worked with the White House, USDA and countless agencies to do the things that have to be done so cattle producers can continue their operations. Here are some of the issues we’ve been working on for NCBA members and non-members alike over the past month or so: • At the end of March, Congress passed and the President signed the $2 trillion Coronavirus, Relief, and Economic Security (CARES) Act, which included $9.5 billion directed to the U.S. Department

of Agriculture (USDA) for direct relief for agricultural producers. In mid April, Secretary Sonny Perdue announced that of the $9.5 billion, $5.1 billion in aid would be available for cattle producers. We hope details on how to apply for that aid will be available in early May, with funding to producers by the end of the month. NCBA’s team in Washington was instrumental in getting this aid appropriated, and they couldn’t have done it without the support of our dues-paying members. •

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NCBA worked with the Department of Transportation to waive truck weights and hours of service regulations to make certain cattle could continue to move during the outbreak.  We also worked with the Small Business Administration (SBA) to make sure qualified cattle producers could access the SBA Paycheck Protection Program (PPP). When PPP funds were quickly depleted, our team also built support for passage of the Paycheck Protection Program Increase Act in mid-April, and we made sure that the new bill specifically made small ag producers eligible for the Economic Injury Disaster Loan (EIDL) program and emergency grants. You can learn more about the CARES Act and the PPP Increase Act in the article on the front page of this newspaper. Also in April, we engaged a team of industry-leading economists to begin examining the economic impact of COVID-19. They found that our industry will lose $13.6 billion as a result of this crisis, and this NCBA-led

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We all recognize that volatile markets have hit many cattle producers very hard throughout this crisis. That is why NCBA requested USDA to expand its investigation into the Holcomb packing plant fire to include market activity related to the pandemic. Within six hours of NCBA’s request, Secretary of Agriculture Sonny Perdue announced that the investigation would be expanded. By expanding an existing investigation, we’ll get answers sooner because government agencies won’t be starting from scratch. In addition to USDA investigators, Secretary Perdue also made it clear in a call with NCBA leaders that USDA would also rely on other agencies such as the Department of Justice to complete a thorough investigation.  NCBA and the Public Lands Council were the only groups to engage with the government, particularly the Bureau of Land Management (BLM) and the U.S. Forest Service, to ensure cattle producers who rely on federal land grazing permits could have trust in those permits when it’s time to turn cattle out this spring and summer. Recognizing that these permits are essential to producers in the West, this was a top priority for NCBA’s team in Washington, D.C., as the crisis began.   In addition to expanding the market investigation, NCBA also engaged members of the NCBA Livestock Marketing Council and on their behalf worked with USDA to ensure auction markets received an extension for filing Packers and Stockyards annual reports.  We also worked with USDA and FDA to ensure there would be no

Moving Ahead By Colin Woodall, NCBA CEO THE OFFICIAL PUBLICATION OF NCBA 2020 NCBA Leadership: President President-elect Vice President Treasurer Federation Division Chair Interim Federation Division Vice-Chair Policy Division Chair Policy Division Vice-Chair Immediate Past President Chief Executive Officer Senior Editor Associate Editor

Marty Smith Jerry Bohn Don Schiefelbein Joe Guild Buck Wehrbein Clay Burtrum Todd Wilkinson Mark Eisele Jennifer Houston Colin Woodall John Robinson Brittany Schaneman

Contributing Writers Walt Barnhart Ed Frank Steven Johnson Creative Director Don Waite Graphic Designer Dancinee Jennings Copy Editor Judy Van de Mark For ad sales, contact Jill DeLucero or Nicole Bechtel at 303-850-3465. Contact NCBA: 9110 E. Nichols Ave., Suite 300, Centennial, CO 80112 (303-694-0305); Washington D.C.: 1275 Pennsylvania Ave. N.W., Suite 801, Washington, D.C. 20004 (202-347-0228). National Cattlemen’s Beef Association reserves the right to refuse advertising in any of its publications. National Cattlemen’s Beef Association does not accept political advertising in any of its publications. National Cattlemen’s Beef Association does not accept any advertising promoting third-party lawsuits that have not been endorsed by the board of directors. ©2020 National Cattlemen’s Beef Association. All rights reserved. The contents of this magazine may not be reproduced by any means, in whole or part, without the prior written consent of the National Cattlemen’s Beef Association.

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beef recalled from plants where workers might test positive for the virus and made certain those workers would be designated as “critical” by Department of Homeland Security, in an effort to keep the beef supply chain intact and prevent cattle from backing up in the country.

research is helping USDA determine how relief funds allocated by Congress could be best distributed to help cattle producers.

People in the cattle business have every right to be angry right now. The market issues we’re facing are hard to swallow, but they also demonstrate that we need to change the way we do things and move forward with some new ideas to ensure cattle are being valued correctly in our business. You’ll notice I intentionally reference “new ideas” in that statement. That’s because we don’t need or want to drag this industry backward to solve the problems we face. This industry began down the road of formula and grid trade more than 30 years ago when cattle producers tired of the volatility and issues that were present in cash markets. At the time, the industry was producing beef that consumers didn’t want. We were producing big cuts of beef with little marbling, less tenderness and an eating quality that was inconsistent. The result was driving consumers away in droves while chicken and pork were gobbling our share of the protein market. To respond to the issue, it became critical to make certain that consumer signals were passed back down the supply chain more rapidly. That, in part, is how and why the industry began the shift from the cash market to a preference for pricing that rewarded quality. Consumers demanded higher quality beef and a better eating experience. With that consumer demand came a willingness to pay more for beef that delivered those attributes they wanted. To meet the demand, the beef industry needed a way to transmit desires in the form of a financial incentive through the feedlots back to the cow-calf level. That signal, when received, encouraged cow-calf producers to focus on improving carcass genetics and increasing the number of calves being born with a

genetic predisposition toward better marbling, more tenderness, etc. By marketing fed cattle with formula pricing and adding premiums, cattle feeders were rewarded for producing fed cattle which delivered the type of carcass that provided the beef consumers wanted. In turn, cattle feeders were able to source those genetics from the cow-calf producers who were raising the type and kind of calves that fed well and produced a high-quality carcass at the end of the process. To source those calves, feeders were willing to pay a premium to the cow-calf producer, completing the chain and transmitting that demand signal back to the start of the production cycle. This is the process we’ve come through. It was done by the industry, without government mandates or massive regulations to dictate how, where or when cattle were marketed. Formulas, grids and contracts were all developed by cattle producers from every sector of the industry, who were intent on solving problems by

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Another topic NCBA has been engaging in throughout this crisis is the issue of ethanol plant closures, which have limited the availability of distiller’s grains and caused issues for cattle feeders. Those closures have also affected the supply of carbon dioxide (CO2). NCBA engaged in a coalition of groups to request the Trump administration address the issue which is leading to disruptions for companies that depend on the gas for everything from commercial refrigeration systems to beverage manufacturing.

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Our team in D.C. also delivered a win with USDA’s announcement of the Coronavirus Food Assistance Program and a temporary final rule to change H-2A requirements to help U.S. agricultural employers avoid disruptions in lawful agricultural-related employment, protect the nation’s food supply chain, and lessen impacts from the coronavirus emergency.

