Buckle & Banner-Summer 2022

Grand Champion Female | 2022 Cattlemen’s Congress

Congratulations to Emily Paden & Leon Cattle Company of St. Clairsville, OH! Sold as Lot 10 in the 2020 Flash & Function | West

Grand Champion Female | 2022 N.W.S.S. Junior Show Congratulations to Paige Wood of Big Cabin, OK! Sold as Lot 5 in the 2021 Red, Redefined

Calf Champion Female | 2021 N.A.I.L.E.

Grand Champion Female

Grand Champion Female | 2022 N.W.S.S. Open Show Congratulations to Circle M Farms of Rockwall, TX! Sold as Lot 2 in the 2021 Red, Redefined

Reserve Grand Champion Female

Grand Champion Pen of 3 Bulls

Congratulations to Parker Chesnut of Bath, IN! 2021 Bet on Red 2021 Bet on Red 2022 National Western Stock Show Bulls Available For Sale Privately Sold as Lot 5 in the 2021 Flash & Function | West Congratulations to Cade Vowell of Forest, MS! Congratulations to Addison Vowell of Forest, MS! Sold as Lot 1 in the 2021 Flash & Function | West

1

TABLE OF CONTENTS

8

RED TAKE OVER

16

12

TELLING THE STORY OF AGRICULTURE

TOP TIPS FOR SETTING UP A SUCCESSFUL STOCK SHOW

27

26

SHOW DAY RECIPE

SHOW CHAMPIONS

ALSO IN THIS ISSUE ...

Advertising Index...................................................................................... 28 JRA Contact Information......................................................................... 25 JRA Sponsors.............................................................................................. 19 Letter from the Editor................................................................................. 4 Meet Megan Underwood............................................................................ 6 RAAA Board of Directors......................................................................... 28 RAAA Staff Contact Information.............................................................. 4 Red Angus Association Collegiate Scholarship Winners Named........ 20 Show Info...................................................................................................... 6 2

On the cover: Claire Janssen, Amber, Oklahoma, submitted “Learning the Ropes” in the 2020 RAAA Photo Contest.

3

LETTER from the editor

When I was growing up, I showed twice a year at the Oklahoma City Fairgrounds. Then, Barn 3 was “The Big Red Barn” and some shows were held where commercial exhibits are now displayed during Cattlemen’s Congress. I was often stalled right next to this show ring. With the excitement of live shows in The Big Red Barn, my stalls seemed to be ground zero for people wandering through to see the action.

At nine years old, I was thrust into the role of “agvocate.” I often explained that my horned heifers were not bulls just because they had horns. And, many parents asked if their kids could pet my animals. It may not have been convenient, but I started talking to consumers about the beef industry and agriculture the best I could.

Now, people have moved even farther away from having any knowledge about agriculture, and our industry is increasingly taking on having to defend ourselves when what you see on social media or the news isn’t always factual.

We can’t expect consumers to know our story if we stay silent. In a Washington Post story about a dairy industry survey, the study found that 16.4 million Americans think chocolate milk comes from brown cows — that’s more than Ohio’s population. The same article told of kids interviewed in a California school. More than half didn’t know pickles were cucumbers or that onions and lettuce were plants. Four in 10 didn’t know that hamburgers came from cows, and three in 10 didn’t know cheese was made from milk.

The disconnect with consumers is real. I saw this firsthand a few years ago when I was marketing a movie in the film industry. Traveling to film festivals in Hollywood and upscale towns across America, I realized how agriculture has lost its standing to biased, anti-ag documentaries. When I listened to a filmmaker in upstate New York, people at a food truck park at Michael Moore’s Michigan festival or took an Uber through an upscale L.A. neighborhood, it really struck me how much of this world makes decisions based on emotions instead of facts.

I was uneasy in these settings. In the movie I marketed, a Native American storyteller explained the untold story of Native Americans to the urban masses in 1920s. Just as she took uncomfortable action in audiences unfamiliar with her story, we in the beef industry must do the same.

The agriculture experts I’ve listened to preach, “SCIENCE, SCIENCE, SCIENCE.” I don’t believe science is the way to change the hearts and minds of people, so we must learn how to wrap science into our emotional story.

In this issue, you’ll see several scholarship winners (page 20) who list misinformation as the greatest industry challenge. Red Angus producer, Macey Mueller, addresses how to tell your story on page 16.

I certainly don’t have the answers to this decades-old dilemma, but I do know that each of us who exhibits at a show or takes on a 4-H or FFA beef project has a duty to start telling your story, one person at a time. If you can’t take a big action, start with a small step.

In closing, let me be the first Okie to welcome NAJRAE exhibitors to my home state of Oklahoma! As we celebrate the “Legend of the Reds,” I leave you with a quote from one of our state’s most legendary sons.

