November 2021 - National Cattlemen by NCBA

N A T I O N A L CATTLEMEN

To be the trusted leader and definitive voice of the U.S. cattle and beef industry. NOVEMBER 2021 • Vol. 38, No. 2 • NCBA.org

MARKET SNAPSHOT WEEK OF 10/21/2021

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

$158.59

$144.07

10.1%

LIVE FED STEERS

$107.52

15.2%

$123.85

CHOICE BOXED BEEF

$211.74

32.5%

$280.55

OMAHA CASH CORN $5.14

$3.83

34.2%

IN THIS ISSUE 3

LEADERSHIP COMMENTS

NCBA’s CEO and president remind us of the importance of having a full-time team, dedicated team fighting in Washington, D.C.

SOCIAL MEDIA’S ROLE

Social media can help ranchers market their products to new generations of consumers.

WEATHER

Weather technology has rapidly changed, adapted and become more accurate in the past few decades.

13-14

FEDERATION

In honor of Veterans Day, NCBA is recognizing some of our brave men and women who are or have served.

CHECKOFF

PRSRT STD U.S. Postage PAID Denver, CO Permit No. 1673

Beef. It’s What’s For Dinner. takes another lap around the racetrack.

Control the Controllables and Leave the Rest Alone Making a living in agriculture instills many profound lessons, but perhaps the first and hardest is this: Some things are beyond your control. Severe weather, drought, fire, global markets, the encroachment of foreign animal disease — many of the variables influencing a farmer or rancher’s bottom line are partially or entirely out of their hands. At least some degree of uncertainty is intrinsic to the cattle business, and our producers face many unknowns as they work toward the future. Producers must take predictability and stability wherever they can find it, and that’s why minimizing volatility at the federal level is such a prominent part of NCBA’s daily work in Washington, D.C. When President Biden took office, we knew that a myriad of environmental issues would move to the top of the list for federal agencies. We expected — and have seen over the course of the year — a heavy focus on land designations, environmental regulations, climate change measures and more. This autumn, many headlines have broken in quick succession on these issues, and the seemingly constant government attention can feel unnerving. We are seeing the rapid-fire announcement of environmental policy changes because the White House is looking for wins. They need some cover to counter what is shaping up to be a messy, partisan end-of-year fight over the budget reconciliation package and infrastructure spending bill. With that in mind, NCBA is engaging on all fronts to fight back against knee-jerk environmental policy decisions that prioritize short-term media coverage over long-term stability, stewardship and planning.

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

What’s In a Name?

Since January when the Biden administration announced their goal to conserve 30 percent of American lands and waters by 2030, agricultural producers have been on high-alert. “Our members, particularly in the West, have voiced valid concerns throughout the year about how the White House’s America the Beautiful plan might be used to unilaterally take land out of production, out of grazing,” said NCBA Executive Director of Natural Resources Kaitlynn Glover. “These are communities who know how quickly their lives and their operations can change at the whim of a federal agency.” Two developments in particular have brought these concerns to the forefront. In early September, the president issued a proclamation naming September as National Wilderness Month and voiced clear support for the use of the Wilderness Act of 1964. The problem? Wilderness designations are a very broad tool that prioritize preservation over conservation. Designations made under this act prohibit the use of motorized vehicles or mechanical tools, in many cases effectively banning the active management that is necessary to curb the risk of catastrophic wildfire, eradicate invasive species, maintain healthy habitat for wildlife and more. Reliance on wilderness designations and other tools that try to keep land as it is forever deny the basic fact that ecosystems must be managed to be conserved. “When the administration prioritizes a blanket designation over targeted, active conservation plans, they send the signal that they only care about the name of a geographic area — not

the condition of the natural resources on that land,” Glover said. “Conservation is an action verb, and it requires careful management and attention — like the kind of work cattle producers do.” About a month later, in early October, the administration announced a plan to expand the Bears Ears and Grand StaircaseEscalante National Monuments in Utah by millions of acres. The move was deeply disappointing, and NCBA was quick to point out that after months of touting their intent to work collaboratively with state governments and gather local stakeholder input, the administration totally disregarded outreach on the ground. Instead, the administration opted for a unilateral, federal designation, rather than working with local residents to craft a constructive, permanent plan. “Successful, durable management and protection of special places only works if those involved are committed to the same goal,” said NCBA Vice President of Government Affairs Ethan Lane. “These should not be partisan decisions, but what we saw in Utah was purely driven by partisan politics. For these landscapes, we must think in terms of decades, not election cycles. Long-term conservation strategies can take years to evolve, and it is completely unrealistic to keep whiplashing back and forth on these monuments from administration to administration, all while paying lip service to the idea of community input.” Glover agreed that the monument designation will work contrary to the conservation goals that the administration promotes on paper. “Preservation and conservation are fundamentally different things,” she said. “The former attempts the impossible task of freezing dynamic landscapes in time, prohibiting necessary interventions to keep ecosystems healthy. The latter lays out a strategic plan for active management that responds to changes and helps these ecosystems thrive. Unfortunately, monument designations are more about the kind of preservation strategies we know from experience do not work.” Glover added that this new emphasis on removing management tools on more than three million acres in these monuments is particularly out of touch at a time when catastrophic wildfires have covered more than five million acres this year alone. “Wildfire doesn’t care about whether an area has a special name or title — it cares about the availability of oxygen and fine fuels. That’s it. Enacting these designations, especially in this way, disincentives stakeholder cooperation that is so desperately needed to prevent these landscapes from facing a fiery fate. If the administration really wanted to protect these landscapes, they’d work with those who are best equipped to do it: livestock producers, assisting state and tribal leaders, and local communities,” she said. NCBA is engaging proactively with the White House and federal agencies through the America the Beautiful Interagency Working group to make clear what ranchers support, what they oppose, and how their extensive knowledge and experience on the ground is critical for the administration to reach their conservation goals.

Continued on page 8

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NATIONAL CATTLEMEN 3

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Stakes Are High, And This Is No Time For a One-Trick Pony

Membership Has Its Privileges

By Jerry Bohn, NCBA President

By Colin Woodall, NCBA CEO

This month, NCBA’s Vice President Todd Wilkinson Congress has, touched on these efforts when he unfortunately, testified before the U.S. House Agriculture upheld their Committee in October on the state of annual autumn the livestock industry. Todd is a cow-calf tradition of kicking operator based in South Dakota, and he the can down is a fierce advocate for our members. He the road. The passage of the bipartisan stressed to lawmakers that NCBA does infrastructure package has stalled, and talks not want to see a single cent of USDA continue in fits and starts regarding the grants or loans going to the Big Four budget reconciliation bill that Democrats packers — those funds must go toward hope will fund major pieces of the Biden expanding capacity where we really need it, administration’s Build Back Better agenda. namely small and regional facilities that will No matter how dysfunctional this process alleviate the backup in the supply chain and becomes or what antics are deployed in the encourage more competitive prices. Todd eleventh hour, NCBA will not be distracted or also emphasized how vital it is to maintain turned off course. We will continue to be the market transparency through measures like adults in the room and advocate ferociously LMR. His call to establish a cattle contracts against destructive tax code changes that will library, which is a widely supported harm our family-owned farms and ranches. initiative among multiple cattle industry We are speaking with members of Congress groups, garnered vocal support from both and leaders in the administration every day to Democratic and Republican members of the protect your interests. committee. If you have not viewed Todd’s As our team keeps a close eye on these testimony in part or in full, I encourage you negotiations, I want to deliver an update on to locate the video recording on the House another concern that is understandably the Agriculture Committee website or reach out most urgent issue for many of our members to our policy team for assistance. His words — live cattle markets. were compelling, he let no false statement A top priority right now in our go unchallenged, and every lawmaker sat up efforts on Capitol Hill is securing full and took notice of NCBA’s voice. reauthorization of Livestock Mandatory NCBA’s membership encompasses a Reporting (LMR). This federal law diverse range of operations. We represent requires meatpackers to regularly cow-calf operators, and we represent report information on their transactions, feeders. We represent cattle producers in including the price and volume of cattle all 50 states of the country. We represent purchases. It is an essential mechanism families who have been on the land for six for market transparency and antitrust generations, and some producers who are oversight. LMR requires reauthorization the first in their family to work in agriculture. by Congress every five years, and it This wide range of constituents and the recently approached expiration on Sept. wide range of issues making headlines this 30. NCBA secured a temporary extension, autumn only underscores the importance of but we are now working fast to push for the work we do at NCBA. full reauthorization before the Dec. 3 deadline. Fair, competitive markets require [Todd Wilkinson] stressed to lawmakers that transparency, and LMR must be a part of the solution. NCBA does not want to see a single cent Additionally, in the vein of of USDA grants or loans going to the Big transparency, NCBA’s newlyFour packers — those funds must go toward created Market Information, Transparency, and Reporting expanding capacity where we really need it, Working Group has begun namely small and regional facilities that will their work following our alleviate the backup in the supply chain and convention in Nashville this August. They are examining a encourage more competitive prices. host of issues related to market dynamics and identifying ways NCBA can improve the level When news is breaking day-by-day and type of information that is available to producers. They will make recommendations on everything from cattle markets to taxes, WOTUS to wildfires, infrastructure to the Live Cattle Marketing Committee at to SNAP benefits, it takes a nimble and our convention in Houston come February. experienced team to pivot and ensure that At USDA, several potential solutions no conversation takes place without our are moving after months of persistent producers’ views represented in the dialogue. pushing by NCBA and our producers. This This is no arena for a one-trick pony. summer, the agency opened new grant We take pride in being able to funding opportunities for small, regional and advocate for our members on all the independent processing facilities. Earlier this issues that are impacting their operations, month, USDA also announced they intend not just one issue that plays well in a to establish a loan guarantee program that sound bite. This is the mission you’ve will help reduce the risk to bankers and charged us with, and we will continue other investors providing financing to these to keep you informed on our progress. smaller processing facilities. The funds will If you have any questions, I encourage lower the barrier to entry for produceryou to reach out to our Denver office, groups and others looking to build a new plant, expand cold storage, create a co-op to Washington office or your affiliate leadership. brand and market their product, and more.