I’m extremely proud of everything NCBA has accomplished for all cattle producers over the past six weeks. While some are content to simply complain or criticize from the sidelines, that’s not what the members of this organization do. As I wrote last month when this crisis first unfolded, when we work together, we can accomplish anything. This is going to be a long road, but we’re going to continue to work together with all segments of our community, and together we’re going to keep our industry working and our nation fed and nourished. sitting down together and figuring it out. They recognized that every link in the chain was relying on the link above and below it for the strength of the entire chain. They didn’t create their solutions by separating the links, pitting segments against each other or proclaiming they’d go it alone. But that was then. This is now, and today we face problems that are different but just as dire. There are some who think one segment can go it alone and solve the problems on their own island. Those folks are wrong. Uniting the entire supply chain and solving the problems we face moving forward is exactly why NCBA was built. We aren’t going to support dragging the industry backward to answer the complex problems of tomorrow by drawing up solutions on the back of an envelope tonight. NCBA is already uniting the full supply chain, studying the problem and formulating solutions. We must continue to meet the demands of the consumer and provide opportunities for profit, while remembering the past and looking to the future. We’re in this together, we hope you’re committed to coming with us.

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NCBA Delivers Relief for the Cattle Industry Continued from page 1 It quickly became obvious that most sectors of the cattle business, including cow-calf, stockers and feedlots, were losing money due to unprecedented market volatility. NCBA immediately acted to secure relief for these affected producers. We appreciate the hard work of Leader McConnell and all the Senators who have crafted this agreement.” The funding from both the CARES Act and the PPP Increase Act is critical to support beef producers, protect the beef supply chain, and continue feeding

hungry consumers high quality beef during this crisis. NCBA’s advocacy on behalf of America’s cattle producers was key in securing aid money for producers, as well as guaranteeing that small agricultural businesses are eligible for grant money and loans, but this is only the beginning of the hard work needed to bring certainty to these uncertain times. NCBA will continue to advocate on a bipartisan basis for producers on the ground and ensure their voices are heard every step of the way in further negotiations on more government funding.

CORPORATE MEMBERSHIP DIRECTORY These are companies that have teamed with NCBA as corporate members, demonstrating their commitment to the beef industry. Their involvement strengthens our future. NCBA members are urged to support these partners in turn by purchasing their products and services. Those who would like to become corporate members with NCBA (securing premium booth placement at the annual convention and trade show as well as other membership benefits), please call the Corporate Relations team at 303-694-0305. GOLD LEVEL SPONSORS (Minimum $100,000 Investment)

Bayer Animal Health www.animalhealth.bayer.com Boehringer Ingelheim Animal Health Inc. www.bi-vetmedica.com/species/cattle.html Caterpillar www.cat.com

CATTLEMEN’S

CALL

Don’t forget to tune in to the Cattlemen’s Call podcast!

Central Life Sciences www.centrallifesciences.com Corteva Agriscience™ www.corteva.com IMI Global, Inc. www.imiglobal.com John Deere www.deere.com

Subscribe and never miss an episode. Listen on Google Play, Spotify, Stitcher, TuneIn & Apple Podcast! Visit NCBA.org/cattlemenscall.aspx to listen and learn more.

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 Zoetis Animal Health www.zoetis.com

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

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

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Market Matters Signposts for the Future By Katelyn McCullock, Director of the Livestock Marketing Information Center How to write an outlook for a publication that will be printed a month after it’s written when the COVID-19 situation is changing the meat markets by the day? It isn’t easy. The revelations of each week have us updating our forecast continuously. The speed at which these markets have changed direction since mid-February is astonishing. It is something that most of us have never seen. I have heard many comparisons to other shocks to the beef system: the dairy buyouts in the mid-1980s, BSE in December 2003, September 11, 2001, and more recently fire at the slaughter plant in Holcomb, Kan. in early August 2019. These events, commonly called black swan events, may only be similar in that what unfolded after each was largely unpredictable. There is one I would like to remove as a comparison. This is not the Holcomb, Kan. fire. The current situation is much worse. As rapidly and horrifically as that fire shook the cattle markets, it was isolated regionally, and within a few weeks we knew roughly when it would be over and that the plant was going to re-open. Mostly, we continued to slaughter cattle very effectively. COVID-19 events are a very different animal, abruptly impacting both demand and more recently supply. Multiple plants have announced closures, and more are expected to follow. Several others will need to make changes to slaughter processes to ensure health and safety. Labor unions are asking for hazard pay and other safety measures. What does that mean for slaughter capacity and is this the new normal? What adjustments will be needed to accommodate a smaller labor force? There are still so many questions, but there is one thing that is for certain, and that’s that we will likely be dealing with these implications for much longer. The system will not maintain kill levels as it did after August for at least some period of time. The other piece of this is consumers are hurting. The economy is experiencing what may down the road be called a Depression, and the GDP loss in the second quarter is expected to be extreme. Unemployment continues to rise. At the time of this writing the Federal government has announced they are hopeful

to re-open the economy in a DOMESTIC U.S. CONSUMER SENTIMENT matter of weeks. The consumer sentiment index offers a look at Monthly, Index year 1966 = 100 Index how consumers might respond. 120 It is a survey conducted by University of Michigan’s Chief 110 economist Richard Curtin. The survey released at the end 100 of March showed consumer sentiment declined significantly, 90 the largest month-over-month change recorded. The index is 80 composed of two pieces: one 70 measuring current conditions and the other on expectations. 60 The current conditions fell 30 percent from the previous 50 month’s figures reflecting the 1978 1981 1984 1987 1990 1993 1996 1999 2002 2005 2008 2011 2014 2017 2020 pessimism and was noted as larger than the prior record set 04/13/20 in 2008. The expectations index Data Source: Thomson Reuters/University of Michigan actually fell only 12.2 percent from Livestock Marketing Information Center the previous month. Dr. Curtin noted that this is reflective of U.S. month. Many farmers are concerned about the impacts consumers anticipating peak infection and death rate of the virus on their farms, and financial performance. to happen soon and points to hopefulness about the Capital investment measures reflected this concern as economy restarting. well as expectations for farmland values. For many ag As the economy reopens, recovery will require sectors, 2020 will lead to consolidation. consumers to participate in it, meaning go to COVID-19 is expected to have lasting impacts on restaurants, malls, etc., and spend discretionary how U.S. consumers behave. This could have a variety income. In the early re-opening of China consumers of impacts and could affect the meat case both in the have been cautious to step back into these sectors short term and in the long term. Short term changes and that will likely be the case for the U.S. as well. are expected to largely affect income disruptions and The human health aspect is one that is different uncertainty, with consumers substituting away from from many of the other black swan events listed more expensive cuts and in some cases eating less and hinges on general social gathering that affects a animal protein. Longer term we may permanently much larger portion of the economy. Will we see no middle seats sold on airlines? Greater spacing between change the way we grocery shop (delivery, pick up, etc.) and how much food is consumed at home, which tables at restaurants? Limited number of consumers will be reflected by demand for different cuts in the at stores? The closure of stadium events? These all food service sector. There may be lingering changes to reflect the larger questions of what it will take for the processing facilities and supply chains, impacting the U.S. consumer to feel confident and safe again to how they operate, perhaps permanently. The degree participate in the economy. and magnitude for all these changes will shape the In Ag country, we have a similar metric measuring beef supply chain and its future. It is these multilevel agricultural producers’ sentiment about the future impacts that make COVID-19 like nothing we have called the Ag Barometer, released by Purdue ever seen and heighten the uncertainty about what University. Similar to those of consumers, producer the future holds. sentiments plunged 28 percent from the previous

2020 – A Year of Uncertainty By Troy Bockelmann and Lance Zimmerman, CattleFax Analysts Up to this point, 2020 has been an interesting year to say the least. First quarter 2020 fed slaughter exceeded CattleFax’s expectations, while placements into feedyards during March are down nearly 20 percent. It was the biggest year-over-year percentage decline in placements since April 2012. It seemed the market would be poised for better support later into the year due to tighter late summer fed slaughter. Now, the uncertainty surrounding COVID-19 is negatively affecting all cattle markets. With social distancing being encouraged, and stay-at-home orders across most states, the U.S. economy has transitioned into a recession with travel and foodservice segments being affected the most. In rural America, cattle slaughter is declining as packers work with labor groups to ensure worker safety during the COVID-19 outbreak. No one knows exactly how this outbreak will affect cattle slaughter in the coming weeks and months. The only certainty is that slowdowns and efforts to protect workers will reduce April – and likely May – cattle slaughter. At publication deadline, several packing plants have reduced production in early April, and major plants in Dodge City, Kan., Tama, Iowa, Greeley, Colo., Aurora, Ill., and Souderton, Pa., have temporarily closed due to labor issues surrounding COVID-19. The circumstances created from the U.S. outbreak remain dynamic, and CattleFax will do its best to keep you posted of the changes. There is one certainty in this process. The slaughter shortfalls are creating a larger front-end fed cattle supply. Fed cattle slaughter through week 13 was up 316,000 head compared to last year. Week 14 to 16 fed cattle slaughter will be 190,000 to 200,000 head below the same time a year ago. Two thirds of the slaughter progress made in the first three months of the year was wiped out in the last three weeks.

