New Mexico Beef Council Bullhorn

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. � 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

CHECKOFF CELEBRATES 35 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 VIRTUAL MARATHON

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. 

Truckers play a critical role in our industry – they help us transport Truckers play a critical role in our industry – they help us transport our livestock and they help us keep our retailers and restaurants our livestock and they help us keep our retailers and restaurants stocked with delicious beef. We partnered with the Albuquerque stocked with delicious beef. We partnered with the Albuquerque Isotopes and the New Mexico Trucking Association to show our Isotopes and the New Mexico Trucking Association to show our truckers some love during the pandemic. John Heckendorn, Robbie truckers some love during the pandemic. John Heckendorn, Robbie and Kenneth McKenzie served up smiles with tasty box lunches that and Kenneth McKenzie served up smiles with tasty box lunches that included Rancher’s Melts (sliced roast beef sandwiches with cheese, included Rancher’s Melts (sliced roast beef sandwiches with cheese, green chile and condiments) with chips and a cookie. Our good work was recognized via television interviews and on social media.  Kenneth McKenzie struck up a conversation with the UPS driver. Truck drivers were from all over the country and from right here in New Mexico. green chile and condiments) with chips and a cookie. Our good work was recognized via television interviews and on social media.  Kenneth McKenzie struck up a conversation with the UPS driver. Truck drivers were from all over the country and from right here in New Mexico. Taos High School Taos High School Students compete in Students compete in a ProStart culinary a ProStart culinary competitioncompetition

JUNE BEEF MONTH! JUNE BEEF MONTH!

June is Beef Month and was celebrated on social and June is Beef Month and was celebrated on social and digital media with grilling messages (it was the summer digital media with grilling messages (it was the summer grilling season, after all) as well as information on grilling season, after all) as well as information on sustainable beef production. NMBC partnered with sustainable beef production. NMBC partnered with the New Mexico Department of Agriculture to develop the New Mexico Department of Agriculture to develop “grilling tips” videos featuring NMDA’s Ambassador “grilling tips” videos featuring NMDA’s Ambassador Chefs. The NMBC produced videos featuring New Chefs. The NMBC produced videos featuring New Mexico’s Ute Creek Ranch, Region 6 Environmental Mexico’s Ute Creek �anch, �egion � �n�ironmental Stewardship Award Winner. The videos were featured on Stewardship Award Winner. The videos were featured on NMBC’s and NMDA’s social media pages.  NMBC’s and NMDA’s social media pages. 

TIM FOOTE CATTLE COMPANY TIM FOOTE CATTLE COMPANY FEATURED IN UNITED WE STEAK FEATURED IN UNITED WE STEAK

We caught up with Garrett Foote from the Tim We caught up with Garrett Foote from the Tim Foote Cattle Company to find out a little about Foote Cattle Company to find out a little about their operation since they were one of a handful of their operation since they were one of a handful of families featured in the national campaign, United families featured in the national campaign, United We Steak. Tim Foote Cattle Co., located in Texico, We Steak. Tim Foote Cattle Co., located in Texico, N.M., is a backgrounder ranch. The family raises N.M., is a backgrounder ranch. The family raises cattle from when they are weaned off of their cattle from when they are weaned off of their mother’s and facilitate the transition from grass mother’s and facilitate the transition from grass pasture to a grain diet.  pasture to a grain diet. 

NEW MEXICO BEEF COUNCIL NEW MEXICO BEEF COUNCIL SUMMARY OF SOURCE AND USE OF FUNDS SUMMARY OF SOURCE AND USE OF FUNDS FEDERAL CHECK-OFF FEDERAL CHECK-OFF

JULY 1, 2020 THRU JUNE 30, 2021 JULY 1, 2020 THRU JUNE 30, 2021

Sources:Sources:

Carryover From Prior YearCarryover From Prior Year Check off and InterestCheck off and Interest

Total SourcesTotal Sources

Uses:Uses: $111,837 8.30% $111,837 8.30% 1,235,603 91.70% 1,235,603 91.70%

1,347,440 100.00% 1,347,440 100.00%

Cattlemen’s Beef Promotion Cattlemen’s Beef Promotion & Research Board& Research Board National Program Investments National Program Investments Promotion ProgramsPromotion Programs

(Social Media, Digital & Native Advertising, Retail, Foodservice) (Social Media, Digital & Native Advertising, Retail, Foodservice) Consumer Information Programs Consumer Information Programs

