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Tough Year ■ Youth Program  ■ CattleFax ■


NATIONAL CATTLEMEN • The Journal for America’s Cattle Producers

NATIONAL CATTLEMEN The Journal for America’s Cattle Producers



8 Farm and ranch consultant Dick Wittman gives you some tips to get your planning for 2010 off to the right start.


A Mississippi seed dealer shows what true generosity is by supporting the agricultural youth of the Southeast.

15 CATTLEFAX Although the recession is likely over, uncertainty with the economy and the unemployment rate continue to weigh on beef demand.






Several pieces of legislation that will affect cattlemen are being considered by Congress. We’ll take a look at them and tell you how NCBA is fighting for our industry.

2009 Officers President President Elect Vice President Chairman Federation Division Chairman Policy Division Chief Executive Officer NCBA Publishing Staff Editor

Gary Voogt Steve Foglesong Bill Donald J.D. Alexander Tracy Brunner Forrest Roberts Polly Ruhland

To Learn More About NCBA Call 1-866-BeefUSA (1-866-233-3872) or visit To receive e-mail updates from NCBA, contact Sheryl Slagle at Contributors Walt Barnhart Polly Ruhland Holly Foster Tod Kalous Bethany Shively How To Contact National Cattlemen’s Beef Association: P.O. Box 3469, Englewood, CO 80155 (303-694-0305); Washington, D.C.: 1301 Pennsylvania Ave. N.W., Suite 300, Washington, D.C. 20004 (202-347-0228). National Cattlemen is a publication of the National Cattlemen’s Beef Association.


Published by

A tumultuous 2009 had NCBA working harder than ever to protect your back gate. Here, we take a look back at the past year’s challenges and accomplishments.

Naylor, LLC 5950 NW 1st Place Gainesville, FL 32607 Phone: 800.369.6220 | Fax: 352.331.3525 Web site:


A winter day near Tulelake, Calif. Photo by Holly Foster Th is address takes you to National Cattlemen online.

Naylor Publisher Kathleen Gardner Naylor Editor Elsbeth Russell Project Manager Troy Dempsey Publication Director John O’Neil Advertising Sales David Evans, Robert Shafer, Jamie Williams, Paul Woods Marketing Associate Erin Sevitz Pagination Catharine Snell Advertising Art Julius Muljadi ©2009 National Cattlemen’s Beef Association. All rights reserved. The contents of this magazine may not be reproduced by any means, in whole or in part, without the prior written consent of the National Cattlemen’s Beef Association.

National Cattlemen’s Beef Association reserves the right to refuse advertising in any of its publications. National Cattlemen’s Beef Association does not accept political advertising in any of its publications. National Cattlemen’s Beef Association does not accept advertising promoting third-party lawsuits that have not been endorsed by the board of directors.


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NCBA’s Cattlemen to Cattlemen ...A Television Show by Cattlemen for Cattlemen

Covering the issues that matter most to your operation and your industry from across the country! Join host Kevin Ochsner for NCBA’s Cattlemen to Cattlemen debuting Tuesdays at 8:30 p.m. Also watch on Wednesdays at 10:30 a.m. and Saturdays at 9 a.m. (All times eastern) Watch online anytime at:

Join host Kevin Ochsner for new episodes of NCBA’s Cattlemen to Cattlemen on RFD-TV!

Who Am I?


Charles David “Blue” Geier is the 2009 Reserve Champion NCBA Top Hand of California, Mo. Geier runs a commercial cow-calf herd and was president of the Missouri Cattlemen’s Association in 2008.

Around NCBA National Cattlemen Expands Publication to Serve Members Better National Cattlemen will make some changes in 2010 to serve NCBA’s membership better. Because NCBA is your voice on current legislative issues, starting in January, National Cattlemen - Riding Point will arrive in members’ mailboxes bi-weekly. This newsletter will cover breaking legislative issues critical to the cattle industry, as well as general news and views important to cattlemen, in the way you told us you wanted to receive updates — short and to the point. Since NCBA also has a producer education focus, National Cattlemen will provide members with this in-depth coverage of topics important to the viability of your farms and ranches through larger, quarterly special editions — one for each season of the production year. Look for the National Cattlemen - Riding Point, starting in early 2010, and the first issue of National Cattlemen - Special Edition in your mailboxes at the end of February.

Oregon Family Receives Sesquicentennial Award Bill Hoyt and his father at the 2009 Sesquicentennial ceremony. Oregon Cattle Association President-elect and NCBA board member Bill Hoyt’s ranch Hawley Land & Cattle Company, Cottage Grove, Ore. was one of five families to receive the 2009 Sesquicentennial Award for continuously farming portions of their family land for 150 years or more. Those who were honored originally received their Century Farm award status in the 1958-1959 years. The Hawley Land & Cattle Company, was founded in 1852 by Bill’s great, great-grandparents, Ira and Elvira Hawley. Old-timers refer to the ranch as the “ranch at the divide,” because it is situated between the drainage of the Umpqua and Willamette rivers. Hoyt’s great aunt Alsea Hawley propelled the ranch into the seedstock business by purchasing a Canadian national champion Polled Hereford bull.

Florida Cattleman Wynn Passes Dennis L. Wynn, 53, passed away at his home in Lakeland, Fla., after a 7-year battle with cancer. Wynn was born in Tampa, Fla., in 1956 to George LaVern and Kathryn Wynn. He was raised in Lakeland where he graduated from Lakeland High School in 1974. Wynn was married to Sara Boyett Wynn for 33 years. He worked as a meat manager at Publix Supermarkets for 32 years, where he never met a stranger. Wynn was a part-time cattleman and diligently promoted the beef industry. He worked closely with his two sons with whom he shared the love of the outdoors. Even in his last few months, Wynn loved to be on horseback. Wynn was a member of the First Baptist Church at the Mall, Florida and National Cattlemen’s Associations, Polk County Cattlemen’s Director, LHS Booster Club President for three years and FFA Alumni Member.

Blood Drive BBQ

Larry Jefcoat, Soso, Miss., former NCBA region II vice president, volunteers with the Mississippi Beef Council and his local cattlemen’s association to grill beef for donors at his local hospital blood drive. Now in its seventh year, the drive resulted in 310 units collected during the two-day event in August. From left, Larry Jefcoat and Brandt Nichols.


