September, 2021 - National Cattlemen

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.

SEPTEMBER 2021 • Vol. 37, No. 12 • NCBA.org

MARKET SNAPSHOT WEEK OF 8/23/2021

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

$167.84

$156.66

7.14%

LIVE FED STEERS

$106.59

17.7%

$125.48

CHOICE BOXED BEEF

$222.50

52.3%

$338.93

OMAHA CASH CORN

$3.12

97.1%

$6.15

IN THIS ISSUE 3

LEADERSHIP COMMENTS

An overview of successes seen this year for NCBA and the Beef Checkoff.

4, 9, 15, 19

ANNUAL AWARDS

Cattlemen and women honored at the annual convention for their efforts.

5, 8

POLICY

Tax issues and labor issues continue to be priorities.

10

CONVENTION

14

CHECKOFF

16

MARKET MATTERS

18

FEDERATION

Nashville did not disappoint the 6,500+ attendees.

NCBA’s partnership with Texas Roadhouse.

Cattle markets look promising for producers.

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

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Back to school – and don’t forget the beef.

Cattle Industry Commits to Climate Neutrality by 2040 The National Cattlemen’s Beef Association (NCBA) solidified U.S. cattle ranchers’ commitment to environmental, economic and social sustainability with the release of U.S. cattle industry sustainability goals during the 2021 Cattle Industry Convention & NCBA Trade Show on Aug. 12.

Beef producers in the United States are already the global leader in sustainable beef production. The setting of these goals will further enhance the sustainability of the U.S. system and set targets that demonstrate to the world that producers are committed to continued improvement. The goals for the U.S. cattle industry include: • Demonstrate climate neutrality of U.S. cattle production by 2040.

• Create and enhance opportunities that result in a quantifiable increase in producer profitability and economic sustainability by 2025.

• Enhance trust in cattle producers as responsible stewards of their animals and resources by expanding educational opportunities in animal care and handling programs to further improve animal well-being.

• Continuously improve our industry’s workforce safety and well-being.

“Cattlemen and women have demonstrated their commitment to sustainability for generations,” said Marty Smith, a Florida cattleman and NCBA past president. “They work tirelessly to protect the land, water and air resources in their care. Through countless improvements in genetics, grazing management, manure handling and the adoption of many other technologies, this is just the next step on our industry’s path. Producers deserve recognition for their use of cutting-edge practices and technologies that minimize environmental impact. By setting goals, we’re publicly committing to continuous improvement and setting targets that allow us to measure and document those efforts.”

These goals are the culmination of a grassroots, rancherled process. As part of its strategic plan, NCBA set up a task force on sustainability to counter news reports and messaging to consumers that the beef industry is responsible for greenhouse gas emissions. After questions from producers, NCBA leadership needed to step up to take the lead on the topic, Smith added.

The task force evaluated the current state of U.S. beef cattle sustainability to determine which improvements are most critical and help share the story of progress. Members of this working group – cattle farmers and ranchers from across the U.S. – led the process and made all decisions, including setting the sustainability goals.

“Sustainability is, and will continue to be, an incredibly important part of what we do, and I’m proud that my fellow leaders across the cattle industry have taken these important steps,” Smith said. “As our country and the world examine risks associated with climate change and other sustainability challenges, our commitment to sustainability positions us to play an even bigger role in mitigating these risks in the future.”

The sustainability goals are built around “three pillars” that include environmental goals, economic goals and social goals.

Environmental Pillar Environmentally, the goal is to “demonstrate the climate neutrality of U.S. cattle production by 2040”. The U.S. already produces the most sustainable beef in the world through decades of improvement and innovation. In fact, beef production in the U.S. has a carbon footprint 10 to 50 times lower than other regions of the world, and according

to the Environmental Protection Agency, greenhouse gas emissions from beef cattle only represents 2 percent of emissions in the U.S. “The focus here is demonstrating climate neutrality which means minimal or no effect on acceleration of warming in the atmosphere,” said Jason Sawyer, an associate professor and researcher at the King Ranch Institute at Texas A&M. “Managing methane along with ways ranchers can reduce emissions and sequester carbon become the priorities within the goal.”

A point regarding the environmental goal that members of the task force stressed is it’s rooted in science and based, in part, on modeling conducted by Sawyer. The 2040 target is based on an annual methane reduction of 1.5 percent.

Sawyer noted that methane emissions from livestock cannot be completely eliminated, and cattle have an advantage over other proteins by taking forage and converting it into high-quality protein.

“Methane cannot go to zero without removing beef production totally,” he said. “So, elimination of methane is not the goal; managing it is the goal.”

While the metrics used to determine climate-neutrality are still being determined and there is still a need for research in this space, Sawyer said that current technologies producers employ like feed additives and improved genetics can mitigate methane emissions and advancements in these technologies will increase. Continued efforts to increase carbon sequestered over the landscape of grazing lands will also make a positive impact.

Economic Pillar A second pillar of sustainability also relies on economic viability. NCBA is seeking to boost producer profitability and economic sustainability by 2025. NCBA leaders stressed the importance of producers being profitable, even in changing climate conditions.

Social Pillar NCBA’s third pillar focuses on social goals, which include increasing trust in cattle producers as stewards. That means demonstrating strong animal welfare practices and expanding programs such as Beef Quality Assurance (BQA).

The industry also needs to show that the well-being of its workers is important.

“U.S. cattle producers already raise cattle that produce more meat, more humanely and more efficiently than anywhere else,” said Mike Williams, a task force member and cattle producer from California.

“The goals show that U.S. cattle producers are committed and accountable,” Williams said. “I am a BQA-certified producer and know that our responsibility to the animals in our care is vital. BQA’s guidelines, in combination with experience and environment-specific needs, help farmers and ranchers ensure animal welfare through daily husbandry and animal care. This is key for our first social sustainability goal.”

An additional social sustainability goal was set that focuses on continuously improving the industry’s workforce safety and well-being.

“The success of U.S. cattle production is largely dependent on our workforce – owners, ranch managers, livestock haulers, pen riders, veterinarians, animal handlers, and everyone who has a hand in the success of our industry. Making sure that we have a well-trained work force is the first step to ensuring that the well-being of our workforce can remain a priority,” Williams added.

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07/2021

NATIONAL CATTLEMEN 3

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Optimism Abound at the Cattle Industry Convention

35 Years of Beef Promotion and Research

By Jerry Bohn, NCBA President

By Colin Woodall, NCBA CEO

From the main stage of our convention, CattleFax delivered some overdue optimism for the markets. Beef prices are near record high, and demand at home and around the globe is expected to remain strong into 2022. While drought and extreme weather remain significant concerns for the Northern Plains and West, strong demand, combined with higher cattle prices, signal better business conditions ahead for producers. CattleFax CEO Randy Blach reported that the cattle market is still dealing with a burdensome supply of market-ready fed cattle. The influence of that supply will diminish as three years of herd liquidation gradually reduce feedyard placements. As this occurs, the value of calves, feeder cattle and fed cattle will increase several hundred dollars per head over the next few years.

Kevin Good, CattleFax vice president of industry relations and analysis, forecasted the average 2022 fed steer price at $135/ cwt, up $14/cwt from 2021, with a range of $120 to $150/cwt throughout the year. All cattle classes are expected to trade higher, and prices are expected to improve over the next three years. The 800-lb. steer price is expected to average $165/cwt with a range of I am very proud to be able to look at $150 to $180/cwt., and our producers and see that leadership, the 550-lb. steer price vision, innovation, practicality, and a is expected to average commitment to hard work are still alive $200/cwt, with a range of $170 to $230/cwt. and well. We demonstrate every day the Another popular very qualities that folks outside of cattle general session was country are craving to see. the rollout of NCBA’s sustainability goals for the industry. Developed Please look for your member ballot in through the leadership of cattle ranchers, this issue of National Cattlemen. This is these benchmarks will provide a roadmap your opportunity to vote on the interim for keeping our industry economically, policy measures that passed through the environmentally and socially sustainable committee process in Nashville. for generations to come. Being able to Beef Checkoff committee meetings demonstrate climate neutrality in the U.S. allowed NCBA to showcase its great cattle industry by 2040 is an ambitious work promoting beef as a contractor to the Checkoff. Our team was on-site goal – but one I am confident we will meet. hosting producer forums that equipped The new set of goals we have put farmers and ranchers to advocate for the forward to keep our industry economically industry at the state- and communitystrong and environmentally sustainable level. Meetings and producer forums summarize a lot of the qualities I saw also reinforced our industry’s deep all around me at convention, and which commitment to animal health and wellI know you see around you on your being, as well as our exceptional record operations each day. Without straying too of food safety and the continued need far from the plot here, I believe it’s safe for producers to become Beef Quality to say that the American people – from Assurance certified. all walks of life – are hungry for authentic In addition to our policy, advocacy and leadership and real solutions for our future. education work, the industry gathered to People are tired of being told to pack it in recognize and celebrate the achievements and give up. I am very proud to be able of our producers. The national 2020 to look at our producers and see that Environmental Stewardship Award, leadership, vision, innovation, practicality, recognizing outstanding environmental and a commitment to hard work are still management and conservation practices, alive and well. We demonstrate every was awarded to Beatty Canyon Ranch in day the very qualities that folks outside of Colorado. Beatty Canyon Ranch is owned cattle country are craving to see. Ranchers and operated by Steve and Joy Wooten, and farmers have always been integral to and Brady and Arin Burnham. You can American history and culture, and I believe read more about industry award winners our values and continual improvement will recognized at convention throughout this cement our place in the nation’s story for publication. Heartfelt congratulations, once again, to all our honorees. generations to come.

