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. SEP 2020 • Vol. 36, No. 11 • NCBA.org
Photo submitted by NCBA Member Jaclyn Wilson from Lakeside, NE
NCBA Wraps Up Successful Dietary Guidelines Campaign
NATIONAL CATTLEMEN’S BEEF ASSOCIATION 9110 E. NICHOLS AVENUE, SUITE 300 CENTENNIAL, CO 80112
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The Dietary Guidelines Advisory Committee (DGAC) released its
Scientific Report in July and opened a public comment period on the report, which helps the committee finalize the Dietary Guidelines for Americans (DGAs). NCBA was able to garner significant producer comments using social media, television appearances, radio interviews and news articles before the comment period closed in midAugust. DGAs are influential guidelines used by government officials to shape federal nutrition programs, which is why it is vital for producers to make their voices heard on this issue. While NCBA is supportive of many of the Committee’s findings, a few opportunities to reinforce beef’s role in a healthy diet were missed. They include educating Americans that beef is a lean meat option and clearly recommending beef as a practical source of critical nutrients throughout the lifespan, especially in the early years. The committee’s recommendation on saturated fat was also outdated and inconsistent with the scientific evidence and future work should re-evaluate this. NCBA President Marty Smith kicked off the campaign to drive comments to tell the DGAC about these misses,
saying: “Study after study shows that beef plays an important role in a balanced, healthy diet across the lifespan. NCBA has made it a priority to protect the scientific credibility of Dietary Guidelines and promote accurate information about the nutritional advantages of beef as part of a balanced diet.” Due to widespread grassroots support from cattle producers across the country, this was one of NCBA’s most successful comment campaigns ever. Over 700 producers submitted letters to help DGAC recognize where they can improve their work when they release the Dietary Guidelines for 2020-2025. Sixth-generation California rancher Kiah Twisselman testified on behalf of NCBA at a public meeting on the Scientific Report. She told officials with the U.S. Departments of Agriculture (USDA) and Health and Human Services (HHS) about her first-hand experience with the benefits of beef in her diet and urged them to do more to encourage beef as part of a healthy diet as they finalize new federal dietary guidelines. Twisselman promoted the #BenefitsOfBeef in her testimony: “I
know firsthand how important it is for dietary guidance to be practical, flexible, and clear… Two years ago, I began my journey to better health. I’ve lost over 125 pounds through small life changes, regular exercise, and a healthy diet… Lean beef is a versatile, affordable, nutrient-dense, and delicious protein source for a healthy and balanced diet. From my herd to yours, thank you for guiding Americans toward healthier diets with beef.” NCBA wants to thank everyone who took the time to submit letters, tell their friends and family to comment, and promote beef as part of a healthy diet. This campaign would not have been possible without members on the ground working hard to produce highquality American beef. The Dietary Guidelines campaign caps off years of NCBA engagement and NCBA is not done yet. The finalized 2020-2025 DGAs will likely be published in midto-late December of this year. Be on the lookout for an update this winter with more information on how you can get involved.
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IN THIS ISSUE Leadership Comments
3
Federation News
6
Market Matters
8&9
Governance 10 Checkoff 15
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Opening Government's Doors to Cattle Producers By Marty Smith, NCBA President Most of the time in this monthly column, I discuss NCBA’s latest work on Capitol Hill and in the Administration to advance the policy interests of America’s cattle producers. Over the past few months, we’ve made progress on access to foreign markets, rolling back onerous regulations, and of course, keeping the beef supply moving and providing relief to those who have been negatively impacted by the COVID-19 pandemic. Our work on legislative and regulatory issues in Washington will continue unabated - thanks to our hard-working dues-paying members. But we’re entering the time of the year when the focus tends to shift out of Washington and toward the front lines of the campaign trail, where the next occupants of the Oval Office, the Capitol, and all the Executive Branch leadership offices will be determined this November. That’s where NCBA’s Political Action Committee (PAC) plays a huge role. Our lobbying team in D.C. is second to none. But if the key committees, agencies, and bureaus are all run by officials who are unsympathetic to — or even worse, openly hostile to — cattle production, animal agriculture, and/or rural America in general, our team in Washington simply
THE OFFICIAL PUBLICATION OF NCBA 2020 NCBA Leadership: President President-elect Vice President Treasurer Federation Division Chair Federation Division Vice-Chair Policy Division Chair Policy Division Vice-Chair Immediate Past President Chief Executive Officer Senior Editor Associate Editor
Marty Smith Jerry Bohn Don Schiefelbein Joe Guild Buck Wehrbein Clay Burtrum Todd Wilkinson Mark Eisele Jennifer Houston Colin Woodall John Robinson Brittany Schaneman
Contributing Writers Walt Barnhart Ed Frank Steven Johnson Creative Director Don Waite Graphic Designer Dancinee Jennings Copy Editor Judy Van de Mark For ad sales, contact Jill DeLucero or Nicole Bechtel at 303-850-3465. Contact NCBA: 9110 E. Nichols Ave., Suite 300, Centennial, CO 80112 801, Washington, D.C. 20004 (202-347-0228). National Cattlemen’s Beef Association reserves the right to refuse advertising in any of its publications.
By Colin Woodall, NCBA CEO
cannot be as successful as they’ve been the past few years. The good news is that NCBA’s PAC has been very successful in raising money from members of the cattle community, identifying supportive candidates across the country, and most importantly, making a difference in winning key campaigns. Over the past 10 years, NCBA’s PAC has contributed more than $3.78 million to candidates for the U.S. Senate and House of Representatives — and the candidates we’ve backed have won their races approximately 85 percent of the time! That means that when our lobbying team has knocked on doors on Capitol Hill urging tax relief for cattle producers, those doors have very often been opened by officials who know and understand agriculture - or who are at least willing to hear us out. When we’ve called or e-mailed officials at USDA, EPA, or DOT, they have often understood — sometimes first-hand — just how burdensome overregulation can hamstring agricultural operations. Our members are routinely called on to testify at Congressional hearings and speak at White House events. We get to tell our personal stories to literally the most powerful people in the country as they make policy decisions that will impact us and our children and grandchildren for decades to come. And it all starts by winning elections. Without the right people in office, our most powerful personal stories or well-reasoned arguments will fall on deaf ears, and we’ll all be worse off as a result. So, with just two months remaining until Election Day, I hope you’ll get involved with us on the political front lines. Of course, it’s never too late to contribute to NCBA’s PAC - you can do that quickly and easily by visiting policy.NCBA.org. But if you’re not able to financially contribute to NCBA’s PAC this cycle, please make sure that you’re properly registered to vote ASAP and then cast your votes for pro-beef and pro-cattleproducer candidates up and down the ticket. If you’re able to do more, consider helping out a supportive candidate’s campaign — call your neighbors, make sure they’re registered to vote and that they know the importance of this year’s elections. Offer them a ride to the polls or help them get an absentee ballot. And then when this year’s ballots have all been counted, I hope you’ll encourage your neighbors to join NCBA so we can continue the fight in Washington next year and beyond. We don’t yet know who will be occupying the corridors of power come January, but I can guarantee you two things. First, early next year our work will only be starting. And second, we will never stop fighting for America’s cattle producers. You can join NCBA by visiting NCBA.org.