(Health Educators, School Programs, Events) (Health Educators, School Programs, Events) Producer CommunicationProducer Communication Industry InformationIndustry Information CollectionsCollections Capital OutlayCapital Outlay Administration CostAdministration Cost $617,788 45.84% $617,788 45.84% 39,865 2.96% 39,865 2.96% 261,107 19.38% 261,107 19.38%

87,909 6.52% 87,909 6.52%

121,670 9.03% 121,670 9.03% 0 0 0.00%0.00% 94,406 7.02% 94,406 7.02% 64,317 4.77% 64,317 4.77% 60,378 4.48% 60,378 4.48%

PROSTART LAUNCHES PROSTART LAUNCHES HIGH SCHOOLERS INTO HIGH SCHOOLERS INTO CULINARY FIELDS CULINARY FIELDS

The New Mexico Beef Council is a proud sponsor The New Mexico Beef Council is a proud sponsor of New Mexico ProStart, administered by the NM of New Mexico ProStart, administered by the NM Restaurant Association Foundation. This program is Restaurant Association Foundation. This program is a two-year career and technical education program a two-year career and technical education program that focuses on teaching culinary art and restaurant that focuses on teaching culinary art and restaurant management skills in 28 high schools across the management skills in �� high schools across the state. There are 48 ProStart programs across our state. There are �� �roStart programs across our state, with some schools having more than one state, with some schools having more than one program. program. NMBC’s sponsorship includes beef education for NMBC’s sponsorship includes beef education for teacher training and for student culinarians and teacher training and for student culinarians and includes the “Beef Grant Program”. The Council, includes the “Beef Grant Program”. The Council, through an application process, reimburses through an application process, reimburses teachers up to $1,000 per year for beef, to use in teachers up to ��,��� per year for beef, to use in ProStart classes. Information about both of these ProStart classes. Information about both of these programs may be found at NMBeef.com.  programs may be found at NMBeef.com. 

COVID INSPIRES COVID INSPIRES INNOVATIVE MARKETING INNOVATIVE MARKETING

Many of the NMBC projects each year are “in Many of the NMBC projects each year are “in person” events, like participation in State and person” events, like participation in State and County Fairs. COVID protocols eliminated many of County Fairs. COVID protocols eliminated many of these events, so other “COVID safe” programs were these events, so other “COVID safe” programs were launched to include refreshing the website, running launched to include refreshing the website, running three radio campaigns, and beefing up the Council’s three radio campaigns, and beefing up the Council’s digital and social media.  digital and social media. 

1209 Mountain Road Place NE, Suite C  Albuquerque, New Mexico 87110  505-841-9407  www.NMBeef.com1209 Mountain Road Place NE, Suite C  Albuquerque, New Mexico 87110  505-841-9407  www.NMBeef.com ASSESSMENT ASSESSMENT

NEW MEXICO BEEF COUNCIL PARTNERS NEW MEXICO BEEF COUNCIL PARTNERS WITH NMSU’S HOTEL, RESTAURANT & WITH NMSU’S HOTEL, RESTAURANT & TOURISM MANAGEMENT TOURISM MANAGEMENT

The New Mexico Beef Council teamed up with New The New Mexico Beef Council teamed up with New Mexico State University’s Hospitality, Restaurant and Mexico State University’s Hospitality, Restaurant and Tourism Management (HRTM) for three beef classes Tourism Management (HRTM) for three beef classes that took place at NMSU. The three classes, HRTM 363 that took place at NMSU. The three classes, ��TM ��� Quantity Food Production & Service, and two sections Quantity Food Production & Service, and two sections of HRTM 2120 Food Production & Service Fundamentals, of ��TM ���� Food �roduction � Ser�ice Fundamentals, were provided lecture and hands-on presentations over were provided lecture and hands-on presentations over three days.three days. Tom Bertelle and Daniel Chavez, NMBC Center-of-the-Plate Specialists and Beef Tom Bertelle and Daniel Chavez, NMBC Center-of-the-Plate Specialists and Beef experts provided hands on training for the students. Sub-primals rib, chuck, experts provided hands on training for the students. Sub-primals rib, chuck, and loin were used in the fabrication of cuts and as visual aids. Students were and loin were used in the fabrication of cuts and as visual aids. Students were able to taste test cuts to understand grading and beef choices. Two beef videos able to taste test cuts to understand grading and beef choices. Two beef videos were played for two of the classes to reinforce fabrication information and were played for two of the classes to reinforce fabrication information and examples of the versatility of beef in menuing ideas. examples of the versatility of beef in menuing ideas. Dina Chacón-Reitzel, NMBC Executive Director, presented information about Dina Chacón-Reitzel, NMBC Executive Director, presented information about the beef supply chain and sustainable beef production practices. the beef supply chain and sustainable beef production practices. Students were provided “Beef in the Culinary Classroom” binders, developed Students were provided “Beef in the Culinary Classroom” binders, developed through NMBC, and supplemental printed resources to support the through NMBC, and supplemental printed resources to support the presentations. The students were all given beef aprons and “The Beef Book”, a presentations. The students were all given beef aprons and “The Beef Book”, a beef bible of sorts, and chefs jackets with the NMBC logo. Culinary instructors beef bible of sorts, and chefs jackets with the NMBC logo. Culinary instructors were provided posters, resources and video presentations which they will be were provided posters, resources and video presentations which they will be able to use for future classes. able to use for future classes. The NMSU AgMedia department videotaped the presentations with a focus The NMSU AgMedia department videotaped the presentations with a focus on using the videos for marketing, promotion, education, and information on using the videos for marketing, promotion, education, and information purposes. The audience for these videos includes traditional and nonpurposes. The audience for these videos includes traditional and nontraditional college students, potential college students, educators, beef traditional college students, potential college students, educators, beef producers, processors, and other food industry professionals. The partnership producers, processors, and other food industry professionals. The partnership was featured in the fall issue of the College of ACES magazine.  was featured in the fall issue of the College of ACES magazine. 