This month, I am pleased to report that the annual Cattle Industry Convention & NCBA Trade Show was a success. We welcomed more than 6,000 cattle producers, industry partners, corporate leaders, policymakers and guests to Nashville, Tenn., to attend to the business of the association and enjoy some much-needed fellowship.

After a chaotic and challenging year, the event was a great achievement for our members and affiliates.

In policy committee meetings, our grassroots, member-driven process ran smoothly and ensured that our efforts in Washington are guided directly by the input of producers on the ground.

Committees convened to consider a wide range of pressing topics for the industry, including potential tax increases, the need for fair, competitive and transparent markets, private property rights, conservation and environmental management, access to export markets, continued research on animal health and genetics, 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

The national we sold an additional $34.36 worth Beef Checkoff of beef. That is a return every one is celebrating of us would like to see in our own 35 years of businesses. Not bad for a one-dollar helping the checkoff that has less buying power beef industry than it did 35 years ago. It takes over improve and sell more beef, and NCBA $2.50 to have the same buying power has been there every step of the as one dollar did in 1985. way. At the time, it was the National Cattlemen’s Association that led the While we love the work we do, charge to get legislative language please remember that NCBA is NOT establishing the Beef Checkoff included the Checkoff. We are a contractor in the 1985 Farm Bill. We followed that that is accountable to the Cattlemen’s up by working diligently to ensure Beef Board, and each September the producer referendum passed we must compete with other so the program could get up and contractors to get approval for the running. Since day one, NCBA, and our work we do. Who decides whether predecessor, Beef Industry Council of the National Livestock and Meat Board, we get funded? Cattle producers do. has been a proud contractor doing the Cattle producers make up the Beef work on behalf of the Beef Checkoff.

Promotion Operating Committee, and Indeed, we are extremely proud it is their job to look at the proposals of the high-quality work we do. The from all the contractors and decide Beef. It’s What’s For Dinner. brand who gets the green light to move is one of the most iconic brands in forward. For the record, you do not America. With over 70 percent of have to be an NCBA member to be Americans recognizing the brand, it is no wonder that hearing those on the Operating Committee. That is first few notes of “Hoedown” from one of many misperceptions on how Copland’s “Rodeo,” or hearing the Checkoff works. someone say “Beef. It’s What’s For Dinner.” causes mouths to water as we are overcome by cravings for steaks, hamburgers, and You do not celebrate a new job with more. We are in the a pork chop drowning in sauce. You fun business. You do not celebrate the celebrate and have fun with beef. team’s big win by eating a boneless, skinless chicken breast. You do not celebrate a new job For NCBA, there is more to the with a pork chop drowning in sauce.

Checkoff than being a contractor.

You celebrate and have fun with beef.

We are committed to the Beef The work we do is not just about Checkoff and have policy to support marketing. Thanks to the work NCBA the program. Of all the contractors, has done on nutrition, beef is part of a daily diet, not just for celebrations.

NCBA is the only one that has a track Checkoff-funded nutrition research record of defending and protecting has kept beef in the center of the the Beef Checkoff. NCBA’s team in plate in USDA’s Dietary Guidelines Washington is constantly battling for Americans and has helped sway attacks on the Checkoff, and we have doctors into appreciating the nutrientbeen successful every time in keeping dense value beef provides. Our food the program safe. When the Checkoff safety research has made our product safer. Sustainability research continues was threatened during the last Farm to showcase the benefits beef Bill, it was NCBA that kept it intact. production provides to the quality of When other groups sue the Checkoff, the land. Our meat profiling research it is NCBA that steps up to hire the gave our industry the flat iron steak. attorneys and defend this great None of this would have happened program. None of this work in D.C. is without the Beef Checkoff. funded by the Checkoff. It is funded We are often asked, “What is my by policy dollars because we believe dollar doing for me?” I have a great in what the Beef Checkoff does. example that illustrates the value of the Beef Checkoff. In the lead up to To get 35 more years of this summer grilling season, we entered great program, we all must talk a partnership with Sam’s Club to more about the great work it does. promote beef on their website. Each Tell your neighbors about what you time you went to Sam’s Club online, have read here and help us clear up you would see the Beef. It’s What’s the misperceptions about the Beef For Dinner. brand and scrumptious Checkoff. It is a great program, and photos of beef. For every dollar we spent on that advertising campaign, NCBA is proud to be a part of it.

Contributing Writers

Creative Director Graphic Designer

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

For ad sales, Shannon Wilson 303-850-3345, Nicole Bechtel 303-850-3465, or Jill DeLucero 303-850-3321.

Contact NCBA: 9110 E. Nichols Ave., Suite 300, Centennial, CO 80112 (303-694-0305); Washington D.C.: 1275 Pennsylvania Ave. N.W., Suite 801, Washington, D.C. 20004 (202-347-0228). National Cattlemen’s Beef Association reserves the right to refuse advertising in any of its publications. National Cattlemen’s Beef Association does not accept political advertising in any of its publications.

National Cattlemen’s Beef Association does not accept any advertising promoting third-party lawsuits that have 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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2020 National ESAP Winner Announced The seven regional winners of the 2020 Environmental Stewardship Award Program waited many months to celebrate at the 2021 Cattle Industry Convention and NCBA Trade Show ESAP Reception and hear the announcement of the national winner.

With many outstanding ranches competing, the owners of Beatty Canyon Ranch in Region V were honored as the 2020 National ESAP winner. Steve and Joy Wooten own the ranch in Kim, Colo., along with their daughter and son-in-law, Arin and Brady Burnham.

“In terms of stewardship, that was a lesson that was imparted on me from the time I started working for the family at age 17,” said Steve Wooten.

“It is all about the resources.”

The ranch proves its sustainability by providing for the fourth, fifth and even sixth generation who manage the day-to-day operations and oversee more than 125,000 acres of land.

Sustainability takes many forms on their ranch, but the most important thing to the Wootens is that the land is cared for in a way that their children and grandchildren have the opportunity to ranch on it.

It is a combination of owned and leased land and can stock approximately 1,300 cattle when conditions are good. Beatty Canyon Ranch emphasizes family and faith in their business and prioritize caring for the livestock, land, recreation and community that surrounds them.

As with many ranches in Western states, drought and an arid climate create a challenging environment to grow forage and nutritious feed for cattle.

Because of this, the Wootens and Burnhams implemented a rotational grazing system to improve pastures, build drought resistance and maintain forages when water is not abundant.

They have seen great success in this grazing management focus. They have 36 pastures they rotate cattle on throughout the year.

“Our goal is for the majority of the ranch, at any given point of the growing season, has the minimal number of cattle on it,” Wooten said.

“Our herds are larger and moving more frequently, but that allows us to have maximum rest and recovery in our pastures.”

After major droughts in 2004 and 2005, the Wootens saw an opportunity to change their cattle management.

They decided to reduce the amount of overhead feeding, which meant they needed to supply all the native forage for their cattle to succeed.

“This meant no more bales coming in, no more trucks bringing things in,” Wooten said. “We were going to have to be better about meeting their needs on a daily basis

right there on the ground.”

However, drought preparation is not the only concern regarding water that Beatty Canyon Ranch addresses.

The Purgatoire River and Chacuaco Creek run through the property and have been damaged by invasive brush species in the past, specifically tamarisk. Beatty Canyon partnered with Fish and Wildlife Services to address the issue.

They significantly improved water quality by removing this invasive species that choked the water sources.

Tamarisk increases water and soil salinity, so the nutrient quality around the river and creek are better. In addition, willows are able to grow and vegetative cover in wetland areas has increased, all of which helps the stream banks and prevents erosion.

Beatty Canyon Ranch is also home to more than just cattle.

In 2002, Steve Wooten’s grandmother, working with the Colorado Department of Wildlife, transferred 17 Rocky Mountain bighorn sheep onto the ranch. Today, this herd is the largest population in Colorado, reaching more than 500 head within the canyon structure. This herd provides sheep to be relocated to grow bighorn populations in areas of need. The Wootens and Burnhams firmly believe in stewarding a symbiotic relationship between wildlife and their ranching practices.

“I don’t ever wake up in the morning and not appreciate where I live,” Brady Burnham said.

All seven regions were represented by outstanding ranches, and it is an honor to be nominated for the award, Wooten said. Beatty Canyon Ranch joins many other families who have won the Environmental Stewardship Award and care for the environment and protect natural resources.

“Cattlemen and women across the country are dedicated to preserving natural resources,” said NCBA President Jerry Bohn. “Beatty Canyon Ranch exemplifies these conservation efforts and is a stewardship role model for producers everywhere.”

Wooten and Burnham families honored at 2021 Annual Convention.

Beatty Canyon Ranch uses a rotational grazing system.

Generations four through six operating Beatty Canyon Ranch.