Live your best life,

“Even if you’re on the right track, you’ll get run over if you just sit there.” — Will Rogers 4

BUCKLE & BANNER | SUMMER 2022

18335 E. 103rd Ave., Ste. 202 Commerce City, CO 80022 940-387-3502 | FAX 888-829-6069 info@redangus.org | RedAngus.org Chief Executive Officer Tom Brink, Ext. 4, tombrink@redangus.org Director of Breed Improvement Ryan Boldt, Ext. 12, ryan@redangus.org Beef Cattle Geneticist Dr. Lindsay Upperman, Ext. 29, lindsay@redangus.org Director of Office Operations Halla Pfeiff, Ext. 10, halla@redangus.org REDSPro & Registry Specialist Billie Boyd, Ext. 6, billie@redangus.org REDSPro & Registry Specialist Nicole Rebitski, Ext. 5, nicole@redangus.org DNA Data Programs Coordinator Alana Skelton, Ext. 14, alana@redangus.org DNA Customer Service Specialist Kai Miranda, Ext. 24, kai@redangus.org Database and Registration Consultant Kenda Ponder, Ext. 15, kenda@redangus.org Director of Commercial Marketing Harold Bertz, 816-661-2289, harold@redangus.org Assistant Director of Field Services Katie Martin , Ext. 16, katieochsner@redangus.org Commercial Marketing Specialist Nolan Woodruff, Ext. 9, nolan@redangus.org Commercial Marketing Specialist Rachael Oliver, 406-480-1569, rachael@redangus.org Commercial Marketing Specialist Cale Hinrichsen, 785-456-3969, cale@redangus.org Assistant Director, Value Added Programs Chessie Mitchell, Ext. 20, chessie@redangus.org Value Added Programs Specialist Jeananne Drouhard, Ext. 18, jeananne@redangus.org Director of Education & Junior Programs Dr. Kim Heller, 515-851-2019, juniors@redangus.org RAM Publisher & Advertising Director Tracey Koester, 701-391-5440, tracey@redangus.org RAM Editor & Director of Communications Brandi Buzzard Frobose, 785-448-0239, brandi@redangus.org B&B Publisher & Communications Specialist Lisa Bryant, 405-766-8942, lisa@redangus.org Show Specialist Erin Dorsey, 970-396-5420, erin@redangus.org Accounting Director Janet Russell, Ext. 11, janet@redangus.org Membership and Receivables Specialist Margaux Midas, Ext. 7, margaux@redangus.org Receptionist Marilyn Imthum, Ext. 3, receptionist@redangus.org

5

North American Junior Red Angus Event

SHOW INFO

Chickasha, Oklahoma June 20-25 NAJRAE.com

American Royal Kansas City Oct. 6-23 Entry/ownership deadline............................ Sept. 10 Late entry deadline........................................ Sept. 15 Early move-in begins........................................ Oct. 6 Arrival deadline, check-in............................... Oct. 7 Junior heifer showmanship............................. Oct. 7 Junior and open show...................................... Oct. 9 Supreme champion heifer show.................... Oct. 23 AmericanRoyal.com

Northern International Livestock Exposition Billings, Montana Oct. 14-22 Entry/ownership deadline.............................. Sept. 1 Early move-in begins...................................... Oct. 19 Arrival deadline, check-in, futurity preview............ .......................................................................... Oct. 20 Sale preview and sale...................................... Oct. 21 Junior and open show.................................... Oct. 22 TheNile.org

North American International Livestock Exposition Louisville, Kentucky Nov. 4-17 LivestockExpo.org

Cattlemen’s Congress Oklahoma City Jan. 1-14, 2023

CattlemensCongress.com

Fort Worth Stock Show Fort Worth Jan. 13-Feb. 4, 2023 FWSSR.com B&B 6

BUCKLE & BANNER | SUMMER 2022

Meet

Megan UNDERWOOD You may see a new face if you’re attending summer events. RAAA is proud to announce Megan Underwood as the RAAA summer intern.

Underwood was raised on her family’s farm in Campbellsville, Kentucky, where she started her own herd of Hereford cattle to show and sell nationally.

She graduated from Kansas State University with a bachelor’s of science in animal sciences and industry. During her undergraduate career, Megan was a member of the 2020 K-State meat judging team, served as a College of Agriculture Ambassador and was recognized as the Block and Bridle Rookie of the Year.

Underwood is currently pursuing her master’s of science in agricultural education and communication at Kansas State University.

Her research focuses on developing strategic communication strategies for beef breed associations to meet producer demands.

Megan brings a communication knowledge to the team through her past experiences with the Beef Improvement Federation, Drovers and RAAA convention.