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Colorado Ranching Legacy Program Announces Candidates NCBA affi liate Colorado Cattlemen’s Association, in partnership with the Western Center for Integrated Resource Management at Colorado State University and The Nature Conservancy, announced candidates for the inaugural Colorado Ranching Legacy Program: Tyler Karney, Olney Springs, Colo.; Nathan Andrews, Kirk, Colo.; Tonya Merz, Greeley, Colo.; and Clayton Beaman, Walden, Colo. The Colorado Ranching Legacy Program is a two-year program designed to equip young and beginning ranchers to be innovative leaders in land management and conservation. The Colorado Cattlemen’s Association, the Western Center for Integrated Resource Management at Colorado State University and The Nature Conservancy partnered to create the Colorado Ranching Legacy Program, to assist in the development of the next generation of stewards vital for conserving family ranches and healthy, intact landscapes. Through the Colorado Ranching Legacy Program, fellows will gain knowledge, networks and mentors, a business plan, and all three partners’ best efforts to assist them in their ranching goals. Th is three-tiered partnership between the industry, education and conservation communities makes this program unique and opens doors to various financial tools, networks and management opportunities.

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5:13:25 PM


Too Busy Ranching to Plan By Holly Foster


ound familiar? It’s easy to put off business planning tasks when you’re busy running a farm or ranch, but the consequences of not taking some time out of the daily routine to evaluate your business may be too severe to let this important task slide. Even though the end of every year is a good time to reflect on the past year’s management decisions, farm and ranch management consultant Dick Wittman says strategic planning should be something you try to focus on within your operation daily. “Instead of focusing on developing a strategic plan that quickly becomes outdated, producers should instead be looking at their strategic planning process and how it impacts their current operating approach. It should be a dynamic, ever-on your mind thinking, analyzing, and implementing process that intertwines the operating and strategic planning process in tandem.” In other words, your system to measure and evaluate your management decisions should be as much a part of your daily routine as any chore. Wittman, who is a partner in a family-run dryland crop, range cattle and timber operation in northern Idaho and provides management consulting services, says that producers should be asking continuously: • What are the strategic issues that are most critical to my business? While there are several categories of issues that are always important in a ranching operation, what right now, is most critical and deserves closer evaluation? • What strategic shifts should I be examining over the next one to three years and what strategies am I following now that are working just fine? “The reality here is that we can’t examine everything, every year and make too many

strategic shifts or we bring chaos to our annual operating plan,” adds Wittman. • What will be the impact of potential shifts on my operating plan? In other words, if you make a change in your labor force, decide to access more credit or sell more heifers rather than keeping them as replacements, how will that change your management? • How will implementation affect my financial performance? Be able to use your existing accounting system to evaluate how a change such as adding a part-time employee, buying more cows or changing how you market your calf crop may affect your bottom line. Wittman’s experiences in both his

Strategic planning should be something you try to focus on within your operation daily. own operation and with his clients have given him a lot of practical insight into what’s critical to a cattle operation’s overall success. While each farm and ranch business has its own unique characteristics, Wittman says there are several overall categories that should be included in your strategic planning process: Business transition: What are the goals and plan of action of the current and incoming generations for ownership and management of the business?

Wittman says this is often listed as a primary concern of cattle producers when asked what management areas they need more help with. Business structure: Whether you operate a sole proprietorship or are part of a family corporation, is the current business structure optimal for management and positioning it to transfer to the next generation? Capital improvements/ replacements: Is it financially feasible to invest in infrastructure to upgrade cattle handling and ranch facilities? Growth: To remain sustainable, what is your growth goal and longterm strategic approach to considering growth opportunities? Wittman cautions that getting bigger isn’t always the best answer for every operation, and sometimes making a decision to not grow is just as strategic to success. Breeding plan: Is your current genetic base meeting your production and marketing goals? Feed costs: How have you traditionally sourced your most significant cost inputs in the past and should you be looking at more cost-effective approaches, including forward contracting? Continued on Page 16

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Seeds of Success The Wax Company’s Commitment to the Youth of Our Industry By Walt Barnhart


uietly and without fanfare, Barry Wax and The Wax Company have become the Southeast’s biggest advocate for cattle industry youth programs. For more than 15 years Wax has stepped up when young people have needed support, and through that time has donated more than $750,000 to state cattlemen’s groups — a half a million dollars in Mississippi alone — to critical programs dedicated to improving the industry’s future. “It’s difficult to imagine a group more deserving of support,” says Wax. “These are the hardest working young people you’ll find anywhere.” Since 1994, children and grandchildren of Mississippi Cattlemen’s Association (MCA) members who are in the Mississippi Junior Cattlemen’s Association (MJCA) have benefited from 238 Wax scholarships —$250,000 worth. Similar scholarship programs are in place in Arkansas, Alabama, South Carolina, Georgia and Louisiana. Wax scholarships now average about $40,000 a year between the six states. Seeing the devastating effects on MCA families of Hurricane Katrina in 2005, Wax decided to offer scholarships to each of the 26 students who applied for one that year. And despite the fact that his company was suffering from one of its worst years due to the hurricane, he did it again in 2006, awarding scholarships to each of the 29 students who applied.

But Wax’s support goes far beyond scholarships. In 2004, The Wax Company was a lead sponsor for a national Youth Beef Industry Leadership Conference held that year in Mississippi, assuring a fi rst class experience for 145 youth leaders from across the United States. Every year since 1994 The Wax Company contributes so that MJCA directors can attend the event across the country. For the last 17 years Wax has also has been a major sponsor of a three-day youth leadership camp at Mississippi State University (MSU) called “Making Tracks.” The event brings 40 MJCA members together for fun, educational activities that help develop tomorrow’s industry leaders.

Proof Positive Chris Shivers is a former student who has benefited from Wax’s generosity. Shivers, who received Wax scholarships in 1996, ’97 and ’98, is now the executive vice president of the American Brahman Breeders Association.


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Shivers was raised in Southern Mississippi and graduated from MSU in 1999. He says that like many students, he found that “it took everything you had to go to college.” Educational assistance from Wax was a huge boost for him. On a broader scale, that kind of assistance has been spread around to give many students an opportunity to become successful. According to Ted Kendall III, Mississippi Cattlemen’s Foundation, Wax’s significant contributions through scholarships and support of other junior programs are important to the state and to agriculture. “The future of our industry and of our country is in our youth,” says Kendall. “Their education and development is critical. Barry has certainly made a huge contribution to that effort.” The bottom line, says Kendall, is that “without Barry, we wouldn’t be where we are.” Sammy Blossom, MCA executive vice president, agrees. “No one that I know of has made the contributions to youth programs that Barry Wax

YOUR BUSINESS I just believe it’s my responsibility to give back to those who made it possible for me to be where I am today. has,” he says. “His support has been a remarkable testament to his commitment to our youth programs.” Shivers says Wax has “given back to the people who have supported him.” Wax says the support goes both ways.