NCBA is nothing without grassroots engagement and leadership. A simple statement, but one that is not always appreciated by members and detractors alike. However, the grassroots process was on full display during the Cattle Industry Summer Business Meeting in Denver. It started with the commitment by NCBA’s officer team to have the meeting in-person, and to also allow virtual engagement to ensure that everyone who wanted to participate in debate had that option. While some may have questioned the decision to meet, we proved we could do it safely. We also proved once again that we can adapt, overcome, and persevere in the face of disruptions. Our team worked tirelessly to set up the technology and process to hold the hybrid virtual and in-person meetings, and while it may have taken much longer to vote than it usually does, every vote was counted and the process was conducted with integrity. The outcomes may not have pleased everyone, but nobody can question the respectful forum we provided for discussion and voting. Our grassroots process was put to the test with the marathon six-hour Live Cattle Marketing Committee meeting. It’s been a while since we’ve had a spirited debate like that. That spirited debate demonstrated that our process works because it was producer members debating in a committee led by producers that resulted in actions voted on by producers. It’s also very important to note that the big packers did not attend or vote. This was a producer discussion. Cattle production takes place in all 50 states, but the issues and concerns of cattle producers vary greatly. What concerns producers in Michigan may not be the same as those impacting cattle production in Hawaii. That is the challenge we have as a national association, and it is all the more reason to have robust debate. We can’t allow that debate to tear us apart, because we are stronger when we speak as one industry. Our voice on Capitol Hill has the sway it does because we are the oldest and largest national association representing cattle
producers. The fact we advocate on behalf of member-directed policy reinforces that we are the voice of cattlemen and cattlewomen in Washington. Being heard transcends the policy process. The producer members of our Executive Committee also determined that there is no need to fight the process currently underway to gather signatures on a petition calling for a referendum on the future of the Beef Checkoff. It was our association that helped get the Beef Promotion and Research Act passed as part of the 1985 Farm Bill. It includes a provision that allows for producers to take action to determine if the checkoff needs to continue. We helped include that provision, and we fully respect and support producers who want to sign the petition. Our only request is that the process be transparent and above board. To date, we have seen at least one attempt to get producers to sign the petition by offering to enter their names into a drawing for $100. We’re proud of the Beef Checkoff and the work we do as a contractor, and we see this current scenario as a way to showcase that work. While the Beef. It’s What’s For Dinner. tagline typically gets a lot of attention, there is much more to the work we do as contractors. Our checkoff-funded nutrition research and outreach has been a powerful tool in our efforts to keep beef at the center of the plate during review of the 2020 Dietary Guidelines for Americans. If we were to lose our place on the guidelines, it would impact our ability to have beef served in schools, military bases, and other Federal programs. The nutrition research conducted would be much harder to complete without the checkoff investment. We hope producers keep this fact in mind as they decide whether to sign the petition. Regardless of the venue or issue, your voice deserves to be heard, and NCBA will continue to provide that opportunity. Those who question that or tell you that the packers make the decisions were not at our Summer Business Meeting and flat out don’t know what they are talking about. I’ll close the way I started by saying that we are nothing without your engagement and leadership.
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National Cattlemen’s Beef Association does not accept political advertising in any of its publications. National Cattlemen’s Beef Association does not accept any advertising promoting third-party lawsuits that have not been endorsed by the board of directors. ©2020 National Cattlemen’s Beef Association. All rights reserved. The contents of this magazine may not be reproduced by any means, in whole or part, without the prior written consent of the National Cattlemen’s Beef Association.
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Burtrum Elected Federation Vice Chair Oklahoma Beef Council, the Oklahoma Cattleman Clay Burtrum of Stillwater, Okla., was elected Federation vice chair by NCBA Federation directors at the Summer Business Meeting. He had served as the interim vice chair for the last five months. Burtrum is co-owner of Burtrum Cattle LLC, a family operation that includes a commercial cow-calf
Devastation in Iowa By Iowa Corn Growers From lingering trade disputes to major market disruptions as a result of the global COVID-19 pandemic, the trials of 2020 on the entire ag community have been welldocumented, and the latest blow has hit Iowa’s farmers especially hard. On Monday, August 10, a devasting derecho windstorm impacted millions of acres of farmland stretching from Iowa to Ohio. The storm lasted about 14 hours and covered more than 700 miles. Roughly 90 to 110 mile per hour straight-line winds were reported throughout central and eastern Iowa. Iowa farmers have been left reeling in the wake of this devastating storm that impacted about one-third of the entire state. The damages are still to be fully quantified, but so far, estimates show
operation and ranch-raised stockers on wheat pasture. He also co-owns Farm Data Services, an agriculture accounting firm that specializes in managerial accounting, appraisals and crop insurance for farmers, ranchers, feedlots and rural businesses. Active in numerous agriculture organizations, Burtrum served three years as NCBA Federation Region IV vice president and has also served on the Beef Promotion Operating Committee for five years. In addition, Burtrum has held leadership roles in the about 8.2 million acres of corn and 5.2 million acres of soybeans have been impacted in Iowa, with another tens of millions of bushels of grain storage damaged in the 57 Iowa counties impacted by the derecho. Generally speaking, the storm came post maturation, so the ears are already established, but obviously flattened or snapped corn doesn’t fill well. Hybrid resiliency is being tested in a big way, as will be the resiliency of the farmer this harvest. Federal crop insurance will help some, but there will be wide usage of one-way harvesting this fall to attempt to salvage their crops. Additionally, the loss of grain storage is going to put a strain on several areas across Iowa where corn storage space that is severely needed is now severely limited. The Iowa Department of Agriculture and Land Stewardship (IDALS) estimates the losses to commercial grain storage at nearly 60 million bushels with a total cost of more than $300 million to repair or replace these damages. This is in addition to the tens of millions of on-farm grain storage losses that were suffered. IDALS is still putting the final details into their plans and resources available for impacted farmers in Iowa, including a push for no-harvest crop insurance options for those impacted the most, as well as providing parameters around chopping for corn silage and
Cattlemen’s Association and on national Beef Checkoff committees. He is a member of the Oklahoma State Board of Agriculture. Burtrum has also served the Payne County Farm Service Agency and the Oklahoma Ag Leadership Program, where he serves on the Advisory Committee. He is a director of the Oklahoma State Animal Science Alumni Association Board. An Oklahoma native, Burtrum is a graduate of Oklahoma State University with a degree in animal science biotechnology.