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)

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ALLIED INDUSTRY COUNCIL Allflex Livestock Intelligence Bayer Environmental Sciences CHR HANSEN Farm Credit Council

Huvepharma, Inc. Lallemand Animal Nutrition Norbrook, Inc. Rabo AgriFinance RAM Trucks

PRODUCT COUNCIL American Foods Group Cargill Meat Solutions Certified Angus Beef Culver’s Darden Restaurants empirical Fareway Stores, Inc. Five Guys

McDonald’s Corporation National Beef Packing Omaha Steaks Performance Food Group Preferred Beef Group Tyson Fresh Meats

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Merck Animal Health www.merck-animal-health-usa.com Micro Technologies www.microtechnologies.com Moly Manufacturing www.molymfg.com New Holland Agriculture www.newholland.com

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ALLIED INDUSTRY PARTNERS 44 Farms ADM Animal Nutrition, Inc. Agri-Pro Enterprises of Iowa, Inc. AgriWebb Alltech, Inc. American National Insurance Arm & Hammer Animal and Food Production Arrowquip Bank of America Merrill Lynch Barenbrug USA Bass Pro Shops/Cabela’s Behlen Manufacturing Bimeda BioZyme

Bush Hog Inc. Cargill Animal Nutrition Case IH CME Group DATAMARS Livestock Dell Technologies Diamond V ENDOVAC Animal Health Farmers Business Network Food Safety Net Services Furst-McNess Company Gallagher Gravely, an Ariens Company Greeley Hat Works Grov Technologies Hayden Outdoors Real Estate

Hyundai Construction Equipment IMI Global International Stock Food Jorgensen Land and Cattle Kent Nutrition Group Krone Kubota Tractor Corporation Kunafin “The Insectary” Laird Manufacturing Meat & Livestock Australia, Ltd. Micronutrients National Corn Growers Association Nationwide Neogen New Generation Supplements

Superior Livestock Noble Research Institute Novus International Supreme International Parker McCrory Syngenta PBS Animal Health Tarter Farm and Ranch Phibro Animal Health Equipment Pneu-Dart The Hartford Livestock Insurance Priefert Ranch Equipment The Vit-E-Men Co. Inc./Life QualiTech, Inc Products Quality Liquid Feeds Trans Ova Genetics Red Angus Assoc. of America U.S. Premium Beef R&R Machine Works Vermeer RFD-TV Vitalix Roper/Stetson/Tin Haul Apparel Vytelle and Footwear Westway Feeds South Dakota State Y-Tex University Stone Manufacturing Zinpro Performance Minerals

NATIONAL CATTLEMEN 5

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Continuing the Fight for Sound Tax Policy With more than 40 percent of farmland expected to transition in the next two decades, Congress must prioritize policies that support land transfers to the next generation of farmers and ranchers. When doing this, it is imperative that lawmakers take into consideration the complexity of familyowned businesses and the implications changes to federal tax policy would have on them long-term. Helping lawmakers understand the complexity of familyowned agricultural businesses, specifically farms and ranches, is a top-priority for NCBA’s Government Affairs team.

In April, President Biden announced his American Families Plan. Through this plan, Biden proposed changes to several provisions of the tax code to raise approximately $1.5 trillion in revenue over the next 10 years. Long-standing tax provisions being threatened include stepped-up basis and like-kind exchanges – both critical tools that farmers and ranchers utilize when planning for generational transfer. After Biden announced his plan, there was legislation introduced by members of Congress that, again, called for the elimination of stepped-up basis, a decrease in the estate tax (Death Tax) exclusion limits, and an increase in the Death Tax rates.

The proposals are misguided and would be disastrous for family-owned businesses in rural America. From the beginning, NCBA has said that a budget cannot be balanced on the backs of farmers and ranchers. We, along with members of Congress and trade groups representing rural America, have led efforts to oppose changes to federal tax policy that would adversely affect familyowned businesses. NCBA has been at the forefront of many of these efforts.

While we have been aggressive in our efforts since these misguided proposals were announced, fighting for sound tax policy for America’s cattle producers is something that NCBA has been doing long before these proposals.

The Government Affairs team in D.C. has worked for years to build relationships on Capitol Hill with members of Congress and their staffers, so NCBA is seen as a trusted partner in the industry and a reliable source for information. In addition, the team has worked quickly to build relationships with the Biden administration. We understand the importance of having an open dialogue with the administration and have been part of numerous conversations with Biden’s team regarding the needs of cattle and beef producers in regard to sound tax policy.

98 percent of the representative farms used in the study would have seen an average tax increase of $1.4 million.

This information has been critical in the education efforts our team has been a part of.

Legislation Introduced to Protect Farms and Ranches In March, NCBA worked closely with Sen. John Thune (R-SD) and Reps.

Sanford Bishop (D-GA) and Jason Smith (R-MO) to secure introduction of The Death Tax Repeal Act of 2021.

This bicameral legislation held members of Congress accountable to maintain a public record of support for full, permanent repeal of the Death Tax. NCBA also secured reintroduction of the Preserving Family Farms Act. This bipartisan legislation, introduced

by Reps. Jimmy Panetta (CA-20) and Jackie Walorski (IN-2), would allow cattle producers to take advantage of the Special Use Valuation and protect familyowned businesses from the devastating impact of the federal estate tax, commonly referred to as the Death Tax.

Letter Campaigns NCBA has spearheaded grassroots advocacy efforts to help members of Congress understand how changes to the federal tax code would adversely affect their constituents in rural America.

Through our grassroots letter campaign, we drafted a letter for NCBA members to

Letters to Congress and the Administration In addition to our grassroots campaign, NCBA has directly sent letters to lawmakers and the Government Affairs team has worked with members of Congress to draft and secure support for numerous letters that were sent to Congressional leadership and the administration.

Immediately after President Biden announced his American Families Plan, we worked with Reps. Adrian Smith (R-NE) and Michelle Fischbach (R-MN) to draft a letter opposing changes to stepped-up basis. More than 130 GOP House members signed on to that effort.

New!

We worked with Sens. John Thune (R-SD) and Steve Daines (R-MT) to draft a letter to President Biden regarding preservation of stepped-up basis. We played a significant role in circulating that letter to garner support from other Senators. The letter was signed by every single member of the Senate GOP caucus. This sent a strong message to the administration, as it indicated overwhelming support for preservation of this critical tax provision.

“Tax Talks” Podcast In an effort to inform staffers on Capitol Hill about the importance of sound, federal tax policy for rural Americans, we launched the “Beltway Beef: Tax Talks” podcast. Through interviews with tax experts and NCBA members, we share the real-life stories of cattle and beef producers as well as the devastating impacts that the President’s proposal would have on rural America.

To listen to the podcast visit https:// soundcloud.com/beltway-beef/tracks.

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NCBA-Backed Research NCBA is on the steering committee of the Family Business Estate Tax Coalition (FBETC) – a coalition comprised of associations representing rural Americans and family-owned businesses. Last summer, we began to have conversations regarding the need for research about the importance of stepped-up basis for family-owned businesses. As a result of that, last spring, FBETC released an EY study quantifying the impact a repeal of stepped-up basis would have on family businesses. The study proved what NCBA had been saying for a long time — family-owned businesses and the local economies they support would be hit hardest by a repeal. The data from this study has been a critical tool in NCBA’s efforts to educate lawmakers on how repeal would adversely affect a vast number of their constituents.

In addition, NCBA has excellent relationships with both the House and Senate Agriculture Committee. After the Biden administration claimed that a majority of family farms would not be affected by the changes to longstanding tax provisions, NCBA knew that simply was not true and had extensive conversations with committee staffers regarding the need to combat that misinformation. Ultimately, Ranking Member of the Senate Agriculture Committee John Boozman and Ranking Member of the House Agriculture Committee GT Thompson requested a study through Texas A&M that proves the negative impact of transfer taxes on family-owned businesses. The study found that if stepped-up basis were to be eliminated and the estate tax exemption was decreased (to $3.5 million per individual and $7 million per couple),

send to their elected officials in Congress. This letter outlined the importance of federal tax policy that facilitates generational transfer. A total of 688 letters were sent to member of Congress!

We also worked with our state affiliate associations to send sign-on letters to their state’s delegation from agricultural groups within the state. We hosted a briefing call to inform state executives on recent policy developments and provided them with communications materials including a draft letter, social media graphics, a press release, and an op-ed for them to place in local newspapers.

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NATIONAL CATTLEMEN

Water Woes Will Continue as La Niña’s Influence Grows for Another Season

By Matt Makens, Atmospheric Scientist Drought is likely to be reinforced across the western U.S. as another La Niña event is expected this fall, winter and spring. That opening sentence is likely not the news you wanted to hear if you live in the western U.S., yet we are all in it together as La Niña will spread its impact across the country for the second year in a row.

La Niña, and its counterpart El Niño, get a lot of attention this time of the year, and for a good reason. Both create recognizable weather patterns across the globe. You’ll likely recall years when one of these phenomena occurred and how distinct your weather pattern was as a result.

The fall through spring 2021-2022 forecast will jog your memory on La Niña years of the past, most recently last year, which recorded a rapid intensification of the western and northern U.S. drought as well as sharply cold conditions during the winter for the central U.S. I’m not trying to imply that all La Niña or El Niño years will produce the same result for your area; however, there are distinct trends that we will look at now. This article will give you an indication of how to prepare overall for the incoming cold season. Then, look for your Directions Magazine arriving this fall, where I will detail a regional weather/climate forecast for the next three seasons.