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

THE OFFICIAL PUBLICATION OF NCBA

Senior Editors Editor

John Robinson Jill Johnson Sarah Drown

We are there for you. For this tax fight, we are the only national cattle association engaged, but NCBA is not interested in just being engaged, we want to lead. Leading is exactly what Danielle is doing. She has become the agriculture association tax guru that everybody else looks to for information and direction. A great example of this was when the agriculture tax coalition had a call with a member of the House of Representatives who only wanted to hear Danielle’s take because of the reputation she had built by working the Hill constantly for weeks and months on end. That is why you are a member of this association. While others may spend their time talking, NCBA is out there doing. That is a benefit We are the sole national trade association of membership. representing cattle producers to have a This is just one of the full-time staff in Washington who are only many policy working on our association’s priorities. You issues our team cannot be successful winning battles in D.C. is working when you are not there in-person. on, but it is important to keep in mind that our D.C. work is not the only benefit you Tele-town halls are a tool we use get from being a member. NCBA’s to connect with you to discuss hot Producer Education team is always topics NCBA is working on. We load working to provide educational up all the member phone numbers we have and start dialing. When you sessions to help you get even better answer the phone, you will hear a as a producer. From Cattlemen’s message that we are about to start College to our Stockmanship and a call and to please stay on the line. Stewardship events, our sessions While it may sound like a robo-call, are tailored around providing it is actually a chance to hear from you with the latest information, NCBA officers and staff. We had techniques and tools to always more than 4,200 NCBA members stay ahead of the ever-changing join our call and get the latest details world of cattle production. These on our efforts to protect you, your events can be accessed via monthly families and your operations from webinars, in-person learning events a significant tax increase. NCBA’s or at your own leisure through our tax expert, Danielle Beck, delved online archive of video and training into the status of the bi-partisan seminars. infrastructure framework and the Other membership benefits that tax proposals being considered to many overlook are the discount pay for it. Much of the information and incentive programs provided Danielle shared was only hours old by our corporate partners. I just and could not be found through any used my NCBA member discount to other news outlet. buy a new tractor from one of our As I am writing this, we still hold equipment partners. I saved several the high ground on protecting the thousand dollars simply because I tax provisions that many of you am a NCBA member. That will pay rely on. We will continue our fight for my membership for a few years to preserve Death Tax exemptions, to come. NCBA membership has the use of 1031 like-kind exchanges, many privileges and benefits you the stepped-up basis and more. will not get anywhere else. Over the One of the benefits of membership past two years, our membership is a full-time staff in D.C. that works has grown because of the benefits days, nights and weekends to fight we provide, the privileges you for the policy priorities that you receive being the first in-the-know establish for our association. We are on key issues and having access to the sole national trade association NCBA’s staff and services. We are representing cattle producers to the association winning the battles, have a full-time staff in Washington so retain your membership, put it on who are only working on our automatic renewal, and ask at least association’s priorities. You cannot one of your neighbors to join us in be successful winning battles in D.C. when you are not there in-person. our cause. Did you get a phone call from us back in September inviting you to join a tele-town hall to discuss our work on taxes? If not, you are either not a member of NCBA, or we do not have your phone number in our records. Either of these is easily fixed by simply calling us at (303) 694-0305 to sign up or update your membership record with the right phone number. It is important because you are missing out on great opportunities like our tele-town halls. Membership has its privileges, and getting insight into one of our biggest fights is one of them.

Contributing Writers Creative Director Graphic Designer

Wendy White Ashley Willits Hunter Ihrman Sigrid Johannes Don Waite Dancinee Jennings

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Contact NCBA: 9110 E. Nichols Ave., Suite 300, Centennial, CO 80112 (303-694-0305); Washington D.C.: 1275 Pennsylvania Ave. N.W., Suite 801, Washington, D.C. 20004 (202-347-0228). National Cattlemen’s Beef Association reserves the right to refuse advertising in any of its publications. National Cattlemen’s Beef Association does not accept political 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. ©2021 National Cattlemen’s Beef Association. All rights reserved. The contents of this magazine may not be reproduced by any means, in whole or part, without the prior written consent of the National Cattlemen’s Beef Association.

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NATIONAL CATTLEMEN

Leveraging Social Media to Sell Direct-to-Consumer “The way that Americans eat meat in America has changed,” said Rowlynda Moretti who works on her family’s fourth-generation cattle ranch called Carrisito Ranch in Santa Ysabel, Calif. Moretti came back to her family’s cow herd in 2015, after graduating from the University of California San Diego (UCSD) with a bachelor’s degree in political science. Since then, she has joined her parents in selling some of their cattle directly to local consumers. While her parents, Richard and Sandra Moretti, have been selling “on the hoof” whole and halves of cattle for years, Rowlynda Moretti wanted to expand upon this business and began marketing on social and digital media. “Social media gives you a way to let people see how meat is being raised and to see the tradition, through their computer or their phone,” she said. “They can still be a part of that experience even if they don’t have the time to come visit or you don’t have the time to give tours.” Growing up, Moretti said she was fortunate to not have to wonder where her food came from, so she empathizes with consumers who want to know the origin of their meat.

NBCA is proud to work with industry partners like Dell Technologies to provide exclusive benefits and discounts to our membership. Other than offering NCBA members five to ten precent discounts on Dell products, which are stackable with Dell promotions, they also have put together an NCBA-recommended Laptop. This laptop comes equipped with specifications made with America’s ranchers in mind. On top of that, it includes a strong warranty and is adapted to be used outside, accompanying producers in their trucks as they check their cattle. The ranch-ready laptop comes with:

From left to right: Richard, Sandra, Mac and Rowlynda Moretti

Carrisito Butcher Boxes contain anything from ground beef to T-Bone steaks. Carrisito Ranch began as a dairy in the 1890s by the three Moretti brothers, Florenzo, Phillip and Felix, who originated from Switzerland. Today, the ranching legacy continues four generations later as Richard, Sandra, Rowlynda and her brother Mac each add value to the operation in a unique way. Moretti said her father’s ability to select cattle and determine their readiness for harvest pairs well with her mother’s cooking skills and knowledge of diverse recipes for various beef cuts. Moretti adds value to her family’s operation by implementing her skills in social media marketing, photography and digital media. She gained two certifications in social and digital marketing after graduation from UCSD’s extension program to further her knowledge and skills with different platforms. “I wanted to be in the beef industry; when you have a family who has done it forever, you have to find your place in that legacy,” she explained. Since she grew up raising cattle for 4-H and working in her parents’ store, where they sell locally-sourced cider and snacks, she always enjoyed the idea of selling her family’s beef. “It is very rewarding to have neighbors and people in the community eating your meat,” she added. She takes pride in feeding those around her and having a positive impact on their lives. Carrisito Ranch leverages Instagram, Facebook, LinkedIn, email correspondence and a website to reach their clients. In terms of purchase conversions, their website shows the most success. Often, people who are

serious about buying a product are doing their research and purchase online, Moretti said. “Instagram and Facebook are strong tools when used correctly,” she added. While utilizing the formulas, keywords, hashtags and analytics of social media are useful, Moretti believes the most important part of these channels is being authentic and telling a story. She credits much of the ranch’s transparency and trust to starting a social media presence early. Moretti began the Carrisito Ranch social media pages before attending college. “In the world today, when you have social media that has been there a long time or a website with some reviews, it gives people the confidence that their meat is going to show up,” Moretti said. A producer’s Facebook or Instagram does not have to be perfect; it just needs to be real. Producers should not be discouraged or daunted when it comes to posting their product; they should focus on sharing the history and tradition behind their operation. Moretti said she has frequently seen consumers who chose to purchase their product or stop into their family-owned store solely because they found an online presence and felt comfortable interacting in-person or online to make a purchase. The power of technology in today’s world cannot be understated, and it impacts consumers’ decisions multiple times a day. When Moretti began working on the ranch full time, one of her goals was to sell boxed-beef packages in a “Butcher Box” style in addition to her parents’ selling whole and halves “on the hoof”. Today, they sell a boxedbeef package of 10 to 12 plus pounds of meat including ground beef, assorted premium steaks and other cuts like Carne Asada or short ribs. Additionally, they sell packaged offal meat, dog bones and specialty cuts. They pride themselves in using the entire animal. The customer base for Carrisito Ranch is not your typical consumer looking to only buy local ground beef. One thing Moretti enjoys most about their business is the customers — they are eager to try new recipes and cuts. “Our customer base is really a customer base that likes to cook and wants to experience eating the whole animal,” Moretti said. “And I am a big believer that there is different nutritional value in all cuts of beef.”