CORPORATE MEMBERSHIP DIRECTORY These are companies that have teamed with NCBA as corporate members, demonstrating their commitment to the beef industry. Their involvement strengthens our future. NCBA members are urged to support these partners in turn by purchasing their products and services. Those who would like to become corporate members with NCBA (securing premium booth placement at the annual convention and trade show as well as other membership benefits), please call the Corporate Relations team at 303-694-0305. GOLD LEVEL SPONSORS (Minimum $100,000 Investment)
Bayer Animal Health www.animalhealth.bayer.com Boehringer Ingelheim Animal Health Inc. www.bi-vetmedica.com/species/cattle.html Caterpillar www.cat.com Central Life Sciences www.centrallifesciences.com Corteva Agriscience™ www.corteva.com IMI Global, Inc. www.imiglobal.com John Deere www.deere.com Merck Animal Health www.merck-animal-health-usa.com Micro Technologies www.microtechnologies.com potentially programs to encourage the planting of a second crop that holds feed value. Luckily, the American farmer has been incredibly productive when it comes to growing corn, with a wellmore-than 2 billion bushel carryout of unused corn running for several years. This latest test of that productivity will certainly hurt some more than others, but on the whole, the corn farmers across the country will march forward with a solid corn crop for the balance of the year.
Moly Manufacturing www.molymfg.com New Holland Agriculture www.newholland.com Purina Animal Nutrition LLC www.purinamills.com/cattle Ritchie Industries Inc. www.ritchiefount.com Zoetis Animal Health www.zoetis.com
ALLIED INDUSTRY COUNCIL Allflex Livestock Intelligence Animal Health International CHR HANSEN Elanco Animal Health Farm Credit Council Huvepharma, Inc.
Lallemand Animal Nutrition Massey Ferguson Norbrook, Inc. Rabo AgriFinance RAM Trucks Roto-Mix
ALLIED INDUSTRY PARTNERS 44 Farms ADM Animal Nutrition, Inc. AgriPrime Insurance Agency Agri-Pro Enterprises of Iowa, Inc. Alltech, Inc. American Hereford Association American National Insurance American Wagyu Association Anipro Arm & Hammer Animal and Food Production Arrowquip Bank of America Merrill Lynch Barenbrug USA Bass Pro Shops/Cabela’s Beef Magazine Behlen Manufacturing BFGOODRICH® Tires Bimeda BioZyme Cargill Animal Nutrition Case IH Certified Hereford Beef CME Group DATAMARS Livestock Dell Technologies Diamond V ENDOVAC Animal Health Furst-McNess Company Gallagher Gravely, an Ariens Company Greeley Hat Works Growsafe Systems LTD Hayden Outdoors Real Estate Hyundai Construction Equipment International Stock Food Kent Nutrition Group
Krone Kubota Tractor Corporation Kunafin “The Insectary” Laird Manufacturing Meat&LivestockAustralia,Ltd. Micronutrients Neogen New Generation Supplements Noble Research Institute Novus International Parker McCrory PBS Animal Health Phibro Animal Health Priefert Ranch Equipment Provimi QualiTech, Inc Quality Liquid Feeds R&R Machine Works Red Angus Association RFD-TV Rice Lake Weighing Systems Roper/Stetson/Tin Haul Apparel and Footwear Stone Manufacturing Superior Livestock Tarter Farm and Ranch Equipment The Hartford Livestock Insurance The Vit-E-Men Co. Inc./ Life Products Trans Ova Genetics U.S. Premium Beef Vermeer Vitalix Westway Feeds Y-Tex Zinpro Performance Minerals
PRODUCT COUNCIL American Foods Group Cargill Meat Solutions Certified Angus Beef Culver’s Darden Restaurants empirical Fareway Stores, Inc. Five Guys
JBS McDonald’s Corporation National Beef Packing Omaha Steaks Performance Food Group Preferred Beef Group Tyson Fresh Meats Wendy’s International
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T H E F E D E R AT I O N O F S TAT E B E E F C O U N C I L S Building beef demand by inspiring, unifying and supporting an effective state/national checkoff partnership.
Get to Know your Federation Regional Vice Presidents radical outside interests, using lies and disinformation In National Cattlemen we are helping you get to know the seven Federation regional vice presidents who serve on the NCBA Executive Committee. Here are the representatives for Regions VI and VII. Please reach out to either of them with questions or thoughts if they represent your state! For information on the other vice presidents, please see the Federation page in www.ncba.org. Region VI Mark Wintch, Utah A fourth-generation cattle rancher from Manti, Utah, Mark runs a commercial cow-calf operation with his father and brother. The Angus-Hereford ranch in central Utah was established in 1896 and includes private, state and BLM land. The family raises all the cattle all the way to slaughter. Mark serves as chair of the Utah Beef Council and is passionate about the Beef Checkoff. “I think the checkoff is the best thing the industry has done to help itself,” he
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says. “We have had many wins with the program, from product innovation, to helping expand beef exports, to protecting us from the impact of BSE and other threats to our businesses. I want to be part of that effort.” “Mark’s dedication to the beef industry is evident in all he does,” says Jacob Schmidt, UBC programs director. “He has channeled his passion into promoting beef and helping others understand the value that the Beef Checkoff provides. Mark has served on various board positions and spends many hours away from his ranch and family for the good of the industry. He represents Utah cattle producers well.” Mark is a graduate of Utah State University. One of five siblings, he and his wife, Nicki, have six children, the youngest a first grader and the oldest a sophomore in college. Region VII Travis Maddock, Ph.D., North Dakota Travis and his family own and operate Maddock Ranch in north-central North Dakota. A fifth-generation cattle ranch, Maddock Ranch includes cow-calf, stockers, along with custom grazing and incorporates holistic management practices to support conservation, protect natural resources, and promote soil and rangeland health. In addition to his ranching operation, Travis also owns and operates Dakota Global Consulting, LLC, advising meat and food companies on regulatory requirements, food safety, and consumer issues. He is currently in his second year on the executive committee, representing Region VII on the Federation Division. “The beef industry is constantly under attack from
Team Beef Challenges Keep Runners Engaged With runs and races around the country cancelled, runners have had to find other ways of motivating themselves to keep on the move. State beef councils in Kansas and Colorado are among those that have developed an interesting method of keeping runners active and their minds engaged – while also demonstrating beef’s value to a large number of active lifestyle consumers. Using the GPS function of smart phones and the Strava app, which turns iphones and androids into running and cycling computers, athletes can track their movement through the countryside and on the streets. The Kansas Beef Council and Colorado Beef Council
Wisconsin Supports 4-H Efforts through Contest The Wisconsin Beef Council and the Wisconsin 4-H Foundation are conducting a Wisconsin Grills Beef 4-H Photo Contest. The contest, which continues through Sept. 10, encourages 4-H members and alumni to post public photos on social media of themselves grilling and enjoying beef. For every photo tagged or posted, the Wisconsin Beef Council will make a donation to support Wisconsin 4-H judging contests and competitions, curriculum, and livestock quality assurance programs. Five photos will be randomly selected after the promotion, with gift boxes created by some of the state’s finest professional meat processors and featuring top quality Wisconsin beef. "Grilling beef is a great way to celebrate these last weeks of summer," said Brenda Scheider, executive director of the Wisconsin 4-H Foundation. "The support we receive from the beef industry and the Wisconsin Beef Council is vital to our 4-H livestock programming, which is one of the largest 4-H project areas in Wisconsin."