Daniel Chavez, NMBC Beef Daniel Chavez, NMBC Beef Specialist, prepares different Specialist, prepares different grades of beef for sampling.grades of beef for sampling. Daniel Chavez and Tom Daniel Chavez and Tom Bertelle, NMBC Beef Specialists, Bertelle, NMBC Beef Specialists, join NMBC Executive Director, join NMBC Executive Director, Dina Reitzel in presenting to Dina Reitzel in presenting to HRTM. HRTM.

NMSU Chancellor, Dan Arvizu, culinary students and NMBC NMSU Chancellor, Dan Arvizu, culinary students and NMBC Executive Director, Dina Chacón-Reitzel take a quick break Executive Director, Dina Chacón-Reitzel take a quick break from class.from class.

The Beef Resource Guide is given The Beef Resource Guide is given to all students and includes to all students and includes information on thermometer information on thermometer calibration, Beef Cuts and other calibration, Beef Cuts and other Beef basics.Beef basics.

WINNERSWINNERS

Monet HuntMonet Hunt Senior WinnerSenior Winner Remington HuntRemington Hunt Junior WinnerJunior Winner

NEW MEXICO NEW MEXICO STATE FAIRSTATE FAIR SPEECH CONTEST SPEECH CONTEST

The New Mexico Beef Council was a major sponsor in the first ever NM The New Mexico �eef Council was a ma�or sponsor in the first e�er NM State Fair Agriculture Speech Contest. Due to COVID, the contest was State Fair Agriculture Speech Contest. Due to COVID, the contest was held virtually. 4-H and FFA contestants were given a choice of ag issues held �irtually. ��� and FF� contestants were gi�en a choice of ag issues to present. Winners were awarded scholarships to attend NMSU and to present. Winners were awarded scholarships to attend NMSU and other prizes. The contests were replicated at the Southern NM State Fair other prizes. The contests were replicated at the Southern NM State Fair and Eastern NM State Fair. The students learned in-depth about industry and Eastern NM State Fair. The students learned in-depth about industry challenges and opportunities and developed their presentation and public challenges and opportunities and developed their presentation and public speaking skills. Students are busy preparing for future in-person contests speaking skills. Students are busy preparing for future in-person contests to be held across New Mexico.  to be held across New Mexico. 

BEEF ENTERS VICTORY LANE CONFIDENT COOKING

The Federation of State Beef Councils, on behalf WITH BEEF of the Beef Checkoff, partnered with Daytona International Speedway to sponsor the Beef. It’s What’s for Dinner. 300. in February 2021. The race served as a unique opportunity to engage with consumers through social media, television advertising, public relations and event promotions. When the checkered flag dropped, driver Austin Cindric in the number 22 Team Penske Ford claimed victory and celebrated with the Beef. It’s What’s For Dinner. 300 trophy and a cooler full of Tomahawk Steaks. 