Mutual Admiration It was 15 years ago that Wax was first given the opportunity to give back to the people in agriculture who made his business possible, and he says he appreciated the chance to do so by providing financial assistance

to youth. Former MCA Executive Vice President Jim Newsome, who is now the president of the New York Mercantile Exchange, worked with Wax to get the program started. “Jim provided critical guidance and direction for this program from the very beginning,” says Wax. “He deserves the credit for how far we’ve come.” Wax says MCA members have strongly supported his business through the years. “Members of the Mississippi Cattlemen’s Association have been very good to me,” he says. “I just believe it’s my responsibility to give back to those who made it possible for me to be where I am today.”

The Wax Company got its start in 1898 with Barry Wax’s great grandfather, N.T. Wax. About 15 years later his grandfather, J.C. Wax, who had just finished his first semester in pre-law at Vanderbilt, returned home to work in the business when the money ran out. He never returned to school. When he died in 1976 he had spent nearly 64 years in the seed business, more than anyone in Mississippi ever has. Barry’s father, Richard T. Wax, entered the business in 1948 and became The Wax Company president in 1972. Under his leadership the Continued on Page 16

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Tougher Than the Rest NCBA Meets 2009 Industry Challenges Head On By Polly Ruhland with information compiled by NCBA staff

TO SAY THAT 2009 has been a tumultuous year for the industry may be the understatement of the year. Whether it was a misled politician, provocative press or piss-poor markets, cattlemen faced massive challenges. This year saw NCBA buckling down to serve members even better, and grow the association’s strong, united voice on important producer profitability issues. This issue of National Cattlemen takes a look back at some of the critical accomplishments of your organization in 2009, and the value NCBA brings to creating a better business environment for your farms and ranches.

Legislative Policy and the Regulatory Environment NCBA works each and every day to protect the legislative and regulatory environment for profitable beef production—and ensure America’s producers have a strong voice in Washington DC. Despite an unfavorable political and business climate, NCBA continues to remain one of the most respected and influential agricultural presences on Capitol Hill. NCBA’s legislative and regulatory lobbying efforts do not use any beef checkoff funding, and are wholly funded by member dues and sponsor dollars.

Environment NCBA worked extensively with the Environmental Protection Agency (EPA) to ensure that the final Clean Water Act (CWA) Concentrated Animal Feeding Operation (CAFO) rule would allow flexibility for cattle producers, ensuring their ability to comply. NCBA also worked with the EPA to make compliance with the final Spill Prevention, Countermeasure and Control (SPCC) rule manageable by reaching a compromise that allowed certain farms with aggregate storage capacity of 10,000 gallons or fewer to self-certify their Facility Response Plan. However, because the rule was finalized in the last days of the Bush Administration, the Obama Administration decided to reconsider it as a “midnight rule.” NCBA worked with House members to amend the Interior-EPA Appropriations bill during committee markup with language that deleted EPA funding for one year for regulations requiring livestock operations to report greenhouse gas (GHG) emission levels to the EPA, and for regulation of GHG emissions from livestock operations under the Clean Air Act (the so-called “cow


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tax”). NCBA was also successful in eliminating funding for the cow tax in the companion Senate bill. NCBA has also been successful in thwarting the advancement of the Clean Water Restoration Act—a bill that would amount to a massive federal land-grab and an unprecedented government infringement on private property rights—in the House and the Senate. In the cap-and-trade bill passed by the House, NCBA convinced House members to exempt agriculture from regulation under the cap, include a list of eligible ag offsets, and give regulatory jurisdiction over agriculture offset projects to the USDA instead of the EPA, among other provisions. Despite these “wins,” NCBA opposed passage of the bill due to its predicted impacts on energy and other input costs for cattle producers. Similarly, NCBA is working with members of the Senate to include language favorable to the livestock industry in its final bill.

Death Tax The NCBA legislative team played an instrumental role in the passage of a Senate amendment to raise the death tax exemption to $5 million. While the amendment to the 2010 budget resolution did not have the force of law, it was a strong, bipartisan showing of support against the burden this tax places on hard-working Americans trying to pass on family cattle operations to future generations. Legislation to exempt farmers and ranchers from the death tax has recently been introduced in the House. While a full repeal of the tax remains unlikely in the current economic and political climate, NCBA is continuing to fight for meaningful and long-term relief for producers so they can keep operations intact for future generations.

Food Safety and Animal Welfare As part of NCBA’s ongoing efforts to educate Congress and the new administration about beef production, NCBA hosted a series of “Beef 101” briefings on Capitol Hill on the topics of beef safety and animal

health, including the safe and judicious use of animal antibiotics. Staff worked behind the scenes during the House food safety bill debate—and are currently working with the Senate as they consider their own version of the bill— to ensure any final legislation will be workable for producers and will help achieve the common goal of increasing food safety without creating unintended consequences for industry. NCBA is actively engaged in food safety, antimicrobial resistance, animal health and animal welfare issues at the international level, including continued efforts with multiple Codex Alimentarius committees and The World Organization for Animal Health (OIE) activities.

Trade Opening up new markets to U.S. beef overseas remains one of NCBA’s top priorities. In 2009, NCBA’s legislative team on trade actively engaged with the administration, Congress, and counterparts overseas in ongoing efforts to open up new markets and expand access to existing markets for U.S. beef. NCBA worked closely with the Office of the United States Trade Representative (USTR) in making meaningful progress toward compromise in the longstanding trade dispute between the U.S. and European Union (EU) over the use of growth promotants in cattle. The deal gives the U.S. beef industry new duty-free access to one of the most valuable markets in the world. NCBA also worked successfully to prevent inclusion of trade-distorting language in the Fiscal Year 2010 Agriculture Appropriations Bill. The provision, which effectively banned the import of certain Chinese chicken products without allowing USDA’s Food Safety and Inspection Service (FSIS) to conduct an appropriate risk-assessment, would have adversely impacted U.S. credibility and potentially hindered U.S. market access (including beef) overseas.

