Jaylyn Armstrong, Author at Beef Checkoff

An independent survey of beef producers found 74 percent continue to approve of the Beef Checkoff program; this finding is 5 percent higher than the survey a year ago. Importantly, the more producers know about the program, the more supportive they are. The survey also found that producers are generally more optimistic about the cattle industry than they were a year ago. The random survey of 804 beef and dairy producers nationwide was conducted by the independent firm Aspen Media & Market Research from mid-December 2017 until mid-January 2018. The survey found that in addition to stronger support of the checkoff compared to a year ago, a substantial majority of beef and dairy producers continue to say their beef checkoff is a good value:

76% say the beef checkoff has contributed to a positive trend in beef demand
78% say the checkoff has value even when the economy is weak, 5% higher than last year
65% say the checkoff contributes to profitability of their operations
71% say the checkoff represents their interests, 4% higher than last year
61% believe the checkoff is well-managed

In addition, while fewer producers (43 percent) said they remembered having seen, read or heard anything about the checkoff in the past six months, 86 percent reported the information they remembered was positive, 8 percent higher than a year ago.

“We are encouraged that three out of four producers continue to support the checkoff,” said Jo Stanko, Investor Relations Working Group co-chair. “On the other hand, it is concerning that fewer producers consider themselves ‘informed’ about the checkoff, and only 43 percent say they have seen, read or heard checkoff news in the past six months. Since most producers believe it’s important for the program to communicate to them checkoff results, it’s clear we will need to step up these communications efforts in the months ahead.”

The survey informs checkoff leaders of strengths and weaknesses in producer communications efforts and is used directly in developing an authorization request for the next year. See this year’s survey results [link to PDF] as well as results from previous surveys [link to resources page].

The 2017 “American Barbecue Fest,” in Truskavets, Ukraine, saw the U.S. Meat Export Federation (USMEF), sub-contractor to the Beef Checkoff, promote several cuts of U.S. beef. Funded by the USDA Market Access Program (MAP) and the Beef Checkoff Program, this year’s annual event preceded a series of U.S. beef retail campaigns in Ukrainian cities. These promotions were funded by the Texas Beef Council.

American Barbecue Fest, held at the Mirotel Wellness Center, attracted foodies from all across Eastern Europe and offered a variety of American-style dishes featuring U.S. beef as the centerpiece.

U.S. beef is regularly served on the buffet at this popular resort as well as on the menu of the attached Bellini restaurant.

“This venue definitely attracts USMEF’s target audience – consumers with a high level of purchasing power who arrive not only from across Ukraine but also from Uzbekistan, Azerbaijan, Belarus, and other countries for vacations and long weekends,” said Galina Kochubeeva, USMEF representative in the region. “The goal for USMEF is to introduce the taste of U.S. beef to the people who attend American Barbecue Fest or visit the Wellness Center with the expectation that they will return home and begin purchasing U.S. beef on their own for family dinners and special occasions.”

Texas-style chuck and brisket with classic barbecue sauces were created for American Barbecue Fest by the Wellness Center’s chef.

“We combined tastings with useful facts about the U.S. red meat industry and American barbecue traditions,” said Kochubeeva. “There were culinary competitions and quizzes, U.S. beef banners and placards, menu inserts, and several other items on display to help guests gain an understanding of U.S. beef and allow them to learn more about buying U.S. beef products.”

Retail promotions

USMEF teamed with Metro Cash & Carry Ukraine to conduct U.S. beef tastings at four of the chain’s most successful outlets – two in Odessa, a port city and tourist center, and one each in Dnipro and Chernivtsi, two large industrial cities.

Chefs in the region who are already working with U.S. chilled beef were invited to grill U.S. beef steaks for tastings held outside the Metro Cash & Carry outlets. Educational materials on U.S. beef and recommendations for handling and cooking U.S. beef cuts were distributed to customers who visited the promotional stands.

Over the past few months, the Beef Checkoff has been using the “Rethink the Ranch” media campaign to help consumers gain a better understanding of how cattle producers care for their livestock and introduce them to the environmental practices farmers and ranchers are using to produce the world’s best-tasting beef.

It is important that consumers understand how committed producers are to serving as faithful stewards of the environment and the valuable natural resources that have been entrusted to them.