Among Underwood’s summer duties, she will be providing media coverage and taking photos at NAJRAE. “Junior nationals is truly the best week of the summer, and I am so excited to experience the Legend of the Reds as the RAAA communications intern.”

Please give Megan the Red Angus welcome when you see her in Chickasha! B&B

7

Livestock shows are about much more than competition and premiums; they provide excellent opportunities to build character in our youth and to promote animal agriculture in our communities. But establishing and managing a show takes time, effort and a wellorganized checklist. Two experienced show managers offer their advice for creating an event and coordinating the logistics.

Erin Dorsey

Erin Dorsey recently joined the Red Angus Association of America in February as the new show specialist and is responsible for planning Red Angus regional and national shows.

With more than 25 years of experience managing livestock exhibition events, she said launching a new show starts with a strong team dedicated to making it a positive experience for exhibitors and their families.

“Whether it’s a local jackpot or a national exhibition, we shouldn’t make it all about the competition all the time,” she said. “A good show really needs to be centered around the youth to provide an environment that encourages their passion for livestock.”

When it comes to establishing the show structure and rulebook, Dorsey said there is no need to recreate the wheel. Instead, she suggests looking for an existing event with the same size and scope you’re trying to achieve and then

build on it or make adjustments to fit your budget.

“Getting a show off the ground can be daunting enough, so there’s no need to start from scratch when you can look at other shows and reach out to peers within the industry for advice,” she said.

“Find a comparable show and use it as a model for what you’d like yours to be and then make specific considerations based on the budget you’re working with.”

Speaking of budgets, sponsors play a critical role in the success of a show. Facility rental, insurance, judges, supplies and premiums can add up and are not usually covered by entry fees alone. Dorsey encourages organizers to get creative in considering potential donors.

Continued on page 10 ...

8

BUCKLE & BANNER | SUMMER 2022

9

“A lot of people out there are willing to sponsor youth events,” she said. “Think about those business owners who may not be directly related to agriculture, but who may have grown up on a farm or participated in 4-H or FFA as a youth member. They are often the most eager to be part of your event.

“Other revenue streams – like renting retail vendor booths or selling bedding, other supplies and concessions – can also help offset event expenses but may require extra volunteers to coordinate.”

Kass Newell

Kass Newell is no stranger to the livestock show industry. She grew up showing cattle and goats across the nation, and now as the Oklahoma Youth Expo executive vice president, she manages the world’s largest junior livestock show each March, with more than 7,000 4-H and FFA members exhibiting more than 13,000 head of livestock.

“I dreamed of working for OYE since the sixth grade,” she said.

“Livestock shows give exhibitors the opportunity to showcase their animals in front of thousands of people and can be great marketing tools for both breeders and buyers, but they are especially valuable at equipping youth with real world skills like work ethic, responsibility, 10

communication, networking and time management that extend far beyond the showring.”

When the 2021 National Western Stock Show was canceled due to COVID-19 restrictions, Newell and Dorsey both worked with the OYE staff to establish the Cattlemen’s Congress, a premier event for cattle breeders across North America to exhibit elite genetics.

In just a few short months, the team collaborated with numerous breed associations to host a recordbreaking exhibition that included open and junior breeding cattle shows, pen cattle shows, a junior market steer show, prospect and heifer shows, national cattle sales and an industry-leading tradeshow.

Nearly 2,800 exhibitors from 41 states and Canada exhibited 9,627 head of cattle that first year, and that number continued to grow in 2022.

“Given the short amount of time we had to plan the event, we felt the initial Cattlemen’s Congress was a great success, but just like any of the shows we work on, we considered feedback from exhibitors and looked for ways to improve,” Newell said.

“As soon as we wrap up a show, we begin planning for the next year and try to get rule changes or major show modifications out as quickly as possible.”

While planning and securing sponsorships are extremely important to a successful event, Newell said when it comes to show day, a good facility and a solid volunteer base are key to making it a great experience for exhibitors.

“None of this would be possible without all of the extra help we have during the show,” she said. “Finding those individuals who really care about the youth, the livestock and the overall experience is going to help make your event better year after year.”

BUCKLE & BANNER | SUMMER 2022

On the next page, this checklist of basic tasks and responsibilities will help make any show run smooth.

Form a Committee ❏ Include individuals with different skill sets to ensure all tasks are covered.

Determine Location and Venue ❏ Consider space and appropriate facilities for showing, stalling and washing animals. ❏ Sign a contract. ❏ Purchase liability insurance.

Set Rules and Show Type ❏ Determine types of animals (prospect, market, breeding, etc.) and who is allowed to show (juniors, open, etc.). ❏ Identify a similar existing show and use rulebook as a model.