The first step in building a longterm outlook is to look at the ocean temperature conditions of the Pacific Ocean near the Equator. The conditions in that region influence global weather patterns over very long-time scales.

When ocean conditions here are colder than average, and the atmosphere begins to react to that colder water, we have La Niña.

El Niño is when that ocean region is warmer than average, thus causing the atmosphere to behave differently.

We have observed La Niña conditions for more than a year.

Despite some weakening this past spring and summer, the ocean and atmosphere will continue to create a global La Niña type pattern forecast to strengthen through 2021 into 2022.

Looking very generally at what a La Niña pattern will produce across the Continental U.S., we see a tendency toward drier and warmer conditions for much of the country. There is a preference toward cooler and wetterthan-average conditions for the Northern Plains to the Great Lakes.

Often the Pacific Northwest will come away with wet weather, too.

Again, that is a general look at a La Niña pattern (image courtesy: NOAA); however, as we saw last year, this is not always the case, and we will need to prepare for a more extreme variant of La Niña again.

Part of the variation is that there are influential ocean conditions elsewhere that will adjust that classic La Niña view. Cool water is observed southwest of California and warm water in the northern Pacific near Alaska, which both lead to reinforcing drier than

average conditions across the West. This effectively limits the needed moisture for the Pacific Northwest and can result in colder than average conditions for all the plains states.

These influences all boil down to where we position the jet stream — that main storm path that separates cold from warm and dry from wet. The result of the ocean conditions I just mentioned will cause a more amplified, if you will, jet stream.

Meaning, look for more extremes as far as warmer temperatures for the western U.S. and colder temperatures for the central U.S. By amplifying the jet stream, we take the wet outlook from the Pacific Northwest and send that wet weather farther north. We will also pull the jet stream farther south across the Central U.S. to provide more opportunities for cold weather outbreaks as far south as Texas.

Again, we are taking our classic view of the La Niña pattern, stretching it out between north and south, making it more amplified, and we will see more extreme conditions as a result.

The bottom line—the most substantial impact of this will be the reinforcement of drought conditions for the western and northern U.S. The overall weather and climate pattern from this fall through spring are going to be discussed now. Again, look for your Directions Magazine to include greater details broken down per each month/season.

For September 2021 Through May 2022: In looking through the list of potential past years that fit the pattern expected to develop throughout the next few months, only a few years stand out. All the years are from this decade, which you know has had prevalent drought conditions for the Continental U.S. In this forecast’s case, drought will continue across the western U.S. and parts of the far Northern Plains. There will be few areas of moisture for the West, primarily the Central Rockies to Central Plains, but overall a dry pattern for the western half of the country.

For a wet outlook, areas of moisture are most likely to fall over the Appalachians and Southeast U.S. in addition to some hit and miss areas of the Central and Northern Plains as mentioned above.

As far as temperatures, with a large area of drought comes heat. So, the western U.S. expects warmer than average conditions. On the other side

Drought continues to plague the Western U.S. and La Niña will not help.

of the coin, bouts of cold weather will cover those to the east of the Rockies from the Northern to Southern Plains.

Remember the cold last year in Texas? Similar cold snaps are possible in this pattern.

Those in the Southeast will likely experience a warmer than average period with cooler than average conditions surrounding the Great Lakes.

Some factors will need to be watched closely over the next several months, mainly that goes to watching when this La Niña fades, and El Niño develops. As of this writing, that is

most likely for later 2022, but an earlier onset will be an ideal scenario for providing water to the droughtstricken West.

As it stands now, La Niña will control us through early and mid-2022, which is a lousy situation for water in the West. The first-ever federally declared water shortage was issued in August for those utilizing the Colorado River and recommended conservations/restrictions are certainly prudent considering this outlook.

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Labor Shortages Continue, So Let’s Find a Workable Solution Across the country, “now hiring” signs dot the windows of restaurants, hotels, and shops as the entire economy sees a shortage of workers.

Farms, ranches, and processing facilities are no exception. Between the lockdowns and unemployment incentives caused by the COVID-19 pandemic, the labor situation has continued to worsen with little helpful support from Congress that works for cattle producers. We implore Congress to move forward with solutions that will eliminate the labor shortage for our livestock producers and processors.

Many farmers and ranchers would like to use the H-2A program administered by the Department of Labor (DOL) to fill critical labor gaps on the farm and in the packing plants.

“The current H-2A program does not address the needs of cattle producers or the plants where cattle are processed,” said Allison Rivera, NCBA executive director of government affairs. “We continue to hear about the labor shortages not only at the processing plants, but on the farm and ranch, and at the feed yard.

This situation continues to worsen, and we need significant changes to the H-2A program now to provide relief to our producers.”

The biggest shortcoming of the H-2A program for cattle producers is its structure in covering only seasonal, temporary workers. Other agricultural sectors, such as row crop farming, have seasonal employment needs that are better suited to a temporary workforce.

Raising livestock, however, is a yearround job. To keep some workers on farm for part of the year, some producers will use H-2A in its current form, however, as soon as that worker leaves that ranch, the high-skilled and trained worker has moved on to another seasonal job under a new visa.

While ranches are constantly confronted with labor shortages, the lack of a workable, yearround, no-cap on the H-2A program is also worsening existing bottlenecks at meat processing plants.

“For months, NCBA has been focused on issues at these processing plants and labor is a top concern,” Rivera said. “As packing plants return to full operations, many jobs remain vacant simply due to a lack of applicants. H-2A workers can fill this need and help bring some stability back to the cattle supply chain with adjustments to the current program.”

H-2A reforms have once again captured the attention of Congress, but existing proposals fall short of addressing cattle ranchers’ needs. In March, Representatives Zoe Lofgren (D-CA) and Dan Newhouse (RWA) introduced the Farm Workforce Modernization Act. Unfortunately, the bill did not go quite far enough to solve the current labor shortages for cattle producers. While the bill does provide for year-round H-2A workers, the number of immigrants allowed into the program in a yearround contract would be limited to a total of 40,000 immigrant workers, with 20,000 of those workers solely for the dairy industry. This would leave our producers to compete with row

crop farmers, greenhouse growers, and other livestock industries for the remaining 20,000 workers. Twentythousand workers across all those agricultural entities would barely scratch the surface of the unmet need, not to mention that these workers would still not be eligible to work in the processing plants.

This is where NCBA members continue to play an important role.

“Members of Congress need to hear from you,” Rivera said. “They are currently at home during this district work period, also labeled recess. Let your voices be heard.”

Congress knows there are shortages, but they need to be

reminded that we need to make H-2A year-round, and no cap. We also need to remind them of the unmet labor needs at the packing plants. They must work toward a solution.

“The best way to see positive changes to and movement on the Farm Workforce Modernization Act that the House has passed, is to speak to your Representatives and Senators while they are home,” Rivera said.

“Share your personal story, and ask for changes that prioritize H-2A yearround workers for cattle producers.

NCBA will always be your advocate in Washington, but your voice will always make a difference.”

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A Unified Approach Earns Imperial Valley Feeders the 2021 BQA Feedyard Award In many different industries, if two people are producing the same product, they would see each other as competitors. That is not the case for Imperial Valley Feeders – where the seven cattle feeders with 17 feedyards between them see themselves as one big family.

Located in California’s Imperial Valley, just North of the Mexican border in Southern California, Imperial Valley Feeders consists of Brandt Cattle Co., El Toro Land & Cattle, Foster Feed Yard, Mesquite Cattle Feeders, Moiola Cattle Feeders, Phillips Cattle Co., and Superior Cattle Feeders. Due to California’s large dairy industry, Imperial Valley Feeders consist of mostly Holstein calves. Today, the number of cattle on feed in the Imperial Valley is approximately 460,000.

“We’re all friendly here because we know that we’re producing the same product,” said Joe Dan Cameron with Mesquite Cattle Feeders. “And at the end of the day, we’re all trying to do the right thing for the cattle and make a good product for consumers.”

That sense of community and a shared understanding that together they are better has resulted in a similar collective approach to Beef Quality Assurance (BQA) within the Imperial Valley cattle feeding community.

Through a commitment to quality and continuous improvement, Imperial Valley Feeders has successfully implemented BQA guidelines in every aspect of cattle management.

All employees at the feedyards are adequately BQA trained and know how to effectively carry out BQA practices in their dayto-day interaction with the cattle. Also, after initial training on the individual feedyard, all employees in the Imperial Valley attend biannual seminars to refresh their knowledge and learn new technologies and improved procedures that have been developed in the interim.

According to Jesse Larios with Foster Feedyard, the employees do not just embrace the BQA program and guidelines – to them, it is very meaningful.

“Our employees take BQA and their certification very seriously,” Larios said. “For many, the BQA certificate they receive represents their commitment to their work and is a badge of honor.”

Another benchmark of

Imperial Valley Feeders recognized at 2021 Annual Convention. success for Imperial Valley Feeders is the product quality itself. Through BQA management practices, Imperial Valley Cattle Feeders have developed a highquality beef product from a breed not traditionally prone to the same body condition and quality characteristics as beef breeds. The common sight in a feedlot today is black, Angus cattle.

