NCBA News

PARDON THE TURKEY

For too many years we have allowed turkey to hold a prominent place on American dining tables during the holidays. Enough is enough! Instead of countless conversations about how dry the turkey was, we can provide profuse kudos to the those who deliver a perfectly cooked and delectable beef-eating experience. Although we work closely with our friends in the turkey business on many of the same issues in Washington, D.C., we are still competitors, and competitors do not give free passes to the other party. We are on a quest to take back the holidays and make beef the holiday meal of choice! Your checkoff dollars are pivotal in our quest. NCBA, as a contractor to the Beef Checkoff launched a holiday campaign designed to grab consumers’ attention and have them re-think placing that turkey in the basket. We do that by making their mouths water with our Beef. It’s What’s For Dinner. “Drool Log” that has proven to be so popular. Consumers can’t get enough of the “Drool Log,” and our marketing campaign is capitalizing on their beef desires. We are hitting our consumers daily on broadcast television, digital media, radio and more. I hope you keyed on the broadcast television part, because it is the first time since 2003 we have been able to do this. We are a part of the 2020 Hallmark Channel’s “Countdown to Christmas” event that started before Thanksgiving and runs through Dec. 26. If you have not heard, the Hallmark Channel is the channel to watch for holiday movies and we took advantage of a unique and affordable opportunity. The “Drool Log” is yet another great example of the work done with your checkoff dollars, and it caps off a 28 | Ohio Cattleman | Winter Issue 2021 very successful year of checkoff-funded programs and projects. At least once a week, I receive a call or email asking what the checkoff really does. Well, it really does a lot and we are proud to be one of nine contractors conducting work on behalf of the Beef Checkoff. While 2020 has proven to be chock-full of pain and challenges, we have proven how nimble we can be as a contractor in making the most of checkoff funding. When beef cases were cleaned out, there was no need wasting these precious dollars on promotion because we were selling everything we were producing. Instead, we had to address the fact that refrigerators and freezers across the country were full of beef and, in many cases, our consumers didn’t really know what to do with it. We focused on online cooking lessons and our famous Beef. It’s What’s For Dinner. recipe database to help our friends and neighbors have a fantastic beef meal. When the pandemic continued to keep people at home, we tried to add a little humor with our “Beef Substitutes” campaign that focused on substituting beef for other proteins like taking the squid out of calamari

By Colin Woodall, NCBA CEO

and using beef to make “cow-lamari”! That set us up for National Beef Burger Day in May and a campaign that reminded our customers that grilling season is only possible because of your hard work and diligence – regardless of the pandemic. Next came our “United We Steak” summer grilling promotion that was wildly successful. Over the course of the summer, “United We Steak” ads were seen over 338 MILLION times! We had over 33 million online radio ad listens, almost 90 million video views, and the campaign drove over one million visits to UnitedWeSteak. com. In addition, we had a 23-story tall billboard in New York City’s Times Square that displayed the map with each state cut out of steak. The bottom-line is that Americans loved “United We Steak”! We are committed to topping all of this with our work planned for 2021. These campaigns are just a fragment of the work that is done with checkoff funding, but we’ll cover those other areas in future articles. Your checkoff dollars are working hard for you each and every day. More importantly, these campaigns also illustrate the importance of the partnership

Re-adjust your dial! The CATTLE INDUSTRY CONVENTION & NCBA TRADE SHOW is moving to

August 10-12, 2021 August 10-12, 2021 GAYLORD OPRYLAND RESORT & CONVENTION CENTER

TEXT BEEF TO 25827 TEXT BEEF TO 25827 FOLLOW US ON SOCIAL MEDIA FOLLOW US ON SOCIAL MEDIA

CONVENTION.NCBA.ORG CONVENTION.NCBA.ORG

between NCBA and the Federation of State Beef Councils. NCBA can’t do this alone. Together, NCBA and your beef council are delivering results that we can measure. The beef industry is better with the checkoff, but we must toot our own horn about the great work that it funds. Take this information and share it with your neighbors. I take great pride in our role as a contractor to the Beef Checkoff, and NCBA remains committed to protecting and defending this program.