challenged their Team Beef members to create routes that would symbolize cattle or beef. The runners were original and creative about what routes they took and how they would accomplish the test. The fun challenge and resulting images became prominent in the running and fitness communities. The public could vote on their favorites on social media, further increasing awareness, and prizes were sometimes offered for the most creative routes. The Colorado Beef Council added a scavenger hunt component to their challenge in August to continue generating publicity for the benefits of beef in an active lifestyle. “The voting and reach that resulted from it were key to making this a consumer-focused program, especially leveraging the athletic network of each of our runners,” says KBC’s Scott Stebner. Tami Arnold of the CBC agrees. “Our team members shared out the voting link on their social media pages as well. That got even more people commenting about the program.”
about beef to undermine the good work of the American rancher,” says Travis. “Serving on the NCBA executive committee for the Federation gives me the chance to help set the record straight with consumers on the healthfulness and wholesomeness of the beef we are producing.” After earning B.S. degrees in Animal Science and Ag Education from N.D. State, Travis earned an M.S. in Animal Science from Texas A&M and completed his Ph.D. in ruminant nutrition from N.D. State. He has worked both domestically and abroad promoting best practices for beef production and beef processing. His professional affiliations include the American Society of Animal Science and American Meat Science Association. He is a member of NCBA and the North Dakota Stockmen’s Association and represents beef producers on the North Dakota Beef Commission. Travis and his wife, Mistte, have two children, James and Lauren, and live in Davenport, N.D.
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Iowa Sundae Tradition Maintained Virtually
The Iowa Beef Industry Council’s famous Hot Beef Sundae obviously couldn’t be featured at the cancelled 2020 Iowa State Fair, but that doesn’t mean the Sundae’s tradition can’t be continued. The Fair’s Cattlemen’s Beef Quarters and IBIC teamed up to host a Hot Beef Sundae Virtual Cooking Contest in its place. The contest was held July 21 to Aug. 4, and featured contestants of all ages. Using any cut of 100 percent beef and combination of ingredients, entrants submitted their recipes and preparation directions and included a high-resolution photo. They were judged on originality, innovation and uniqueness. First place winner in the youth and adult categories received a $100 beef certificate and a free Hot Beef Sunday for the 2021 Iowa State Fair. Second place received a $75 certificate and a coupon, while third place received a $50 certificate and coupon. In addition, a winner in the most creative category received a $100 beef certificate and free Hot Beef Sundae coupon for the 2021 Iowa State Fair.
Team Beef Tennessee Ads Help Promote Beef in a Healthy Diet Runner, Team Beef Tennessee member and beef ribeye fan Seth Oden is featured in a fullpage ad placed by the Tennessee Beef Council in the current issue of Nashville Fit Magazine. The “Nicely done, Beef” ad is the first of three full-page, back cover ads featuring the state’s Team Beef members and highlighting beef’s role in an active and healthy lifestyle. The other ads will run in the next two issues of Nashville Fit, which distributes about 20,000 copies of each issue and has almost 18,000 followers on Instagram. Oden is a five-year member of Team Beef Tennessee and has been running since 2003. Known as “The Mayor” in his running community,
he has strongly finished at least 153 races. The ad includes a QR code and connection to a site that allows readers to get a recipe for GreekStyle Beef Pitas that feature seasoned sirloin steak and find out more about nutritious beef in an active diet.
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Market Matters Calf Slaughter Still Depressed By Katelyn McCullock, Director of Livestock Marketing Information Center This year has been full of oddities in seasonal slaughter patterns due to shocks from the COVID-19 pandemic. But as of the end of June, slaughter levels have returned to near normal levels. Fed slaughter is very close to a year ago. Beef cow slaughter through most of July was above a year ago, while dairy cow slaughter abruptly dropped off. The dairy industry has been responding to a strong run-up in Class III prices which has likely reduced culling in June and July. The complete lack of recovery in calf slaughter has been one of the most interesting dynamics in the third quarter of 2020. Through March FI (FI) calf slaughter followed a typical seasonal pattern, and volumes held in line with the five-year average, but below a year earlier. Slaughter disruptions ensued in the second quarter bringing FI calf slaughter to about 30 percent below a year ago. Unlike the other classes of cattle, calf slaughter even in August had still not rebounded to even the five-year average levels. On a weekly basis the five-year average indicates calf slaughter at this time of year to be between nine and 10 thousand head. Since late March calf slaughter has only been above 9,000 head once through week ending July 25, 2020. Veal, predominant product of calf slaughter, almost exclusively comes from bull dairy type calves. Veal is categorized by three main production types: Bob Veal, Formula Fed 150-400lbs at Harvest, Non-Formula Fed 150-400lbs at Harvest, and Other, over 400lbs at Harvest. The veal market, like lamb, depends on timing of harvest to hit certain types of products. During the COVID event slaughter disruption hampered the ability to market animals at optimal times. Some were able to go through other slaughter channels, such as commercial production facilities or mobile slaughter. The months of April, May and June showed a substantial decline in veal slaughter moving through Federal Inspection. June FI slaughter was the smallest proportion of total calf slaughter since 2000. Calf weights, too, increased during this timeframe, as animals were held longer, similar to fed cattle situations. Although some of the increase could also be attributed to operators managing veal production needs to fill orders. The decline in slaughter would have been offset to some extent by heavier calf weights to achieve production goals. Weekly dressed weights since the middle of April through late July have been between 12 and 31 pounds higher than last year, an average increase of 23 pounds per calf over last year. USDA
Agricultural Marketing Service provides a monthly breakdown of the four main production types. Bob Veal, the youngest category, is also the largest segment, in 2019 represented about 61 percent of calf slaughter by volume. Formula fed is the next largest category representing 34 percent of calf slaughter in 2019. This year has seen a dramatic decline in both categories compared to a year ago. Year to date (January through June) Bob Veal slaughter numbers are down 22 percent from the first half of 2019. Formula fed is down 12 percent, Non-formula fed is down 1 percent and Others over 400lbs is up 11 percent. The Other category unsurprisingly has increased from longer days in production systems and may also have been influenced by animals unable to transition into feedlots. However, spillover likely occurred in all categories as timely processing was not available. Veal is still considered a niche market in the U.S. and one whose consumption has been declining. It’s a heavily restaurant-focused production system with super-premium veal going to the very high-end of the spectrum. Demand declined with the closures of restaurants across all veal types. Bob Veal is likely the least forgiving given the short window at which it’s harvested. Those premiums decline as age and weight increase. Given the length of beleaguered restaurant sales, it is likely that some animals exited the veal system altogether to end up on feedlots. The events of the pandemic accelerated the already in place trend of declining veal production. The dairy industry over the years has progressively moved toward producing a fed animal as a by-product to milk production. Advancements in reproductive tools such as sexed semen and embryo transfers have allowed it to achieve higher values from those by-product calves, i.e. those not used for reproductive dairy purposes. Starting in 2017, the dairy industry sources were identifying a move toward a significant portion of non-dairy replacements to beef crossbreds. It has been difficult to tease out the true total of dairy farmers using this strategy, but veal production is a clear indication. Veal production dropped to the lowest level in 2017 and has stayed relatively close to that production number. This year commercial production data through June indicates that 2020 is 10 percent below last year. If that pace continues, veal production will set a new low in 2020. The dairy industry is typically selling these animals at only a few days old to a week old to specialty production systems. Bob Veal animals are slaughtered at less than one month