An argument can be made that stronger winter cattle slaughter offers cattle feeders some margin this spring before currentness becomes an issue. Exactly how much margin is available can be debated. CattleFax estimates the front-end fed cattle supply was larger than last year through the first quarter, and fed steer carcass weights have been 23 pounds larger than last year through late March. Seasonally, steer carcass weights tend to peak in the fourth quarter and move lower into the summer of the following year. In 2019, weights peaked at 912 pounds. Since then, weights have moved lower, reaching 897 pounds in early February or down 1.6 percent from the fourth quarter high. The average decline in weights from the fourth quarter high to the first quarter low is 3.8 percent, or down to 877 pounds. Weights have been in the range of 897 to 905 for the last two months, finally dropping to 891 in the most recent data. Winter weather a year ago, as well as strong feedyard performance this year and continually improving cattle genetics, have supported above year-ago weights in 2020. While weights are still expected to move lower into summer, the additional weight relative to a year ago will add to the total available beef supply as 2020 progresses. Furthermore, the more fed cattle are backed up due to COVID-19 slaughter disruptions, the smaller the seasonal decline in weights will be through the spring and summer. It is possible the reduced spring slaughter offers some short-term support to the beef and cattle markets as slower processing speeds and tighter supplies offset potential price weakness from foodservice demand losses. The longer term risk is that

slaughter gains made from an aggressive processing pace earlier in the year disappear quickly as the outbreak grows in prevalence across rural America. Many projections on the COVID-19 outbreak suggest the peak in total U.S. cases was around mid-April thanks to current social distancing efforts. However, many areas in the central U.S. will not see a peak in cases until late April or early May. That suggests the processing challenges that exist today could continue for the next several weeks – potentially creating a larger front-end fed cattle supply to work through later in the year. Bottom Line: With the slower slaughter pace, as plants are managing illness and social distancing, weights are expected to remain well above a year ago. The longer processing speeds remain hampered by COVID-19 interventions, the more likely it is the front-end fed cattle supply will lose currentness. The market may not price in these challenges on the front end. However, it could make a market recovery more difficult once social distancing measures are removed, and Americans try to get back to a more normal life.

To keep members, stakeholders and the public updated on the work NCBA has been doing throughout the COVID-19 crisis, you can find up-to-the-minute information about our work posted on NCBA.org.

NATIONAL CATTLEMEN 7

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Market Matters It’s Time for Tough, Meaningful Discussions Don Close, senior animal protein analyst with Rabo AgriFinance The market destruction caused by Covid-19 will catapult changes in the beef industry and must prompt those of us who value the industry to do our due diligence to reflect on our system and come out of this pandemic strong and solvent. The current Covid-19 market collapse will see impacts far beyond that of recent challenges to the industry, such as the Holcomb Tyson fire. Yes, as an industry, we are fighting the daily fires flaring up from the pandemic’s spread, changes in consumer buying behaviors and portions of the economy shutting down. At the same time, this watershed event justifies meaningful reflection, a deep evaluation and open discussions on all aspects of the market. I am not talking about a superficial dialogue where participants each share their position, build fences to protect their personal perspectives, and go

home. All cards should be on the table. I have tried to think back through other periods of market disruption, looking for any references that could provide direction. I have thought back to the BSE event and the mad cow that stole Christmas 2003. And I have thought back to the 1986 Dairy Termination Program’s disruption. Of all the market circumstances I can recall, I think this one is the most disruptive market event going all the way back to the Nixon price freeze in June of 1971. When the Nixon administration put a freeze on cattle market prices, the industry deviated from normal behavior and stopped sending cattle for slaughter. Once the freeze expired, feeders rushed cattle to market, collapsing prices. During the current collapse, there have been discussions on using mandates for pricing, such as government programs reimbursing fed cattle sales against a $121.00 price or setting a base at $110.00 per hundredweight. Looking back to the Nixon price freeze, I worry such proposals would have disastrous effects on the market. What will be the unintended consequences of mandated prices now?

While we’re at the table, there should be a deep dive into the futures market to understand why basis levels at all-time record levels are justified. We should have discussions and find an agreeable middle ground on how we determine price discovery for fed cattle. The industry has made too much progress in cattle quality and grading rates over the past 15 years by marketing cattle for individual merit to revert to simply selling cattle on the average. The relationship between improvements in product quality and the increase in consumer demand are too tightly related to revert to where we were. We need to look at the live-tocutout ratio. While we don’t always like to admit it, that spread largely reflects market leverage. We have expanded total cattle numbers since the low ebb of the cycle in 2014 but have made only minimal increases in slaughter capacity. Is it time for the addition of new slaughter facilities? Who is going to build them? What is the ideal size for efficiency, permitting and labor availability? How much automation can be incorporated into beef plants or even feedyards going forward?

Above all else we cannot turn away from exports and international trade. We are in a mature industry. If you look at beef production, or animal protein production as a whole, there is no way we can have any hopes of growing without the benefits of exports. Trade relationships are two-way streets and must be treated as such. What do all these changes mean for our industry in terms of sustainability? When market conditions stabilize and improve, have we made progress in benchmarking? As an industry, are we doing all that needs to be done to address consumer concerns on animal welfare, the environment and food safety? What can be done to improve consumer opinions and trust? This list of issues to work through is only a few of the most apparent issues. As the market continues in this dubious environment and establishes new lows, other issues may surface. Luckily with an increase in volatility comes opportunity. And for the cattle industry, the best opportunity is to create positive changes out of this utter devastation.

A Peek into Summer Weather for Producers Editor’s Note: NCBA members can read weekly updates from meteorologist Don Day, Jr. by logging onto www.NCBA.org. The spring of 2020 has been a cool one for a large part of the nation. While March was mild, April was a cold month for many, especially in the Rockies and Plains, with snow and record breaking cold. Other than some warm temperatures in the far

southeast, most of the rest of the nation had to be patient in April with the colder than normal temperatures. Severe weather also reared its ugly head in April, an active start to the severe weather season with tornadoes and strong thunderstorms. With the longer days and gradually warmer temperatures, summer cannot be too far away. Are we headed to a hot, dry summer or another cooler, wet summer like we experienced in 2019? The cool and wet spring and summer seasons of 2019 is still impacting many areas of the Corn Belt and Midwest as we head into the new growing season. Long range trends indicate that summer will be slow to start for a large part of the U.S. This will be especially true in May and June as temperatures will be trending near to below normal in many areas of the western and central states. The graphic to the left shows expected temperatures relative to normal for the three-month

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period of May, June, and July. The blue areas represent expected cooler than average temperatures while the orange/yellow colors highlight temperatures that are expected to be above normal. Note the large area of blue (cooler than normal temperatures) in the nation’s midsection and western Corn Belt areas. Also, there are no large areas of above normal temperatures expected across the lower 48 states. The outlook for precipitation from May through July indicates no area of severe dryness as a large part of the nation will have ample opportunities for rainfall. This will be especially true in the central states, the High Plains, and portions of the western Corn Belt. The graphic above shows expected precipitation trends from May 1 through July 31. The blue and green area represent above average precipitation (blue represents much

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above average). The large area of blue shown in the nation’s midsection also corresponds with the same areas of below average temperatures. Only the Pacific Northwest, the Desert Southwest and the far southeast (especially Florida) show drier than normal conditions. Based on expected long range trends, there are no indications of a looming drought this summer over a large part of the nation. However, dry winter trends in California and the Desert Southwest will need to be monitored as we head into summer.