Secure Sponsorships and Set a Budget ❏ Consider asking other vendors (retail, food trucks, etc.) to participate to defray venue expenses. ❏ Think outside the box for potential donors.

Hire Judges and Photographer ❏ Depending on the show size, consider forming a judge committee to remain impartial.

Promote Event ❏ Be consistent with branding – event name, colors, logo, etc. – to build awareness. ❏ Use social media, extension databases, agriculture publications, state livestock associations, etc. to help spread the word.

Prepare for Show Day ❏ Create a master plan for the day. ❏ Determine a show order. ❏ Set up stalls and tie outs. ❏ Post accident liability signs.

Show Day Place Volunteers ❏ Include greeters at the gate to direct traffic, someone to help weigh at the scales, office staff to process registrations, individuals to line up classes, a clerk in the showring to record class placings, ringmen to keep animals moving and the ring clean and someone to hand out premiums or prizes (if applicable).

Make Registration Smooth ❏ Decide whether entry fees are due in advance or the day of and whether registration is done using paper forms or electronically. Show management software can make this process easy, but adds an expense to the budget.

Develop System for Record Keeping ❏ Consider using free spreadsheet software like Excel, Google Sheets, etc. or a show management program.

After the Show Pay Premiums ❏ If premiums aren’t paid on show day, pay scales will need to be determined and checks will need to be mailed out.

Send Thank You Notes ❏ This important step can help ensure future donations.

Review Event with Committee and/or Ask for Exhibitor Feedback ❏ Plan to meet soon after the show while concerns and ideas are still fresh on the mind. ❏ Consider gathering email addresses to send a quick survey after the show.

Begin Planning for Next Year. ❏ Post rule changes or major show modifications as early as possible. B&B 11

by Gabbi Walters, NAJRAE communications director

They say everything is ‘OK’ in Oklahoma, but get ready for the red dust to stir when the red cattle arrive for a western showdown.

The North American Junior Red Angus Event is thrilled to announce the addition of new and improved contests, divisions and the PeeWee Jungle.

How often have you heard, “take a chance, step out of your comfort zone or push yourself to the limit?”

At this year’s North American Junior Red Angus Event, members can do just that by developing and improving their skills, talents and competing in an abundance of competitions. We encourage you to step out of your comfort zone, try something new, challenge yourself and take a chance. Change in your life comes when you get out of your comfort zone, and the only way to grow is through change. Take that chance and try something new during our week-long event, and don’t hesitate to contact us if you have any questions.

Creativity? We’ve got a place for you. Showcase your creativity through arts/crafts and photography contests. Build your interview skills by having a short interview with the judges to receive points. Build life skills by challenging yourself to write and present a speech. Convey your thoughts and have some fun with this year’s topic for the intermediate and senior divisions: “What problems is the beef industry facing and how could Red Angus help to solve these issues?”

Individual contests allow you 12

to showcase your knowledge. The Herdsman Quiz and Skill-A-Thon exhibits the member’s knowledge on feedstuffs, livestock equipment identification, breed identification, association, carcass grading system, supplement identification and industry questions.

Scores are added up and prizes are awarded at the annual banquet for all events.

Individual events are then tallied together, and the highly coveted overall Sweepstakes winner receives a beautifully handcrafted leather director’s chair.

The PeeWee Jungle will be full of fun and educational events for our PeeWees. From coloring, to crafts, to waterslides and the herdsman quiz, an all-inclusive experience has been made for the youngest members. We strive to mold and enhance the future of the agriculture industry by educating youth at the earliest age. PeeWee versions of some satellite events will be available to give members a glimpse at what contests their older siblings are competing in.

Not only do we educate the youngest generation, but we set up our graduating members for success with the scholarship support. Thousands of dollars have been awarded to graduating high school seniors continuing their education in apprenticeship programs,

BUCKLE & BANNER | SUMMER 2022

trade schools, junior colleges or a university.

The week of the North American Junior Red Angus Event and the years behind it go by quickly, but never cease the opportunity to take a chance, make a change and grow by trying something new.

You can find more contests, rules and schedule at www.najrae.com or on our Facebook page.

B&B

13

NEW/RULE CHANGES

CONTESTS...

...EVENTS...