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CORPORATE MEMBERSHIP DIRECTORY

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

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NATIONAL CATTLEMEN

Leveraging Social Media to Sell Direct-to-Consumer Continued from page 4 When clients come to Moretti requesting the organ and offal meat, it is usually to make a cultural dish, and she loves to hear about the family history tied to these unique recipes. Moretti advertises these boxes and single items on Facebook and Instagram. She also utilizes these platforms to inform clients when meat can be picked up, about sales or holiday

specials. Check out their social media by scanning the QR code below. Moretti manages their website as well, which has details about each product, reviews from customers, ranch photography and a blog. In 2017, Carrisito Ranch began selling USDA approved beef and pork, meaning it is handled, harvested and packaged by a USDA-inspected processing plant. This was a hurdle for Moretti to overcome because there are few USDA-inspected plants in Southern California. COVID-19 heightened the difficulty of processing their cattle due to challenges in labor and employment that accompanied the pandemic. And cattle cannot wait, Moretti reminds us; if they cannot be harvested on time, that leads to problems. “The meat shortage that occurred wasn’t because we didn’t have live animals or animals ready to eat, it was because we couldn’t get them processed,” she said. “Finding a butcher that does good work, you have a good relationship with and is tough enough to stick

it out through the last couple years is hard.” On the other hand, COVID-19 changed the way people eat and purchase food. “All of a sudden people in America remembered what a pantry was,” Moretti said. “People got back into [the habit of] having enough food to survive for a few weeks.” This increased the Mac Moretti prepares to brand cattle. demand for frozen, to grow and acquire more clients is to packaged meat, and the purchase another walk-in freezer. lack of availability in the grocery store Carrisito Ranch exemplifies the made people look to other sources. opportunities available for producers Carrisito Ranch was sold out of product who use technology. As the popularity for months during the pandemic. While of social and digital media platforms they are now stocked again with meat, continues to rise, taking advantage of the demand has continued to be high for these tools can open new markets and their packaged beef and butcher boxes. revenue streams for cattle Due to the rise in demand, Moretti producers. had to increase storage for their For more information packaged product. They bought a about Carrisito Ranch, walk-in freezer to have meat on hand check out their website at and to hold product until the clients www.carrisitoranch.org. picked it up. Her goal as they continue

The Fake Meat Debate: Where NCBA Stands and How We are Fighting for Farmers and Ranchers Cattle producers work hard to produce safe, affordable and nutritious beef. Consumer trust and demand for high-quality beef has been cultivated through decades of hard work which led to continual improvement of production practices and the product itself. We know that it is infuriating when new food trends falsely disparage the product that you and your family have taken pride in producing for years, all in an attempt to bolster demand for their own fake beef products. Therefore, NCBA is fighting for regulations that prevent false and deceptive marketing and ensure a level playing field for real beef products.

Is Fake Meat Gaining Popularity Among Consumers?

While fake meat companies have touted the up-and-coming notoriety of their brands and shared that their products are gaining popularity over real meat, it’s critical to keep two things in mind. First, these companies are start-ups fiercely competing against one another for seed funding from Silicon Valley, and inflating the popularity of their products is a calculated maneuver aimed at garnering greater investments and public acceptance. Second, NCBA is fighting on behalf of cattle producers to ensure there are sound policies and regulations in place that appropriately differentiate real beef from all fake meat products. A sudden uptake in conversation around alternative proteins does not mean that real beef products are losing market share — in fact, it’s the opposite. “The claims being made by activistdriven organizations regarding massive investments in alternative protein companies are vastly misleading and don’t accurately represent what’s actually going on,” said NCBA Senior Executive Director of Government Affairs Danielle Beck. “Comparing a relatively new product to an industry that’s grown and evolved over centuries is like comparing apples to oranges. When you’re looking at growth rates for a newer industry that’s starting out from zero, of course, that growth is going to appear rapid and massive. But the reality is that beef substitute sales still represented less than 1 percent of the market in 2020.” U.S. cattle and beef producers have spent decades making significant investments in animal welfare and innovative conservation practices to produce the highest quality beef in a sustainable manner and, in return, capture increased consumer demand. Ninety-eight percent of households reported buying real meat products in 2020, according to the Power of Meat

study conducted by the Foundation for Meat and Poultry Research Education and FMI – The Food Industry Association. “Make no mistake, U.S. beef is in high demand by consumers,” Beck said. The same study also found that last year, meat grocery sales grew more than 19 percent. In fact, 43 percent of Americans now buy more meat than they did before the COVID-19 pandemic. “During the pandemic, it wasn’t rare to walk into a grocery store and see the beef shelves completely empty, but the shelves with fake meat products were fully stocked. In challenging times consumers turned to the product they knew they could trust – beef,” Beck explained.

What’s What in the World of Fake Meat.

To understand the alternative meat market, it’s important to first and foremost understand the difference between plant-based products and cellcultured products. “We must keep in mind that plantbased and lab-grown alternative proteins are distinctly separate products; both are ‘fake meat’ but the two are oftentimes conflated in mainstream media coverage,” Beck said. Plant-based products are made entirely from highly processed, plantbased sources and seek to mimic real beef in every way, including taste, smell, texture, appearance and even cooking experience. These products have been available to consumers for decades but, in recent years, the developers of these products have turned to marketing strategies that target real meat eaters and vilify real beef products in an effort to grow their market share. Cell-based products, commonly referred to as lab-grown meat, are made using novel cell culture technologies in a controlled environment to manufacture a product that is biologically similar to meat. These products are not currently available to consumers in the United States.

How Are These Products Regulated?

Real beef products are subject to strict regulations overseen by the United States Department of Agriculture’s Food Safety and Inspection Service (USDA-FSIS) to ensure that consumers can have confidence in the beef they are purchasing. However, the regulatory process for alternative proteins does not always fall under the same stringent rules, causing concern amongst beef producers who are rightfully frustrated by deceptive labeling of these products. For plant-based products, the

Federal Food, Drug, and Cosmetic Act (FFDCA) delegates the Food and Drug Administration with oversight of all plant-based products, unlike real beef regulated by USDA-FSIS under the Federal Meat Inspection Act (FMIA). FFDCA has very clear misbranding provisions almost identical to those under FMIA. For example, a food shall be deemed misbranded for the following reasons: • If it’s label is false or misleading. • If the food is offered for sale under the name of another food. • If it’s an imitation of another food unless the product label bears the word “imitation” immediately before the food name in lettering that is of uniform size and prominence. Unfortunately, the authors of the FMIA and FFDCA could not have predicted Jetson-esque technologies such as meat grown in a petri dish. In 2019, FDA and USDA adopted a formal agreement establishing a dual-oversight framework for lab-grown protein products as a direct result of NCBA’s advocacy. The agreement delineates responsibilities by way of “pre-harvest” versus “post-harvest” activities, with FDA asserting oversight “through the time of harvest” and USDA-FSIS assuming jurisdiction over harvested cells that are intended for use in meat or poultry products. Under this agreement, USDAFSIS is expected to protect consumers by ensuring these products are held to the same rigorous food safety and production standards as real beef products, and USDA’s mandatory labeling pre-approval process will theoretically guard against deceptive labeling practices. Even though USDAFSIS adopted this agreement, the agency has yet to enact any official rulemaking.

How is NCBA Fighting For Cattle and Beef Producers?

“Cattle producers aren’t afraid of competition and, as an industry, we certainly welcome consumer choice,” Beck said. “However, it’s important that fake meat is labeled in a way that accurately describes the product. Instead of equipping consumers to make informed choices about their food purchases, fake meat companies are using misleading claims and fear mongering to sell their products and achieve their ultimate goal of ending animal agriculture.” NCBA has long advocated for regulatory processes that provide transparency to consumers and respect

the integrity of real beef products. We support legislative and regulatory strategies that will allow alternative protein products to appropriately differentiate themselves in the market without compromising the reputation of beef. However, the current regulatory structure of plant-based, fake meat products is not properly enforced and is too ambiguous to allow for meaningful protection of real beef products. “In the case of plant-based products, the FFDCA grants FDA sole regulatory authority regarding misbranded products, but it’s clear that FDA remains unwilling to enforce the law as it stands,” Beck explained. “Because of FDA’s unwillingness to enforce the current law, NCBA supports efforts to codify a standard of identity for the term ‘beef’, as well as efforts to bring USDA into the fold in terms of product oversight.” Cell-based products are still in the development stages; therefore, formal labeling or manufacturing oversight standards have not yet been established. While the 2019 agreement still stands, in September, USDA-FSIS published an advance notice of proposed rulemaking to solicit comments and information regarding the labeling of cell-cultured meat and poultry products. They are seeking to gather information regarding consumer expectations of labeling, appropriate names for the products, economic data and consumer research. This will inform an eventual rulemaking at USDA. NCBA is committed to working with USDA and lawmakers on Capitol Hill to ensure the most favorable outcome for the U.S. beef industry. Our comments will be supported by research and will reiterate the message we have been saying for years: alternative protein companies should not be allowed to misinform consumers through deceptive marketing practices. The term “beef” should only be applicable to products derived from livestock raised by farmers and ranchers.

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Control the Controllables and Leave the Rest Alone Continued from page 1 “Despite these recent moves, the White House can’t sign a piece of paper and designate their way to achieving the goal of 30 by 30. They know it, and the agricultural community knows it,” Lane said. “Our priority right now is applying pressure to the administration to take the time to build out sustainable, longterm conservation plans. This requires a genuine dialogue with cattle producers. A well-considered, collaborative effort is ultimately better for the environment, the health of our natural resources and the rural Americans who live and work in these communities.”