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Telemedicine in the Cattle Industry By Julia Herman, DVM, MS, NCBA Beef Cattle Specialist Veterinarian COVID-19 has been the catalyst for change in many aspects of our lives, one of which is the increased utility of technology. The beef production community has been integrating technology for decades. Such opportunities include applying quality record keeping systems available as a phone app that links to your computer or having your nutritionist log in to the feed mill system to adjust the week’s ration. Calving season is underway and remote camera systems allow virtual log-in so near-calving heifers can be monitored without disturbances. There are several advantages to using technology to better your practice and optimize care for your animals. Within veterinary medicine, the opportunities around telemedicine are increasing. While practicing veterinary medicine has traditionally been completed in person, telemedicine allows veterinarians to work with clients remotely via telephone or computer. Veterinary telemedicine is not a new concept, as telephone communication is considered telehealth and is used commonly between producer and practitioner. What is new is how various practices are using video capabilities and electronic records to improve communication with clients, efficiently share records, and make it easier for clients to receive services for their animals. Ideally, a veterinarian-client-patient relationship (VCPR) has already been established so the veterinarian has connected with the producer/owner and understands their operation’s capabilities and limitations with at-home treatments. Veterinarians use telemedicine to establish a form of electronic communication to gain access to the patient. This could be to maintain communication as a recheck to a laceration repair, calving, or other call. Alternatively, it could aid the owner and veterinarian in deciding what constitutes an emergency or if a problem might wait until the next day. Video exchange can help to improve the quality of care to the animal and provide peace of mind to the producer. Importantly, in each situation the veterinarian uses

his or her expertise to decide if telehealth is sufficient or if an in-person appointment would provide better quality of care. There are many opportunities for this type of practice with collaboration between the veterinarian and the producer. To aid the veterinarian in diagnosing the animal, producers should be prepared to convey some basic physical exam results in order to provide as much information to the veterinarian as possible. Minimally, this includes counting respirations (i.e., breaths) per minute, taking the heart rate, and obtaining a rectal temperature. Having a detailed history of the animal’s or herd’s behavior, diet, and clinical signs of disease is also important. Many veterinarians have worked with cattle producers to build a medical first aid box so the producer may complete basic first aid or treatments at the farm or ranch. Preparing for the virtual visit could be valuable for the future. As our country and world continue to navigate the social distancing guidelines brought on by the COVID-19 pandemic, it has certainly changed our everyday lives. The cattle industry, and all of agriculture, continue to work diligently to provide quality care for our animals and provide a constant supply to our food chain. The U.S. Food and Drug Administration (FDA) recognizes the vital role veterinarians play in protecting public health and are providing guidance to expand the use of telemedicine for the care of animals while also allowing for social distancing to limit potential spread of COVID-19 in the community. The FDA announced that it intends to temporarily suspend enforcement of the animal examination and premise visit portion of the VCPR requirements for specific situations including Extra-label Drug Use in Animals (ELDU) and Veterinary Feed Directive (VFD) drugs. As such, veterinarians will be allowed to prescribe or authorize drugs for ELDU or VFD use without direct examination of the patients, which will limit human-to-human interaction and safeguard human health. Veterinarians will still need to consider any state VCPR requirements that may exist in their practice area in relation to the FDA action. There are various circumstances where a

group of animals or an individual animal might need an exam in person and other circumstances where telemedicine would suffice. At this time, telemedicine is not appropriate for the issuance of Certificates of Veterinary Inspection (CVIs) or health certificates or for other regulatory work that must be performed by a licensed, accredited veterinarian. A valid VCPR remains an important aspect to ensure the health and well-being of our cattle. Veterinarians will need to be licensed in the same state in which they are giving advice or will need to build a relationship with a veterinarian in the same state as the animals. We encourage cattle producers to work with their veterinarian who will best determine if telemedicine is appropriate. Additionally, veterinary telemedicine services are professional veterinary services and producers should expect to be charged a professional service fee. To meet the needs of animals during this crisis, telemedicine is being considered more often by veterinarians for individual or herd-based assessments. A temporary guidance document developed by the American Association of Bovine Practitioners, NCBA, and the National Milk Producers Federation can be found on NCBA’s website under Coronavirus information. Together, cattle producers and veterinarians will continue to provide high quality care to their herds for which the cattle industry is known.

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Governance Meetings…You Can’t Live With ‘em And You Can’t Live Without ‘em By Barb Wilkinson, NCBA Senior Executive Director, Governance and Leadership Development Featuring this article during a time when face-to-face meetings are pretty much on hold may seem strange. However, meetings in-person or virtual both deserve the proper attention. Once upon a time I sat through a two-hour business meeting that had been crammed into four hours. Yes, you read that right. That was when I realized the importance of planning meetings for purpose, efficiency and to honor attendees’ time was of extreme importance. Whether we are planning the local cattlemen’s meeting or a membership or board meeting at the state or national level, there are important elements to consider when planning. Defining the PURPOSE -- It is absolutely okay to cancel a meeting if there is no reasonable purpose. If you have determined a need for a meeting, you should next focus on the type of meeting: is it for planning, sharing information, or decision making – or elements of all three? If you aren’t covering one of these three areas, you might consider cancelling. Determining the Guts of the AGENDA – Think of setting the agenda as you would packing for a trip with luggage restrictions – what you need to include to accomplish your purpose and no more. Below is a checklist of questions to help you prepare for your meeting and its agenda*. For the sake of this article we will focus on important elements to consider in preparation. •

If this is a planning meeting, what are you planning? Be as specific as possible regarding what must be planned; i.e. don’t just say “plan a calf sale,” break down the components to be covered: facility, marketing, consignors, set-up, clean-up, etc. • What decision(s) need to be made? Be as specific as possible. For example “the organization needs a policy position on ____________.” • What information is needed to make the decision(s)? º Does the information need to be presented in person? By whom? º Could any of the information be shared via e-mail or other means before the meeting? • If this is an informational meeting, what is your goal in presenting the information? º Who is best suited to present the information? º Do you want attendees to take action after hearing the information? º Do you want attendees to think differently after the meeting? • What information do participants need to receive ahead of time so that everyone is prepared when the meeting begins? º Make sure everyone receives the information at least two days in advance – allow more time if it is a lot of information. º Use tools like Google.Docs or Drop Box to share information in between meetings. º Special note to meeting attendees – make sure you review the materials before you arrive onsite for the meeting! • Do your attendees know each other? º If they don’t know each other, make sure to carve out time for introductions and an activity as simple as a question to learn more about each other. º If they know each other and it has been awhile since they have met, you may need to allow time for a check-in with everyone. Working through the elements of what is needed to fulfill the purpose of a meeting will go a long way in avoiding the two-hour meeting crammed into four. The six P’s of planning are still true today ---Prior Proper Planning Prevents Poor Performance. *When you are ready to put together a formal agenda, you can visit www.jimslaughter. com for an example of a Robert’s Rules of Order, Order of Business. Attorney Jim Slaughter serves as official Parliamentarian for NCBA Board of Directors meetings. Jim authored the book “The Complete Idiot's Guide to Parliamentary Procedure Fast-Track” available on Amazon.

