News Update
August 23, 2010

R&L Angus Will Host 2010 Kansas Angus Field Day

R&L Angus, Westmoreland, will host the 2010 Kansas Angus Field Day Oct. 2. Ron and Lynne Hinrichsen, and their children Cale and Eva, along with the Kansas Angus Association (KAA) are planning a day of educational speakers, food, Angus cattle, networking and fun for Angus enthusiasts. Mark Oct. 2 on your calendar and plan to join your friends and fellow Angus breeders from 10 am to 3 pm at R&L Angus. Look for registration information later.

Checkoff Aims To Help Producers Safeguard Their Industry

One of the weapons used when attacking the beef industry is the term “factory farming,” used to paint a picture of animal suffering, excessive antibiotic and hormone use, food safety concerns and environmental damage. A July 2010 consumer tracking study, funded by the beef checkoff, found that the percentage of consumers who are familiar with the term “factory farming” increased from 49% to 64% in the last two years, though the number of consumers who associate cattle with factory farming has remained fairly stable since 2008.

The study also found that more than half of consumers believe the beef they buy at the supermarket is from animals raised in factory farms. Of concern, more than half of these consumers worry about the safety of the beef they buy.

“It’s a frightening fact how disconnected consumers have become from the everyday workings of our farms and ranches,” says Daryl Berlier Owen, chairman of the checkoff’s Public Opinion and Issues Management group, and a cow-calf-feeder from Amarillo, Texas. “This report may help us learn how to present our story in a way that improves consumers’ perceptions of modern beef production. Consumers need to know about the conscientious animal care and the focus on safety, to which our industry is dedicated.”

The checkoff’s issues management team continues to reinforce the need for producers to share their story with fellow producers, the media and consumers. The industry seems to be operating based on bad news, misperceptions, misinformation and fear of the unknown, which creates consumer guilt over buying beef. According to past checkoff studies, the most compelling animal welfare support statement to combat those “factory farming” accusations is, “doing the right thing for and by animals,” which can help alleviate a tremendous guilt burden.

“Consumers want to buy beef,” concludes Owen. “If we continue to share our good news and stories about real, hard-working people, we can create the confidence consumers need to keep buying beef.”

See Consumer Perceptions for more about this study. See a checkoff-funded flip book for helpful tips on how to tell your story, or request your free copy by e-mailing Melissa Slagle. 

For more information about your beef checkoff investments, visit www.MyBeefCheckoff.com.

— Release by The Beef Checkoff Program.

USDA and Department of Justice Announce Agenda for August 27 Livestock Workshop in Colorado

The U.S. Department of Agriculture (USDA) and the Department of Justice (DOJ) announced the agenda and panelists for the Aug. 27, 2010, joint public workshop in Fort Collins, Colo., on competition in the livestock industry. This is the fourth in a series of five public workshops. This workshop is focused on the state of competition and regulation in the livestock sectors, in particular the cattle industry.

The workshop will take place in the main ballroom of the Lory Student Center, Colorado State University, 1101 Centre Avenue Mall, Fort Collins. Attendance is free and open to the public. The general public and media interested in attending the Colorado workshop should register at www.conferences.colostate.edu/LiveStockWorkshop.

The workshop will begin with opening remarks and a roundtable discussion including U.S. Attorney General Eric Holder, U.S. Agriculture Secretary Tom Vilsack and Assistant Attorney General for the Justice Department's Antitrust Division Christine Varney. They will be joined by U.S. Rep. Betsy Markey, Colorado Governor Bill Ritter, Colorado Attorney General John Suthers, Colorado Commissioner of Agriculture John Stulp and Montana Attorney General Steve Bullock.

Following this introductory discussion, there will be three panels composed of ranchers, farmers, academics and other industry stakeholders. First, Secretary Vilsack and Assistant Attorney General Varney will moderate a conversation among producers and feeders. Second, a panel on trends will look at developments in the industry in recent decades and the trajectory moving forward. The final panel will then discuss in greater depth issues such as contracting, transparency and vertical integration.

Additionally, there will be three hours dedicated to public testimony. This will be split into two sessions, one at midday and the other after the final panel.

For a full schedule, click here.

Additional information, including submitted public comments and transcripts for past workshops can be found at the Antitrust Division's agriculture workshop website at www.justice.gov/atr/public/workshops/ag2010/index.htm. While no streaming webcast will be available, transcripts and video will be available for this workshop at a later date on the Antitrust Division's website. Individuals seeking more information on the workshops should contact agriculturalworkshops@usdoj.gov.

— Release by USDA.

New Animal Traceback System in Formative Stages

A rule expected to be published early next year will establish a new system for animal traceback in the event of a disease outbreak. Kansas Animal Health Commissioner Bill Brown told ranchers and feeders attending the Beef Fest Producers Seminar last week in Emporia the rule likely will become effective in 2013.

The rule will be mostly voluntary, other than a provision requiring identification of animals moving across state lines. Official identification for the program will range from orange metal calfhood vaccination tags up to electronic chips in the ear.

Brown said the program will be state-run, with oversight from USDA. State veterinarians and animal health officials are working to standardize traceback systems, as much as possible, between states. A Kansas working group consisting of ranchers, feeders and other animal interests will provide input on how the program should be structured.

The Kansas Animal Health Department is in the process of implementing an information management system to track livestock called USA Herds. Brown said at least eight states already have the system in place. The system will protect producer confidentiality, which is an industry priority.

— Release by the Kansas Livestock Association.

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