Elaine Utesch is part of the Triple U Ranch, a family-run cattle operation near Washta, Iowa, that has made environmental stewardship a top priority. In fact, in 2000, their efforts were recognized when they received the Environmental Stewardship award from the National Cattlemen’s Beef Association, a contractor to the Beef Checkoff.

“Stewardship is something that we feel strongly about,” says Utesch. “We are here for the long haul and this land is our legacy that we will be able to pass on to our children and their families.”

When her father-in-law, William Utesch started working this land, he made environmental stewardship his mission by implementing sustainable practices such as developing watersheds and building buffer strips, terraces and ponds to protect water and prevent erosion.

“He had a strong feeling of stewardship of the land,” explains Elaine. “He made it a real mission to leave the land better than when he started, and that’s something he’s passed on to his sons and their families.”

Out west, water management is critical. Kevin Kester uses the latest technology to conserve water and manage grazing systems on the Bear Valley Ranch, located near Parkville, California.

“We’ve invested a lot in solar technology for our water systems that allows us to pump water up in the higher elevations,” says Kester. “Because we can distribute water resources more effectively and efficiently, we are better able to manage grazing and protect grasslands.”

These are the kinds of stories the Beef Checkoff is sharing with consumers on the new “Beef. It’s What’s for Dinner.” website. The site provides consumer-friendly, easy-to-understand information to show how beef producers are being effective stewards of the land and resources.

Check out the redesigned BeefItsWhatsForDinner.com website. Follow #RethinkTheRanch on social media.

In October, the Beef Checkoff launched “Rethink the Ranch,” a campaign that is working to build a strong pasture-to-plate connection between ranchers and consumers and help consumers gain a better understanding of how cattle producers are using advanced technology to benefit their businesses and the environment.

A perfect example of how technology is being used can be found at the Bear Valley Ranch, located near Parkfield, California. The Kester family put down roots and started ranching there 150 years ago in 1867. Back then, no one could have predicted how technology would be used to manage cattle operations.

“Every time there is a new technology, we try to take advantage of it,” says Kevin Kester. “Most recently, we purchased a commercial drone that we use to gather cattle, look at our water troughs and make sure everything is functioning correctly.”

Kevin says that with over 100 miles of roads on the ranch, the drone saves them a lot time and energy that would be taken up in driving down those roads.

“If cattle are in a rugged part of the country where it’s harder to herd them with dogs or on horseback, we can fly the drone over them and get them moving in the direction we want for gathering them,” he says.

Along with drone technology, the Kesters are using solar technology to operate water systems and manage grazing systems.

“We’ve developed a lot of solar technology for our water systems that allows us to pump water up in the higher elevations,” he says. “That helps us manage grazing. It’s also good for the wildlife after the hot summer we had. Not only does technology help us in our business, it’s beneficial for the environment and conservation.”

Brian Medeiros is also using technology to reduce energy costs on the Medeiros and Sons Dairy Farm in Hanford, California.

“We want to be as self-sustaining on power as we can. We put in solar panels this past year and that’s going to take care of eighty percent of our electrical uses,” says Medeiros. “In the future, we’re going to look at other things such as methane digesters and projects that can help us be as self-sustaining as possible without being a burden to anyone else.”

Check out the redesigned BeefItsWhatsForDinner.com website. Follow #RethinkTheRanch on social media and learn more about the campaign here.

Via Drovers

In its beginning, Beef Quality Assurance meant producing beef without drug residues or physical defects. Those standards remain critical today, but over the past 20 years the Beef Quality Assurance (BQA) program has evolved to mean much more. Stockmanship practices, for example, play an important role in preventing physical defects such as bruising or stress-related effects on beef tenderness and grade. These practices also influence public perceptions, as consumers increasingly expect adherence to animal-welfare standards as a necessary component in their perception of beef quality.

A September Stockmanship and Stewardship conference in Fort Collins, Colo., focused on the important role of animal in BQA, while also providing instruction on improving cattle handling techniques. Colorado State University hosted the event with sponsorship from Boehringer Ingelheim and the national and Colorado Beef Checkoff programs.