Retreading NEPA Reforms

Another electric environmental issue this season has been the resurrection of the debate over the National Environmental Policy Act (NEPA). NEPA was first enacted in 1970 to “create and maintain conditions under which man and nature can exist in productive harmony”. While intended to provide a blueprint for assessing the environmental impacts of proposed actions on part of the federal government, it has since become a regulatory slog that often outweighs any potential environmental benefits. Cattle producers undergo NEPA reviews for many reasons. Common examples include the renewal of federal grazing permits, construction of rangeland improvements, or to determine eligibility for certain USDA programs and benefits. Because the policy had not been substantively updated in 35 years, the process has become so onerous and inefficient that something simple like

grazing permit renewal can take four years or longer to complete. Beyond the direct impact to livestock production, NEPA was also exploited to block projects such as fence and road building on federal lands. NEPA even prevented important environmental projects, like the installation of water features on a federal grazing allotment, fuels management projects to mitigate the risk of catastrophic wildfire and critical soil stabilization activities after a fire occurs. That all changed when the Trump administration took steps to improve the timing, scope and delivery of NEPA in 2020. “Put simply, NEPA prior to 2020 did not work,” Glover explained. “The review process became so bloated over the course of its 50-year history that basic tasks to safeguard natural landscapes were impossible to accomplish. This inefficiency created a lot of uncertainty for producers, who were unable to predict what projects on their operation might get approved years down the road.” NCBA has consistently urged policymakers to update NEPA to address these challenges. As a result of our continued efforts, the White House Council on Environmental Quality (CEQ) published finalized guidance to update the NEPA process in July 2020. These changes returned NEPA’s focus to the process — scope of activities and their associated impacts, how long an assessment should take and how agencies should coordinate on the process. The guidance also instructed agencies to use the simplest process first. All of these changes made NEPA more precise, timely and efficient — yielding

benefits both for our producers and for the long-term health of our environment. Now, the Biden administration has announced their intention to roll back the 2020 reforms and start from scratch with a comprehensive review and revision of NEPA guidance. “When there’s a change in administration, we expect some of this box-checking of campaign promises,” Glover said. “We expect some gestures to turn over policy and reflect new priorities. However, just because we expect it doesn’t make it any more functional or practical for the people actually impacted by these regulations. Perpetually repealing and replacing guidance, especially rules that were crafted after months of collaborative work between federal agencies, cattle producers, environmental groups and state leaders, adds to this sense of uncertainty.” What’s our next move? As the administration reverses progress from the 2020 rulemaking, NCBA will participate in the public comment

New Advocacy Program Equips Producers to Share Beef’s Story The Trailblazers program was created by the Beef Advocacy, Training and Engagement (BATE) team at NCBA, a contractor to the Beef Checkoff. Trailblazers will identify, train, equip and empower our next generation of advocates to seek out new pathways to share their stories. Each year, a team of 10 to 12 Trailblazers will be provided the environment and necessary tools to facilitate quality conversations, bridge new partnerships, prepare new advocates at the grassroots level, and safeguard the work of our producers, ranchers and cattle farmers across the United States. Selected candidates will receive training over the course of a year to become expert communicators, excel in media interviews and understand how to build confidence in beef and beef production practices when talking to consumers, while representing the voice of the beef community. Trailblazers will work to become the leading spokesperson development and advocacy program within the beef community.

Advance Your Beef Advocacy Skills: Blaze New Trails

Trailblazers will transform how advocates are prepared, equipped, and mobilized to confidently protect the reputation of the beef community. With this transformative process, Trailblazers are those who are dedicated and ready to prioritize promotion of the beef industry. Trailblazers is a competitive, highly engaging, and interactive program that requires each applicant to be “all in” and ready to “Blaze New Trails” in the beef community. Trailblazers will find purpose in working together to actively safeguard the beef community by: • Driving demand for beef. • Promoting and broadcasting beef’s unique position and core attributes to new audiences. • Addressing and correcting myths around beef and production practices.

Why Apply to be a Trailblazer? •

•

Selected candidates will create a tightknit community and work together to find solutions to social and practical issues impacting the beef community. Trailblazers will identify their role and impact in the beef community through serving as industry spokespeople upon

period and continue having proactive conversations with the administration to push for a process that is timely, predictable and considerate of the economic impact of proposed decisions.

The Solid Ground

The portfolio of environmental issues that NCBA works on has been tumultuous lately. The administration is moving quickly — in many directions — to secure wins on paper. NCBA’s focus is always on protecting the viability of our members’ businesses and sharing the excellent story we need to tell on conservation and stewardship. Even more basic than that, however, is our work to just get some solid ground for folks to stand on. A volatile, unpredictable regulatory landscape undermines not only the economic stability of agricultural producers, but also their very compliance with the environmental standards the administration wants to promote. We need clear rules and regulatory certainty.

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•

completion of their 12-month training. At the completion of their training, Trailblazers will apply their newfound knowledge and skillset to train other interested beef advocates at the local and state levels on advocacy, media and spokesperson best practices. Trailblazers will be held accountable by program leaders and their fellow cadre through the development and activation of a personalized grassroots advocacy action plan.

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Becoming a Trailblazer Applications for the Trailblazer program will open in November. If re-defining beef advocacy, driving beef demand, and promoting beef to new audiences intrigues you, please contact Chandler Mulvaney, NCBA Director of Grassroots Advocacy and Spokesperson Development via cmulvaney@ beef.org for more information.

About Trailblazers The Checkoff funded Trailblazers program was created in 2021 to support the efforts of the NCBA, a contractor to the Beef Checkoff, in identifying, recruiting, empowering and engaging with advocates in the beef community. The program will support state beef councils and partner organizations in mobilizing a cadre of spokespeople who are equipped to have tough conversations and seek solutions in telling the beef story. Additional information can be found at MastersofBeefAdvocacy.com

Get Registered Today at NCBA.org

NATIONAL CATTLEMEN 9

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Grazing Tools of the Trade Well managed grazing systems can positively impact animal performance, health, labor and profitability. Tools are readily available to help producers develop and manage grazing systems that meet their operations’ goals. During a recent NCBA Cattlemen’s Webinar Series event, speakers shared examples of how to incorporate these grazing tools to maximize benefits. When managing grazing systems, Professor and Extension Forage Specialist for Texas A&M AgriLife, Vanessa Corriher-Olson, encouraged producers to first think about the goals for their forage system and then identify tools to use within the system. “[The primary goal should be] to provide the quantity and quality of forage needed to meet livestock nutritional needs throughout the year as well as from year to year,” Corriher-Olson said. Forage systems should also ensure survival of the forage stand, match the environment and soil type, complement other ranch goals and be economical. Other objectives include developing and protecting wildlife habitat, sequestering carbon from the atmosphere, reducing soil loss from wind and water erosion, protecting water quality and quantity, and protecting animal health and welfare. Corriher-Olson emphasized that a grazing system is an integration of parts, including animals, plants, soil, environment, management practices and other factors. Corriher-Olson recommended two simple and important tools which can have a huge impact on forage production: soil testing and forage analysis. Annual soil testing helps determine proper fertilizer rates, credits and carryover nutrients, and it offers the best economic return. Forage analysis tests for nutritive value and provides information about crude protein, total digestible nutrients (energy), whether forage is palatable, and identifies any toxic compounds, mold or foreign objects. By emphasizing the integrated use of proven methods and

technologies, producers can improve yields, stand persistence, input use efficiency, decrease the threat to the environment and increase profitability. For ranch managers like Jon Griggs with Maggie Creek Ranch in the high desert of Elko County, Nev., technological advances such as satellite imagery help in his day-to-day decision making as well as long-term planning. Griggs uses Google Earth, an internet-based satellite imagery

application, to track pasture acreage, add fence overlays and pinpoint well locations. “Instead of drawing lines on paper indicating where aerial applicators should apply fertilizer, I can send an electronic file with the exact locations of pastures to be sprayed,” Griggs said. “Using satellite images makes it much easier and more accurate for me and the applicator.” Space-based imagery can also be manipulated to determine brush cover as well as bare ground, invasive species, and annual and perennial grasses. This type of data monitoring is especially

important for producers grazing on public lands. The data from past grazing seasons can influence decisions about future grazing permits. Griggs also uses solar panels to supply electricity to families living in isolated parts of the ranch and to provide power for well pumps in rugged rangelands. Adding labor and water to remote areas of the ranch helps with cattle distribution and makes for a more efficient grazing system. The tools that come with solar panels also make the technology easier to use and more

efficient. Griggs can monitor water capacity and usage at remote tanks from his phone, reducing the number of halfday trips to check in-person. Even popular technology such as trail and game cameras provide added security for the ranch, with pictures sent via email whenever motion is detected, day or night. Coby Buck is a fifth-generation cattle producer in northeastern Colorado who also works as a U.S. account manager for AgriWebb, a company providing technology solutions to increase

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ranch productivity, performance and profitability. AgriWebb offers an appbased, end-to-end ranch management platform that can be customized to individual ranches to support greater profitability via powerful real-time data capture and insights. Buck recommends the USDA-NRCS Web Soil Survey as a useful database to benchmark forage, especially when more detailed soil sampling isn’t available. It helps determine how much forage can potentially grow and the likely range production based on various precipitation scenarios. AgriWebb’s own solution captures baseline forage and minimum forage estimates before the growth season and adjusts forage amounts during grazing according to precipitation. Producers can input records and pull insights from AgriWebb on their mobile device as well as their computer to monitor grazing days and move cattle before hitting minimum targets. Technologies shared by Griggs and Corriher-Olson can also provide specific data that informs the AgriWebb system, resulting in more granularity and benefit from the technology. The application provides real-time reports and insights to help producers make decisions not only on pasture management, but animal and business management as well. “The technology available today provides enormous benefits, and the improved satellite activity helps manage forage, which in turn helps the land, cattle and the pocketbook. This is an exciting time in agriculture, and I’m optimistic where we are going,” Buck said. To view recordings from the Cattlemen’s Webinar Series and learn about upcoming webinars, click on the “Producers” tab at www. NCBA.org.