SUMMER SIZZLES

To keep beef’s rightful position as king of the grill, the summer grilling campaign ran from National Beef Burger Day in May through Labor Day utilizing a variety of platforms to connect with consumers. Whether it was native advertising, social media, television or radio, shoppers knew the right cuts to select for their BBQ and the best way to cook them for backyard success. An interactive map on the BeefItsWhatsForDinner.com website also featured beef grilling favorites and producer stories from across all 50 states.  Confident Cooking with Beef is a comprehensive guide to selecting, preparing and cooking beef. Created by beef professionals for beef enthusiasts, this resource gives consumers added confidence when working with beef and sharing beef content. Originally published in the 1990s, and updated over the years, the brochure was recently revised, and more than 120,000 copies were printed at the request of SBCs to educate consumers on the benefits of beef. With tips and tricks, comprehensive cooking lessons and timing charts, the publication provides the tools necessary to ensure beef uccess every time. The brochure also provides educational information about the value of beef’s nutrition and the industry’s positive impact on environmental stewardship, social responsibility and economic viability. 

The Federation of State Beef Councils builds a larger, more impactful, coordinated plan that can be executed as a partnership between the Federation and individual State Beef Councils (SBCs). Over 50% of the Federation’s annual budget supplements tactics within Authorization Requests (ARs) approved by the Beef Promotion Operating Committee (BPOC). Supplementing these tactics helps the national Checkoff program have a larger impact on consumer demand. In 2021, the Federation contributed $6 million toward projects that supplement the approximately $40 million national plan funded by the BPOC for promotion, research, consumer information and industry information. Specific programs made possible by SBC contributions to the Federation include, but are not limited to:

PROMOTION - $3,354,000

‚ Conducted Beef Substitutes 2.0 which worked with celebrity chefs during seasonal moments to rework iconic dishes into beef dishes, such as Beef Parmesan. ‚ Launched a sustainability campaign highlighting how beef farmers and ranchers around the country are implementing land-conserving, award-winning environmental efforts, as well as an interactive map on BeefItsWhatsForDinner.com featuring the sustainability work of producers in each state. ‚ Kicked off summer grilling with National Beef Burger Day; hosted a Summer of Giveaways and highlighted grilling recipes from across the country on an interactive map. ‚ Sponsored the first Beef. It’s What’s For Dinner. 300 at Daytona

International. 

CONSUMER INFORMATION - $900,000

‚ Developed the Beef in the Early Years campaign after the

American Academy of Pediatrics, the Women Infants and

Children’s Program (WIC), and for the first time ever, the Dietary

Guidelines for Americans recommended beef for infants and toddlers. 

INDUSTRY INFORMATION - $800,000

‚ The Beef Quality Assurance (BQA) program developed a Daily

Biosecurity Plan for Disease Prevention template which helps cattle producers implement daily biosecurity measures on their operations and began work on the National Beef Quality Audit, which occurs every five years. 

RESEARCH - $775,000

‚ Safety – focused on Salmonella contamination in lymph nodes and efforts to reduce food safety concerns in beef. ‚ Nutrition – focused on understanding beef preferences during infant complementary feeding. ‚ Product Quality – focused on sensory and chemical characterization of ground beef and plant-based alternative proteins, plus understanding the influence of beef x dairy cross on sub-primal yields and muscle shape. Product Quality – focused on sensory and chemical characterization of ground beef and plantbased alternative proteins, plus understanding the influence of beef x dairy cross on sub-primal yields and muscle shape.

PEDIATRICIAN OUTREACH EXTENDS EARLY YEARS CONTENT THE AMERICAN

The American Academy of Pediatrics, the Women Infants and Children’s Program and now for the first time ever, the Dietary Guidelines for Americans recommend introducing solid foods, like beef, to infants and toddlers, in order to pack in every bite with protein, iron, zinc and choline. Yet, many physicians lack awareness of the latest science, and many parents still need practical tips for how to introduce beef safely and nutritiously into their young child’s diet. The Beef in the Early Years campaign focused on educating physicians and other health professionals on the importance of feeding beef to babies as an early complementary food and providing them with tools to support parents with the introduction of beef. With support from the Federation of State Beef Councils and several individual state beef councils, educational toolkits and parent resources were provided to a nationwide network of pediatrician offices and childbirth centers. 

CATTLEMEN’S BEEF BOARD FISCAL YEAR 2021 UNAUDITED EXPENDITURES

Promotion ........................................................................$8,641,332 Research .......................................................................... $8,838,176 Consumer Information ...................................................$8,160,511 Industry Information ..................................................... $3,138,923 Foreign Marketing .......................................................... $8,479,193 Checkoff Communications ................................................$171,679 Producer Communications ........................................... $1,568,937 Program Evaluation .......................................................... $263,087 Program Development ......................................................$316,474 USDA ....................................................................................$695,634 Administration..................................................................$1,502,147 Total FY 2021 expenses ............................................... $41,776,093