Renowned Colorado State University animal-welfare specialist, Temple Grandin, gave the keynote address. She says that while handling practices have improved on cattle operations and at packing plants, many consumers remain unaware of the industry’s progress and continued efforts. The BQA program, she says, provides a scoring system for animal handling, which producers can use to develop a baseline for tracking progress, prevent backsliding, and communicate their efforts.

Immunity and animal welfare are proven allies. Studies have demonstrated the relationship between animal health and beef quality, and the importance of disease prevention, rather than reliance on treatments. Veterinarian Jerry Woodruff, with Boehringer Ingelheim, discussed how overall stockmanship practices complement vaccinations.

“Preventative animal health practices represent a proven path to antibiotic stewardship,” Woodruff says. In the cow-calf herd, this includes nutrition with trace minerals, parasite control, vaccination, and a low-stress environment that allows cattle to optimize performance.

Adds Value

Good husbandry, like other BQA practices, can add value to cattle and beef while improving ranch productivity and profitability.

Attention to animal well-being also helps fulfill the “social responsibility” aspect of sustainable production, says Lily Edwards-Callaway, an animal scientist and welfare specialist at Colorado State University. She works closely with the packing industry on welfare issues, and says companies initially began documenting their animal welfare standards as a means of avoiding risk. Today however, companies increasingly view that documentation as a marketing tool, and promote their welfare programs to gain a competitive advantage.

Benefits at the Ranch

At the ranch level, producers stand to gain from improved animal health and performance. Colorado State University agricultural economist Dan Moony and beef extension specialist Ryan Rhoades summarized research supporting the benefits of good stockmanship.

Rhoades notes some producers believe low-stress handling will take more time or more labor, but this is not true in most cases. Costs to the producer generally do not increase, so the question hinges on measuring returns. Some are difficult to measure, such as the value of a better work environment for employees. We can, however, measure effects on economic factors such as weight gains and fertility.

Mooney and Rhoades outlined results of several research trials:

A 2014 Oregon State University study showed low-stress acclimation for replacement heifers improved conception rates and was associated with lower chute scores.
A Washington State University trial in 2014 showed a 8.4% lower conception rate in heifers rated as “high-temperament.”
A 2015 Texas A&M University study showed acclimating calves at arrival in the feed yard reduced mortality. Feed intake improved and average daily gains increased by 0.25 lb. in the first 30 days.
A 2014 study at Virginia Tech found low-stress handling resulted in higher feed intake and an average of 20 lbs. heavier weights at 30 days post weaning.
Based on 10 years of data, Mooney says foregone weight gains attributable to stress range from $1 to $11 per head, and shrinkage during marketing and shipping can range from $2 to $20 per head. Actual costs can vary widely depending on the operation, Mooney says.

Put it in Practice

Following the presentations, the Stockmanship and Stewardship program moved outdoors for discussion and demonstrations with cattle-handling specialists Curt Pate and Ron Gill. Both say they have seen growing awareness and broader application of low-stress stockmanship principles. They encouraged students and young producers to learn and “carry the torch” in helping the industry improve.

If you want to get good at it, teach someone.
Ron Gill

Work cattle slowly while learning, Pate suggests. Once you become more comfortable with reading cattle, you can work faster. Sometimes, he says, cattle need more pressure rather than less.

Gill and Pate described three types of pressure to use in moving cattle:

Maintaining pressure. Apply just enough pressure to keep the herd’s attention and keep them moving.
Driving pressure. Apply pressure to the front of the animal to help get it moving in the desired direction.
Drawing pressure. Use pressure and release to get cattle to move past you, such as through a gate.

Pate says a person on foot often can apply more precise pressure than the same person on a four-wheeler or horse. Moving cattle on horseback can work well with minimal stress, but requires a skilled rider and well-trained horse to apply and release pressure with precision. Gill stresses the need to stay focused while working cattle. Pay attention to their behavior and reactions, and adjust accordingly.

For free BQA certification or to be recertified free, go to www.BQA.org/certification.

Press Release via USMEF

Introducing U.S. beef in a country where it is not well-known, the U.S. Meat Export Federation (USMEF), sub-contractor to the beef checkoff, partnered with the USDA Foreign Agricultural Service (FAS) at the Taste Ambassadors exhibition, an event for HRI professionals in Bucharest, Romania. USMEF joined other agricultural organizations in showcasing U.S. products, presenting new culinary ideas and meeting with Romania’s HRI distributors and their clients.