Public Lands NCBA and the Public Lands Council (PLC) succeeded in making sure permits for grazing on federal lands would not be interrupted because of agency failure to complete environmental documentation in a timely manner. NCBA and PLC also succeeded in preventing proposed legislation that would have created wild horse sanctuaries on public lands. Western ranchers rely on public lands to graze their cattle. Setting aside land exclusively for wild horses would be a drastic departure from our country’s proud tradition of allowing public access to federally-owned lands, and permitting

multiple uses of those lands. It would also make it more difficult to appropriately manage rapidly-growing wild horse populations.

Other Efforts Thanks to NCBA’s lobbying efforts, USDA announced it will add an additional weight category to the Livestock Indemnity Program (LIP) for non-adult beef cattle, non-adult dairy cattle, and non-adult buffalo/ beefalo. This additional category ensures producers are paid appropriately for losses.

Research, Education and Innovation (REI) Research is the foundation to many of the industry’s promotional programs. The research detailed here is funded by the beef checkoff.

Beef and Human Nutrition in the 2010 Dietary Guidelines The nutrition scientists serving on the federal 2010 Dietary Guidelines Advisory Committee (DGAC) are currently developing technical recommendations to inform the 2010 Dietary Guidelines for Americans. The guidelines form the basis of Federal nutrition programs, nutrition standards and nutrition education for the public. NCBA’s checkoff-funded nutrition research program prepares scientific evidence to educate and inform the DGAC about the important role beef plays in a healthy diet. To date, seven sets of scientific comments (oral and written) have been submitted covering the excellent nutrient package beef provides, the leanness of today’s beef, clarifying beef’s contribution to the total saturated fat in the American diet and scientific evidence to demonstrate beef intake is not negatively associated with heart disease or environmental issues. Five researchers have submitted scientific comments that support the role of high-quality protein foods, such as beef, in the diet and have clarified the science on red meat and cancer.

Beef Safety In early March, more than 160 representatives of all sectors of the beef production, processing and marketing chain met in San Diego, Calif., for the sixth annual checkoff-funded Beef Industry Safety Summit. Participants discussed emerging safety issues,


explored solutions to safety challenges and developed industry-wide, science-based strategies to help each sector reduce food borne pathogen incidence. The information sharing and in-depth discussions at the summit resulted in action plans to address safety issues as well as ideas that can be implemented by all sectors of the industry to enhance the safety of U.S. beef products. An Executive Summary of the 2009 Summit is posted on and

National CattleWomen, in Sonoma, Calif. Team members procured product, prepared meals, organized contestants, styled food and performed many other behind-the-scenes activities to help make this year’s event a success. The team worked several months prior to the cook-off on planning, initial contestant recipe screening, preparation and testing of recipes, and helping select the finalists. Go to to view this year’s winning recipes.

Product Enhancement

Traveling Stockmanship & Stewardship Tour Reaches Producers

A new checkoff-funded fact sheet titled Beef Shelf-Life covers shelf-life expectations for various beef packaging types. In addition, a new white paper titled “Preserving Beef Quality with Natural Antioxidants” serves as a review of data related to the use of natural antioxidants in beef enhancement solutions. Both documents are available online in the product enhancement section of

Product Commercialization To maintain the momentum on the five new chuck cuts and to obtain feedback on current round research, the Beef Innovations Group (BIG) and the Product Enhancement team (PE) conducted more than 25 on-site chuck roll presentations. Six packers currently process the new chuck roll cuts. Eleven on-site industry (retail, foodservice and packer) presentations on the round have been conducted to share information and receive feedback on technical work. Eight new round cuts and/or applications will be introduced before October 2010.

2009 National Beef Cook-off NCBA’s checkoff-funded culinary services team was in full-force with five team members attending the 2009 National Beef Cook-off, hosted by American

NCBA’s checkoff-funded Beef Quality Assurance program is partnering with NCBA’s member-funded producer education program to offer cattle producers a seminar on cattle handling. The Stockmanship & Stewardship Tour travels the country and uses live cattle-handling demonstrations to inform cattlemen about the importance and benefits of proper cattle handling—and its critical role in increasing the consumer’s confidence in beef. The tour also includes special hands-on training sessions at livestock auction markets where employees are coached in stockmanship methods and educated on their pivotal role in sustaining beef quality for the consumer.

Issues Management, Communications Promoting and protecting the beef industry’s reputation is a critical goal for these programs, funded by the beef checkoff.

Media Relations Secures Spot at Reuters Food & Ag Summit With food prices and economic issues driving national business news, the checkoff-funded media relations team secured a session at the Reuters 2009 Food & Agriculture Summit in March. This annual media event provides opportunity for top industry executives to address the latest issues, and is traditionally reserved for food companies. NCBA Chief Economist Gregg Doud fielded questions from 14 of the nation’s leading wire reporters on how checkoff efforts are helping the industry and supporting partners navigate this tough


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economic environment. Event participation resulted in six favorable news articles and an online video interview, collectively garnering more than 1 million media impressions.

Chamberlain Cooks on “Today” Beef also took center stage on a September 2009 segment of the “Today” show, where renowned chef Richard Chamberlain educated viewers on the ease of preparing restaurant-quality steaks at home. During the segment, Chef Chamberlain shared easy, economical, user-friendly tips for cooking beef. Nearly 5 million viewers tuned in, and the segment and the accompanying recipe were featured prominently on, extending viewership and reaching online readers.

Approximately one-third of those students have graduated (completed the six online courses) and are hard at work in the real world telling the story of modern beef production in their local communities and in the global community online. MBA students range in age from 11 to 68 and come from 42 states and the District of Columbia. NCBA’s communication team has mobilized MBA students on a number of occasions to respond to negative media stories, including a Time magazine cover story, “The Real Cost of Cheap Food,” and a Larry King Live special on beef safety and nutrition. Promotions

Fact Sheet on UN’s Livestock’s Long Shadow, Modern Beef Production Headlines like “cattle are worse for the environment than cars” or “eat one less beef meal to go green,” are increasingly common in top-tier media and are often based on a United Nations’ report called Livestock’s Long Shadow. The issues management team developed a new checkoff-funded fact sheet, “Critical Analysis of Livestock’s Long Shadow,” and explained why the claims aren’t applicable to the United States. Another new fact sheet, “Modern Beef Production,” describes the stages of beef production and includes information about production technologies such as antibiotics and growth promotants. Visit the industry’s most thorough resource to educate consumers about beef production at

Telling Earth Day Story This year’s checkoff-funded Earth Day campaign told millions of consumers a positive message about how America’s farmers and ranchers are “Everyday Environmentalists.” An Earth Day radio media tour featuring cattle rancher Scott Stone of Woodland, Calif., was picked up by 11 different radio stations and reached an estimated 3.3 million listeners in cities throughout the country. A national Earth Day news release hit dozens of network news affiliate Web sites and to other prominent news outlet Web sites, including The Denver Post, Forbes, Reuters and Yahoo! Finance. Working together with state partner organizations, at least 50 positive opinion columns and letters-to-the-editor were placed in daily and local newspapers around Earth Day.