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Multiple Issues Addressed in Region V than its share of setbacks over the last few years, but the loss of the grazing rights on the Bridge Creek allotments was very troubling. The Oregon Cattlemen’s Association has supported the Hammond Ranches in their battle to restore the grazing rights they lost in a court decision. The Association’s leadership appealed to qualifying ranchers to not bid on the allotments, hoping that the legal process would give the allotments back to the Hammonds, but three bids were submitted anyway. It is unclear how this will end, however. The BLM is currently challenging the ruling that effectively revoked the grazing permit for Hammond Ranches. Washington had a near miss with an effort to introduce mCOOL in our state. When the Mexicans and Canadians bristled at the idea before USMCA was even ratified by Canada, the momentum to pass it died quickly. I've added a link to the Senate Ag and Natural Resource Committee hearing on the bill. If you ever want a 30-minute primer on the importance of trade with Canada and how integrated the Northwest beef business is, please watch the testimony. Brad McDowell, President of AB Foods Washington Beef, along with Jack Field, Camas Uebelacker and Jared Easterday, Executive Director, Vice President, and President, respectively, of the Washington Cattle Feeders Association, provided testimony opposing the bill. Not only is their testimony compelling and succinct, but some of the questions and ideas posed by the Senators reveals both the persistent conundrum posed by this issue and some hope for progress to clarify it. Here is the video link.  The relevant testimony runs from 23:00 to 50:00 minutes in the hearing. https://www.tvw.org/ watch/?clientID=9375922947 &eventID=2020021419 You’ve all read about Judge Morris’s decision in the United States District Court of Montana and how he ruled in favor of USDA and the Montana Beef Council in the matter of R-CALF vs. Sonny Perdue and USDA. The Montana Stockgrowers Association reports that it supports the court’s ruling and is excited to see this victory for the Montana Beef Council. Another item on the promotion end was that Wyoming’s Legislature allocated $1 million to incentivize construction of a mid-size beef processing plant in the state. Wyoming’s Governor also just signed an animal-share amendment which will allow consumers to buy meat from ranchers through an animalshare agreement, circumventing USDA inspection. WSGA’s executive vice president, Jim Magagna, says it is an added opportunity to “facilitate doing this type of directto-consumer-type of sale.” The idea is that if the consumer “owns” all or part of the animal, it doesn’t need to be processed in a federally inspected facility, and local butcher shops can help fill the processing void. Several states in Region V have expressed frustration with the market upheaval we’re experiencing. Idaho Cattle Association President Dawn Anderson wrote a particularly good letter to Secretary Perdue and I’ve included the questions she presented. They cover most of what we’ve seen and heard about the issue the last few months and added a couple that we hadn’t! •

What is the daily slaughter per parent entity as a percent of the daily U.S. total?

•

Does an oligopoly exist within the U.S. beef industry?

•

What regulations and policies have affected competitive pricing in the beef industry? (Are there regulations/ policies that hinder the expansion of the U.S. packing industry?)

•

What factors have led to the decoupling of the commodity futures market and the cash market in the cattle industry today?

•

Who is profiting from the current volatility in the futures market?

•

What are the leading factors influencing the separation of the producer pricing and the retail pricing in the current market?

•

What is the maximum market share an entity can hold in the beef supply chain to promote and ensure competitive pricing?

•

Does the United States produce enough beef to deliver on the futures contracts traded on a deliverable contract period?

•

Does the current market scenario allow for true price discovery in the U.S. beef cattle industry?

NCBA President Marty Smith and CEO Colin Woodall conducted a conference call with leaders of the Washington Cattle Feeders Association. It was very valuable for WCFA members to be able to visit directly with President Smith and CEO Woodall. The Live Cattle

Working Group will be dealing with many of these market issues this summer at our Mid-Year meeting. Colorado Cattlemen’s Association hosted a webinar to help producers with the SBA’s relief programs and visited “virtually” with members of Colorado’s Congressional delegation about COVID-19 issues. They were particularly concerned with packing plant closures, transportation, and rural healthcare preparedness. Colorado Cattlemen’s Association, Colorado Beef Council and Colorado Livestock Association leaders issued a joint statement expressing sadness for the loss of the two workers from the JBS Greeley production plant and pledging support for the industry and food safety. So other than predators, feral horses, a cold dry spring, a global pandemic, 50 percent loss in value of our product, and excess environmentalists, industry saboteurs, and the fake news, things are great in Region V!

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By Dick Coon, NCBA Region V Vice President, Bar U Ranch Benge, Washington In Region V, our members are dealing with COVID-19 and its upheaval to their lives and the industry like everyone everywhere, but there are still many issues that impact ranchers and their ability to provide beef for our country. Wild horse populations nationally are five times what the resource can support and in Oregon the current target is 2,676 head. However, the current population is 6,162, with over 1,200 foals expected this year, and the BLM is only gathering excess horses in Utah, Nevada, and Wyoming. The Oregon Cattlemen’s Association is actively seeking to add Oregon to the list of states removing horses to try to protect its resources. At least in Wyoming the news is somewhat better. The Wyoming Stockgrowers Association, having been involved in litigation over management of the wild horses for years, is supporting an action by the BLM to declassify four herd management areas and remove all 2,000 head. Oregon’s wolf population has increased 15 percent since last year. Unfortunately, the state’s compensation program is severely underfunded and frustrated ranchers are not reporting dead or missing stock due to the time it takes for investigations to begin. In Northeastern Washington, a hotbed of wolf pressure, one county sheriff is offering to start trapping and collaring wolves since the state’s game department seems to be overwhelmed, underfunded, and unresponsive to ranchers’ needs. In Colorado, the Colorado Cattlemen’s Association is one of several groups that run Coloradans Protecting Wildlife, a group opposing a measure permitting the introduction of wolves into the state. The Rio Blanco County Stockgrowers and other county ag groups hosted a dinner, dance, and auction which raised 34k to fight the initiative. The event was called “Dance Without Wolves”! I understand that the wolves took their own initiative and have already moved into the state. I don’t think they’ll be welcome at the dance. Wyoming has the largest single Forest Service permit in the nation, the Upper Green River Cattleman’s Association. Renewal of this permit is being challenged by the enviros because the agreement would allow up to 72 grizzlies over the 10-year permit. Wyoming Stockgrowers are seeking to intervene in this case. Montana's challenge in dealing with the American Prairie Reserve and the EIS coming from the Montana Department of Fish, Wildlife, and Parks (FWP), which pushes them towards free-roaming bison herds in the state, has led United Property Owners of Montana to sue the FWP over the EIS. The concerns over property rights, contagious diseases and the fact that it is a dangerous animal led Montana to pass a bill in 2011 mandating that the FWP manage bison. Apparently, that didn't take very well, so several counties have passed ordinances to require all bison to be tested, identified and health tracked. The Montana Stockgrowers recently moved this to the next level by asking the USDA and CDC to remove Brucellosis from their select agents and toxins list. The hope is that this would allow additional research into vaccines for Brucellosis and offer the potential for new means to control the disease in cattle and wildlife in the Greater Yellowstone Area. In Wyoming the legislature authorized compensation to cattle producers for expenses associated with a herd quarantine due to Brucellosis. Now if wild horses, wolves, grizzlies, elk and bison aren’t enough, I need to add cougars to the mix! Washington’s Fish and Wildlife Commission just increased the harvest allowance to let hunters kill more cougars in the state. The Wyoming Legislature also Increased state funding for predator control. Hammond Ranches in Southeastern Oregon has had more