However, Imperial Valley Feeders hosts the black-and-white Holstein cattle usually found in a dairy. The area now produces fed Holsteins that grade 70 percent or higher as Choice or above

by USDA. “We work with suppliers and processors, and because of the advancement in technology, we can track where our beef goes, even all the way to the store,” said John Moiola with Moiola Brothers Cattle Feeders. “We’re BQA certified, and it shows consumers that the beef they are eating is highquality, nutritious and safe.”

The progressive nature of Imperial Valley Feeder’s joint approach has helped lead to the region’s brand and

identity as being a source of high-quality beef and beef products.

“We have a passion here and that passion is cattle,” Moiola said. “And every day, we try to do better than the day before.”

Beef Quality Assurance is a nationally coordinated, state implemented program funded by the Beef Checkoff that provides U.S. beef producers guidelines and certification drawn from common sense husbandry techniques and accepted scientific knowledge on how to raise cattle under optimum management and environmental conditions. By implementing BQA practices and ensuring employees are BQA certified, Imperial Valley Feeders can assure their customers that the cattle are handled in the best way possible and the beef delivered to them is well-sourced.

The BQA Feedyard Award is funded in part by the Beef Checkoff with additional support from Cargill. For more information on Imperial Valley Feeders and other 2021 BQA Award winners, visit www.bqa.org/about/bqa-awards.

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CONVENTION IN MUSIC CITY ENDS ON A HIGH NOTE

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fter a year of disruptions, it was time for everyone to reconnect in person at the 2021 Cattle Industry Convention and NCBA Trade Show where nearly 6,500 cattlemen and women gathered in Nashville, Tenn., Aug. 1012, for education, entertainment and excitement. The event drew people from across the country to experience engaging meetings, inspirational speakers and toe-tappin’ music.

“I’m thrilled we were able to provide the high level of educational opportunities as well as entertainment that people expect,” said Kristin Torres, National Cattlemen’s Beef Association executive director of meetings and events.

“Everyone was so excited to be able to get together in person and the positive atmosphere among attendees was palpable.”

The week started with the 28th annual Cattlemen’s College, one of the cattle industry’s premier educational events, which included two days of informational sessions and live animal demonstrations providing attendees with knowledge to generate ideas for future success.

Carrie Behlke, winner of the 2021 NCBA National Anthem Contest, opened the event in patriotic style by singing the “Star-Spangled Banner”. The convention then kicked off in Music City fashion with country music singer and songwriter, Kix Brooks. Brooks discussed his country music career as well as his passion for creating award-winning wines, then picked up a guitar and sang a few fan favorites.

Convention attendees gained insights on market trends during the popular CattleFax Outlook Seminar, which provided an overview of both weather and markets. Each year the team at CattleFax takes this opportunity to share their research and analysis of what is going on in the world

of cattle, beef and beyond. It’s one of the convention’s most attended events, and never fails to deliver a spot-on look at the factors that drive the U.S. cattle market.

The final day of convention included two general sessions, one of which included a panel discussion on sustainability.

NCBA solidified U.S. cattle ranchers’ commitment to environmental, economic and social sustainability with the release of U.S. cattle industry sustainability goals.

“EVERYONE WAS SO EXCITED TO BE ABLE TO GET TOGETHER IN PERSON” The Closing General Session featured motivational speaker Jason Brown, a former professional football player who turned in his cleats for a tractor. Brown who left the NFL to serve others through farming talked about his life-changing journey from the football field to the vegetable field.

Attendees were on their feet with tears in their eyes following Brown’s inspirational story.

Meetings of the National Cattlemen’s Beef Association, the Cattlemen’s Beef Board, American National CattleWomen, CattleFax and National Cattlemen’s Foundation were also held. In addition, Beatty Canyon Ranch in Kim, Colo., was announced as the National Environmental Stewardship Award winner, and winners of the Beef Quality Assurance awards were recognized.

In addition to visiting with more than 350 exhibitors

offering innovative and useful products and services, those strolling seven acres of the trade show enjoyed educational opportunities, receptions and entertainment each day. It’s an aspect of the event that is anticipated by both exhibitors and attendees, and the 2022 NCBA Trade Show in Houston is already 95 percent sold out.

Additional educational opportunities included the Learning Lounge, which offered classroom sessions on the trade show floor providing busy attendees valuable educational tips. The Stockmanship and Stewardship demonstration arena provided unique educational experiences featuring live animal handling and horsemanship demonstrations.

And the Chutes and Scales Showdown gave producers the opportunity to watch chutes in action side-by-side, then get hands-on experience with the equipment. Campfire Chats also allowed attendees to engage with fellow producers and industry leaders in interactive roundtable discussions.

Entertainment was abundant throughout the event, including Cowboy’s Night at the Opry, an exclusive event at the Grand Ole Opry which featured country music’s brightest stars and greatest legends including Mark Wills, Crystal Gayle, Ashley McBryde, Ricky Skaggs and Lauren Alaina. Everyone then danced the final night away at the “Under the Stars” after party.

The 2021 Cattle Industry Convention may have just wrapped up, but the 2022 event is returning to its regularly scheduled time slot in February. The 2022 Cattle Industry Convention and NCBA Trade Show will be held Feb. 1-3, in Houston, with the theme of “Gone to Texas”. With only a few short months until the next convention, planning is already underway to create a unique experience in a new host city. More information is available at https://convention.ncba.org.

Best of Beef Awards BEEF QUALITY ASSURANCE AWARD WINNERS

2021 BQA COW-CALF AWARD Deseret Cattle & Citrus

2021 BQA FARM DAIRY AWARD Willow Behrer Farms Pennsylvania

Florida

2021 BQA FEEDYARD AWARD Imperial Valley Feeders

2021 BQA EDUCATOR AWARD Dr. Steve Boyles

2021 BQA MARKETER AWARD The Livestock Exchange

Ohio State University

2020 ADVOCATE OF THE YEAR

Colorado

California

NCBA TOP HAND CLUB TOP MEMBERSHIP RECRUITERS

Started in 1982, the Top Hand Club is NCBA’s member-driven recruitment program. Top Hand Club was developed to recognize those NCBA members who continually give their time and effort to increase the volume of NCBA’s voice in Washington, D.C. To become a Top Hand Club member, it’s a easy as counting to three. Any current NCBA member must recruit three new NCBA members. To remain in the club, two new members each subsequent year.

Kiah Twisselman Burchett 1st Place2nd Place3rd PlaceDon Schiefelbein Melody Benjamin Mark Lacey Minnesota State Cattlemen’s Association

Nebraska Cattlemen

California Cattlemen’s Association

BEEF INDUSTRY SCHOLARSHIP AWARD

Ten scholarships of $1,500 have been awarded to outstanding students pursuing careers in the beef industry.

Fields include: education, communications, production, research and other fields related to beef. The purpose of this program is to identify and encourage talented and thoughtful students who will emerge as industry leaders.

Allie Herring Texas Tech

Becca Coombe Cornell University

Brooke Vyvlecka Texas A&M University

NCBA’s Masters of Beef Advocacy (MBA) program, funded by the Beef Checkoff, has selected California rancher, blogger and influencer Kiah Twisselman Burchett as the 2020 Advocate of the Year. This honor is given annually to an outstanding beef advocate to recognize success in engaging consumers who want to learn more about beef and raising cattle. Kiah aims to connect with consumers honestly and transparently and truly embodies what it means to be Advocate of the Year. Learn more about Kiah Twisselman Burchett’s story at MastersOfBeefAdvocacy.com.

Carsten Loseke Christian Cummings University of Nebraska Lincoln

Oklahoma State University

W.D. FARR SCHOLARSHIP WINNERS

Dominic Gittlein University of Nebraska Lincoln

Kinzie Burtrum Oklahoma State University

Kyli Kraft

West Texas A&M

Lauren Mosher Sydney Bowman Iowa State University

Kansas State University

The W.D. Farr Scholarships, established in 2007, recognize superior achievement in academics and leadership, and allow graduate students to further their study in fields that benefit the cattle and beef industry. Each $15,000 scholarship recognizes outstanding students who plan to pursue careers in meat science and animal agriculture.

Sponsored by

ENVIRONMENTAL STEWARDSHIP AWARD NATIONAL WINNER

Beatty Canyon Ranch

Kim, Co

Emily Melchior Luke Fuerniss New Mexico State University

Texas Tech University

THANK YOU TO ALL ATTENDEES! WE ARE BETTER TOGETHER!

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NEWS Research Drives Beef Promotion NCBA, a contractor to the Beef Checkoff, presented with other Checkoff contracting organizations during the “Checkoff Highlights” session at the 2021 Cattle Industry Convention. From nutrition and e-commerce to advertising and public relations, it is clear that research and science drive campaign development.

All activities NCBA does on behalf of the Beef Checkoff are based in science.

Whether educating consumers and health professionals about incorporating beef into young diets or sharing producer stories about beef sustainability, research guides messaging and outreach.

“Scientific research provides a solid foundation for us to promote beef’s benefits in the early years,” said Executive Director of Nutrition Science, Health & Wellness at NCBA, Shalene McNeill, PhD, RDN. “The Beef Checkoff nutrition research program is the only research program dedicated solely to understanding beef in healthy diets and for decades, here at NCBA, we have focused on understanding beef’s benefits across the lifespan—from babies all the way through aging.”