Master of Beef Advocacy More than 1,000 beef producers and allied industry supporters enrolled in the checkoff-funded Master of Beef Advocacy (MBA) program since the doors to the MBA Virtual Classroom opened on March 30.

Marketing, Advertising, Public Relations Consumer Advertising The current checkoff-funded beef advertising campaign focuses on promoting positive health perceptions of beef while reinforcing passion for the product. Print advertising was featured in 27 popular national magazines 97 times and radio ads ran on an estimated 5,207 radio stations across the country. Using checkoff funding, NCBA’s advertising team coordinated advertising in consumer publications that reached each target consumer an average of 9.6 times in fiscal year 2009. The recession-hit media environment allowed staff to conduct aggressive negotiations that enabled the beef checkoff to far exceed planned media delivery goals. Those efforts also resulted in $1.4 million worth of bonus media space at no cost to beef producers.

Food Editor Relationships Proactive messages to help consumers act on their love for beef dominate efforts by the food communications team. One of the group’s most successful efforts was a deskside tour in New York City with food journalists and editors at several leading consumer and women’s interest publications such as Family Circle, First for Women, Good Housekeeping, Gourmet, Ladies’ Home Journal, Real Simple, Redbook, Saveur, Woman’s Day and Woman’s World – with a combined power to influence nearly 26 million consumers. The goal was to ensure that beef was top-of-mind for recipe food features in 10 target publications and a major online outlet.


Preserving Beef’s Place on the Menu in Tough Economic Times The restaurant and foodservice trade has been hard-hit by the current economic downturn. As a result, foodservice marketing was increased mid-year to remind restaurateurs of steak’s power to increase traffic and improve profitability. Focusing on three channels to communicate this message—trade media advertising, the Web site and targeted public relations—more than 53 million impressions were made on folks who make restaurant menu decisions.

Stimulating Middle Meat Sales at Retail Retail marketing focused on stimulating sales of middle meats in supermarkets. Flat exports and sluggish foodservice sales contributed to an abundance of middle meats at retail, resulting in depressed wholesale prices. “Middle Meat Mania” was developed as a communication and marketing campaign to promote the sales of these high-end cuts. Staff developed innovative merchandising programs that resulted in a 7.3% increase in dollars sales from Aug. 2008 compared to Aug. 2009. The Beef Alternative Merchandising (BAM) program, funded by the beef checkoff, has since been adopted by more than 2,000 supermarkets.

Editors Get Beef’s Positive Nutrition Message Through a series of one-on-one visits with journalists and editors at leading nutrition publications, such as Men’s Health and Self, as well as a webinar with editors from Cooking Light, Health and Southern Living, NCBA’s checkoff-funded public relations team shared the latest protein research and educated these editors on the power of beef protein. Collectively, these consumer magazines reach a combined 45 million readers. In addition, protein researcher Nancy Rodriguez, PhD, RD, FACSM, appeared on a “CBS Sunday Morning Show” segment about vegetarianism, discussing the benefits of animal versus plant protein. The segment reached nearly 4 million viewers. In FY09, checkoff-funded nutrition public relations efforts generated more than 289 million media impressions.

Teaching Dietitians About the Power of Protein To showcase the power of protein and encourage practicing dietitians to rethink protein recommendations for their patients, five protein webinars were held in


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partnership with 18 state beef councils from across the nation, reaching more than 1,500 registered dietitians. The webinars highlighted the latest news in protein research. Attendees received checkoff-funded educational materials.

Positive Veal Story through Farm Tours Sharing the positive story of veal producers and veal processors dedicated to raising a product that is consistent with consumer values is the goal of the Joint Veal Issues Management and Veal Quality Assurance Committee. A key program accomplishment was a partnership with the Chicago Culinary Arts School at Kendall College to conduct two veal farm tours in 2009. The programs gave future chefs and restaurant decision-makers an opportunity to meet directly with veal producers and processors.

Federation of State Beef Councils The Federation of State Beef Councils, comprised of the 45 councils that collect the $1 checkoff, play a critical role in funding and advancing national checkoff initiatives. The Federation adopted a statement of beliefs during the 2009 Cattle Industry Summer Conference: “We believe in the success of a strong state and national partnership resulting in increased consumer demand for beef and higher consumer confidence. We believe in producer control of checkoff funds through Qualified State Beef Councils, which are the foundation of the beef checkoff. We believe in the industry long range plan as a guidepost for the beef checkoff and the fundamental principle of ‘one vision-one plan-one voice.’” To continue cementing a strong state-national checkoff, the Federation hosted forums at summer conference and the winter Cattle Industry Convention and Trade Show. These forums provided an ongoing opportunity for states to discuss critical issues for enhancing beef demand. In FYI 2009, the Federation continued awarding beef promotion grants through its Federation Initiative Fund. This fund redistributes checkoff dollars from large cattle producing states to high-population states, such as New York, California and Florida to make more strategic use of checkoff dollars. To date, the fund has awarded $1.5 million in promotion grants. Voluntary investments in the fund from state beef councils has totaled some $800,000 in the past four years, funding 96 projects that promoted beef among consumers, health influencers, nutrition educators and other audiences. Polly Ruhland is vice president, communication for National Cattlemen’s Beef Association and editor of National Cattlemen magazine.