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Virtual Learning Opportunities Abound Cattle producer education is important today, but it’s become nearly impossible to gather “in-person” during these troubling times with most industry events cancelled or postponed. Fortunately, NBCA has been a leader in this space with the Cattlemen to Cattlemen program, Cattlemen’s College online campus, Beef Quality Assurance online platform and the Cattlemen’s Webinar Series. These efforts have been staples of the association for many years. Additional steps have been taken to provide even more “free” content with the decision to make the Cattlemen’s College online campus free to everyone through May 31. While typically a $50 cost, we’ve worked with Zoetis, our longtime sponsor of the program, to make access free, at a time when people can’t get out to in-person events. Visit NCBA. org, navigate to the “Producers” tab and then click the Cattlemen’s College subtab and it will take you to the online campus. Set up a free account and click the “Free Content” tab to access more than 100 educational seminars. Another addition to the learning platform was a recent webinar on dealing with these stressful times in the farming and ranching community. That webinar, and the full webinar library, can be

accessed at the same “Producers” tab and then following the links to the Cattlemen’s Webinar Series. The recently completed series focusing on Soils, Forage and Grazing was extremely popular and the entire series is available for viewing. Next up in the Series on May 5 is a webinar focused on feeder cattle health; be sure to sign up to participate. Keeping your BQA certification status up-to-date is another great option now by going online to bqa.org. The recently updated and re-launched modules are fresh as of February 2020, so chances are you have not seen the content and it will be a new, fresh experience. With certifications good for three years, if you are more than 18 months removed from training this is a great time to re-certify. For up-to-date Cattlemen to Cattlemen educational content, go to www.YouTube.com/ cattlementocattlemen. There you can find archived educational segments on a variety of topics from animal health, to putting up better hay, to conservation practices and improving production. For more information on the many educational opportunities available to cattle producers through NCBA, visit NCBA.org.

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Cattle Producers are Essential; Stay Safe By Leah Martin, Acute Care Nurse Practitioner To every individual raising cattle amid the COVID-19 pandemic, thank you. You are among those on the front lines and are essential to our country weathering the storm. Like you, I am also essential, but in a different way. I am an Acute Care Nurse Practitioner in a small town west of Atlanta, Ga. This small town has a population of about 27,000. I did not grow up in an agricultural family, but I did marry into one in 2012. My husband was raised surrounded by livestock of all kinds. I have learned more than I ever thought possible about cattle and swine over the past eight years. I understand the importance of agriculture, not only to families, but to our cities and country. I also have seen the expertise and knowledge of farmers. They know best when it comes to producing food for our families and I trust that my plate is filled with nutritious, safe food thanks to American farmers.   Just as I trust you, I hope you trust our healthcare systems and leaders amid the COVID-19 pandemic. This means following CDC guidelines including washing your hands often and for at least 20 seconds with soap and water; maintaining a social distance of at least six feet from others; staying home as much as possible; avoiding touching your eyes, nose, or mouth; and wearing a mask or face-cover when out in public. This comes as I watch the impacts of the virus to my own rural community. The first positive

Coronavirus case was confirmed in Georgia on March 2. Our community started taking precautions at that time. We limited visitors in the hospital and even closed the publicschool system. Just two weeks after this, on March 19, our community saw its first positive case. As I type this, a month later, we now have 325 positive cases tested by our hospital system. Georgia has over 17000 confirmed cases, a number that continues to grow. These numbers came despite honest efforts to avoid the spread of the virus. My small community closed restaurants and non-essential businesses. We have stressed the importance of social distancing and most are following. Even with these precautions, our numbers continue to grow. Our hospital’s ICU is full and we are working hard to keep our healthcare providers as safe as possible. Agriculture is part of the fabric of our community. Farmers sit on school boards, serve in local government, and are among the drivers of the economy. I know this because I treat you each day. An outbreak in communities like the ones you live in could have devastating effects. The spread is fast and difficult to control. Quite frankly, it is very scary.

Think of it one other way: America needs you. Practice social distancing as much as possible. It is still okay to take care of your animals but keep yourself and household separated from others if you can. Don't let this virus take over your community. We can get through it safely and hopefully return to our daily activities surrounded by others soon. Thank you again for putting yourself on the front lines. I’m proud of the sacrifices you make to feed our country. Keep raising beef but stay safe!

BIF Symposium Going to Virtual Format – Free Registration The Beef Improvement Federation (BIF) Board of Directors, along with the Florida 2020 BIF Research Symposium and Convention committee, recently made the decision to transition this year’s conference to an online format due to COVID-19. Planning is underway to finalize an updated symposium for online delivery. “Our BIF program committee working with the Florida group has honed the original schedule to work in the new online format,” says Joe Mushrush, BIF vice president and program chairman. “Our goal is to provide learning opportunities that will help producers continue to improve their bottom line focused on beef improvement. As our President Tommy Clark said last week, ‘Our mission as an organization is intact during this challenging time and we will continue to provide educational programing focused on how the beef industry can enhance value through genetic improvement.’” The virtual event will be hosted online the week of June 8 starting at noon CDT each day. The conference will be hosted on the Zoom webinar platform. By midMay, participants will be able to register for the event, find a detailed schedule and Zoom tutorials on the BIF website — BeefImprovement.org. “While it is disappointing to cancel the in-person event, it is exciting to see how much of the program we have been able to keep intact in the new virtual format,” says Josh White, NCBA executive director of producer education and sustainability and NCBA’s representative on the BIF Board of Directors. “I would encourage cattlemen to take advantage of this unique opportunity to attend virtually, for free, and see what the BIF Symposium is all about.” 2020 BIF award winners, including Seedstock and Commercial Producers of the Year, Pioneer and

12:15 p.m. GENERAL SESSION 2 Global Perspectives on Beef Sustainability – Don Close, Rabo AgriFinance 1:15 p.m. BIF AWARDS PROGRAM Seedstock Producer of the Year BIF Continuing Service Awards 1:45 p.m. SYSTEMS APPROACH TO BEEF CATTLE SUSTAINABILITY Dr. Clay Mathis, King Ranch Institute for Ranch Management, Texas A & M University—Kingsville

Continuing Service award winners will be recognized during the online symposium. Below is a tentative schedule for the 52nd Annual Beef Improvement Federation Symposium – Online (all times are CDT): Monday, June 8 Noon Welcome 12:15 p.m. YOUNG PRODUCERS SYMPOSIUM What Will the Purebred Cattle Industry Look Like in 20 years – Bill Rishel, Rishel Angus Financial Planning for a New Generation of Producers – Adam Trott, Financial Analyst Manager, Rabo AgriFinance 1:45 p.m. BIF BOARD/OFFICER ELECTION RESULTS Scholarship award presentations — Roy Wallace, Baker/Cundiff BIF Ambassador Award presentation

Thursday, June 11 Noon Technical Breakout Advancement in End-product Improvement 2 p.m. Technical Breakout Advancement in Emerging Technology 4 p.m. Technical Breakout Advancement in Selection Decisions Friday, June 12 Noon Technical Breakout Advancement in Efficiency and Adaptability 2 p.m. Technical Breakout Advancement in Producer Applications 4 p.m. Technical Breakout Genomic and Genetic Prediction While final details surrounding this transition are still taking shape, BIF is committed to providing an easily accessible, robust online conference experience that eliminates the health concerns that come with travel and face-to-face meetings at this time. A big thanks to the Florida committee for their help planning this year’s event and look forward to in-person in Florida sometime in the future. For details regarding the online conference as they develop, visit http://www.beefimprovement.org.