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Weather in a High-Tech World By Matt Makens, Atmospheric Scientist Developing technology in the field of meteorology has been critical for each significant advancement in the ability to protect your operation from near and longterm weather changes. As computer power has grown throughout the past century, the accuracy of weather forecasts has increased markedly, and we now have enormous amounts of stored data to show how local weather conditions have changed throughout the decades. I feel that advancements in space technology have been the most significant leap forward since adopting doppler radar several decades ago. Records of weather events have been around for thousands of years. In 3000 B.C., writings from India discuss how clouds form and demonstrate some understanding of seasons created by the Earth’s position relative to the sun. Ancient philosophers recorded weather observations, and some attempted to forecast. The notable advancement from that period was that they started to notice water and weather have seasonal cycles, and the recorded study as to how cloud form began. There are clear records of farmers adapting to their environments thousands of years ago with irrigation. One of the first organized weather networks for recording observations

grown in both the number of observers and locations from the 1800s through today. In the early 1990s, a network of automated stations was developed to take the human factor out of continuous weather observations. The temperature on your smartphone app for your location likely comes from one of these sites. Meteorologists always need more surface observations, however, especially those densely populated areas. Consider your weather station, and keep a close log of hail and snowfall measurements. Weather balloons, which carry weather instruments to make observations into the atmosphere, started being used in the early 1900s. Today, NOAA releases nearly 200 balloons a day (one in the morning, one in the evening, and occasionally throughout the day) from more than 90 locations across the U.S. This data gives meteorologists a much more robust understanding of the workings of the atmosphere and is a big element in weather forecasting. Even today, missing balloon data can negatively impact forecasts. In the same idea, aircraft supply weather observations, too, and early in the coronavirus pandemic, we saw a lower accuracy of weather forecasts while planes were grounded. In the 1940s, we started using computers to create weather predictions. Today, monstrous supercomputers are used by NOAA to run model simulations, weather forecasts and process the enormous amounts of data collected. When you read a forecast, supercomputers handle

began in the mid-1600s. The 1600s also saw the invention of the mercury barometer (air pressure recordings), tipping buckets (self-emptying rain gauges of which you may have one or several on your operation), anemometers (wind measurement devices) and the thermoscope (the early thermometer). By the 1700s, scientists developed temperature scales, international weather observation networks and hygrometers (measure humidity). All these ideas are in your local weather station today. The 1800s continued to improve the physical study of meteorology, including the identification of frontal zones (cold fronts, warm fronts, etc. — the stuff you hear about on TV). A big advancement for sharing information and weather reports was the ability to communicate via the telegraph. Then in 1870, what we now call NOAA’s (National Oceanic and Atmospheric Administration) National Weather Service was founded. Since the weather bureau’s inception, several significant advancements in technology have made weather information more accurate and timelier. Surface weather observations have

all that big data; forecast accuracy has improved from one to two days to more than a week due to these machines. The 1940s brought expanded radar use. To save lives and property, the Navy gave a couple dozen radars to use for weather applications in the mid-1940s. Today, there are more than 150 radars operated by the National Weather Service. The ability to track precipitation, the type of precipitation, signatures of tornadoes or other damaging elements is critical to your operation today. Just think of how many severe thunderstorm warnings you are alerted to — those are issued with the help of today’s radar technology. New procedures based on satellites are being developed now that will be relied upon heavily in the issuance and prediction of those severe thunderstorm and tornado warnings in the future. Speaking of satellites, the 1960s brought a big boom for that technology. The first satellites simply provided pictures of Earth. Today, more than a dozen satellites provide critical data about the atmosphere and Earth’s surface, used to feed those supercomputers with valuable observations to produce high-quality

forecasts. Satellites can detect dozens and dozens of Information about crop health, potential weather elements. Many of those flash droughts, flooding, hurricane variables are tracking, snow totals and cold air used here in the National Cattlemen outbreaks are at your fingertips. With or Directions magazine; the today’s technology, you have decision long-term outlooks support on any computer or smart device you’ve read all start with a close in a matter of seconds. look at satellite observations of ocean temperatures Our understanding of space and patterns. Satellites offer so much weather, meaning how the sun impacts data they are a tremendously huge the Earth’s atmosphere, will grow advantage in forecasts with new spacecraft sent to study the being more accurate than sun in greater detail. Remember the any other time in history. historic cold in the southern plains The most significant last February, namely in Texas? That tech factor for you, in was due in part to a solar disturbance my opinion, is radar and that impacted the polar atmosphere, satellite data. which reacted in a way that sent cold The forecasts you use to base your near-term air plunging southward. Improving decisions rely on all the how we observe and understand those observations collected solar events can, in turn, strengthen our using the instruments weather accuracy and timely warnings outlined above — new of such events. technology is making Our ability to predict flash droughts those devices relatively (those hot and dry spells that see cheap. You may even significant growth in drought during view radar and satellite a short period) will improve with new imagery on a phone app ways of applying satellite technology. or your computer to Further, irrigation decisions or track storms and storm pasture health decisions can be made systems that may impact faster and with ample warning as you. Information about observational technologies and costs crop health, potential improve. Water storage and irrigation flash droughts, flooding, information will have longer forecast hurricane tracking, snow totals and cold air windows in the future; imagine planning outbreaks are at your next summer and winter’s stock water fingertips. With today’s supply now. technology, you have I hear it a lot, and perhaps one decision support on any frustrating thing for you: the forecast’s computer or smart device accuracy on your smartphone app of in a matter of seconds. choice may be poor. This will get better. Yet, with all these advancements, The bottom line here is that our there’s a lot more progress to be made. understanding of weather and the Larger and faster computers will study of meteorology has been around be needed to produce more complex for hundreds of years. Computers model simulations of the atmosphere make a huge difference, and as and make those predictions more computing improves in radar, satellites, reliable on a local scale. The more and forecasting, the faster and more observational and historical data we accurate your weather decision-making can put into a forecast model, the better the accuracy. becomes in the future.

NATIONAL CATTLEMEN 11

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Region V Report - Challenges That Face the West Continue By Skye Krebs, Region V Policy Vice President This year has put all six states in Region V (Colorado, Idaho, Montana, Oregon, Washington and Wyoming) in similar circumstances. Not often do we find all six states dealing with a historic drought. Range conditions vary from fair, to poor, to almost non-existent. Lots of mother cows are being culled early, and many calves are being weaned early as well. The worst drought on record affects the majority of producers here. That’s bad enough but add on one of the worst years for catastrophic wildfires, plus drought, and they take the fun and profit out of ranching quickly. Region V did manage to grow some good crops. Unfortunately, they turned out to be grasshoppers and Mormon crickets. Videos out of eastern Montana showed grasshoppers pouring out of a small door under a water trough — it looked like someone unloading grain out of the back of a tailgate. The cricket crop was healthy as well. There were not enough fishermen in the whole country to use that many crickets for fish bait! The bad news continues — unless you are a hay farmer — because finding hay is a challenge, and the price of it has skyrocketed. Here, it seems like if it has string around it, it is worth north of $200-per-ton. Other issues of concern are the never-ending saga of Waters of the U.S. (WOTUS), wild horses, wolves, grizzly bears, Sage Grouse, taxes, and “America the Beautiful” or 30 by 30 plan. Some state issues that are noteworthy include the agriculture overtime rules and regulations and how they are going to be implemented. Colorado has an

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interesting ballot measure from the city of Boulder, outlawing the sale of any fur or hair product. That follows on the Protect Animals from Unnecessary Suffering and Exploitation (PAUSE) Act. Fortunately, the Colorado Supreme Court threw it out on a ballot title objection. Unfortunately, Oregon activists revived it and are gathering signatures to put it on the ballot in Oregon to essentially outlaw animal agriculture. Also in Oregon, two U.S. senators introduced the bill, “The Rivers Democracy Act”, which adds another 4,700 miles of the state’s rivers and streams into the Wild and Scenic River designation — some of which are dry, and some are out-of-state. This all amounts to more federal management of our natural resources. Washington has a new non-profit organization called “Washington Wildlife First” with its sights set on reforming the Washington Department of Fish and Wildlife Service. Their main objective seems to be a shift from consumption to conservation of the state’s natural resources. Idaho is dealing with two state land issues. The Idaho Department of Lands is currently reviewing the grazing rate of state land leases to maximize the rate of return for the endowment. The Idaho Cattle Association is trying to determine the true, non-fee costs

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associated with grazing those state land leases. The second issue is that an environmental group called “Western Watershed Project” was successful in obtaining a lease with the Idaho Department of Lands in the name of conservation through a competitive bid auction. This group has a “do nothing” management intent and converted an active grazing lease. Fortunately, the Wyoming governor expanded hours of service, width and height restrictions for the movement of hay in the state because of the drought there. Also, the Bureau of Land Management (BLM) is starting the removal of 3,500 head of wild horses from five of the Herd Management Areas in southwestern Wyoming. Montana continues to deal with the American Prairie Grazing Proposal

which aims to change the class of livestock on the BLM permits from cattle to bison. They are trying to remove 80 miles of fence to convert to year-round grazing on several allotments. The Montana Stock Growers Association (MSGA) and the Montana State Attorney General’s Office held a public meeting, but BLM chose not to attend. MSGA continues to work with Montana Fish, Wildlife and Parks to increase the wolf removal. Montana will get a new second congressional district and former Secretary of Interior Ryan Zinke is a candidate. So, it appears there are many agendas being pushed at once in Region V. However, NCBA and the state cattle and livestock associations continue to speak up for its ranchers.