Range-Bound Fed Cattle Market By Tod Kalous


Recessions (length of contraction in months) 70 65 60 55 50 45 40 35 30 25 20 15 10 5 0


43 38 32 24 23

23 18


18 1413


13 8


17 1818 10




11 8


11 10 8 10

8 8 6

Jun 1857 Oct 1860 Apr 1865 Jun 1869 Oct 1873 Mar 1882 Mar 1887 Jul 1890 Jan 1893 Dec 1895 Jun 1899 Sep 1902 May 1907 Jan 1910 Jan 1913 Aug 1918 Jan 1920 May 1923 Oct 1926 Aug 1929 May 1937 Feb 1945 Nov 1948 Jul 1953 Aug 1957 Apr 1960 Dec 1969 Nov 1973 Jan 1980 Jul 1981 Jul 1990 Mar 2001 Dec 2007

Number of Months

ccording to the Department of Commerce, gross domestic product in the U.S. grew by 3.5% in the third quarter of 2009, compared to the second quarter. Most of the increase was attributed to the government stimulus and the “cash for clunkers” program, but even without the auto sales the economy grew 1.9%. The chart illustrates the length of the last 32 recessions going back to 1857. With the growth in third quarter GDP most economists believe the recession likely ended sometime in the second or early third quarter. Either way if the recession ended between May and August that means the recession lasted 18 to 21 months, the longest recession since the Great Depression. Even though the recession is likely over, other economic indicators point to tough times continuing through much of 2010. The unemployment rate is currently above 10% and is expected to remain relatively high for most of the year. Furthermore, without government stimulus in the fourth quarter, GDP is not likely to grow nearly as much in Q4. Growth in disposable income has stopped, consumer spending was lower in September, savings rates were higher and consumer confidence declined. Consumers are still worried about the shape of the economy and as a result are being cautious about spending. Even though the stock market had a significant rally over the past eight months and some of the fear has subsided, there is still a lot of uncertainty out there. Bottom Line: The uncertainty with the economy and the unemployment rate continue to weigh on beef demand even though the recession likely is over. Year-to-date wholesale beef demand is estimated to be down about 10%. Until the consumer regains confidence and starts spending again, economic recovery will be slow and beef demand will continue to be a drag on the market. Fed cattle prices have been range-bound for most

Recessions Source: NBER

of 2009 between $80 and $88 per cwt. Prices are expected to remain mostly within this range through the fi rst quarter of 2010. Severe winter weather and commodity price inflation are two variables to watch closely going into 2010, which could push prices above the current range.

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YOUR BUSINESS Continued from Page 7

Continued from Page 9

Herd health: Is your current health program cost-effective and consistent with consumer concerns? Personnel development: Are you doing things to help bring your employees’ or family members’ skills up to the challenges of managing a ranch in today’s increasingly challenging business environment? Strategic alliances or joint ventures: Are there areas where you can benefit from working more collaboratively with other producers or partners in your supply chain? Marketing strategies: Do you take the market price when your calves are ready to sell or consider other marketing strategies? Environmental stewardship: Are you passing muster with current consumer and government environmental stewardship expectations? Value-added and creative enterprises: Are there resources on your ranch or new strategies that can add to your bottom line? Cost of production: Can you pinpoint your cost of production to allow for comparison to industry benchmarks or identify areas for improvement? If not, your ability to evaluate other shifts in your business will be difficult at best.

company enjoyed solid, steady growth and continued stability while maintaining the proud traditions and noble generosity his family was known for. Active since he was old enough to hold a broom, Barry went full time with the company in 1976 and has been in the top leadership role since the mid-1990s. His father, who is now 81, is still active in the business. The sacrifice, hard work and devotion of his great grandfather, grandfather and father built the company that has created the opportunity Barry Wax has taken. Scholarships and youth program support today are made possible through the sale of Marshall and Jackson Ryegrass, developed at MSU and sold by The Wax Company.

Holly Foster is a fourth-generation cattle producer and freelance writer based in California.

The Wax Company has also provided two endowments totaling $200,000 for the MCA: the first in 1998 in honor of Jim Newsome, and the second in 2004 in honor of Ted Kendall III. Whether it’s the support of youth programs or backing of other efforts that benefit Mississippi and southeast cattlemen, Wax says giving back has been a way of supporting a philosophy that says people come first. “There are far more important things than making money, and infinitely more rewarding,” Wax says. “Helping others succeed has been the ultimate reward for me. “My father has always tried to teach me, ‘there’s no substitute for doing the right thing’,” says Wax. “And this is the right thing.”

The sacrifice, hard work and devotion of his great grandfather, grandfather and father built the company that has created the opportunity Barry Wax has taken.

Walt Barnhart is a freelance writer and owner of Carnivore Communications.

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December 2009 l National Cattlemen

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CAPITOL CONCERNS NCBA, Working for you in D.C.

A Rising Tide Floats All Boats

Why trade with Canada and Mexico is central to US profitability By Gregg Doud, Chief Economist, National Cattlemen’s Beef Association


dvocates of mandatory Country of Origin Labeling (mCOOL) continue to believe the justification and primary purpose of this law is to impede, reduce or otherwise stop imports of Canadian and/or Mexico beef and live cattle. They also believe, incorrectly, that restricting trade through increasing regulation within the marketing chain will benefit U.S. cattlemen. Proponents of mCOOL always have believed that restricting imports of Mexican and/or Canadian feeder cattle will decrease the supply of feeder cattle in the United States and increase the price of U.S. origin feeder cattle. In reality, reducing the number of cattle in the marketplace also reduces the infrastructure of the U.S. beef industry. The ultimate result of such an action is that the value of all feeder cattle in Mexico, the United States and Canada are reduced. The truth is, in this global economy, a rising tide floats all boats. Shrinking the size and scope of our industry only serves to cripple us for the future. Let us remember, Mexican and Canadian feeder cattle are a raw material that is imported so that value can be added via “fi nishing” in U.S. feedlots using U.S. corn (often grown by cattlemen in the Midwest), and processed in U.S. packing plants, creating jobs for people who buy beef. Not only is the “value-added” product sold to American consumers, it is sold back to Canada, Mexico and around the globe, to the highest bidder, returning profit to the industry.

