The
Cross Diamond Chronicle Bul ls Bred FORD Tough! www.crossdiamondcattle.com October 2021, Volume 14
Time for Optimism.
There's a lot to be thankful for in
the beef industry right now. First of all, we are raising a more consistent, higher quality product than we did 10 years ago. (Everyone stop reading and give yourself a pat on the back.) I'm not much for gratuitous praise, but this is anything but that. And if you don't recognize a job well done for what it is, then now is the time to start. The consumer has noticed the more consistent, higher quality product, and beef demand is up, with per capita consumption expected to increase to 58.6 pounds per person in 2021, according to the USDA. (Stop reading and give someone a high five, even if it’s yourself.) Beef demand is expected to trend higher for the foreseeable future. (Stop reading.) Now read this again: Beef demand is expected to trend higher for the foreseeable future. (Smile.) Beef exports are expected to grow and domestic demand is expected to hold solid, according to Randy Blach, CattleFax CEO at the 2021 Cattle Industry Convention.
Amidst all of this positive news is the knowledge that consumers are curious about beef. Topics such as sustainability, food safety and animal health protocols, to name a few, are of interest to American meat eaters, as well as nonmeat eaters. Beef has a great story to tell. You have a great story to tell. Production ag isn’t much for self-praise. But what other industry has what we have? By raising beef, we enjoy a grass office, surrounded by God's efficient grass-to-protein converters, working and neighboring with others who shoulder proudly the awesome responsibility of stewardship of land and livestock. Yes, I know that's a super-glossy description. We can also share the dirtfrom- head-to-toe, sleepless-night, bone-weary day-to-day stories. They are all part of the amazing fabric that's knit together from the collective threads of American cattle producers. So...(Stop reading and put your nose back to the grindstone. There's one you're accustomed to.) that hard work is not only satisfying. It's worth it. Great job, beef producers. Carry on.