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By Patrick Linnell CattleFax Analyst Cattle markets were the subject of another hearing on Capitol Hill last month, as well as the focus of a major report released by university economists. With this backdrop, it is a useful time to look back at recent trends in fed cattle marketing types. In the second quarter of the year, the industry appears to have passed NCBA’s negotiated trade targets for all regions under the 75 Percent Plan for price discovery. Unofficial CattleFax analysis shows Texas and Oklahoma had inadequate trade volumes only one week, while Nebraska and Colorado missed the mark twice. A regional “failure” requires four or more weeks in the quarter with negotiated trade below respective thresholds. Since the plan was implemented in the first quarter of 2021, negotiated volumes have increased each quarter, primarily driven by negotiated grids. In these arrangements, the base is negotiated with premiums and discounts applied later. Historically a small pool, negotiated grids averaged 14,000 head per week nationwide in 2019 but increased to an average of 41,000 head per week in the

third quarter of 2021. Proponents of negotiated grids cite the contribution to price discovery while maintaining the differentiated price signals and benefits of grid/ formula arrangements. Formula cattle are currently returning, on average, around $50-per-head over the cash market. Negotiated grid cattle are averaging nearly identical net returns to formula cattle, according to the new USDA Net Price Distribution report. While negotiated grids were up, cash volumes have trended slightly lower from 80,448 head per week in the first quarter to 75,114 head per week in the third quarter. This suggests that traditional cash traders have shifted a few cattle to negotiated grids, along with the pull from the formula pool. However, cash volumes have been back closer to 80,000 head last week and this week. Formula arrangements still compose most marketing arrangements (63 percent in quarter three). In addition to potential premiums over cash market averages, there is clear value in the scheduling and marketing access advantages of more coordinated arrangements in the current environment. Forward contracts have held relatively

Beef Retail Demand Near Record Highs By Katelyn McCullock, Director of Livestock Marketing Information Center Beef demand at the retail level has been outstanding for the better part of two years. Economists calculate demand indexes as a method to assess relative strength of demand to other time periods. Last year, the beef demand index for Choice beef was the highest it’s been since 2005. For all fresh retail beef, 2020 was the highest year back to the base year of 2000. The LMIC calculates meat demand indexes on a quarterly basis for all fresh retail beef, Choice retail beef, and all retail pork, using the change in prices relative to the Consumer Price Index (CPI). LMIC uses a base year of 2000, and so all relative comparisons will be made from that year forward. The first quarter of 2021 showed strong improvements in demand compared to 2020. The all fresh-beef index hit a new record high of 119.74 compared to 116.75. Both 2020 and 2021 were new record highs for the first quarter. Choice beef has yet to set a new record high in the first quarter, and it is still looking at a value of 113.61 back in 2004. By comparison, the Choice retail demand index for beef hit 108.63 in 2020 — the highest value since 2005. This year that value came in even larger at 111.36. Retail pork demand has steadily grown in the first quarter, marking year-over-year increases since 2017. New record highs for this quarter were set in 2019, 2020 and

Cents Per Pound 800 750 700 650 600 550 500 450 400 350 300 250 200 150 100

2021. The 2021 value was 113.41. Second quarter pork demand shows a very different story, with 2019 being the highest demand index value for that quarter since 2000 (106.56) and all but three other years registering below 100. Last year, the retail pork demand index was only 88. Somewhat unsurprising given the COVID-19 disruptions in 2020, and this year that value rebounded significantly to 95.39. Both Choice and all fresh beef demand measures, though, did not show the same dip in the second quarter of 2020. Second quarter Choice hit the highest value in 14 years, and 2021 outpaced that finding 115.37, a five point bump from last year. All fresh beef showed even stronger gains. All fresh beef was the strongest demand index value in 2020 since 2004, and 2021 jumped ahead nearly seven points to 123.53 — a new record high for the quarter. Third quarter beef demand was going to be tough to beat as the all fresh beef demand index soared to 124.2 last year, more than 10 points higher than the record set in 2004. This year, high prices are having an effect. Third quarter all fresh beef demand slipped to 120.68 but is still the second highest value back to 2000. The Choice beef index was similar, with a new record high for the third quarter set in 2020 at 114.15. Choice demand prior to last year had been lower, and below an index value of 100

RETAIL PRICE COMPARISON Monthly

320 300 280 260 240 220 200 180 160 140 120 100 80 60 40 20 0

Fed Cattle Trade by Transaction Type

Formula

Neg. Cash

Fwd. Contract Neg. Grid Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2016

2017

2018 2019 Quarters

Source: USDA, CattleFax

steady over time, near 10 percent of fed marketings. Regardless of cattle producers’ efforts, it takes two to tango in making a market. The third quarter should also have the first grade on packer participation. Due to confidentiality, data will be evaluated by a third party and the report to NCBA is expected to

Index Value 140 120 100

2020

2021

be limited outside of a “yay or nay”. Bottom Line: The industry is making solid efforts in meeting negotiated trade goals agreed upon by NCBA. Unfortunately, while traditional cash and negotiated grids may help with price discovery, leverage challenges persist due to packing limitations relative to fed cattle supplies.

RETAIL ALL FRESH BEEF DEMAND INDEX Third Quarter, Using CPI 2000=100

100 99 101 103

111

106

101 100

92 94 88 90 90

102

110

124 121 105 106 103 104

80 60 40 20 0

2000

2002

2004

2006

2008

2010

2012

2014

2016

2018

2020

Data Source: Bureau of Labor Statistics, USDA-ERS, Compiled & Analysis by LMIC Livestock Marketing Information Center

the four quarters in 2020. Pork demand in the fourth quarter was the second highest quarter of 2020 and all fresh beef demand was very similar to the first quarter. The holiday center of the plate meat battle is expected to be even more competitive this year, as whole turkeys will be in even shorter supply than last year. The latest whole hen price is for the first week of October, up 12 percent from last year. Recall last year’s whole hen price during this same week was up 33 percent from 2019. This could provide an opportunity, especially for pork this holiday season.

(lower than 2000 demand levels) for the previous four years. This year, the index value has not slipped the same way all fresh beef demand has and continued to climb in 2021, reaching 116.45, a new high. The all retail pork index also had a big year in 2020, coming in at 123.63, 17 points higher than the previous record set in 2019. This year the index value has retreated significantly down to 100.01 — the lowest level in three years. Last year, fourth quarter all pork and beef indexes were favorable. Pork set a new record high for the quarter, as did all beef. Fourth quarter Choice beef demand index was the lowest of

RETAIL PORK DEMAND INDEX Third Quarter, Using CPI 2000=100

Index Value 140

124

120 100

100

101

102 87

88 79

2008

2010

100

107

2016

2018

100

60 40

Jan-06 Jan-07 Jan-08 Jan-09 Jan-10 Jan-11 Jan-12 Jan-13 Jan-14 Jan-15 Jan-16 Jan-17 Jan-18 Jan-19 Jan-20 Jan-21

Pork

Avg. Weekly Volume (Thous. Head)

A Closer Look at the Cattle Trade

Composite Broiler

All Fresh Beef

20 0

2000

2002

2004

2006

2012

2014

Data Source: Bureau of Labor Statistics & USDA-ERS

Data Source: Bureau of Labor Statistics, USDA-ERS, Compiled & Analysis by LMIC

Livestock Marketing Information Center

2020

NATIONAL CATTLEMEN 13

www.NCBA.org

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.

Saluting Those Who Serve Whether it is serving in the military or at a fire station, volunteering on a school board, running for local office or supporting community organizations, cattle farmers and ranchers are dedicated to helping others. According to the 2017 Cattlemen’s Stewardship Review1, about 20 percent of U.S. cattlemen and cattlewomen have served in the military, more than the national average of 14 percent. And 39 percent donate their time to other civic organizations, compared to a national average of 7 percent. As we celebrate Veterans Day on Nov. 11 and honor those who serve, we recognize the people and programs that represent the best of rural America. National Cattlemen’s Beef Association. 2017. 2017 Cattlemen’s Stewardship Review. Found on  https://www.beefboard.org/2018/05/14/2017-cattlemens-stewardship-review/.      1

Service is a Family Affair

Beef Producers Recognize Military and Healthcare Workers

The North Dakota Beef Commission in partnership with the North Dakota Stockmen’s Association and the North Dakota CattleWomen

held events to honor members of the military and healthcare workers. Beef producers helped serve meals during a Military Appreciation Picnic at the North Dakota State Fair and at an event to honor healthcare heroes. The healthcare event was one of the largest beef “drive up” meals ever hosted, offering full roast beef lunches to nurses, doctors and all health care staff in hospitals, nursing homes and clinics. For more information, visit www.ndbeef.org.

Hometown Heroes Honored During State Fair Brothers John and Peter Lehning grew up on a small farm in western New York and were active in 4-H raising cows, sheep and chickens. Their love of agriculture came from their father who was born and raised on a dairy farm but who enlisted in the United States Army after graduating from high school. His service inspired both brothers to follow in their father’s footsteps and pursue careers in the military. “Although my dad never talks much about his combat experience during the Korean War, his service is what guided my interest in joining the United States Air Force,” John said. Both brothers went to college through the ROTC program. John studied criminal justice at Michigan State University, and Peter went to Cornell to major in environmental science. They completed their education knowing they were meant for military service. John spent more than 24 years flying aerial refueling tankers around the globe and as a Special Operations 757 pilot while Peter flew medical evacuation helicopters in Iraq and led health care operations in Afghanistan. Military service is a family affair as both of their wives are veterans as well. Peter’s wife, Lisa, served in the Army and now works full-time for the Veterans Administration, and John’s wife, Sandi, volunteered in the Peace Corps in Africa before serving as a Public Health Officer in the Air Force. John and Peter loved their military service and the experiences it provided for more than two decades, but after retiring, it was time for them to return to their agricultural roots in upstate New York. They started Lehning Farms with a couple of Red Angus breeding pairs and have grown to an averagesized herd of 25 head. Their wives and children all have a hand in the operation, and the farm partnership works well for the entire family, especially with John’s unique schedule as a full-time pilot for American Airlines.