What if these imported cattle stayed home? The result would be significant shrinkage of the cattle feeding and processing infrastructure in two key beef-producing regions of the United States — Texas and the Pacific Northwest. These imported feeder from Mexico and Canada and directto-slaughter fed cattle from Canada are an absolutely critical component of the regional feedlot and processing infrastructure in both Texas and the Pacific Northwest. The elimination of these cattle would result in the closure of both feedlots and packing plants in both regions. The loss to feeders and packers would reduce profitability for cattlemen in these regions and across the country. Feeders and packers buy our product — cattle. In the absence of a choice of feeders and packers in this region, the feeder cattle would have to travel further distances, to arrive at one of the fewer number of feedlots and, later, packing houses. These additional costs are unmistakably borne by ranchers, not consumers. Further, reduction in feeding and packing limits our ability to add value to Mexican and Canadian raw material. Let’s take this logic further, and apply it at the state level. M-COOL proponents assert that cattlemen without feedlots and processing plants in their state will be better off economically than those with such infrastructure as they would have a net positive trade outflow away from their region. If it were that fewer imports mean a stronger market, the beef industry in states such as Continued on Page 21

Protecting Producers From Government Regulation By Bethany Shively The final Fiscal Year 2010 Department of Interior (DOI)/ Environmental Protection Agency (EPA) Appropriations Bill, passed earlier this week, includes two important environmental provisions supported by NCBA. An amendment by Rep. Tom Latham (R-Iowa) deletes EPA funding for the implementation of any rule requiring mandatory reporting of greenhouse gas emissions from manure management systems. Another amendment, by Rep. Todd Tiahrt (R-Kan.) and Sen. Sam Brownback (R-Kan.), will prevent EPA from implementing any regulation of greenhouse gas emission under Title V of the Clean Air Act (commonly referred to as the “cow tax”). The amendments will remain in effect for a period of one year. NCBA is working with land-grant universities to gather accurate data to measure emissions from manure. Current information used by EPA is derived from outdated, non-U.S.derived scientific methodologies; therefore, any such reporting requirements would not reflect accurate emission levels and would do nothing to further EPA’s knowledge about greenhouse gas emissions.  According to the EPA, greenhouse gas emissions from all livestock manure management systems in the U.S. account for only less than 1% (.8%) of all U.S. greenhouse gas emissions. As such a minor emitter, this type of reporting by the livestock sector would not provide data useful in addressing EPA’s long-term goal of reducing major sources of GHG emissions, and it would be a significant financial and administrative burden on cattle operations.

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YOUR CAPITOL CONCERNS NCBA: Continuing the Call for Death Tax Reform NCBA continues to urge Congress to pass legislation providing additional relief and permanency in the tax code for America’s farmers, ranchers and other small business owners. As part of these ongoing efforts, NCBA supported H.R. 3905, the Estate Tax Relief Act of 2009, introduced in October by Congresswoman Shelley Berkley (D-Nev.), along with Reps Kevin Brady (D-Texas), Devin Nunes (R-Calif), and Artur Davis (D-Ala.). Over a 10-year period, H.R. 3906 would increase the estate tax exemption to $5 million, while decreasing the rate to a level of 35%. Currently, the death tax is set at 45% for estates worth more than $3.5 million (or $7 million for a couple). The president’s budget proposed freezing the estate tax at this level so it could be dealt with at a later date. If Congress does nothing, in 2011, the tax would revert to pre-2001 tax levels, and estates worth more than $1 million would be taxed at a 55% rate. The death tax is considered one of the leading causes of the breakup of multi-generation family farms and ranches. According to the U.S. Department of Agriculture’s (USDA) Economic Research Service (ERS), farm estates are five to 20 times more

likely to incur estate taxes than other estates. NCBA also continues to support H.R. 3524, the Family Farm and Conservation Preservation Act, sponsored by Sen. Thompson (D-CA) and Sen. Salazar (D-CO), as well as additional estate tax relief for agriculture operations in tax extender legislation. NCBA also supported an amendment by Sens. Lincoln (D- Ark.) and Kyl (R- Ariz.), which passed earlier this year as part of the Senate budget resolution to raise the death tax exemption to $5 million per individual and $10 million per couple, indexed for inflation. While the amendment wasn’t included in the final bill passed, its passage in the Senate demonstrated strong bipartisan support for death tax reform. Mexico Joins Canada in WTO Complaint Against U.S. COOL The Mexican government announced in October that it will join Canada in moving forward with a World Trade Organization (WTO) dispute settlement process against U.S. mandatory countryof-origin labeling (COOL). Canada and Mexico are our top two trading partners, together accounting for 59% of total U.S. beef, beef variety meat and processed beef product

export revenues last year. NCBA is extremely concerned that these WTO cases could lead to damaging retaliatory actions against U.S. beef. NCBA continues to urge the USDA to reinstate a joint Agricultural Marketing Service (AMS)/Economic Research Service (ERS) study to help gain a better understanding of COOL’s effects on U.S. producers and the entire beef chain. The study entitled, “Economic Analysis of Country of Origin Implementation Costs for Producers and Processors in the Beef, Pork and Lamb Industries,” was to be completed in cooperation with the Livestock Marketing Information Center (LMIC). Unfortunately, the FY 2010 Agriculture Appropriations Bill did not direct USDA to reinstate the funding for this purpose. NCBA Submits Comments on Livestock Scale-Inspection Proposal NCBA is asking USDA’s Grain Inspection Packers and Stockyards Administration (GIPSA) to clarify that a proposed rule regarding scale tests (P&SP Required Scale Tests) would not apply to scales on farms and ranches. Under GIPSA’s proposal, livestock scales would be required to be inspected twice each year.

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December 2009 l National Cattlemen

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6/30/09 10:21:53 AM

YOUR CAPITOL CONCERNS Cattle operations utilize personal, on-farm scales that are certified by the county or state. In most instances, these scales are only used once a year during cattle marketing season. There is no need to add additional inspection requirements for on-farm scales that go unused for six months or more-especially given the fact that shrinking budgets and lack of manpower are making it increasingly difficult for county and state inspectors to get yearly inspections done. Unnecessarily adding to the inspection burden would overwhelm the local or state government inspectors and make it even harder for the entities intended to be covered under this rule to get the needed inspections.  In order to comply with this unfunded government mandate, producers would be forced to pay private firms to certify their scales. Congressional Hearing Criticizes Government Enforcement of Clean Water Act  The House Transportation and Infrastructure Committee held a hearing in October investigating Clean Water Act (CWA) “enforcement failures.” In a committee press release, Chairman Oberstar cited concerns with the lack of progress by the Environmental Protection Agency (EPA) and state agencies in meeting the goals of the CWA and noted that the Act’s success is contingent upon clear national standards for point source pollution, adequate funding for technologies and program operation, and strong enforcement. Cattlemen rely on clean sources of water to feed their animals and nurture their land, and NCBA promotes cattle operation compliance with CWA requirements.

