News Update
July 6, 2010

Live Well Event Motivates Health Professionals to Recommend Beef

The June Live Well 2010: A Return to Real Food and Simple Pleasures event, funded by the beef checkoff, was designed to engage and mobilize top-tier health professionals and credentialed members of the nutrition media, providing them with new research and tools to incorporate beef nutrition information into their education efforts. Held at the Culinary Institute of America (CIA) at Greystone in Napa Valley, Calif., the event brought together scientific, culinary, beef industry and consumer experts who provided a closer look at the latest beef nutrition scientific research, and discussed aspects of food production from the pasture to the plate.

Participants included 29 credentialed food and nutrition media who collectively reach millions of beef consumers, ranging from authors to food bloggers to a Food Network host; former American Dietetic Association (ADA) national spokespeople; and high-profile health professionals from across the country.

“This event enabled attendees to engage in an open discussion about beef nutrition, preparation and cut knowledge and how beef is produced so they can recommend beef with confidence,” says Daniel Smith, chair of the checkoff's Joint Nutrition and Health Committee and cow-calf producer from Stamping Ground, Ky. “It also aimed at building and enhancing the beef checkoff’s relationships with leading health and nutrition professionals and credentialed media to further position the beef experts as a top-of-mind credible, reliable resources for beef nutrition research, facts, trends and insights.”

Americans get the majority of their food and nutrition information from television, magazines and social media. In fact, according to the International Food Information Council’s 2009 “Food & Health Survey,” consumers rank the writers, editors and bloggers responsible for generating this content, along with health professionals, among the most credible information resources available to them.

Additionally, according to research conducted by Pelegrin Research Group on behalf of the beef checkoff, health and nutrition media professionals rely on sources they perceive to be scientifically sound and unbiased to keep their knowledge of food and nutrition up to date, identify new research or trends and to fact check nutrition-related news. This “signature event” provided a unique occasion for the beef checkoff to provide a comprehensive beef immersion experience showcasing the essential role beef plays in a healthy diet.

“By the end of the experience, beef was in the minds and on the forks of the attendees, and the education and engagement provided will benefit beef farmers and ranchers for years to come,” concludes Smith. “In turn, these attendees will educate their readers and fans as they develop editorial pieces based on their experience beyond the event’s conclusion.”

For more information about nutrition events funded by your beef checkoff investment, visit MyBeefCheckoff.com.

— Release by the Beef Checkoff Program.

Beef Stocker Unit Provides Timely Beef Research to Producers

Current research projects and the history of the Kansas State University (K-State) Beef Stocker Unit are discussed in an audio slide story featuring Dale Blasi, K-State Extension specialist and professor of animal sciences. The story features the arrival of long hauled calves from eastern Tennessee to the unit. See the story.

“Presently we are conducting research on our native grass pastures, evaluating various formulations for ensuring we deliver adequate levels of an ionophore, in particular rumensin; and also evaluating the self delivery of dried distillers grains on grass as we approach the fall grazing season,” said Blasi, who is professor in charge of the K-State Beef Stocker Unit.

The unit consists of 1,120 acres acquired by the university in 1948, currently providing an avenue for backgrounding and stocker cattle research. The unit is focused on providing high quality beef research to the State of Kansas and the nation through timely research to producers, regarding the latest industry information and advancements on the production and marketing of stocker cattle. The goal is to provide producers with cost effective results and the public with a safe product.

— Release by K-State Research and Extension.

Industry Groups Continue to Scrutinize Proposed Marketing Rules

The National Cattleman’s Beef Association (NCBA) and the Kansas Livestock Association (KLA) continue to analyze new livestock marketing rules proposed by the USDA Grain Inspection, Packers and Stockyards Administration (GIPSA). If promulgated as proposed, the rule would result in significant changes in how livestock are marketed and procured by packers.

Multiple studies have shown current federal regulations ensure the marketplace is free from anti-trust, collusion and other illegal activities that could damage the viability of the market. NCBA member policy long has supported full enforcement of the Packers & Stockyards Act. Both NCBA and KLA will be submitting detailed comments on the rule.

The American Meat Institute (AMI) has requested a 120-day extension of the comment period for the proposed rule. In a letter to GIPSA Administrator Dudley Butler, AMI suggested the extension is necessary due to the breadth of the proposal and the almost certain impact it will have on how packers and producers interact. AMI’s letter indicated the proposed rules “warrant careful scrutiny, analysis and the submission of comprehensive comments.”

— Release by KLA.

Pfizer Animal Health Donates $25,000 To Tennessee, Kentucky Disaster Relief Efforts

Pfizer Animal Health contributed $25,000 to the Tennessee Farm Bureau, Tennessee Cattlemen's Association and Kentucky Cattlemen’s Association’s disaster relief efforts to help farmers and ranchers affected by the recent floods.

“We understand how damaging the floods were to rural communities,” says Rod Hutcheson, area sales manager for Pfizer Animal Health in Bowling Green, Ky. “Tennessee and Kentucky have deep agricultural roots. We want to ensure farmers and ranchers in these states can quickly recover. Partnering with the Tennessee Farm Bureau and Kentucky Cattlemen’s Association allows the support to go directly to the rural areas that need it most.”

The Tennessee Farm Bureau established the Tennessee Farm Disaster Response Fund in 2008. When disaster strikes in the state, grants are issued to help rebuild agricultural infrastructure and help those who sustained substantial damage. Contributions to the Tennessee Cattlemen's Association will be administered through this well-recognized state fund, as well.

“When the floods hit, the urban areas got a lot of attention, but many rural areas were devastated as well,” says Julius Johnson, chief administrative officer of the Tennessee Farm Bureau. “Rural areas can have a harder time recovering from disasters without adequate resources to help rebuild roads, bridges, schools and other public facilities.”

The Kentucky Cattlemen’s Association also will target rural communities and ranchers for rebuilding efforts. Its 97 county associations will identify and nominate local cattlemen or communities in need of support. A committee will review all the requests and grant resources to those most affected.

“There was a lot of damage along the Tennessee-Kentucky line,” says Dave Maples, executive vice president of the Kentucky Cattlemen’s Association. “Our cattle are now facing considerable health challenges like bloat resulting from the wet weather. We are not out of the woods yet, and it’s great to continue seeing support for the area.”

For more information on how Pfizer works to ensure a safe, sustainable global food supply with healthy livestock and poultry, or how Pfizer helps companion animals and horses to live longer, healthier lives, visit www.pfizerah.com.

— Release by Pfizer Animal Health.

— Compiled by Mathew Elliott, assistant editor, Angus Productions Inc.