PEEWEE PRIDE

ARTS AND CRAFTS

BIG LITTLE

NEW AGE DIVISION

HERDSMAN QUIZ

STATE LEADERSHIP MEETING

OWNERSHIP RULE

LIVESTOCK JUDGING

PEEWEE MEETING

ENTRY FEE CHANGES

PUBLIC SPEAKING

EQUIPMENT ID

SUBSTITUTIONS

PHOTOGRAPHY

OPENING CEREMONIES

SWEEPSTAKES TIE BREAKERS

SALES TALK

STICKHORSE RACES

UNETHICAL FITTING

STATE THEME DISPLAYS

ROYALTY BREAKFAST

PHOTOGRAPHY

SWEEPSTAKES

ROYALTY INTERVIEWS

TEAM FITTING

QUIZ BOWL

SCHOLARSHIP INTERVIEWS

STATE HERDSMANSHIP CONTEST

TEAM FITING

COOKIE DECORATING

SENIOR INTERVIEWS

EDUCATION STATION

‘More than just a cattle show - building strong leaders for our future’

JUNE 19 - 25, 2022 GRADY COUNTY FAIRGROUNDS CHICKASHA, OKLAHOMA www.najrae.com For mor information contact:

kaye@najrae.com or 319-931-8127 cheryl@najrae.com or 712-490-2956 14

BUCKLE & BANNER | SUMMER 2022

NAJRAE Schedule

JUNIOR BOARD - REQUESTS YOUR PRESENCE AT THE 2022 NAJRAE AND LET THE FUN BEGIN.

...AND LEADERSHIP Junior Board Junior Advisor Senior Board Marketing Committee - Advertising - Social Media Show & Events Committee - All Events - Awards Finance Committee - Accounting/Budgeting - Fundraising/Sponsorships - Tradeshow - Grant Applications Host State Committee Scholarship Committee Rules & Bylaws Committee Red Angus MOU Committee Genetic Bank Committee Breeder’s Cup Futurity Committee Senior - Junior Board Liason

2024 NAJRAE June 25 - 26, 2024 Brookings, South Dakota

June 18, 2022 - 5:00 p.m. Barn & tie-outs open for Host state ONLY June 19, 2020 - 8:00 a.m. Barn and tie-outs open for ALL exhibitors June 20, 2022 - 7:00 a.m. Junior Board Meeting 8:00 a.m. Senior Interview Contest Interviews 9:00 a.m. State Leader Meeting 10:00 a.m. ALL CATTLE MUST BE IN PLACE 10:30 a.m. Junior Exhibitor Meeting 11:00 a.m. PeeWee Meeting 11:30 a.m. Big Little Meeting 12:00 p.m. Cattle/Registration Paper check-in, Satellite Contest check-in 4:00 p.m. Herdsman Quiz and ID 6:00 p.m. Line up for Opening Ceremonies and State Photos 6:30 p.m. Opening Ceremonies & Stick Horse Race June 21, 2022 - 7:00 a.m. Junior Board Meeting 7:30 a.m. Queen/Princess Breakfast/Interviews 8:00 a.m. Public Speaking 8:30 a.m. Arts & Crafts Interviews 11:30 a.m. Livestock Judging 4:00 p.m. Quiz Bowl 7:00 p.m. Family Social/Tailgating night June 22, 2022 - 7:00 a.m. Junior Board Meeting 8:30 a.m. Team Fitting Heats 12.00 p.m. Sales Talk Contest 2:00 p.m. Scholarship Interviews 3:00 p.m. Education Station 4:30 p.m. Pee Wee Cookie Decorating & Princess Tea 6:00 p.m. Team Fitting Finals June 23, 2022 - 7:00 a.m. Junior Board Meeting 8:00 a.m. Exhibitor Picture (Wear show shirt, large group picture in the show ring) 9:00 a.m. Showmanship Ring 1 - Seniors followed by Juniors Ring 2 - Intermediates followed by Novice Pee Wee to go in the first ring available 0:00 - Incoming Junior board Interviews 1 hour after the conclusion of showmanship 4:00 p.m. - Adult Membership meeting Senior Board meeting immediately following June 24, 2022 - 7:00 a.m. Junior Board Meeting 8:00 a.m. Shows (Breeder’s Cup Futurity, Bred & Owned Females, Bred & Owned Bulls, 1A Steers, % Steers) 6:00 p.m. - Awards Banquet and Silent Auction June 25, 2022 - 7:00 a.m. Junior Board Meeting 8:00 a.m. Shows (%Female, Owned Female)

Release at the conclusion of the show

15

Tips for finding your voice and sharing the beef story

by Macey Mueller Each day, you can get on social media or turn on the news and likely find someone speaking negatively about agriculture. And, from false nutrition claims to misinformation about environmental effects, the beef industry often takes a particularly heavy blow.

Fortunately, the truth is on our side and farmers and ranchers have a positive and encouraging story to tell, but without voices advocating and sharing factual information, it can easily get drowned out by negativity.

As a livestock exhibitor, you have the unique opportunity to interact with consumers and answer questions about how animals are responsibly raised, talk about sustainable practices used in beef production and

ensure they have accurate facts about the beef on their plates.