However, NCBA does not support expanding the scope of CWA in any way that would place unnecessary regulatory burdens on cattlemen. During the hearing, EPA Administrator Lisa Jackson admitted that there are inconsistencies in EPA’s enforcement processes. In response to a question from Congresswoman Fallin (R-OK) regarding state enforcement of the CWA, Jackson replied that “enforcement (of the CWA) at the state level varies, but EPA enforcement also varies.” Jackson also mischaracterized concentrated animal feeding operation (CAFOs) as “some of the biggest threats” to water quality. The truth is, CAFO production areas are required by strict EPA regulations to be zero discharge facilities, except in

Continued from Page 19 Nebraska and Kansas, for example, should be a dismal failure as the net trade balance (live cattle and beef, “imports” less “exports”) between these two states and their nearest neighboring states is negative by several billion dollars. In its simplest economic form, Canadian and Mexican cattle and beef will continue to flow into the United States as long as the market for beef and cattle in the U.S. is better than the market at their countries of origin. Any effort to reverse this trend means actively seeking government regulation—in order to artificially make the market here in the U.S. worse than the market where the cattle originate. For example, some groups say we should export more of our cattle to Mexico and Canada than we import from them. This would require a superior market (better cattle prices) in Mexico and Canada for our cattle than Canada and Mexico get for their cattle here in the U.S.; a situation that is clearly is not in the best interest of U.S. cattlemen. In fact and unfortunately,

the most extreme circumstances, and CAFO nutrients are required to be land applied at strict agronomic rates; thus, it’s inappropriate and misleading to attribute water contamination issues to these highly regulated facilities. NCBA has told decision-makers on the Hill that it makes no sense to expand the scope of the CWA— as Chairman Oberstar proposed — when the federal government can’t adequately enforce the CWA as it is. It seems obvious that adequate enforcement of current law should occur before any attempts are made to expand federal jurisdiction over our waters. For more information on this topic, visit www.beefusa. org. Click on Government Affairs, then on Natural Resources & the Environment buttons.

Canadian beef processors were very quick to point out that the best mCOOL remedy for the Canadian beef industry would be for Canada to process all or as many of its own cattle as possible in Canada and to not send them south. The result of this initiative could be times that are even rougher, economically, for cattlemen in the Pacific Northwest. If Canada could process all of its own supply, that also would make Canada an even stronger competitor for our overseas markets like Korea and Asia. And, it would make the U.S. poultry and pork industries stand up and applaud, because it would significantly weaken the economic position of the U.S. beef industry — their main competitor in the consumer protein marketplace. Reducing the size of our industry, limiting our profit potential domestically, turning a blind eye to international markets, and ruining trade relationships that have existed for more than 50 years would be shortsighted as the market for beef goes increasingly global. How can any of those actions be good for the future of cattlemen?

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These are companies that have teamed with NCBA as allied industry members, demonstrating their commitment to the beef industry. Their involvement and investment strengthens our future. NCBA members are urged to support these partners in turn by purchasing their products and services. Those who would like to become allied industry partners with NCBA (securing a premium booth placement at the next annual convention and trade show), please call the association marketing team at 303-694-0305.

Allied Industry

Directory Gold Level Sponsors (minimum $100,000 investments) Intervet/ ScheringPlough Animal Health John Deere Merial

AgriLabs Bayer Barenbrug USA Caterpillar

Dow AgroSciences, LLC Elanco Animal Health Fort Dodge Animal Health

Allflex USA, Inc. Alpharma Barenbrug Boehringer Ingelheim Vetmedica, Inc.

Cargill Animal Nutrition Monsanto Novartis Animal Health Health U.S., Inc. Central Life Sciences Novus International CME Group Leo Burnett USA

ADM Alliance Nutrition, Inc. AgInfoLink American Live Stock Inc. Beef Magazine

Lextron, Inc. Midwest PMS, Inc. Nutrition Physiology Co., LLC

Agriculture Engineering Associates Albion Advanced Nutrition Alltech, Inc. AniPro Certified Angus Beef Certified Hereford Beef Cline Wood Agency Croplan Genetics Destron Fearing Faegre & Benson, LLP

Grow Safe Systems, Ltd Hartford Livestock Insurance Kent Feeds, Inc. Kunafin “The Insectary” Lallemand Animal Nutrition Meat & Livestock Australia, Ltd. Miraco/Gallagher Moly Manufacturing

American Foods Group Applebee’s International Beef Products, Inc. Booker Packing Company Cargill Meat Solutions Darden Restaurants

DuPont Qualicon Gilroy Foods & Flavors H.E.B. IEH Laboratories Kraft Food/Oscar Mayer

Micro Beef Technologies Pfizer Animal Health Purina Mills, LLC

Allied Industry Council Pioneer, A DuPont Business Y-Tex Zinpro Corporation

Allied Industry Associates Priefert Manufacturing Company Ridley Block Operations

SmartLic Supplement U.S. Premium Beef, Ltd. Vigortone Ag Products Walco International, Inc.

Allied Industry Partners New Holland Noble Foundation Nova Microbial Technologies Phibro Animal Health PlainJan’s Quali Tech, Inc. Rabobank International Ritchie Industries Inc. Roto-Mix Stone Manufacturing

Temple Tag Teva Animal Health Tru-Test US Bank Varied Industried Corp. Vitalix The Vit-E-Men Co. Inc./ Life Products Western Farm Credit Association WW Livestock Systems Z Tags North America

Product Council Members Lobel’s of New York McDonald’s Corporation National Beef Packing Outback Steakhouse Sam Kane Beef Processors

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December 2009 l National Cattlemen

Smithfield Beef Group, Inc. JBS Swift & Company Tyson Fresh Meats Wal-Mart Stores Wendy’s International

2009 Cattlemen’s College, sponsored by Pfizer Animal Health, will focus on profits, products and policy. An Applied Reproductive Strategies Workshop will be offered for the first time at the 2009 Cattle Industry Convention, San Antonio. Register early. Visit or call 303-694-0305.


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Saddle Up to

January 27-30, 2010

What’s the best way to improve your business?

Leave it!

Leave it long enough to come to the most rewarding cattlemen’s convention of the year! At the 2010 Cattle Industry Annual Convention and NCBA Trade Show: + Outstanding speakers will challenge you to rethink how you do business. + Industry experts will share their secrets of success. + The Trade Show will boost your use of cutting edge tools and information.

Join your fellow cattlemen in San Antonio, January 27-30, 2010. For more information visit or call 303-694-0305 For information on exhibiting, contact Kristin Torres at 303-850-3335 or




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