Research has shown that the early introduction of beef can help increase growth in infants without adding extra fat. And current research is looking at the acceptability of beef—not just how much babies like it, but also evaluating barriers parents might have about serving it.​ This research drives how information is communicated to both parents and health professionals. Given that introducing beef as an early complementary food is relatively new guidance, NCBA targeted pediatricians and family physicians through advertorials in medical journals, ultimately reaching more than 350,000 health professionals. In a coordinated effort with state beef councils, educational brochures were also placed in more than 2,200 pediatrician and childbirth centers across the country.

On the consumer front, creative and engaging videos showing babies enjoying beef were viewed nearly 16 million times. In total, efforts sharing beef’s benefits for

young families reached 65 million consumers.

Another successful campaign rooted in research is the sustainability campaign which started in the spring of this year and will continue through the fall. Before developing content, consumer market research was conducted to dig deep into what consumers think about sustainability. Focus groups provided insights into what consumers know, and don’t know, about sustainability and the cattle industry’s role in the climate conversation.

This knowledge led to the development of an interactive map on BeefItsWhatsForDinner.com that connects consumers with stories from producers about their conservation efforts. Overall, the campaign was built to bring a complex issue to consumers, address their questions and share topics they were interested in learning more about. Based on a foundation built on research, the sustainability campaign has generated nearly 13 million video views, 1.4 million audio ad listens and 90,000 clicks on digital content.

Understanding consumer behavior is also the driving force behind this summer’s grilling campaign. Research shows that consumers are grilling more this year, up to twice per week in some households. Using a variety of platforms including audio and video ads, Google search ads, websites, cable television, influencer outreach, satellite media tours and e-commerce promotions, the campaign is keeping beef top of mind and meeting consumers where they watch, listen, learn and shop.

To date, the campaign has generated 83 million impressions, 11 million video views and 6 million audio ad listens. In addition, the e-commerce partnership with Sam’s Club has resulted in 4.5 million impressions and a 4.8% lift in beef sales.

Innovative online sales campaigns with Walmart, Kroger and Target will continue through Labor Day. In order to effectively reach various audiences with messages that resonate, planning and research are critical. NCBA will continue to use research and science to drive programs that leverage Checkoff funds and have the biggest benefit for producers.

Foodservice Partnership Bridges Gap Between Pasture and Plate

TRENDING IN FOOD & MEDIA

In a typical year, foodservice comprises approximately 60 percent of beef demand, and although more beef sales shifted to retail during the COVID-19 pandemic, restaurant partnerships were critical to keep beef at the center of the plate. For the second year, the National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff, is partnering with Texas Roadhouse to promote beef to consumers.

Since Texas Roadhouse first opened its doors in 1993, the steakhouse has grown to more than 580 locations across the U.S. and 22 international locations in nine foreign countries. The restaurants, which serve more than 300,000 meals a day are known for their hand-cut steaks, which account for 44 percent of their menu.

In 2020, Texas Roadhouse first approached NCBA to develop a plan to share the benefits of beef with their customers and to educate their employees about the cattle industry. The messaging also evolved to share the industry’s sustainability story.

“As leaders in the steak industry, it seemed to make perfect sense to work with NCBA and an iconic brand like Beef. It’s What’s For Dinner.,” said Travis Doster, senior director of public relations with Texas Roadhouse. “The beef industry is so critical to our success, if we can help educate folks about beef – it’s a win-win for everyone.”

Texas Roadhouse shares information about beef’s nutrition, taste and sustainability primarily through their digital platforms, social media, website, and through their direct-to-customer emails reaching loyal patrons. Producers are also often pleased to see Beef. It’s What’s For Dinner. signage in Texas Roadhouse restaurants’ meat display cases housing the hand-cut steaks.

In addition to consumer outreach, Texas Roadhouse actively engages with their employees to share information about the cattle industry’s role in preserving natural resources for future generations. Employees become ambassadors of the cattle industry, sharing producer stories to their customers on a daily basis. According to Texas Roadhouse, their employees and customers like to know they are being responsible in the ways they procure, prepare and serve their product. Partnering with NCBA and including Beef. It’s What’s for Dinner. helps showcase that commitment.

“I have been really impressed with the social media response to our posts showcasing the cattle industry’s sustainability efforts. Guests care that the brands they love are focused on the environment,” Doster said. “Being able to share the commitment NCBA and our providers have for preserving resources has been a great opportunity.”

Texas Roadhouse has also expanded beyond their restaurant locations to develop the Texas Roadhouse Butcher Shop (TRButcherShop.com), their new mail-order steak business. This concept was created as a result of guests’ excitement and adoption of the Ready to Grill Steak campaign during the pandemic. Add the power behind the Texas Roadhouse brand to that quality, and it is a winning combination.

“We want to position ourselves as the steak experts, both in our restaurants and at home – partnering with the Beef.

Its What’s for Dinner. brand to share great recipes, was again, the perfect pairing,” Doster said.

The goal of the cobranded partnership is to share the beef community and beef sustainability, share Beef.

It’s What’s For Dinner. recipes, and ultimately drive customers back into these restaurants, to order more beef and support the foodservice segment. In the first year alone, more than 100,000 guests were directed to the Beef. It’s What’s For Dinner. beef community, and sustainability web pages and Facebook posts promoting beef reached 426,962 people.

“Texas Roadhouse has been a great partner, and their desire to promote the U.S. cattle and beef industry and help producers tell their stories is unmatched,” said Mark Johnson, NCBA director of foodservice engagement.

The partnership between Texas Roadhouse and NCBA, on behalf of the Beef Checkoff, strengthens the connection between ranchers and consumers. The effort also educates the next generation of consumers by including information about cattle and beef nutrition in the restaurants’ kids’ menus.

“NCBA and the Beef Checkoff are great partners to help us represent our brand, our standards, and the hard-working individuals working in the beef industry,” concluded Doster. “We are working hard to feed America and could not do it without great partners like this.”

PLANT-BASED DIETS & ALTERNATIVES Volume of meat alternative mentions in traditional media rose 10%, with outlets like USA Today and The Wall Street Journal covering the topic.1

Outlets like CNBC highlighted future fungi-based meat alternatives1, which are backed by billionaires like Jeff Bezos and Bill Gates.2

SUSTAINABILITY & DROUGHT Outlets like CNN and The Washington Post covered impacts on cattle production from drought in the West, leading to more than 15,000 mentions.1

Outlets like Yahoo! News, MSN and Fast Company continued to cover sustainability.1

NUTRITION & HEALTH OUTCOMES Coverage of a new “mega-study” that concluded beef and other red meats increased heart disease risk reached nearly 140 million people.1

Multiple national media outlets1 covered a study that concluded plant-based meat alternatives are not nutritionally equal to beef.3

GOOD NEWS FOR BEEF Mentions of cooking and eating beef remained steady, with more than 73,000 mentions.1

GOOD NEWS FOR BEEF NCBA sustainability media efforts, as a Beef Checkoff contractor, reached more than 18 million people. 1

GOOD NEWS FOR BEEF NCBA’s release, as a Beef Checkoff contractor, about beef’s athletic benefit ts reached 250 million people.1

#081021-061.

1.

National Cattlemen’s Beef Association. (2021). Traditional and social media listening dashboards. Retrieved from Meltwater: www.meltwater.com 2. Woods, B. (3 July 2021). Bezos, Gates back fake meat and dairy made from fungus as next big alt-protein. CNBC. https://www.cnbc.com/2021/07/03/bezos-gates-back-fungus-fake-meat-as-next-big-alt-protein-.html 3. Vliet, S. van, Bain, J. R., Muehlbauer, M. J., Provenza, F. D., Kronberg, S. L., Pieper, C. F., & Hu man, K. M. (2021). A metabolomics comparison of plant-based meat and grass-fed meat indicates large nutritional di erences despite comparable Nutrition Facts panels. Scientifi c Reports, 11(1), 13828. https://doi.org/10.1038/s41598-021-93100-3

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Commitment to Customer Service Results in BQA Marketer Award High-quality and personal service.

Those are the two key components that make Livestock Exchange, LLC stand out amongst its competitors.

The Livestock Exchange, LLC (LELLC) is a regional livestock auction market located in Brush, Colo., specializing in cattle marketing. Although LELLC does not own the cattle it is selling, the team still treats them like they were their own.

The town of Brush was established because of the cattle drives coming into town. Brush was built on cattle and according to Robin Varelman, owner of LELLC, she is going to keep it that way.

“I took it upon my calling to fix, repair and mend the fences to bring cattle buyers and sellers back to the community,” Varelman said. “Brush was built on cattle, and as long as I’m living, I plan to see that it continues that way.”

LELLC has more than 50 years of rich tradition in marketing cattle, having been in operation since 1969. In 2014, Varelman purchased the LELLC, intending to provide the best customer experience and high-quality service for all livestock marketing needs. Varelman helped change the facility’s culture by enhancing its commitment to employees, buyers and sellers, and the cattle that are traded through its doors.

At LELLC, it is cattlemen taking care of cattlemen. The team provides opportunities for their clients to benefit from programs that will offer additional premiums for their cattle. One such commitment has been their dedication to the Beef Quality Assurance program.

“BQA is a full spectrum from beginning to end – it’s a necessity,” Varelman said. “We’re here to make the

2022 REDBOOK

LELLC received national award at 2021 Annual Convention.

experience for the cattle as pleasant as possible.”