Amanda Radke is no stranger to advocating for animal agriculture.

The fifth-generation South Dakota rancher grew up developing stories about the industry for 4-H and FFA competitions and has dedicated her career to serving as a voice for the nation’s farmers and ranchers.

She regularly tackles industry issues as a writer and a speaker and said talking with consumers starts with identifying their key values – environmental stewardship, animal welfare, food safety, etc. – and having a conversation about those values to build common ground.

“Whether you’re involved in agriculture or not, we all eat and we

all have the same values about the food that we want to eat,” she said.

“We want it to taste good, be good for us, fit into our budget and be safe for us and the environment, so I always bring my message back to those core values because we might have a different vantage point than a consumer, but we can quickly find common ground and have a healthy exchange.”

As a veteran livestock exhibitor herself, Radke knows it can be difficult to spend time visiting with the public when you’re focused on fitting an animal and preparing mentally for a show. She said it’s important to remember livestock shows were originally intended as a kind of a public relations event to celebrate agriculture and it might be the first time someone has ever talked to a farmer or seen cattle.

“I truly believe show kids and their families are the first line of defense in reaching the general public, so we want to put our best foot forward and be the best ambassadors for agriculture because we’re not just representing ourselves and our own families, but truly the entire agricultural community.”

­— Amanda Radke

16

BUCKLE & BANNER | SUMMER 2022

“People go to these fairs and shows to make family memories and we want it to be a positive experience for them, so if someone asks to ‘pet your cow,’ it might not be the best timing, but it is a touch point and an opportunity to engage,” she said.

“We never want to brush people off or be rude, so if you’re in the heat of getting ready for the show, invite them to the ring to watch and then offer to answer their questions after competing.

“I truly believe show kids and their families are the first line of defense in reaching the general public, so we want to put our best foot forward and be the best ambassadors for agriculture because we’re not just representing ourselves and our own families, but truly the entire agricultural community.”

While sharing your story with fair goers and show spectators is important, there are also several ways to advocate for the beef industry outside of the show barn.

Radke said using social media and engaging with local audiences are also creative ways to share positive information about agriculture.

In a time when TikTok and Snapchat videos are so popular, she encourages everyone to create content that’s entertaining and relatable to reach a variety of audiences.

“Parents might roll their eyes or despise social media, but there’s a whole generation of young people who can totally rock these platforms in a way that is effective at sharing our story,” she said. “A short clip can often get millions of views before a lengthy article or blog post.”

From a personal development point of view, Radke said using social media platforms to talk about agriculture also looks very impressive to scholarship committees and potential employers.

“I always tell students to use those social media tools as kind of a living breathing resume to show people in our industry and outside

of agriculture who they are and what they’re all about,” she said.

As a writer, Radke has used her talents to publish several agriculturally accurate children’s books that reflect how food gets to the dinner table, and she regularly visits classrooms to read those stories and answer questions about farming and ranching.

“Whether it’s a county fair, a classroom or at the local library, find a book that talks about agriculture and offer to read it during a children’s story time,” she said. “It can be an easy pathway to interact with the public – both children and their parents – and it might be a little less intimidating than making TikTok videos.”

One of the best ways to improve your advocacy skills and gain confidence in talking with different audiences is to increase your knowledge about the beef industry.

The Masters of Beef Advocacy program is a free, self-guided, online course to help all members of the beef community answer questions about beef and raising cattle.

Chandler Mulvaney, National Cattlemen’s Beef Association

director of grassroots advocacy and spokesperson development, said the Beef Checkoff-funded resource addresses environmental sustainability, beef nutrition, animal welfare and beef safety while taking advocates through the beef lifecycle, from pasture to plate.

“The MBA program is a great tool for those who want to learn how to effectively share their story and answer some of the tough questions about the beef industry,” he said. “If you have a vested interest, a passion or just a general curiosity to learn more about the beef community, then the Masters of Beef Advocacy course is going to answer those questions and help bridge the divide between producers and consumers.”

In addition to in-depth beef lifecycle information, MBA participants also learn how to approach conversations using the “Two C Model” that promotes expressing how much you care – both about being a member of the beef community and the other person’s concerns – and how capable you are as a producer.

“When we’re talking with consumers, we want to be intentional

“When we’re talking with consumers, we want to be intentional and engaging while we answer questions and talk about how much we care about the work we do and the impact it has on providing food for the world,.”

­— Chandler Mulvaney (pictured third from left) 17

and engaging while we answer questions and talk about how much we care about the work we do and the impact it has on providing food for the world,” Mulvaney said. “We also want to show how capable we are as stewards of livestock, land and other resources and how we continue to adapt and make improvements to be efficient beef producers.”