CALF SLAUGHTER Federally Inspected, Weekly
Thou. Head 13 12 11 10 9 8 7 6
JAN
APR
JUL
Avg. 2014-18
OCT
2019
2020
Data Source: USDA-AMS & USDA-NASS
C-S-32 08/07/20
Livestock Marketing Information Center
CALF DRESSED WEIGHTS Federally Inspected, Weekly
Thou. Head 180 170 160 150 140 130 120 110 100 90 80
JAN
APR
JUL
Avg. 2014-18 Data Source: USDA-AMS & USDA-NASS Livestock Marketing Information Center
of age, and with the uncertainty of demand for this niche market, likely most of those were diverted to Special Fed Categories. The question is: will the Bob Veal category return? The U.S. restaurant sector is still on shaky ground, and this niche market will have a difficult time making end roads. Similarly, even for the Special Fed market, most of the demand would have come from the restaurant space and will face a similar headwind. Beef demand has some concerns, but it is less reliant on such a specialty market. The calves themselves are secondary to milk production but the premium on crossbred calves versus week old dairy calves can be significant. The lack of demand in the veal market will likely pressure dairy calf prices further, in part because the
2019
OCT
2020 C-S-32 08/07/20
number of days on feed for a pure dairy bred steer is substantially longer compared to its crossbred counterpart. Calf raisers will likely benefit from more efficient costs of gain and more marketable options of crossbreds as opposed to pure dairy calves that miss the veal market due to timing issues. LMIC is currently forecasting veal production will precipitously fall over the next three years in response to a smaller demand profile. For beef producers, crossbred Holsteins will be competing directly with other black hides, and if managed right will grade well. The key to watch is the level of calf slaughter moving forward and for the implications of those crossbred calves ending up in beef production channels.
Fall Season Will Be Warmer Than Normal By Don Day, Jr. Meteorologist
Editor’s Note: NCBA members can read weekly updates from meteorologist Don Day, Jr. by logging onto www.NCBA.org. The nights are getting longer and the mornings are cooler as we are now on the cusp of the seasons changing. Soon the summer of 2020 will be behind us and we will be looking at what the fall of 2020 will look like. In August the hottest conditions were in the west where hot temperatures and drought conditions worsened. However, the central and eastern areas of the nation did not have a hot August at all. The Dog Days of Summer in August had a decidedly western theme last month. Will the early fall season bring the same trends as August? The answer is likely no. As we peek into
the early fall season we see a pattern evolving that may lead to a warmerthan-normal start to the fall season across most of the nation. Relative to normal, the west will remain warm and the central and east will not be as cool for September, October and November. A weak La Niña pattern remains over the subtropical Pacific (cooler than average sea surface temperatures). In years past when we are in a La Niña pattern, the fall season tends to be warmer and drier than normal. For September to November 2020, it appears that may be the case again.
The graphic to the left shows expected temperature trends relative to normal for that three month period. Note that much of the U.S. and Canada is shaded in yellow (above average temperatures). While this does not mean we will go without any cold snaps (we will have some) it does mean that overall the fall season looks like it will be warmer than normal. In particular, October and November look to be on the warmer than average side of the ledger. In typical La Niña years the colder temperatures tend to come later, especially in January and February. When it comes to precipitation, trends look drier than normal. Average precipitation normally decreases from September to November; however, with a La Niña in place the tendency for
a drier than normal fall is likely. As you can see in the graphic above the longrange modeling is suggestive of a drier than normal September to November. The summer trends combined with the developing La Niña give us a higher than normal confidence level in the long-range forecast (using past patterns as a guide). Beef producers and other ag interests should be prepared for warmer and drier conditions for the start of the colder season.
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Market Matters Retail Beef Price Relief By Lance Zimmerman Manager – Research, Analysis and Data, CattleFax The USDA all-fresh beef retail price dropped 64 cents in July, averaging $6.74/lb. The correction from the June record highs at $7.38 is welcome news for cattle producers. Stronger retail beef sales can support more aggressive slaughter and eliminate the surplus created by COVID-19. The downtrend in everyday retail beef prices mirrors the progress made in retail beef featuring activity in the last 60 days. Beef advertisements in weekly store circulars have improved to 3.7 advertisements per week on a U.S. average. That is still around 1 advertisement per week lower than last year, but it is an improvement from the lows in early June at 1.5. The U.S. average advertised beef price has also made strides in the right direction. The current primalweighted price is at $5.86/lb. That is within 15 cents of year-ago levels and down $1.50 since early June. More beef advertisements at an attractive price will garner more attention for beef in the retail meat case. Beef is also becoming more
competitive with pork and chicken in the meat case. Beef advertisements accounted for 54 percent the total features for the three major proteins last week. That is the highest proportion of beef features since Memorial Day, and it is 1 percentage point stronger than last year. The premium for beef in the meat case is also narrowing with the recent fall in prices, but more progress can be made. In July, beef was 2.1 times the price of the chicken breast and 1.6 times the price of pork. Getting these price ratios down to 2.0 and 1.5, respectively, will help beef gain consumer interest from competing protein markets into the fall. The retail segment is having to carry more weight in delivering beef to U.S. consumers with COVID-19 dealing blows to the foodservice segment – especially full-service restaurants. Recent sales data says casual- and fine-dining destinations are seeing a 24 percent decline in transactions compared to year-ago levels. Consumer beef demand tends to fade throughout the summer, and there are still plenty of challenges facing demand in the future – namely
unemployment and uncertainty. Expect the retail segment to pass the cheaper wholesale costs on to consumers into year-end 2020. CattleFax is forecasting everyday retail beef prices below $6/lb. by December. Bottom Line: A healthy beef industry needs to see retail remain
aggressive with price discounts into the fall and winter as demand challenges potentially mount. More competitive prices will maintain consumer interest in beef and offset any potential demand challenges that could come from a recovering global economy.