LELLC is the only Colorado auction market to request an in-person BQA training to certify every staff member, from the owner to secretarial staff to field representatives. In addition to hosting BQA training for their team, LELLC hosts trainings for their clients and community members and hosted the first in-person BQA Transportation certification events in Colorado.

Livestock Exchange LLC strives to put customer Both sellers and service first. buyers benefit from built a sound environment to promote a livestock auction market that and execute high-quality cull cow sales. professionally manages cattle. The This includes strict veterinary oversight team at LELLC believes in not only when marketing cull cows and bulls, understanding the details of BQA generating strong relationships with local as the beef industry’s foundational dairies to communicate expectations for management program but embodying it, cow quality, as well as identify trends in which helps to bring a level of value and animals coming through the sale to adjust comfort to both buyers and sellers. management at the dairy.

“Our cattle buyers want BQA certified For Varelman, her first priority is cattle, and we work with each individual education and continuous improvement. to try and best fit their needs and the “I’m not going to stop educating needs of their operation,” said Paul people. I love the industry, I love cattle, Chard with Cattlemen’s Resource Inc. and there are no better people in the “When we sell their cattle through a sale world than farmers and ranchers,” she barn, they have the best opportunity to said. “I believe that we have to continue perform well.” to be strong in our values and keep LELLC is also unique in that it is in a educating people on such a wonderful region of Colorado with a booming dairy protein – beef.” industry, and consequently, it markets The BQA Marketer Award is funded much of Colorado’s cull dairy cow in part by the Beef Checkoff with population. Realizing that this segment additional support from Cargill. For more of the beef industry is typically at higher information on The Livestock Exchange, risk of being compromised, whether from LLC and other 2021 BQA Award winners, a health or mobility perspective, LELLC visit: www.bqa.org/about/bqa-awards.

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NATIONAL CATTLEMEN

Cow-Calf Returns Expected to Improve

Formula for Success

By Katelyn McCullock, Director of the Livestock Marketing Information Center Across the U.S., the calf market has held up remarkably well over the summer despite very dry conditions in the Western States.

The Livestock Marketing Information Center (LMIC) tracks several regional auctions from Washington to Georgia. The beginning of August for most of these markets, have been positive. In Washington, steer calf prices have

By Patrick Linnell Analyst, CattleFax It is common to hear of ridiculously high premiums that one pen of fed cattle or another returns from a grid or formula marketing arrangement. What seller would not want to brag about a $150/head bonus? Clearly, those are outliers and not the norm – but what is the norm? With the discussions occurring from coffee shops to social media to D.C. regarding price discovery and transparency of fed cattle values, a deeper dive into these alternative marketing arrangements (AMAs) is timely.

Grid and formula arrangements clearly hold value to users, composing 64 percent of fed cattle marketing in 2020. For perspective, negotiated cash sales were 23 percent, negotiated grids 5 percent and forward/basis contracts another 8 percent. Comparing formula cattle to the cash market in their respective regions is a consistent benchmark to calculate premiums from an economic perspective. Since 2016,

been considerably better and are expected to continue improving into fall even if there is a seasonal decline. In the Southern Plains, LMIC is estimating about an 8.5 percent bump above last year for the fourth quarter, and is expected to be in the high $160s, compared to last year’s $154.80 per cwt.

Another important piece has been the improvement in cull-cow values. Nationally, the live cutter-cow price has averaged $57.78 versus $51.61 per cwt a year ago. In the Southern Plains, WHOLESALE BONELESS BEEF PRICES that difference is smaller at Fresh, 90% Lean, Weekly $54.11 versus $50.15, but still Cents Per Pound 320 an 8 percent improvement.

That price move is surprising 300 considering the 9 percent 280 higher beef-cow slaughter which moved through the 260 system in 2021. Demand 240 for ground beef appears to be keeping cull-cow 220 values elevated even when 200 significantly more cows have moved into slaughter 180 JAN APR JUL OCT channels. Both 90 percent Avg. 2015-19 2020 2021 lean and 50 percent lean Data Source: USDA-AMS ground beef had very strong Livestock Marketing Information Center summer growth this year.

The 90 percent lean price is just under $280 per cwt, only $25 a cwt below the record setting level of last year.

MED. & LRG. #1 STEER CALF PRICES The combination of these 500-600 Pounds, Southern Plains, Weekly two stronger markets, in $ Per Cwt. 205 some cases much stronger, makes the argument that 195 cow-calf producers are 185 expected to have better returns this year. The LMIC 175 estimates those returns on a 165 cash basis for the Southern Plains region. Last year, 155 not including government 145 payments, cow-calf producers were estimated 135 JAN APR JUL OCT to have lost about $65 per Avg. 2015-19 2020 2021 head, a third year of negative returns. This year LMIC is Data Source: USDA-AMS Livestock Marketing Information Center estimating returns will be positive, although small, between $20-30 per head. been holding between $170 and $185 per cwt The lower beef cow herd estimated on July since about March for 500-to-600-pound 1, which may be revised, points directionally calves. The improvement compared to last to even better returns in 2022. LMIC is year has been stark. Last year, the average currently estimating cow-calf returns more between March and August was close to $160 than $50 per head in 2021 and may reach per cwt, about a 9 percent difference. South $100 in 2023. This cyclical decline in the cow Dakota steer calves are bringing 6.6 percent herd is expected to push calf prices up both more than last year, and Nebraska about 6 next year and in 2023, adding to the bottom percent, although both these markets are line of the cow-calf sector. Further, the last bringing lower prices than Washington. In the several years displayed lower cull-cow values, Southern Plains, prices have improved a bit along with the declining cow herd inventory more, up 9.5 percent on average since March. cull-cow values are expected to improve Georgia auctions have improved 6 percent as beef supplies tighten. LMIC is estimating compared to last year, however, that does higher cull-cow values in 2022 and 2023, not seem to be the case for all the Southeast. but the majority of increase in returns will be Tennessee steers 500-600 pounds are up 8 percent. Tennessee and Georgia are some of the lower priced auctions COW CALF RETURNS AND CATTLE INVENTORY U.S., Annual compared to the other $ Per Cow Mil. Head regions; both are still below 600 108 $150 per cwt compared to 500 104 other states that are mostly above $160 per cwt.

400 100 These calf-price 300 96 improvements would be a welcomed boost to cow200 92 returns should they hold.

100 88 Calf prices tend to drift lower across all markets as fall 0 84 weaning arrives and comes -100 80 with a fairly aggressive slide 1992 1994 1996 1998 2000 2002 2004 2006 2008 2010 2012 2014 2016 2018 2020 on average. The five-year Estimated Cow-Calf Returns Cattle Inventory Jan 1 average for these auctions Data Source: USDA-AMS & USDA-NASS, Compiled and Analysis by LMIC imply that from the peak Livestock Marketing Information Center in the year (typically in early spring) to the lowest price point in the year related to calf revenues. Cow-calf costs have (typically October), the average difference is been higher in recent years with drought somewhere between $50 and $20 per cwt.

Last year, calf prices did not follow the normal increasing feed costs. This, too is expected to improve as the U.S. moves away from the La seasonal pattern, in some areas they had a Niña weather pattern. In the last two years, rather flat price pattern compared to normal, optimism has not been a flavor often tasted, while in others, the price decline happened and although there is still uncertainty in the much earlier. In most cases, during 2020, beef market, the fundamentals for cow-calf 500–600-pound steer calves sold below producers look very favorable at this time. the five-year average. This year, prices have M-P-24 08/06/21

C-P-54 08/02/21

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premiums have averaged around $31 per head. The data suggests only 1 percent net more than $150 over cash, while 10 percent of cattle return a $70 premium or better (see Grid & Formula Premiums vs.

Negotiated Cash chart). Nearly 20 percent of cattle net a discount relative to cash.

The average premium for formulas has trended higher in recent years, as shown in the nearby chart. So far in 2021, grid and formula cattle on average net $33 per head versus the negotiated cash.

This is down from the record $39 average in 2020 but still the second largest historically. A number of factors are driving the trend, most notably the increase in quality grade resulting in more cattle receiving rewards for quality. Premiums have continued to rise in tandem with an increase in the amount of highquality product being produced. This combination is a testament to the growing demand for quality beef.

Breaking down the premiums by quality grade reveals other trends. The average premium for the highest quality cattle (denoted in USDA reports as more than 80 percent Choice) has decreased only slightly, while more cattle

continue to fall into that category.

Those cattle average a $40 to $50 premium. More average cattle return more modest, but still meaningful premiums (65-80 percent Choice) of around $20 per head, while common cattle bring common prices and net near the negotiated cash price after premiums and discounts are applied (35-65 percent Choice). Finally,

discounts have grown larger for the lowest quality cattle (less than 35 percent Choice) due to a growing supply of higher quality alternatives.

Even as lower quality cattle net at or below the cash market, these arrangements may still provide value to buyers and sellers in terms of inventory management.

As grade has improved, quality has become the standard rather than the exception.

Demand for quality is expected to remain strong, so premiums for high-quality fed cattle should remain strong as well.

Moreover, cyclically tighter cattle supplies may contribute to widening premiums for the better cattle as the packing segment chases quality. At the same time, as the bar for quality moves higher, lower quality cattle that don’t keep pace with industry standards run the risk of facing a discount.