“You are never bored when you have property and manage a farm,” said Peter. “I love the rural lifestyle and appreciate what this area has to offer me and my family.” Lehning Farms direct markets beef to customers looking for halves, quarters or a 25-pound box of assorted cuts. “Our customers like the pasture-toplate concept and want to support local producers,” Peter said. “The box option is a unique way to meet the needs of this niche market by providing product in a way that still fits in their freezers.” Beyond the day-to-day farming duties, John and Peter find time to volunteer with a variety of local organizations. In addition, Peter currently serves as chairman of the New York Beef Council, and he and John are actively involved with the New York Beef Producers Association. Agriculture runs deep in the family. In addition to the cattle operation, Sandi has a successful business providing cut flowers for weddings and parties, the Lehnings’ sister, Sarah, in Virginia, is the lead grower in a greenhouse operation. Additionally, numerous aunts and uncles are involved with vegetable and dairy farming. Their lives may be busy with farming and family, but there is still time for some brotherly banter. While both brothers flew aircraft in the military, there is a little friendly debate as to whether planes or helicopters remain supreme. John prefers the speed and agility of a supersonic trainer like the T-38 Talon, and Peter enjoys the reliable “Huey” helicopter, which is unforgiving, but a great machine to learn how to fly. No matter what the sibling rivalry may be when it comes to aviation, both agree that returning home and raising cattle is the best way to live.

During the 10 days of the 2021 Wilson County-Tennessee State Fair the Tennessee Beef Industry Council (TBIC) honored beef producers serving their communities through a special “Hometown Heroes” exhibit. The names with an (*) are serving or have served on the TBIC Board. For more information, visit www.tnbeef.org.

Roger Radel* R & R Farm, Sevier County United States Marines (Ret.)

Will Davis Davis Farm, Cheatham County Firefighter EMT

Jay Yeargin* Yeargin Farms, Weakley County Firefighter

Frankie Gray T. Gray Farm, Stewart County Stewart County Sheriff

Terry Snyder* Snyder Cattle, Washington County Doe Valley Volunteer Firefighter

Michael Van Dyke Mad Run Farms, Robertson County Robertson County Sheriff

Tyler Ziolkowski Z Cattle Company, Montgomery County Clarksville Fire Rescue Alvin Brandon, Jr. Brandon Family Farms, Rutherford County Murfreesboro Fire & Rescue

Phil, Perry & Pal Neal Maple Dale Farms, Wilson County Allen Padgett Cedar Crest Farms, Union County Utility Director for Maynardville Utility District Perry Pratt Pratt Farms, Robertson County

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NATIONAL CATTLEMEN

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.

Producer Inspires Others to Get Involved and Give Back

Beef Cattle Saved My Life Marvin Frink grew up in the Briarwood area of Melbourne, Fla., and after graduating high school, he wanted to escape his drug-ravaged childhood neighborhood and joined the United States Army. Following training in Fort Bragg, N.C., Marvin spent 15 years serving his country with tours during Operation Desert Storm in Saudi Arabia and in Korea, Germany and Afghanistan. An injury ended his military career, and when he returned home, Marvin wasn’t the same person. His father, Rev. Kirby Frink, noticed a change in his son’s behavior and knew he needed help. An aging family friend raised cattle, and Rev. Frink thought the connection with the land and animals could help his son adjust back to civilian life. Marvin missed the camaraderie he had with his Army brothers and sisters, but he soon rediscovered that brotherhood with cattle. Marvin worked on the cattle ranch feeding animals and realized cattle calmly listened to his problems, and he was quickly accepted into a new herd. “It felt good to talk about my feelings with the cattle, because it helped me share what I was dealing with and made me feel valuable again,” Marvin said. “They listened, didn’t judge me and helped me keep things in perspective. I found my new accountability partner and a new sense of responsibility.” Rev. Frink helped his son develop his own cattle farm in Red Springs, N.C., providing guidance, a business plan and words of wisdom that drive Marvin to this day. “My father never wanted me to forget where I came from, so we named our farm Briarwood Cattle Farm after my childhood neighborhood,” Marvin said. “This farm was born in pain, grew from love and the cattle saved my life.” Agriculture returned a feeling of worth and responsibility to Marvin. Although his father passed away in 2012, Marvin still hears his voice saying, “My footprint is your blueprint for finding happiness and living again.” Marvin also credits the Farmer Veteran Coalition (FVC) for giving him a second chance at life. He joined FVC founder Michael O’Gorman on a trip to Washington, D.C., to visit with Secretary Vilsack when he served under President Obama. Marvin didn’t request grants or loans for his business, but rather simple resources such as used wooden utility poles which he

could cut into pieces and turn into fence posts. Marvin knew he could put the waste products to good use, diverting them from the landfills and creating new uses for them on his farm. Shortly after his visit to D.C., a semitruck showed up with a flatbed full of poles he could turn into fence line for his pastures and pens. Today, Marvin, his wife, Tanisha, and their children manage Briarwood Cattle Farm and are expanding the business to include a new beef and pork processing facility called Briarwood Custom Meats, LLC in Fairmont, N.C. The new facility opens in early 2022 and will include a demonstration kitchen, complete with cameras for inperson and virtual cooking classes. “This new facility will not only process my animals for our direct marketing business but will also help other producers in the area process and sell their animals,” Marvin said. “This is how we can help get nutritious food to our community.” In addition to managing the flourishing farm business, Marvin continues to give back to other veterans. He invites veterans to his farm to experience the serenity by listening to the birds, feeling the breeze, and watching calves play, helping make them feel alive once again. Marvin calls the experience agri-therapy, which provides a sense of purpose to those who may have felt lost or useless. His dedication doesn’t stop with his work helping veterans but extends to educating his community about his experiences as a first-generation farmer. “There are a lot of moving parts in the beef cattle industry from farm to fork, and most consumers don’t understand how the steak gets to their plate,” he said. “I’m committed to continuous education and improvement to provide a consistent product and to help educate the public.” The Army strengthened Marvin’s belief that his word is his bond, and that integrity and honesty are paramount, and those values helped him transition successfully into the beef industry. Now, instead of protecting national security on the front lines in a foreign country, Marvin is ensuring national security by providing good food.

Ryan Ripp grew up in the small village of Dane, Wis., helping his extended family custom raise dairy heifers and finish steers. During his youth, he watched the volunteer fire department battle a grass fire at his family’s farm, which fueled his desire to serve his community. “I watched the firefighters work together as a team, knowing exactly what to do and how to handle the situation,” Ryan said. “I knew I wanted to be part of that.” At the age of 17, Ryan started his service career by pursuing a position as a volunteer firefighter. His high school friend said the local fire department needed volunteers and that Ryan would be a perfect fit. Ryan was accepted, and he hasn’t looked back, now serving for more than 14 years. “Being a firefighter allows me to give back to the community that has given so much to me,” he said. Ryan never lost his connection to agriculture. After graduating college with a degree in animal science, he met his wife, Brianna, and they started RippView Ridge Farm with a desire to “raise crops, cattle and the next generation of farm kids.” The Ripps manage their cow-calf operation building the genetics in their herd for when their kids (now two and five years old) can start showing. Brianna, who grew up on a dairy farm, also manages the direct marketing part of the business, selling quarters and halves to the local community. The family’s focus on service is not limited to the fire station. Brianna is on the Wisconsin 4-H Foundation board, and Ryan serves on local boards and organizations with the

Lodi Agricultural Fair, the Wisconsin Corn Promotion Board and Farm Bureau. If that wasn’t enough, Ryan also serves farmers as a District Manager for Dairyland Seed. “Producers in our community are there to help one another,” Ryan said. “Everyone is up front and honest and willing to help out, and I love being a part of that.” Ryan loves networking, learning from neighbors and sharing information. He enjoys reaching out to the community, especially kids, through the fire department’s annual open house and kids fire safety week. His dedication to the community inspires others to get involved and give back. “Rural communities are always looking for volunteers, and being a firefighter is very rewarding,” Ryan said. “No matter how you want to get involved, just ask to volunteer, and someone will be happy to put you to work.”

No Greater Honor Derek Beaty enlisted in the United States Air Force at 26 years of age, a little more seasoned than some enlistees, but just as determined to serve his country. During training he was selected to serve as a ceremonial guardsman in the USAF Honor Guard. He was given the greatest honor of carrying the nation’s heroes to their final resting place, spending three years among the perfect rows of white stones at Arlington National Cemetery. As with most military families, Derek and his wife, Emily, transferred frequently to posts stateside and abroad. Derek served in Airfield Management at Beale Air Force Base in Marysville, Calif., before volunteering for deployment in Kuwait. His team managed the airfield there, overseeing flight operations with other allied nations.

After finishing his active-duty contract, Derek then spent two years in the Air National Guard. Once Derek’s military career ended, it was time to pursue a new passion, and although neither he nor Emily had any ranching experience, they both loved cattle and horses and were called to be stewards of the land. “We believe that we were put on this earth to be caretakers of this land,” Derek said. “And there is no better way to do that than to ranch.” Driven by their strong faith, Derek and Emily started Beaty Ranch, LLC in 2017 and moved to Madison, Fla., in 2019. As firstgeneration ranchers, they are building their cow-calf herd and raising and training Ranch Horse Pony of the Americas. They also offer equine breeding, training, hauling and marketing services. While they watch their children grow up in the wide-open spaces and enjoy the land and animals, Derek and Emily, “Pray to build a legacy raising Florida beef that is based on trust in God.”