Tuesday, June 9 Noon Tuesday Welcome 12:15 p.m. GENERAL SESSION 1 Consumer Market Research — What They Say They Need, and They Want – Shawn Darcy, Director of Market Research, National Cattlemen’s Beef Association (NCBA) Market Research 1:15 p.m. BIF AWARDS PROGRAM Commercial Producer of the Year Pioneer Awards 1:45 p.m. PERSPECTIVES FROM END-USER What We Need and What We Want – Henry Zerby, VP of Protein Procurement and Innovation, Wendy’s Quality Supply Chain Co-Op (QSCC) Inc. Wednesday, June 10 Noon Wednesday Welcome

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

Colorado Consumers Linked with Local Beef The Colorado Beef Council has created an online directory to help connect Colorado farms and ranches that sell beef with consumers who want to buy it. The Colorado Beef Directory helps educate consumers about beef sourcing and allows them to purchase directly from Colorado producers.   “Today’s global challenges have shown us consumers want to support their local economies,” says Todd Inglee, CBC executive director. “We’ve also seen a growing desire by consumers to learn more about how beef is produced and where they can find direct marketing opportunities. This beef directory is a resource for helping make that connection.”  Colorado beef producers can self-list their ranch/ business for this CBC service at www.cobeef.com (Cattlemen’s Corner link). Consumers can view listings on the directory by going to the same site (Cooking). Listings include the farm/business address, phone number, email address and website links, and consumers reach out to them directly. Questions received by CBC about the company are directed back to the company.   “CBC is proud to help fill a need by presenting more consumer beef purchasing options,” says Inglee.

State Beef Councils Secure Checkoff Victory The Beef Checkoff and 15 grassroots-led state beef councils won a major court victory in late March when the United States District Court of Montana ruled in favor of USDA and the Montana Beef Council in the matter of R-CALF vs. Sonny Perdue and USDA. The court’s decision ends a legal battle that has spanned more than three years and interrupted beef promotion functions in Montana. Furthermore, the case had threatened local input and promotion efforts at the state level across the country. The link to the court ruling can be found by scanning the QR code or visiting https:// www.ncba.org/newsreleases. aspx?NewsID=7207.

Kansas Campaign Generates Results

Orientation, But At a Distance

Scheduled for April 15-16 this year, the Federation orientation for new state beef council directors and staff still took place those dates – live, but not in person. Representatives from 22 state councils participated via webinar in the event, which featured presentations from those responsible for leading and managing the Beef Checkoff at the national level. Participants were engaged and encouraged to ask questions via chat during the two 2-hour sessions. Presenters described the roles of industry organizations, the history behind the Beef Checkoff and the significant work being done on behalf of cattle producers through the program. Here are some quick insights made to participants from some of the presenters: Buck Wehrbein, Federation Chairman: “We stand on the shoulders of (volunteers and staff) who went before us. Keep your focus, be confident and know the limitations of what the Checkoff can and can’t do.” Buck Wehrbein Clay Burtrum, Federation Vice Chairman: “We’re here as part of a great team. Stand strong and get involved.” Greg Hanes, Cattlemen’s Beef Board CEO: “The key aspect (of the Beef Checkoff) is the state and national partnership. It’s a very grassroots plan that is producercontrolled.” Clay Burtrum (Also presenting on behalf of the Cattlemen’s Beef Board were Chad Smith and Tom Novota (Collection Compliance and Financial Compliance) and Sarah Metzler (Producer Communications).) Todd Johnson, NCBA Senior Vice President for Federation Services: “There are more than Greg Hanes 700 individuals on state beef

council boards throughout the country serving cattlemen and women and consumers. Our hope is that through a coordinated state and national program we can be aligned in our efforts.” Barb Wilkinson, NCBA Senior Executive Director, Governance Todd Johnson and Leadership Development: “Fiduciary is the Latin word for trust. This means as state beef council directors you are entrusted with the trust of the organization, including not just financial but reputation.” (Presenting information on Federation services provided to state beef councils was staff Barb Wilkinson member Don Waite.) Eric Moore, NCBA Senior Director, Compliance: “The concept of the financial firewall goes throughout the whole organization. I’m proud to focus on this every day.” Alisa Harrison, NCBA Senior Vice President, Global Marketing and Research: “All of our strategies are developed to align with the Eric Moore Long Range Plan. They are also planned with the involvement of state beef councils." (Harrison presented information on the Checkoff’s work to Position Beef as the Top Protein through the Beef. It’s What’s For Dinner. brand. Also presenting were NCBA staff managers Rick Husted Alisa Harrison (Market Research), Mandy Carr (Product Research and Consumer Information), Season Solorio (Promotion), Josh White (Industry Information) and Jennifer Tillis (Issues Response).)

Oklahoma Beef Council Modifies its Aggressive Programs on Behalf of Consumers, Producers •

A Kansas Beef Council March Nutrition Month campaign generated more than 50,000 views from urban Millennial and Gen-Z consumers in Kansas City and around Kansas. The campaign featured KBC Director of Nutrition Abby Heidari in a series of 15-second videos that highlighted science-based facts about how beef should be part of an active and healthy lifestyle. The 15-second videos on YouTube were strategic, since the site doesn’t charge unless the advertisement is watched in its entirety. “By keeping the campaign to 15-seconds, we are able to adapt our promotional efforts to fit the modern attention span while disseminating our strategic message in an extremely cost-effective and judicious manner,” says Scott Stebner, KBC director of communications. The campaign was part of a series of broader KBC beef digital promotion programs generating over 1 million impressions in March and over 4.5 million impressions in the first quarter of 2020.

Responding to a changing marketplace that has been impacted by the COVID-19 outbreak across the world, the Oklahoma Beef Council has adjusted its aggressive program to promote and educate about beef to consumers and other audiences in the state. The new efforts reflect a consumer and supply system that is rapidly changing, but a product that remains nutritious, versatile and delicious and in high demand. “We’re living in a time of great confusion and worry, but consumers shouldn’t be confused or worried about beef,” says Becca McMillan, OBC chairman and a cattle producer from Mannsville, Okla. “Oklahoma beef producers are responsible for one of the most healthful, tasteful products available, and our organization wants to make sure consumers feel great about putting our wonderful products on their dinner table.” Among the enhancements to the organization’s program are: • Reallocation of promotion dollars to YouTube and Google Search advertising to share recipes, cooking tips and helpful videos with Oklahoma consumers;

A modified billboard campaign in Oklahoma City and Tulsa that focuses on the healthfulness of beef and comfort foods, including tag lines of “Nicely done beef, you are a comfort,” and "Nicely done beef, you are a superfood that’s actually super tasty”; • Development of a resource page that shares batch cooking tips, cooking resources, virtual farm and ranch tours and agriculture-focused activities for children at home; • Creation of two or more videos focused on creating multiple meals with a single preparation; • Social media message posts focused on comfort food recipes, batch cooking and how-to guides for freezing beef; • Sharing of information with media that will help consumers cook beef at home, as well as find agriculture activities for children; and • Helping promote the Oklahoma Restaurant Association “Keep Calm, Carry Out” campaign with beef messages. “Consumers should be assured that today – like it has always been – beef is what’s for dinner,” McMillan says. “The Oklahoma Beef Council is stepping up to show how our state’s cattle producers are committed to not only providing a great product, but helpful information that will deliver a great beef eating experience every time.”

NATIONAL CATTLEMEN 15

www.NCBA.org

NEWS Beef. It’s What’s For Dinner. Supports Consumers and the Supply Chain During COVID-19 As the world continues to be challenged by COVID-19, the National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff, and State Beef Councils are committed to ensuring that consumer demand for beef remains strong during this worldwide crisis. Adjustments to current checkofffunded consumer marketing, supply chair outreach, research, media relations and influencer marketing programs have been made so that consumers have the information they need now to adjust to cooking more meals, for more people at home.