Regardless of how you choose to advocate, Mulvaney challenges anyone involved in the livestock show industry to participate in the MBA program to gain confidence in sharing their beef stories on social media and in their communities.

“The MBA courses will help equip you to share key messages that are impactful and memorable and engage in those tough conversations about how cattle are raised and why beef is an important part of a healthy, sustainable diet,” he said. “It’s never been more important to tell our story and protect our industry.”

18

BUCKLE & BANNER | SUMMER 2022

The Masters of Beef Advocacy program is an online course designed to empower producers to communicate with consumers and to create a grassroots network of advocates. Visit mba.beeflearningcenter.org to learn about all aspects of the beef supply chain, including: • The Beef Community - Context of raising beef from pasture to plate focusing on the community of people involved throughout the beef lifecycle.

• Raising Cattle on Grass - An introduction to the first step in the beef lifecycle and the many benefits of raising cattle on our country’s vast grass pasture resources.

• Life in the Feedyard - A discussion on the role of feedyards, including animal care, nutrition and environmental stewardship, at this important step in the beef lifecycle.

• From Cattle to Beef - An in-depth look at the slaughter process and the humane handling and safety measures at today’s beef processing facilities.

• Beef. It’s What’s for Dinner. - A primer on choosing and cooking the right cuts of beef and the important role of beef in a healthful diet. B&B

Thank you 2022 Junior Red Angus Association sponsors! Your support makes possible the Young Stockman Program, the National Junior Show at the North American Junior Red Angus Event, national contests and JRA Round-Up. Thank you for your support and investment in our youth.

DIAMOND SPONSORS

PLATINUM Heart River Ranch Kemen Farms Red Angus Lazy J Bar Ranch Milk Creek Reds R.A. Brown Ranch BRONZE Mitchell Vanderwal

GOLD Andras Stock Farm Bieber Red Angus Coal Creek Cattle Grassy Meadow Ranch JYJ Red Angus Leland Red Angus Mushrush Red Angus Red Hill Farms Vitalix Inc.

SILVER Berg Family Red Angus Devin & Katie Martin JRBE Red Angus Lazy F Livestock Mathias Ranch Murdock Cattle Co. Nolan & Kelly Woodruff Wedel Red Angus Wood V - X Ranch

We also extend our thanks to the Red Angus Foundation Inc. for your continued support of junior programs!

19

JRANews Red Angus Association Collegiate Scholarship Winners Named Red Angus Essential to Scholarship Winners’ Futures The RAAA junior activities committee is pleased to name each of the following five JRA members as a recipient of the Red Angus Association of America’s $1,000 college scholarship.

Each applicant is asked to describe the key challenges facing the beef industry in the next five years, the role of Red Angus in addressing those challenges and how those challenges impact their career path. You can read each recipient’s response in the following pages.

Natalie Evans — Jacksonville, Illinois Natalie Evans is the daughter of Sean and Amy Evans. She and her family run a commercial and registered cattle operation called Coal Creek Cattle Co. A recent graudate of Routt Catholic High School, she was a part of sideline cheerleading, the varsity track team, student council, NEHS, NHS, service club and ambassador club.

Outside of school, she was involved in 4-H where she has held the positions of president, vice president and secretary of her club.

Being involved in the Red Angus breed and the beef industry has encouraged her to pursue a degree in pre-veterinary medicine with the intention of going on to veterinary school. She also has the strong ambition to continue her family’s operation, alongside her two siblings.

20

The biggest challenge facing the beef industry in the coming years lies in social media and fighting against the deception that is continuously spreading across the world about the beef industry. The internet and social media can be your best friend, but it also can be your biggest nightmare. A lot of misinformation triggers fear and anger inside the average consumer. It’s the mission of upcoming generations to use technology and power to properly educate our consumers.

Another challenge the beef industry faces is the unproper labeling food companies place on their products for marketing. For example, when a company labels beef products as “antibiotic- or hormone-free,” we producers know that all meat going into the grocery is antibiotic- and hormone-free. Yet, the average consumer does not know any different because they fall into the trap of illusive marketing.

Red Angus, as a breed, has done a great job reaching producers through social media and other marketing

BUCKLE & BANNER | SUMMER 2022

tactics such the Red Angus Magazine.

While these efforts are important to the producer, the breed also needs to make moves to educate our consumers. To reach them, the association itself can advocate for the industry through social media, but the biggest impact is going to be made at the producer level.

In a producer’s hometown, there are several ways to advocate for our breed and the industry. Placing articles in local school bulletins or newspapers, if allowed, can help reach the public and inform consumers. Producers can also post on social media or on blogs and spread the word about the misconceptions of the beef industry.