BQA Program Earns Certification The Checkoff-funded National Beef Quality Assurance (BQA) Program, managed by NCBA, is now recognized as an industry-leading animal welfare program. The U.S. Department of Agriculture (USDA) has reviewed and certified that the BQA program complies with the International Organization for Standardization (ISO) Animal Welfare Management/General Requirements and Guidance for Organizations in the Food Supply Chain. The ISO specification was developed in 2016 to provide a path for programs to show they are aligned with the principles of the World Organization of Animal Health (OIE) Terrestrial Animal Health Code and ensures the welfare of farm animals across the supply chain. “USDA’s affirmation that the program complies with ISO specifications is an important recognition of U.S. cattle producers’ continued commitment to delivering a safe, high quality beef supply while maintaining the highest animal welfare standards,” said Dr. Julia Herman, Beef Cattle Specialist Veterinarian for NCBA. Developed more than 30 years ago, the BQA program has become the industry standard for delivering education and resources to cattle producers. More than 85 percent of the U.S. beef supply today is managed by BQA-certified farmers and ranchers, according to the National BQA Database. By partnering with state programs across the country, the program reaches cattle producers on operations of all sizes, in all corners of the nation, with digital and inperson training and certification. To earn certification with the animal welfare standards, the BQA program underwent a thorough audit process which evaluated the program’s principles, guidelines and standards across its many resources, including the BQA National Manual and Self-Assessments. This recognition will mean the BQA program is listed on USDA’s Quality Assessment Division website as being compliant with the ISO specification. “BQA’s recognition by USDA of ISO compliance clearly shows that animal welfare is a top priority for America’s cattle producers and global consumers can rest assured that the American beef they consume is produced in accordance with the highest animal welfare standards in the world,” said Kent Bacus, NCBA senior director of international trade and market access.
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Governance Much Work to do Before the end of 2020
ASSOCIATION Nominating Committee – Their work will start this fall with the solicitation of leadership candidates for the following offices: President-Elect, Vice President, Policy Division Chair, Policy Division Vice Chair, Federation Division Chair, Federation Division Vice Chair and eight members representing the Federation on the Beef Promotion Operating Committee (they join the two Federation leaders who automatically serve). Nominations will be collected throughout the fall, culminating with the Nominating Committee Meeting in February to select the slate of leaders for 2021.
policy passed during the 2020 Cattle Industry Summer Business Meeting at the end of July. All members in good standing as of July 31, 2020 are eligible to vote. Please read the ballot to learn about all the policy passed by the association this year. Ballots are due Oct. 9. Submission details are on the ballot. NCBA uses a third party (Plante Moran) to tabulate the ballots. The policy found on the ballot is the culmination of the grassroots work that started in some cases at the county level last year. Resolutions were brought to the Annual Convention and Summer Business Meeting and vetted through the committee process with final approval from the Policy Division Board of Directors. Policy Committee Leadership – Throughout the month of August, affiliates had the opportunity to submit nominations for 2021 Policy Committee leadership. In September, the Officers and Policy Division leaders will choose new committee leaders from the nominations. Policy Committee leader terms begin January 1.
POLICY DIVISION Member Mail Ballot – In this issue of National Cattlemen you will find your ballot, which contains all
CHECKOFF DIVISION Checkoff Committees & Leadership – In July, the approval of the 2021-2025 Beef Industry Long Range
Much has been said about the unusual times of 2020. However, for governance of the association some things remain on track, such as member ballots, committee leadership selection and the checkoff planning cycle. This month we will look at what’s happening between now and Dec. 31 in several areas.
Plan triggered the process for reviewing the Checkoff committee structure to determine if the current structure serves the new plan. In late August, the officers from the Federation and Cattlemen’s Beef Board (CBB) met to determine if any changes were needed. At press time the outcome was not available. Stay tuned for more information next month, including leadership for the committees. Each organization (the Federation and CBB) have a co-chair on each program committee. A summit is historically held in December for committee leaders to allow them to prepare for the meetings at the Annual Convention in February. Beef Promotion Operating Committee (BPOC) – This 20-person body, with equal representation from the Federation and Cattlemen’s Beef Board, will make final funding decisions for the national fifty cents of the onedollar Beef Checkoff for FY 2021, which begins Oct 1. In early September, the BPOC meets and NCBA staff along with the other contractors, such as U.S. Meat Export Federation and American Farm Bureau Foundation, will go before the BPOC to present authorization requests (ARs). ARs are tactical plans for FY2021. The BPOC will make decisions as to which ARs are funded.
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Tools for Optimizing Silage Yield and Quality for Beef By Garland Dahlke, Associate Scientist, Iowa Beef Center Dan Loy, Director, Iowa Beef Center In many parts of the U.S., especially in the upper Midwest, corn silage is gaining renewed popularity for beef producers. Harvest timing as well as variety selection are a balancing act in terms of both quantity and quality. Not all varieties are alike, and the needs differ depending on the type of animal and stage of production. For dairy, University of Wisconsin has developed the “Milk 2006” equations which estimates milk production per acre and per ton based on yields and fiber digestibility. This same concept can be applied to beef production but there are differences in digestibility depending on the diet being fed and the system of production. Corn silage in the maintenance or grower diet is not the same as corn silage in the feedlot because the rumen environment, the potential silage digestibility and the rate of passage through the rumen is not the same. This difference will have impact on how we select varieties for silage and also when we should consider harvesting this material. Following is a sample analysis of a silage sample. As we determine the energy of this feed, note that it will not yield the same energy in the 1,300-pound stock cow as it
will in the 1,300-pound feedlot steer. 7.5% crude protein 3% ether extract fat 34% NDF 44% NFC (nonstructural carbohydrate) 8% volatile components 5% ash 11.5% undigestible NDF 59% NDF digestibility We can estimate the energy as follows: Digestible Energy = Crude Protein x 0.01 x 5.1 x DMd x 0.01 + Nonfiber Carbohydrate x 0.01 x 4.1 x DMd x 0.01 + (Fat - 1) x 0.01 x 8.99 x DMd x 0.01 + Neutral Detergent Fiber x 0.01 x 4.1 x ( NDFd x pHadj) x 0.01 + Volatiles x 0.01 x 5
*DMd = dry matter digestibility, estimated as 100 – ash – undigestible NDF 240 *Volatiles = alcohols + volatile fatty acids and is probably 5% to 8% of the silage’s as fed weight The digestible energy calculates to be about 3.2 Kcal per kg of dry feed for our stock cow or backgrounding calf, but with the feedlot steer the pH adjustment comes into play because the rumen pH is below “6”. This will
Working with What You Have By Ron Gill, PhD, Professor & Extension Livestock Specialist and Associate Department Head for Extension at Texas A&M University, Stockmanship & Stewardship Clinician When it comes to working cattle, focus nearly always turns to the corrals. This happens whether the corrals are considered good, bad or just something we can use until we change them to make them work better. It’s a lament we often encounter. If cattle will not work easily through a part of the system, we sometimes hear things like, “they would work better if we could redesign that.” While that may be true, once they’re built corrals or processing areas are rarely torn out and redesigned. However, the options are to live with poor flow through the system and with increased stress on the cattle, or to get it to work better and easier with less stress on cattle and people. Make no mistake, though: WE move cattle through the system. Regardless of existing design of facilities, paying attention to how we can change our approach and position will usually improve cattle movement through any system. There are several key things that can usually make any system work better. First and probably most important is to bring less cattle into the problem area at any given time. Working smaller groups with more room to maneuver is nearly
suppress neutral detergent fiber digestion significantly to likely only 30% of what the digestibility of this fiber would be in the stock cow so this same feed would yield about 2.6 Kcal per Kg in the feedlot steer. With this in mind and considering the options we have for variety selection and harvest timing it is in our best interest to consider earlier harvest and utilizing hybrids that have higher NDF digestibility, such as the brown midrib types for instance, for our cow herd or backgrounding operation. For the feedlot a 10-percentage point improvement in NDF digestibility on our lab analysis shown above will only improve our energy available to the steer by changing our estimate from 2.62 to 2.66Kcal. Here we would want to maximize our grain yield since this is what contributes to the feedlot performance and the stalk becomes primarily just a roughage source rather than a primary source of calories as it was for the cow. A decision tool from the Iowa Beef Center called “Silage to Beef” was developed to evaluate this. It can be found on the iowabeefcenter.org site under “Tools” – “Calculators” or directly from this link: http://www. iowabeefcenter.org/Software/CornCoproductValue.xls Also be sure to check out the recordings and podcast episodes from the 2020 Silage for Beef Conference, hosted by the University of Nebraska-Lincoln, Iowa State University and Lallemand Animal Nutrition, for more silage research updates and tips.
