Even within the beef industry, it’s tempting to view the 35-year-old Checkoff with skepticism. But if you look at the many value-added ways it serves producers’ interests, you may come away with a different perspective. …
There seems to be a rash of articles and news pieces in ag media lately, focused on beef demand and its driving power and importance in everything from cattle prices to grocery store sales. The writers and experts all agree on this: the process of generating beef demand is like a well-primed pump. It provides the beef industry with the means to push our great product into the hands of hungry consumers the world over.
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The Beef Industry Long Range Plan task force officially introduced its new five-year plan for 2021-2025 today at the Cattle Industry Summer Business Meeting in Denver. The task force’s mission is to ensure the long-term prosperity of the U.S. beef industry by sustainably producing the most trusted, highest quality and consistently satisfying protein for consumers around the world. …
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