U.S. beef also received exclusive attention at a special culinary demonstration and tasting featuring U.S. ribeye. The presentation was conducted by Stefan Popescu, executive chef of Pullman Bucharest Hotel and one of the most well-respected chefs in Romania.

“Chef Stefan has done a fantastic job of promoting U.S. beef, and he was able to demonstrate the high quality and consistency of the product, along with its advantages over the competition in consistency, juiciness and flavor,” said USMEF Representative Yuri Barutkin.

A crowd of Romanian HRI professionals and food media gathers around the U.S. booth to watch Popescu cook U.S. beef

Barutkin noted that although U.S. beef is present in select Romanian restaurants, there are still large gaps in understanding the product and U.S. beef’s advantages are not widely known in Romania.

“The goal of USMEF in this kind of market is to educate the HRI audience about U.S. beef, ensure that buyers and traders are aware of the supply of U.S. beef that is available and to introduce beef alternative cuts,” said Barutkin. “In Romania, as is the case with many countries in eastern and central Europe where disposable incomes are rather tight, alternative cuts of U.S. beef present good opportunities for some budget-conscious consumers and allow many more restaurants to feature U.S. marbled beef on their menus.”

USMEF will follow up on this small project with an educational masterclass for a Romanian HRI audience later in the year.

The Taste Ambassador event followed USMEF’s participation in a U.S. beef promotion earlier this spring at a steakhouse inside the Marriott Hotel in Bucharest.

“In recent years, this steakhouse has been holding special events for beef from different origins – for example, Australia, Canada, Ireland, Argentina and Japan,” explained Barutkin.

USMEF presented information on U.S. beef and its advantages over the competition, with Chef Nicolae Lica preparing a dinner featuring a range of U.S. beef cuts.

The Beef Industry Long Range Plan (LRP) is developed every three to five years and lays out aggressive goals to strengthen the beef industry. As part of this initiative, the Beef Checkoff interviewed cattlemen and women across the country to hear the checkoff is helping them for long-term success on their operations.

Generation to Generation at A-Bar Ranch, Oklahoma

The future of agriculture is dependent upon our youth that are coming along.
Mike Armitage

The Armitage family at the A-Bar Ranch in Oklahoma says transitioning a beef operation from generation to generation can be difficult, but the Beef Checkoff is helping families ease that burden.

The average age of farmers and ranchers continues to increase. It is important there are resources in place that to promote the success of the beef industry to encourage young people to return to the ranch.

“As someone who has gone through a generational passing, I know how important it is that we take our money and we invest it in the right places,” says Sarah Armitage. “That one dollar give us so much for our return on our investment. I am excited about what the Beef Checkoff has to offer in terms of promotion and marketing–what it will return to us in the future.”

How does the Beef Checkoff Help?

Beef Checkoff plays an important role growing and maintaining beef demand, thus opening new opportunities for cattle producers to sustain their businesses for generations to come. That includes keeping close tabs on what consumers want in terms of end products, as well as sharing information regarding safe and sustainable beef production carried out by cattle producers — ensuring that’s what they find at the meat case when they go to purchase food for their families.

It’s no small task, but checkoff investments are part of the reason that beef demand has remained strong throughout the extremely tight supplies of recent years. In fact, a study by Dr. Harry Kaiser at Cornell University demonstrates that every checkoff dollar invested has a return on investment of $11.20. That means that every dollar invested by cattle producers returns $11.20 more to an operation than would have received without the checkoff in place.

Coupled with the website redesign for “Beef. It’s What’s for Dinner.”, the Beef Checkoff has launched “Rethink the Ranch,” a campaign that is working to build a stronger pasture-to-plate connection between ranchers and consumers by showcasing real farmers and ranchers and their real stories about how they produce beef.

Based on consumer research, people purchasing beef want to know more about sustainable farming and the use of antibiotics and hormones. “Rethink the Ranch” is highlighting beef producers across the U.S. to explain to consumers how they raise beef responsibly.

Cody Easterday, who operates feedlots in eastern Washington, knows the important role technology plays in beef production.