always easier than working in cramped conditions. Second, work on timing and direction of pressure. We often try to force cattle through a “bad” part of the system while pressuring from behind. All that does is make the cattle want to go the opposite direction than what is needed or desired. Think about drawing cattle through a set of pens, alleys or processing area rather than pushing them through. There is a simple concept in applying pressure to cattle, and that is their desire to take pressure off. Many people express this is by saying cattle want to go back where they came from, but that isn’t really it. They just want to take pressure off. A prime example of this is pushing cattle down an alleyway. The focus is usually on the cattle right in front of us or those in the back of the group. If you put too much pressure on the ones in the back without having room for them to move forward, though, their only option is to come back at the pressure -- in an attempt to take pressure off. That’s why so many people get run over in an alleyway while moving cattle from point A to point B. Another place that same principle applies is pushing cattle into a processing area. Pushing cattle into a sweep system that takes the cattle past a pivot point so they can come back around the pivot can create a “come back over the top of you” situation. If you want good flow, cattle need to be able to go past where
you want them to end up. Unfortunately, corrals and processing areas were rarely designed that way. Examples of designs that work the proper way are sweep systems designed by Dr. Temple Grandin, which are 270-degree sweeps and Bud Boxes. Both work off the same principles of taking cattle past where you want them to go and letting them flow back to “where they come from” as they look to remove pressure. The other design that does this is the 135-degree sweeps on the market, as well as to some extent the new sweep system designed to mimic a Bud Box. By the way, these only work as designed if the people working them use them correctly. They shouldn’t bring too many cattle and should position themselves in the correct location to establish flow and maintain enough pressure to get the cattle to move into the more confined space of a crowd alley. If you don’t have one of these designs, things are more reliant on position and correct application of pressure. Ask yourself, where do you need to be positioned to get cattle to go out of your poorly designed system? Look for ways to draw cattle out of a sweep or V-shaped forcing pen. Look at creating a daylight situation where cattle can see out of a sweep if the crowd alley starts the curve too quickly. For instance, by removing a portion of the metal sheeting up in the crowd alley you give something for the cattle to see and let them perceive an opening ahead. The key to nearly all of this is to stop pressuring from behind. Remember, draw cattle forward.
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Announcing the
2020 REGIONAL WINNERS
TUESDAY, OCTOBER 20 8:30 P.M. EASTERN Pull up a chair, gather your crew and join us for the announcement of the 2020 Regional Environmental Stewardship Award Winners. You and your family will enjoy hearing each of these unique regional winner stories. You may even gain tips and tricks that you can apply on your very own operations!
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Living Up to W.D. Farr's Legacy By Benjamin L. Turner, Ph.D. I was extremely blessed to become a W.D. Farr Scholarship recipient in 2013 while pursuing a graduate degree at South Dakota State University (SDSU). My path to SDSU was an unconventional one. Originally from central Texas, I knew I wanted to be involved in the ranching industry as a young student, but was unsure how. I never expected to attend graduate school (at least not immediately after my undergraduate studies), but a chance encounter with a professor from Texas A&M University-Kingsville (TAMUK) changed that. I visited the university and immediately saw a connection to the ranching industry that piqued my interest. In 2009, I enrolled in TAMUK’s graduate program. Over the next two years I studied alongside King Ranch Institute for Ranch Management (KRIRM) students, and for my own graduate work, collaborated with KRIRM faculty on a unique ranch management project. I found the research endeavor fit my natural curiosity well and I naturally saw a path to contribute to and connect with the ranching industry through applied research. After finishing my M.S. degree, I accepted an opportunity in Oklahoma, but another chance encounter opened the door to pursue a Ph.D. at SDSU. Part of the Ph.D. “pitch” was the ability to engage with leading ranchers and conservationists as part of an innovative systems thinking program. So I packed my bags and headed for the Northern Great Plains. Upon arrival in South Dakota, there were no shortage of problems confronting ranchers. Cultivation expansion was accelerating grassland acreage reductions, watershed health concerns were rising with record-breaking erosion and runoff events, invasive species containment efforts were in full “firefighting” mode, and ranchers were seeking input on a variety of grazing practices, among other issues. My particular Ph.D. project focused on soil conservation: why were grasslands being plowed under to expand cultivation into increasingly arid regions despite the known soil and environmental risks? To understand the issue, I traversed South Dakota, meeting with awardwinning farmers, ranchers, conservationists, industry representatives, and scientists, building a cooperator network to share insights with and get feedback to refine my analysis. Although the project was recognized by stakeholders both in and out of South Dakota, I felt my work could have an even greater impact. Given the time I spent crisscrossing the state or sitting across kitchen tables and pickup cabs with ranchers
getting to know them and their operation, one observation kept leaping out at me: managers often tailored their approach in ways that were adapted to previous land uses, including cultivation. In other words, they often compensated for the deleterious “legacies” in soil function and land use that were created by management decades before. It was an observation warranting further investigation, one I often dreamt of. If only the resources were available to make it happen. The W.D. Farr Scholarship accelerated and expanded my graduate student training by helping that dream become a reality. The scholarship provided the necessary funds to re-engage the rancher network I previously established, locate sites on their ranches
worth learning from, and complete all of the soil sampling and analysis. The experience not only made me a better collaborator with ranchers, increasing my awareness of issues they face, it also made me a better scientist, augmenting my skillset and helping me forge relationships with leading soil, rangeland, and ecosystem scientists to properly design and execute the study.
