DECEMBER 2021
1209 Mountain Road Place NE, Suite C Albuquerque, New Mexico 87110 505-841-9407 www.NMBeef.com
CHECKOFF PROGRAM
DEAR FELLOW RANCHERS & DAIRY FARMERS: LETTER FROM MATT
Serving as the Chairman of the New Mexico Beef Council for the past two years has been an honor and inspiration for me as well as a challenge. I have been inspired by the creati�ity with which the ���C and Checkoff staff and contractors have continued to provide resources and services for ranchers across our State. The challenge, as every rancher and dairy farmer can attest, is the changing landscape that the pandemic has created for those of us who work the land, and of course the drought. As you read through our Annual Report, I hope you will be as proud as I am to be a rancher and to be a part of the beef industry in New Mexico. I would like to highlight several programs and initiatives from this past year. � The New Mexico Beef Council partnered with New Mexico State University’s Hotel Restaurant Tourism Management to present handson lectures. The students learned about how beef is fabricated, the difference between the �arious cuts and beef grades as well as the taste and texture of grass-fed, organic and grain-fed beef. The students also learned about the beef supply chain and how beef is produced.
CHECKOFF CELEBRATES 3 5 YEARS This year marks the 35th �nni�ersary of the �eef Checkoff. The Checkoff has significantly and positively altered the beef industry’s course, and has brought producers, industry organizations, and stakeholders together with a common purpose: driving demand for beef. In thinking back to the Checkoff�s first ad�ertising campaign that launched in ����, “Beef: Real Food for Real People.”, featuring celebrity James Garner, some of today’s producers might be, a) too young to remember beef�s first celebrity spokesman, or b� perhaps were not even born yet. Regardless of age, the impact the Checkoff has on beef demand, and ultimately our operations, is significant.
SHIPROCK VIRT UAL MARATHON
� Also on the education front, the NMBC has continued a partnership with �ro�tart which is offered by �� high schools and consists of �� programs across the state. ProStart is a national program coordinated by each state’s restaurant trade association to introduce students to career options in the food service and culinary industries. � Sustainability has been on the forefront of our industry. Both the NMBC and Checkoff are presenting fact�based information about ranching and its positive impact on the land. One of our family ranches in New Mexico, the Tim Foote Cattle Co., received national recognition for their ongoing stewardship. I know that there are dozens more ranches doing their own work on sustainability practices to make them more e�cient. � NMBC continues to manage a robust advertising program on radio, and online with digital and social media. We recognize the importance of having our messages on radio stations around the state, and since we receive lots of positive feedback about our radio buys, we think you must like it also. Thank you for your support of the New Mexico Beef Council. Until you have been in the trenches with the Checkoff and Council �ssessment staff, it is hard to appreciate all of the hard work that everyone is doing on our behalf. Be well and God bless you and your families. Matt Ferguson, Chairman, New Mexico Beef Council
The NMBC sponsored the Shiprock “Virtual” Marathon. Team BEEF members Evangeline Natachu, Earlinda Keeswood and Donovan Carlisle all participated in this event. This marathon has been held by the �a�a�o �ation for �� consecuti�e years, making it the oldest and largest marathon in New Mexico, and it has been voted the best marathon in New Mexico too. Although this year was virtual, and runners could choose where they ran, the typical marathon route offers other�worldly �iews of the �olcanic landmark that �uts ���� feet in to the desert sky. The marathon route takes runners on a loop of the pinnacle, while the half route provides stunning views from a slightly further distance. The NMBC is proud to help sponsor a New Mexico legacy.
To learn more visit www.NMBeef.com.
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DECEMBER 2021
DECEMBER 2021
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