“Thanks to the technologies that we have at our feedyard, we’re able to keep the animals more comfortable, we’re able to improve the environment around us and we’re ultimately able to raise the safest, healthiest beef for people around the world.”

By being transparent and sharing with consumers all that goes into raising cattle, “Rethink the Ranch” is illustrating the hard work and long hours farming families invest in their livestock, along with the advanced technologies being utilized to raise the best beef in the world.

According to Elaine Utesch from the Triple U Ranch in Washta, Iowa, this a story worth telling.

“As a producer, it’s my responsibility to let people know that farms like ours is where their food is coming from,” says Utesch. “And the Beef Checkoff lets consumers know that their food is produced using sustainable, environmental practices.”

The checkoff, via the “Rethink the Ranch” campaign, is providing a consumer-friendly, easy-to-understand way to communicate the complexities of raising quality beef in a way that consumers have probably never heard – or seen – before.

Check out the redesigned BeefItsWhatsForDinner.com website. Follow #RethinkTheRanch on social media and learn more about the campaign here.

Antibiotic Stewardship: Collaborative Strategy for Animal Agriculture and Human Health was the theme for the 7th Antibiotic Symposium presented by the National Institute for Animal Agriculture (NIAA) and funded in part by the Beef Checkoff. Held October 31-November 2, 2017, at the Hyatt Regency Dulles in Herndon, Virginia, this symposium brought together all sectors of the animal food production industry and partners in human medicine and public health.

Dr. Lonnie King, Professor and Dean Emeritus, College of Veterinary Medicine, The Ohio State University, presented the closing remarks at the two and a half-day symposium. His topic, What MUST Be Done Next: Prioritizing Immediate Actions, sought to transform the conclusions of the previous presenters, panel discussions, and the deliberations of the participants into action.

“We need different voices to produce consensus and cause action,” said Dr. King. Stewardship took first priority.

It doesn’t cost a lot to make good decisions and yet does a lot to move the dial on the reduction of unnecessary use of antibiotics.
Dr. Lonnie King

He cited thoughtful decisions that are made by health care providers and producers about the use of antibiotics. Approximately 270 million prescriptions are written every year in human health, just for outpatients. At least 30% may be unnecessary, according to the Journal of the American Medical Association (JAMA) by the Centers for Disease Control and Prevention (CDC), in collaboration with Pew Charitable Trusts and other public health and medical experts. Stewardship, in human health, is an effort to counter this unnecessary use of antibiotics being prescribed by clinicians and other healthcare professionals.

In animal ag, too, stewardship is of growing importance to help ensure that antibiotics are used appropriately, judiciously, and to optimize health outcomes while reducing any negative consequences.

“Antibiotic resistance is a crisis in human health, and it could be a crisis in animal health if we don’t get on top of it,” says Dr. King. “After six years of discussion, we can see clearly that while improvements have been made, globally, we are probably further behind than we were in 2011.”

In the U.S., the recent adoption of FDA guidances and changes to the Veterinary Feed Directive to eliminate the use of medically important antibiotics to promote growth in food animals has been a game changer for production animal agriculture. However, King says that unless we can get better baseline measurements of where we started to compare with what comes next, we can’t tell how productive it will be, or the potential costs and health impact of these changes.

Another part of the equation, according to Dr. King, is awareness and education. “The public and our producers both need an improved awareness of antibiotic resistance. It is a very complicated issue and we need to make it more personal, better understood, and tackled with a greater sense of urgency. While more studies and research are needed, we already know enough to act aggressively and decisively to effectively address antibiotic resistance,” said Dr. King.

For more information on the NIAA, visit www.animalagriculture.org.

Promoting beef has become more complicated than it was in 1992 when the Beef Checkoff launched the “Beef. It’s What’s for Dinner.” brand.

With consumers becoming more and more interested in where their food comes from, the Beef Checkoff is kicking off “Rethink the Ranch,” a campaign targeted toward consumers to re-introduce them to beef as part of the 25th anniversary of “Beef. It’s What’s for Dinner.” The campaign showcases real farmers and ranchers and their real stories about how they produce beef.

“Rethink the Ranch” is building a stronger pasture-to-plate connection between ranchers and consumers, highlighting the humanity behind beef production.