NATIONAL CATTLEMEN 15

www.NCBA.org

NEWS A FRESH LOOK AT BURGERS

Beefing Up Flavor and Nutrition Consumers love beef burgers, especially during summer grilling season, with nearly 20 million Americans enjoying a burger on any given day.1 And, burgers are increasingly being recognized as a popular and practical way to improve diet quality because they are a nutrient-dense, flavorful base, perfect for increasing intake of under-consumed foods such as vegetables and whole grains. Just when you think the burger can’t get any better, NCBA, a contractor to the Beef Checkoff, has found a way to elevate the summer staple by working with nutrition influencers. Between Aug. 2 and Aug. 16, 2021, the Beef Checkoff implemented a “Beef Up Your Burger” social media challenge hosted by registered dietitian and certified personal trainer, Nicole Rodriguez, RDN, NASM-CPT. This challenge encouraged socially savvy nutrition experts to demonstrate unique ways to “beef up” real beef burgers using nutrientdense, flavorful additions that support a healthy lifestyle via their Instagram channels. Nutrition experts educated consumers on simple solutions for elevating their beef burgers, emphasizing nutritional value, non-traditional flavors and convenience, while sharing relevant recipes and resources. Ten nutrition influencers participated and reached more than 70,000 individuals. In addition, the “Beef Up Your Burger with Fruits and Vegetables” Facebook Live cook-along, hosted in conjunction with the Produce for Better Health Foundation (PBH), invited viewers to share ideas for how they amp up their own beef burgers. Creative recipes such as mixing ground beef with garlic, chives and parsley and adding chopped mushrooms drove participants’ engagement. The live event was PBH’s most successful cook-along to date, achieving

the highest reach they’ve seen. The cook-along performed more than two times better than other PBH Facebook posts, generating nearly twice the reactions and five times more comments. The social media promotions performed exceptionally well on Facebook, Instagram and Twitter, generating more than 634,000 impressions, well above the 100,000 benchmark typically seen for similar promotions. Other efforts included collaborating with two registered dietitian influencers to post recipes on blogs for National Beef Burger Day, reaching 11,000 key opinion leaders. Beef burgers were also featured in a recent Nutrition and Dietetics SmartBrief, a digital news service that curates the day’s top news and trends on nutrition and health and reaches more than 100,000 registered dietitians and nutrition professionals. In early September, a Satellite Media Tour was held with Produce for Better Health CEO and Registered Dietitian, Wendy Reinhardt Kapsak, MS, RDN, that reached 30 million people. Kapsak talked about how burgers are increasingly being recognized as a popular and practical way to improve diet quality because they are nutrient-rich, a great source of protein and they are a flavorful base, perfect for pairing with fruits and vegetables. Beef burgers provide an unlimited number of options to boost nutrition and flavor across a variety of cultures and traditions, while also being affordable and convenient. Real beef burgers present a unique way to help Americans “make every bite count.”

BEEFING UP FLAVOR AND NUTRITION

We love real beef burgers -- nearly 20 million Americans enjoy a burger on any given day! From high- to low-percent lean, Chuck to Round, ground beef is the most versatile foundation for building delicious burgers that can also be part of a healthy lifestyle. Follow these tips for a fresh look at how you can beef up your burger and pack even more nutrition into every mouthwatering bite.

Three ounces of cooked beef delivers 10 essential nutrients including high-quality protein, iron and zinc. iii, iv

DID YOU KN PROTEIN 51% DV

B12 101% DV

ZINC 53% DV

SELENIUM 48% DV

NIACIN 31% DV

B6 28% DV

PHOSPHORUS

16% DV

IRON 14% DV

CHOLINE 13% DV

In addition to being a top source of taste bud enjoyment, burgers and sandwiches are a top source of important nutrients: ii

#1 Source of protein, calcium, potassium, fiber;

RIBOFLAVIN

19% DV

#2 Source of whole grains, dairy, vitamin D; #3 Source of vegetables.

GET CREATIVE CRUNCHY SPICY

TANGY

SWEET

CREAMY

Share these tips and tag @BeefItsWhatsForDinner #BeefUpYourBurger

WWEIA, NHANES 2013-2016, Day 1, Exponent, Beef Checkoff Analysis, unpublished 1

Scan here to visit us at Beef.ItsWhatsForDinner.com

i.WWEIA, NHANES 2013-2016, Day 1, Exponent, Beef Checkoﬀ Analysis, unpublished ii. Dietary Guidelines Advisory Committee. 2020. Scientiﬁc Report of the 2020 Dietary Guidelines Advisory Committee: Advisory Report to the Secretary of Agriculture and the Secretary of Health and Human Services. U.S. Department of Agriculture, Agricultural Research Service, Washington, DC. iii. U.S. Department of Agriculture, Agricultural Research Service. FoodData Central, 2019. (NDB # 13364). iv. National Institutes of Health Dietary Supplement Label Database. Labeling Daily Values. Available at https://ww https://www.dsld.nlm.nih.gov/dsld/dailyvalue.jsp

Federation of State Beef Councils Sponsors the Beef. It’s What’s For Dinner.® 300 for Second Year

TRENDING IN FOOD & MEDIA

The Federation of State Beef Councils, on behalf of the Beef Checkoff, has once again partnered with the Daytona International Speedway to sponsor the 41st season-opening race for the NASCAR Xfinity Series - the Beef. It’s What’s For Dinner.® 300. The event is set for Saturday, Feb. 19, 2022, one day ahead of the legendary DAYTONA 500. “Just like the great racing legacies, farmers and ranchers have a legacy, also passing it down from generation to generation, and that’s why we’re so excited to once again sponsor this premier sporting event and showcase America’s hard-working beef farmers and ranchers,” said Clay Burtrum, Federation Division chair for NCBA, a contractor to the Beef Checkoff. “Continuing this partnership for a second year allows us to build on everything we developed in year one and expand our footprint even further — from tailgating to the big screen — beef is the star.” While funding for the sponsorship comes from the Federation of State Beef Councils, the national Beef Checkoff will support the effort with staffing

and promotional work through their contractor, NCBA. From commercial production to social media promotion and traditional media outreach, Beef. It’s What’s For Dinner. will be back on the racetrack and in the national spotlight. The 2022 Beef. It’s What’s For Dinner.® 300 continues a the relationship between the Beef Checkoff and Daytona International Speedway. In 2020, the track produced “Race Day Recipes” on their digital channels. Following a great response and seeing NASCAR’s clear love of beef, the Beef. It’s What’s For Dinner.® 300 was born in 2021. For more information, including ticket options and safety protocols, visit daytonainternationalspeedway.com or call 1-800-PITSHOP.

SUSTAINABILITY & DROUGHT A new study showing that cattle can be potty trained to reduce greenhouse gas emissions1 helped lead to a two-fold increase in beef sustainability mentions.2

Major outlets like Reuters3 covered the impacts of drought conditions on cattle ranchers, despite a 60% decrease in traditional media mentions.2

PLANT-BASED DIETS & ALTERNATIVES Plant-based protein alternatives continue to drive headlines2, featured in outlets like The Associated Press.4

SUPPLY CHAIN & PRICES

Outlets like The Atlantic8 and NPR9 focused on rising meat costs in the U.S. Traditional and social media mentions of beef prices both increased.2

1. 2. 3. 4. 5.

Media outlets like Bloomberg5 and Tech Times6 focused on cell-cultured and airbased protein alternative technologies.2

Labor shortages impacted food supply chains and companies across the U.S., which was covered in Bloomberg10 and other major news outlets.2

#101221-03 Jani-Friend, I. (13 September 2021). Scientists are potty-training cows in a bid to help save the planet. CNN. https://www.cnn.com/2021/09/13/europe/toilet-training-cows-climate-crisis-study-intl-scli-scn/index.html National Cattlemen’s Beef Association. (2021). Traditional and social media listening dashboards. Retrieved from Meltwater: www.meltwater.com Nickel, R., Polansek, T. (3 September 2021). Drought forces North American ranchers to sell off their future. Reuters. https://www.reuters.com/business/sustainable-business/drought-forces-north-american-ranchers-sell-off-their-future-2021-09-03/ Durbin, D. (27 September 2021). Beyond, Impossible join crowded plant-based chicken market. The Associated Press. https://apnews.com/article/beyond-impossible-join-crowded-plant-based-chicken-market-41d42018cc99efb6caeac4d151b02e34 Shanker, D. (20 September 2021). Eat Just raises $97 million more to fund cultured meat production. Bloomberg. https://www.bloomberg.com/news/articles/2021-09-20/eat-just-raises-97-million-more-to-fund-cultured-meat-pro-

6. 7. 8. 9. 10.

GOOD NEWS FOR BEEF Sustainability media efforts from NCBA, a Beef Checkoff contractor, reached 80 million people.2

GOOD NEWS FOR BEEF Chipotle introduced smoked brisket to their menus, citing consumer demand.7

GOOD NEWS FOR BEEF Yahoo! News, Better Homes & Gardens and more continued to feature beef recipes and cooking tips.2

duction?sref=ttNloz1Z Pierce, R. (25 September 2021). Meat made from air? San Francisco-based company claims to have created ‘air-based meat’. Tech Times. https://www.techtimes.com/articles/265836/20210925/meat-made-from-air-san-franciscobased-company-claims-to-have-created-air-based-meat.html Lucas, A. & Rogers, K. (21 September 2021). Chipotle will add smoked brisket to its menu for a limited time. CNBC. https://www.cnbc.com/2021/09/21/chipotle-will-add-smoked-brisket-to-its-menu-for-a-limited-time-.html Frum, D. (24 September 2021). Where’s the cheap beef? The Atlantic. https://www.theatlantic.com/ideas/archive/2021/09/biden-beef-prices-plan/620187/ Horsley, S. (14 September 2021). High meat prices are helping fuel inflation, and a few big companies are being blamed. NPR. https://www.npr.org/2021/09/14/1036678722/chicken-beef-pork-meat-prices-inflation-biden Cang, A., Ng, J. (1 October 2021). Global food prices may soar again on China energy crunch. Bloomberg. https://www.bloomberg.com/news/newsletters/2021-10-01/supply-chain-latest-rising-food-prices-and-china-s-energy-crunch?sref=ttNloz1Z

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