Formula premiums are realized at the fed cattle level, but these premiums benefit the cow-calf and stocker operator as the differentiated value from AMAs is passed through the supply chain.

It’s no coincidence that feeder cattle and calves on video auctions often sell for around $30 to $40 per head more than the deferred live cattle futures suggest the cattle are worth based on a breakeven calculation.

Buyers are anticipating these formula returns when cattle are purchased, especially for cattle with long lists of value-added accolades.

Lower-quality cattle may not receive this benefit.

Bottom Line: As important conversations on price discovery and leverage continue, the value of formula arrangements should also be a consideration. Value-based marketing has sent clear signals to improve the quality of the nation’s cow herd. In turn, the higher quality and more consistent product has continued to grow consumer demand for our product.

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18

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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.

WITH

BACK TO SCHOOL

BEEF

No matter where you live in the U.S., fall is in the air. With leaves changing color, cooler temperatures and kids waiting at the bus stop, school is back in session. It’s never too early to start teaching children about the nutritional, environmental and economic benefits of beef. These beef councils have developed innovative programs and partnerships to educate students of all ages about beef’s positive impact.

Beef Part of Ag in the Classroom The Wyoming Beef Council (WBC) partners with Wyoming Agriculture in the Classroom (WAIC) to support the Wyoming Stewardship Project (WSP) with a goal for students to understand Wyoming’s vast resources and become informed citizens, capable of serving as stewards for Wyoming’s future. Beef specific lessons are included in classroom materials developed for third through fifth grades.

“This collaborative project tells the positive story of beef cattle production and cultivates partnerships to promote the role of beef in a healthy and sustainable diet,” said Ann Wittmann, WBC executive director. “This program helps educate kids at an early age about the benefits of beef, both to health and the environment.”

WBC reviews all material to make sure it is accurate, engaging and effectively communicates environmental, social and economical sustainable beef production practices. Wyoming producers are also invited to participate in classroom visits to talk to students about their ranches.

Educators participating in summer workshops experience hands-on activities, participate in virtual and in-person tours, engage in the critical thinking associated with the lessons and receive University of Wyoming credit. After the summer workshops, teachers are able to demonstrate to their students beef’s positive sustainability message and key role in regenerative agriculture.

Through 11 summer workshops and supporting teachers utilizing the curriculum, the goal for summer 2021 through the end of the school year 2022 is to have lessons in 245 classrooms, reaching approximately 7,500 students. For more information, visit www.wybeef.com.

School Cooking Labs Feature Beef High school students across Kansas and Kansas City are encountering science-based facts about beef production in their classrooms thanks to the Checkoff-funded Beef Certificate Program. The initiative equips Family and Consumer Science (FCS) food classes and ProStart programs with funds to purchase beef to use in classrooms and lesson plans to guide teachers and students through discussions on all facets of beef production.

The Beef Certificate Program reached thousands of students in nearly 100 middle and high schools in 49 Kansas counties this academic year. Additional funding allocated to ProStart programs this school year allowed the program to reach additional students who have expressed strong interest in the restaurant and foodservice industry.

“The Beef Certificate Program is an invaluable resource for educators and students

alike,” said Abby Heidari, director of nutrition for the Kansas Beef Council. “Educators and consumers often turn to Netflix documentaries to learn about beef production.

Thanks to this Checkoff-funded resource, students and educators are receiving the true story about beef production while also learning how to prepare beef at home.”

For more information, visit www.kansasbeef.org.

BBQ Competitions Start in High School The Texas Beef Council (TBC) supports culinary education programs across the state to help educators and students with beef education and preparation training. These opportunities also allow TBC to provide information about beef production practices and demonstrate the time and dedication producers put into growing safe, delicious and high-quality beef. One effort is the sponsorship and support of Texas High School BBQ Inc. (HSBBQ). This is a

non-profit high school BBQ competition organization enriching the lives of high school students through project-based learning.

The HSBBQ organizes 10 regional BBQ cooking competitions across the state, all hosted by a competing high school team. During the competitions, young pitmasters prepare their dishes to try and make it as one of the top 10 teams and advance to the state competition. Winners receive scholarship money to further their education beyond high school.

These competition events act as educational opportunities for students too. The night before the competition, the hosting school provides dinner and invites industry professionals to discuss their area of expertise. Speakers range from chefs at a local BBQ restaurant, a restaurant operator or a local cattle producer. Overall, these competition events engage students and enhance leadership skills, work ethics and values.

“This is an activity for high school barbecue teams to bring together both agriculture and culinary students in a competition around food,” said Russell Woodward, TBC senior manager for channel marketing and HSBBQ board member. “We saw an opportunity to bring students participating in agriculture programs and students in culinary programs together to work as a team.”

Over the years, this competition has continued to grow with more and more teams competing in regional competitions. For TBC, supporting this organization and the young minds of Texas means bridging the gap between the culinary and agriculture communities. For more information, visit www.texasbeefcheckoff.com.

NATIONAL CATTLEMEN 19

www.NCBA.org

Agriculture Influencer Recognized as Advocate of the Year Selected as the 2020 Advocate of the Year, Kiah Twisselman Burchett, uses her influence on social media and on multiple digital platforms to speak on behalf of the nutritious benefits of beef. Her work is helping mainstream Americans appreciate the cattle industry and feel good about enjoying beef. This award, given by NCBA’s Beef Checkofffunded Masters of Beef Advocacy (MBA) program, recognizes an outstanding beef advocate for their success in reaching and educating consumers about cattle and beef.

A California native, Burchett grew up in the Carrisa Plains on the family cattle ranch, Twisselman Ranch. The former Kentucky Beef Council employee went viral in 2020 after People Magazine highlighted her weight loss story. She lost 125 pounds, but more importantly, Burchett said she found self-love and a better mindset along the way. Burchett used that momentum to start a business as a life coach and weight loss expert, teaching people how to use their surroundings to better themselves at home or on the farm, and to enjoy their favorite foods – especially beef!

“I always say that I am a cattle rancher turned accidental life coach because it wasn’t something on my radar,” Burchett said. “But I kept getting asked the question [if I do coaching], so I thought maybe there is something to this and I’ll just lean into it.”

Burchett gained a following of both urban and rural women alike by tapping into their shared goals to live their happiest and healthiest lives, to be energetic and to say ‘yes’ to life again. With tens of thousands of followers, the beef loving cattle rancher has been able to reach a new audience of consumers, an impressive feat considering more than 98 percent of the American population has little or no direct connection to farming or ranching, and people tend to be quick to reject what they don’t understand. Her audience varies from women in New York City to cattlewomen in Nebraska.

Burchett was initially motivated to improve her health a few years ago when she was leading the nutrition program for the Kentucky Beef Council and routinely spoke on the role beef plays in a healthy diet.

“I knew all the research I was sharing was true and backed by reliable research, but I thought I was doing a disservice to the industry I loved by speaking to the health benefits of beef while not being an example of that,” Burchett said.

After appearing in People Magazine as the rancher who lost 125 lbs, Burchett was also highlighted in Women’s Health and on Good Morning America, The Kelly Clarkson Show and Access Hollywood quickly becoming a trusted authority on what living your happiest, healthiest life looks like while continuing to enjoy the foods and lifestyle you love.

The health benefits of beef, nutritious beef recipes and sharing what goes into cattle ranching is threaded throughout Burchett’s social media content for her diverse audience, illustrating that beef advocacy is more than what she does, it is who she is.

“My own life has been an example of how lean beef fits into a heart healthy diet and lifestyle, and I get to share the ins and outs of ranching to people who are outside of our industry because so much of my following are not from agriculture,” Burchett stated.

Burchett recently launched her podcast “Climbing with Coach Kiah”, and in her quest to continue bringing mindfulness, coaching, and providing an opportunity to connect people back with the land through a ranch experience, she plans to begin hosting rural-ranch-wellness retreats at her family’s ranch in spring 2022.

Burchett’s community – both those within as well as outside of agriculture – are thrilled for the upcoming retreats and Burchett is thankful she has been able to provide a platform where women can focus on their shared values and overlook their differing backgrounds.

“We’re all walking this journey together,” Burchett said. “It’s just that one person might be going to the gym and one person might be walking her dirt driveway after checking calves in the morning. We’re all so much more alike than we are different.”

Burchett is an exemplary illustration of how men and women can share their personal stories with beef. Whether it be living an active, healthy lifestyle on the ranch or eating beef to fuel exercise, we all should follow Burchett’s example.

“My grandpa has always told me that whatever you do, you have got to do something for people,” Burchett said.

You can follow Kiah Twisselman Burchett on social media at @Coach_Kiah.

Burchett honors her ranching roots while advocating for health.

2021 Outstanding Woman in Business CONGRATULATIONS! Jennifer Nealson,

Senior Vice President of Global Marketing and Research at the National Cattlemen’s Beef Association (NCBA), named a 2021 Outstanding Woman in Business by the Denver Business Journal.

Nealson is responsible for directing program strategy, development and integration through marketing, research and science disciplines in an effort to increase the demand of beef. _____________________________ NCBA, recognized by the Denver Post as one of the 2021 Top Places to Work, is the oldest and largest national association of cattle producers and works to create new markets and increase demand for beef. For more information, visit www.ncba.

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