Two important results were found: first, that cultivation “legacies” delay the return of healthy soil functions by at least 20 years after grassland re-establishment, and second, livestock grazing on cultivated sites had little to no detrimental impact on soil functions. The analysis was published in Ecosphere, a leading Ecological Society of America journal. By completing my dream project, I made significant scientific contributions while expanding my capabilities to do insightful work relevant to the ranching industry. Now as a TAMUK faculty member, I continue many of my previous collaborations as I coordinate our undergraduate agribusiness program, support KRIRM outreach efforts by teaching systems thinking workshops locally and nationally, and manage my own research program focused on systems agriculture. Although my personal contributions are no match for the impact of W.D. Farr, like him I have tried to follow opportunity wherever it leads and cultivate the same personal courage and dedication needed to follow through, to completion, on the most important problems we face. W.D. Farr left a tremendous beneficial “legacy” on the ranching industry that reverberates today. Being honored as part of that legacy has been one of the biggest highlights of my career.
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NEWS Beef’s Role as a First Food: Informing Health Professionals of the Science and Recommendations Childhood nutrition is a popular topic among parents and health experts, especially when it comes to first foods for infants. Health professional experts agree that good nutrition supports a child’s ability to grow and meet developmental milestones, both physically and cognitively. The first 24 months of life is a critical period of growth where healthy eating habits should be encouraged to ensure proper growth and development. Beginning around six months of age, infants are at risk of falling short of certain key nutrients for growth and development; therefore, it is recommended that parents introduce nutrient-dense complementary foods to ensure nutrient needs are met. Beef is a nutrient-dense food that supplies essential nutrients, like protein, iron, zinc, choline, and B-vitamins, which help promote proper growth, development and wellbeing in the early years. For many years, the
Beef Checkoff has invested in nutrition research to understand how adequate nutrition that includes beef in the early years can impact short- and long-term health outcomes. It is now clear that the science supports beef as a nutrient-rich first food for babies. Up until this year, nutrition recommendations for children under two years of age were excluded from national dietary guidance. However, for the first time ever, the 2020-2025 Dietary Guidelines for Americans (DGAs) Committee has addressed the importance of developing nutrition recommendations for children from birth to 24 months of age. Importantly, the Committee recommended animal-sourced foods, such as beef, as a foundational food for healthy growth in the early years. In an effort to elevate awareness and acceptance of beef as a first food for infants among health professionals and nutrition researchers, National
Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff, is hosting an immersive virtual experience, called Eating in the Early Years E-Vent: An Immersive Virtual Experience on Beef’s Role in Early Childhood Nutrition, Sept. 14-17, 2020. This virtual educational event will highlight the latest nutrition recommendations for birth to 24 months of age and will emphasize the science surrounding beef as a first food. Leading child nutrition experts will share what and how to feed infants and toddlers and will identify ways health professionals can inspire behavior change to improve nutrition outcomes among infants and toddlers. All educational sessions will be submitted for continuing education to the Commission on Dietetic Registration. It is a momentous year for the DGAs, and this event is expected to attract health professionals and nutrition researchers from all across the country as they will have the opportunity to interact and collaborate with leading pediatric nutrition experts on this very important topic. For more information, please visit https://www.beefitswhatsfordinner.com/ nutrition/early-years-e-vent.
Extending Beef. It’s What’s For Dinner. Campaigns via Food Influencers Food influencers play an important role in extending beef and Beef. It’s What’s For Dinner. content. Because of their consumer reach and engagement, NCBA, on behalf of the Beef Checkoff, utilizes a variety of strategies to reach this valuable audience including building relationships, providing education, and collaborating on content. The influencer landscape has completely changed over the last five months. With nearly all events and conferences canceled or postponed, collaborating on digital content has been crucial for maintaining strong relationships. Since most in-person activities and venues remain closed due to COVID-19 consumers are spending more time on social media where food influencers command large audiences. Influencers have ramped up their posting frequency and continue to be highly engaged on social media, primarily posting about cooking tips and new recipes for their followers to try. NCBA has capitalized on this opportunity by shifting to more digital content to reach consumers with more positive beef messages through the influencers they look to as a trusted source of information. This summer, NCBA partnered with food influencers to extend the Beef. It’s What’s For Dinner. United We Steak campaign to unite consumers around the grill with beef. In June, influencer content focused on teaching consumers how to get outside and grill with grilling tutorials. This content included YouTube videos, detailed step-by-step tutorial blog posts as well as posts on Instagram, Facebook, and Pinterest. Influencers who participated in this campaign have established long-term relationships with NCBA or have been
Backyard Grilling Party: Grilled Skirt Steak with Street Corn Salsa by Courtney Whitmore of Pizzazzerie
educated by the Beef. It’s What’s For Dinner. team via previous in-person events, so they were prepared to share what they have learned about beef. Recipes for this campaign included The Perfect Grilled Steak, Grilled Marinated Flank Steak, and Beef Kabobs. Throughout the month of July, influencer content shifted to focus on grilling recipes that were unique to each influencer’s home state or utilized ingredients that are popular around that area. Influencers shared recipe content that included Grilled Bavette Steak marinated in a Louisiana Pepper Sauce and Hanger Steak with a Pacific Northwest inspired Pinot Noir and Marionberry glaze.
Perfect Grilled Steak (Steakhouse Quality) by Natasha of Natasha’s Kitchen
Grilled Sirloin Bavette Steak with Corn Maque Choux by The Daley Plate
As we move into August and the beginning of fall, additional influencers will be sharing recipes and tips for backyard grilling. We anticipate this content to attract a lot of views around Labor Day. This content will focus on gathering with a small group of family members and highlight concepts such as Grilled Skirt Steak with Street Corn Salsa and Grilled Beef Kabobs with Chimichurri. To wrap up the summer, NCBA has shifted from an in-person event to a virtual United We Steak Instagram Live event. The event will come to life with The FeedFeed, a crowdsourced digital cooking publication and community
who will host this grilling event on their Instagram channel. The FeedFeed has an audience of over 1.7 million foodies, so moving this event to virtual allows NCBA the opportunity to reach a large audience with beef information. Thus far, the United We Steak influencer grilling content has reached an estimated audience of over 52 million consumers. Today, utilizing influencers has become more important than ever to reach consumers and is an essential part of NCBA’s marketing and communications efforts that helps position beef as the number one protein.
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