To showcase this humanity, the National Cattlemen’s Beef Association (NCBA), a contractor to the Beef Checkoff, took a camera crew and travelled 3,800 miles across the U.S., visiting six different cattle operations in four states. They captured more than 100 hours of video, along with images and stories about everyday farmers and ranchers.

Follow these producers’ stories from Iowa, Washington, Florida and California to see how the checkoff is helping consumers #RethinkTheRanch. Share their stories with consumers so they can meet some of today’s farmers and ranchers who bring beef from pasture to plate. Consumers will also learn about the advanced tools and techniques that are used in beef production.

This will be the first time that BeefItsWhatsForDinner.com will promote both the product and the people who produce that product. The site tells a brand story that is focused on promoting beef’s greatest strengths: the unbeatable taste of beef, the people and production process behind beef, the variety and ease of cooking beef and the nutritional strength that beef provides.

Click here to visit the NEW BeefItsWhatsForDinner.com!

The beef industry Long Range Plan (LRP) is developed every three to five years and lays out aggressive goals to strengthen the beef industry. As part of this initiative, the Beef Checkoff interviewed cattlemen and women across the country to hear the checkoff is helping them for long-term success on their operations.

Dalebanks Angus, Kansas

At Dalebanks Angus near Eureka, Kansas, the Perriers say Beef Checkoff programs have helped them drive more value to their beef. By investing dollars toward research and innovation, the checkoff has helped cattle producers increase their return on investments.

The checkoff-funded Beef Quality Assurance program educates producers on proper management techniques to help increase beef quality within every segment of the beef industry.

“The Beef Quality Assurance program showed us just how much money we could capture by simply doing things like moving the injection sites from the hip and the rump up to the neck where we had less high-valued cuts. That drove millions of dollars into our industry,” says Matt Perrier.

Investing dollars toward product development is another way the Beef Checkoff has utilized dollars to increase the value of beef.

“Things like the flat iron steak and things that used to get ground up into hamburger and other low valued cuts, today are sold for a premium,” says Perrier.

How does the Beef Checkoff Help?

The Beef Checkoff plays an important role growing and maintaining beef demand, thus opening new opportunities for cattle producers to sustain their businesses for generations to come. That includes keeping close tabs on what consumers want in terms of end products, as well as sharing information regarding safe and sustainable beef production carried out by cattle producers – ensuring that’s what they find at the meat case when they go to purchase food for their families.

Menges Family Ranch, Arizona

The Menges Ranch in southeast Arizona explains how the Beef Checkoff has increased the value of beef and improved their cattle-handling techniques. By taking advantage of these programs, they feel confident about the next generation’s prospects in beef production.

“I can remember the onset of the checkoff program, when the beef council decided to use checkoff dollars to create additional demand for the chuck and the round. And, I think that created a significant increase in the price of our product,” says Jeff Menges.

Suzanne Menges says due to the location of their ranch, they have large tourist traffic, and they take it as an opportunity to educate people about the industry through their catering business, Black Hills Catering.

“I have used Beef Checkoff recipes over the last 20 years, but when you’re producing that for the public, it takes on a whole new meaning.”

How does the Beef Checkoff Help?

The Beef Checkoff plays an important role growing and maintaining beef demand, thus opening new opportunities for cattle producers to sustain their businesses for generations to come. That includes keeping close tabs on what consumers want in terms of end products, as well as sharing information regarding safe and sustainable beef production carried out by cattle producers — ensuring that’s what they find at the meat case when they go to purchase food for their families.

Frequently Asked Questions

Frequently Asked Questions

Retail promotions

Frequently Asked Questions

Frequently Asked Questions

Frequently Asked Questions

Adds Value

Benefits at the Ranch

Put it in Practice

Frequently Asked Questions

Frequently Asked Questions

Generation to Generation at A-Bar Ranch, Oklahoma

How does the Beef Checkoff Help?

Frequently Asked Questions

Frequently Asked Questions

Frequently Asked Questions

Frequently Asked Questions

Dalebanks Angus, Kansas

How does the Beef Checkoff Help?

Frequently Asked Questions

Menges Family Ranch, Arizona

How does the Beef Checkoff Help?