Keeping Tabs on Consumer Attitudes and Social Media Engagement NCBA has been tracking ongoing changes in consumer attitudes and behaviors. As Figure 1 illustrates, consumer concerns about COVID-19 are high, and behaviors continue to change. In addition, those who believe they will contract the virus has grown to one in five. While it’s uncertain how these measures may evolve, NCBA will continue monitoring and updating this information on a weekly basis. Figure 1 (Source: Directions COVID-19 Tracker)

SUPPORTING CONSUMERS WHILE AT HOME In response to the COVID-19 pandemic, NCBA, along with State Beef Councils across the country, are leveraging extensive content libraries, including advertisements, recipes, cooking videos and educational materials about beef nutrition, to help consumers while they are home during the pandemic. These programming shifts are informed by the insights gleaned from consumer and market research, supply chain trends and media and influencer monitoring, Beef preparation and recipes tips being provided to consumers through Checkoff-funded content include: •

Recipe Collections – While Beef. It’s What’s For Dinner. has many recipe collections, current efforts are focused on sharing recipes that are easy, simple, affordable and kid friendly.

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Cooking Lessons – These lessons, which provide step-by-step instructions and tips for a dozen different cooking methods, from grilling to pressure cooking, are a great resource for all levels of home chefs.

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Beef Safety Information – From beef handling and storage information to preparation guidelines and additional tips, the Beef Checkoff is providing consumers with the information they need for a safe eating experience.

Launched on April 1, a variety of Beef Checkoff-funded program areas came together to launch a “Beef Substitutes Campaign,” partnering with three nationally recognized chefs and inviting each to find a creative way to substitute beef for a more commonly used protein in one of their favorite dishes. The delectable resulting recipes include: •

Peking Chuck: In this nod to Peking Duck, Top Chef finalist, Joe Sasto replaces the duck with a Chuck Roast for a unique Asian-inspired beef meal.

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Korean Fried Beef (KFB): Who needs fried chicken when you can enjoy fried beef at home? Acclaimed NYC chef Esther Choi shows how to make this classic dish with a beefy Korean twist.

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Cowlamari: For this tasty treat, beloved Chicago chef and Food Network regular, Lamar Moore, replaces the surf with turf and turns Calamari into Cowlamari.

These recipes and series of videos, which include a variety of longer-form videos and short-form videos are being promoted through paid advertising efforts on social media, YouTube and Connected TV (such as Roku devices or online programs like Fox and Disney). NCBA is sharing these recipes and videos with major news outlets, resulting in the Associated Press picking up on the story. Since these new videos launched, there have been more than 1.2 million video views and nearly 1.5 million social engagements with the content, with very positive consumer response. The team also activated Masters of Beef Advocacy graduates to ask them to share their own “beef substitute recipes,” with Cooking with the Cowboy making a Steak Pot Pie and Girl Carnivore serving up Beef Parmesan. Additionally, for cooks who may not be as savvy, Beef. It’s What’s For Dinner. is promoting quick, easy meal prep videos through social media, YouTube and other digital advertising efforts. Since these videos launched in late March, there have been more than 5 million video views and a 51 percent increase in reciperelated pageviews to BeefItsWhatsForDinner.com. In addition to communicating with consumers about preparing and cooking beef at home, NCBA has been engaging with national media through press releases about cooking basics, freezer staples, beef safety and kid friendly meal solutions. Similar to media outreach, influencer and advocate programming during the COVID-19 pandemic has been focused on providing content that is relevant to the audience and sensitive to the current environment. COMMUNICATING WITH THE SUPPLY CHAIN While retail sales of beef are strong as mentioned above, foodservice demand for beef has been significantly impacted by COVID-19. As a result, NCBA’s supply chain programs have not only been tracking the impact that this has on beef, but also working to reach out constantly to the retail, foodservice, manufacturer, processor and distributor partners that we work with to position beef as the number one protein and see how NCBA can best support them as they work to continue to try and move beef through the supply chain to the consumer. The supply chain focused Beef News Now e-newsletter, which goes to more than 2,600 supply chain subscribers that are segmented into retail, foodservice and nutrition-focused lists to help them understand that beef is their most valuable protein for their business. NCBA has increased the number of these that are sent out to the supply chain operators in the midst of the COVID-19 crisis, constantly looking for opportunities to share information about beef and give them ideas for how they can merchandise beef during this time. LOOKING TO THE FUTURE As we head into Summer Grilling season and our country begins along the path of recovery from COVID-19, NCBA continues to plan a major grilling season push that will encourage consumers to enjoy steak at home—with a rally cry of “United We Steak.” Even in the midst of this COVID-19 crisis, NCBA’s teams worked to shoot photos and videos in early-April to ensure that this campaign could still launch this summer, complete with a surround-sound communications and marketing effort that will include digital and social media ads, media outreach, e-commerce efforts aimed at measuring beef sales and influencer partnerships. As Beef. It’s What’s For Dinner. lends consumers a hand when it comes to preparing beef at home through this time of unknowns, farmers and ranchers are urged to follow Beef. It’s What’s For Dinner. on social media platforms, including Facebook, Instagram, Pinterest, LinkedIn and Twitter, to see how Beef Checkoff dollars are helping consumers feel confident in choosing and preparing beef and can rest assured that the beef industry is committed to providing safe, healthy, wholesome beef to the food supply.

Speaking more specifically about consumer behavior related to food, about half say they are now preparing meals at home and relying much less on options like carryout, drive-thru or curbside pickup, and certainly not dining in at restaurants. While consumers are adjusting to new stay-at-home norms, the supply chain is experiencing unprecedented change. With consumers rushing to stock up on essentials, retail sales of fresh protein began to spike in early March and seemed to peak the week ending March 22 with beef sales exceeding 90 percent growth yearover-year (see Figure 2). Most recently, those numbers have moderated somewhat but still tracking considerably higher than they were for the same period a year ago. Figure 2 (Source: IRI, Total US, MULO, w/ March 1 through April 5, 2020)

While retail sales are up dramatically, the opposite can be said about the foodservice channel. As Figure 3 shows, about the time retail sales started to take off and certain dine-in restrictions took hold, key foodservice sectors began to suffer. Business within full-service restaurants, who rely most heavily on patrons dining in, are taking the brunt of this decline, with transactions down 80 percent year-over-year. On the other hand, quick service restaurants like McDonald’s and Burger King, who are still able to provide drive-thru service, are also down but not to the same extent, with transactions off over 40 percent. Figure 3 (Source: NPD Foodservice)

In addition to tracking consumer and supply chain trends, NCBA has been consistently monitoring news and social media channels, both around the COVID-19 pandemic in general, as well as around beef-specific issues related to the virus. As consumers spend more time at home and are interested to know more about what is happening with COVID-19, there has been a significant increase in consumers reading news coverage—in fact, consumers reading news sites online has increased by 46 percent since this time last year. As of early April, beef has not been a topic widely included in COVID-19 media coverage. The same can be said for social media. In the small percentage of stories and social posts about COVID-19 that include beef, the predominant theme has been how to prepare beef at home. NCBA has also been keeping a close eye on changes in the influencer environment as a result of COVID-19. One outcome has been that those that influence consumer decisions like food bloggers, chefs, registered dietitians and other health professionals, have seen significant increase in followers, “likes” and other engagements on their social platforms. One advantage influencers with active social platforms have over traditional media in this environment is that they already create content without a production crew and can create and post content quickly. Many influencers are sharing simple recipes to inspire other parents like themselves to cook with items they have on hand, tips on how to meal plan or use leftovers.

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