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OCA News

OCA HOSTS SUCCESSFUL REPLACEMENT FEMALE SALE

The Ohio Cattlemen’s Association (OCA) held their eighth annual Replacement Female Sale on November 27 at the Muskingum Livestock Auction Company in Zanesville, Ohio. A large crowd was on hand to bid on 83 high quality females in the sale. The sale represented an excellent opportunity for cow-calf producers to add quality females with documented breeding and health records to their herds. Buyers evaluated 83 lots of bred heifers, bred cows and a cow-calf pair at the auction. The sale included 50 lots of bred heifers that averaged $1,659, 32 lots of bred cows that averaged $2,129 and one cow-calf pair that sold for $1,950. The 83 total lots grossed $153,025 for an overall average of $1,844. The females sold to buyers from Ohio and West Virginia. OCA and the Ohio Beef Council (OBC) are currently looking to fill two positions. OCA and OBC are committed to providing team members with a positive and flexible work environment; opportunities to grow and advance; and interesting, meaningful work within Ohio’s food production and farm community. The two open positions are Manager of Members Services and Administrative Assistant.

Manager of Member Services

The Manager of Member Services will provide oversight and implementation of the association’s membership marketing programs, engaging with Col. Ron Kreis served as the auctioneer. The 2020 sale marked a major improvement over the previous year’s sale. The 2020 sale represented a $462 per head price increase over the 2019 sale. Demand was strong for quality females as 19 bred cows and 21 bred heifers sold for over $2,000. George Cooper of West Alexandria, OH consigned the top selling cow at $2,850. The Lot 9 registered Hereford cow sold to Nate Parrill of Nashport, OH. Homecroft Farm of West Liberty, OH sold Lot 45, a registered Angus cow for $2,650 to Daniel Otto of St. Louisville, OH. Haley Farms of West Salem, OH sold Lots 23, 24 and 25, registered Simmental and Simmental – Angus cows to J. Gutridge and Sons of Newark, OH at $2,600. industry partners, cattle farmers and industry youth. This position coordinates association membership marketing activities including recruitment and retention programs, county association services and producer education programs. This person works with various agri-business companies who are members of OCA’s Allied Industry Council and manages the Ohio Beef Expo Trade Show and Genetic Pathway. The Manager of Member Services is also responsible for advertising sales for the Ohio Cattleman magazine.

Administrative Assistant

The Administrative Assistant is re Van Horn Farms of Malta, OH consigned the top two selling bred heifers at $2,550. The Lots 82 and 83 registered Simmental heifers sold to Roy Thewlis of Jeromesville, OH. Two bred heifers sold at $2,500 each. The Ohio State University Beef Center of Dublin, OH consigned the Lot 67 Simmental – Angus heifer which sold to Stiers Grain Farms of Waterford, OH. Maplecrest Farms of Hillsboro, OH sold the registered Simmental – Angus Lot 51 heifer to Ronnie King II of Mt. Perry, OH. Van Horn Farms also sold the Lot 84 registered Lim – Flex heifer for $2,450 to Roy Thewlis of Jeromesville, OH. If you have any questions about the sale, contact John F. Grimes, OCA Replacement Female Sale Manager at (937) 763-6000, or by email at john@

OCA AND OBC ARE NOW HIRING

maplecrestfarms.com. sponsible for the administrative duties of OCA and OBC. This includes management of membership and beef quality assurance databases and the intern program. This person will manage daily tasks around the office, including mailings, scheduling and general organization.

More infromation about these positions can be found at ohiocattle.org.

Interested applicants should email their resume and cover letter to Elizabeth Harsh, executive director, at eharsh@ohiocattle.org. Please call the office at 614-873-6736 with any questions.