Finally, as a future veterinarian focusing on the beef industry, the one thing I will need is feedlots, operations and cattle to work with. If the demand for beef becomes less significant due to misconceptions, a need for people like me won’t be valued or required. Also, with a promising future for my own operation, I will need beef-consuming customers myself.

JRANews Jamie Geyer — Lisbon, North Dakota The beef industry has many road blocks that they push through every year. Most of the challenges are nothing new to ranchers. The challenge I see the beef industry facing in the next five years has been ongoing for many years. For so many years, the big four meat packers have impacted the ranchers, wholesalers and consumers in every state.

The four big meat packers have tried to reduce the number of cattle slaughtered, which has created supply restraints.

Reducing the slaughter numbers works to fill the packers’ pockets on both ends. Cattle feeders then have too many cattle to

feed so they must take what they can get when they sell them. So, the packers can charge more to the wholesalers to get the beef they need, and in hand, consumers end up paying more at the grocery store.

These packers control too much of the beef market and something needs to change.

The packers have been to court many times, but nothing ever seems to change.

RAAA has come up with a few solutions that I think have really helped the rancher’s bottom line. The Feeder Calf Certification Program and Allied Access have benefitted both purebred and crossbred

cattle producers. The yellow FCCP tags increase the selling price on average to $2.98/cwt.

These are both great programs that the Red Angus Association should be proud of.

As I sit and think about going off to attend college and getting my degree in animal science and ag business, it would be easy to walk away from the farm I was raised on and get an 8-5 job in some large city. I just don’t think that is something I could ever do. These packers will continue to be a challenge when I return home to raise Red Angus cattle, but I am not going to let them stop me from following my dream.

J

amie Geyer is the daughter of Wylie and Sherry Geyer. Jamie graduated from Lisbon High School in May. She excelled in school by always being on the honor roll. She was involved in many outstanding organizations during high school. She was the local 4-H club treasurer for the past four years. She served the FFA chapter as treasurer for one year and president the past two years.

She is the sixth generation in her family to be involved in the agriculture industry and after graduation from college, plans to go home to the family farm and continue to raise Red Angus cattle.

21

JRANews Bailey Jean Smith — Shiner, Texas

Bailey Jean Smith is the daughter of Michael and Sarah Smith. As a recent graduate, she was involved in cross country and track. One of her career goals is to write for a nationally renowned agricultural organization. Having been involved with Red Angus for most of her life, writing for a Red Angus-based magazine or other form of media would be a dream come true.

One of the most prominent issues facing the beef industry today is misconception in the media. Why do most people focus and rely on social media when there are other information sources? Many get a sense of community from social media. This, in turn, causes a dependency on that source of belonging, and in many cases, causes social media and the opinions of others to be their only view of the world today.

The reason this happens to be the greatest threat to the beef industry is the fact that the industry’s future lies in these kids’ hands — whether they know it or not. Knowing this, it’s also the duty of the other side of the next generation — youth that defend agriculture and have the education and knowledge to do so —to be an influence for the better.

How? Using what threatens the beef industry as the very tool to spread positive light to the subject. However, for this method to be effective, ag youth must be aware of how others perceive agriculture and its related industries, with an emphasis on the emotions they feel when seeing certain things. The statement of facts is well-intended, but essentially useless when attempting to get a point across to kids. So, anyone wanting to educate others who have not been exposed to the beef industry would have to put themselves in that person’s shoes and try to see what they see to counter it. Given, I want to pursue a career in journalism, this issue would directly affect me in the future, and it would become my responsibility to educate those who didn’t grow up surrounded by ag as I did.

22

BUCKLE & BANNER | SUMMER 2022

JRANews Calley Stubbs — Wallace, Kansas The beef industry has overcome many challenges, but continues to face new threats. A constant threat to the beef industry is consumer misinformation. This has been a problem for years, and it won’t be easy to fix. One step is talking to consumers about what we do and why we do it. Consumers want to know everything about their food.

They want to know where it comes from, where it is raised and the impact of raising that product.

We have an audience to explain our way of life to, so let’s take the opportunity.

Misinformation runs rampant in society, and agriculture is no exception. In fact, it seems

to be a target. If we reach out to consumers, they can get the correct information right from the source.

The public has been told that agriculture is the main contributor to global warming.

We know that this isn’t true, but the consumers don’t.

They would rather blame the agriculture industry instead of the transportation and energy industries who are the main sources to blame.

Farting cows seem to be the No. 1 enemy to progress against global warming. However, science can’t support that stance. It’s true that cattle produce methane; although greenhouse gases produced by transportation last in the

atmosphere much longer than methane according to the Environmental Defense Fund.

Producers need to show how efficient their ranches are.

After all, if a ranch uses more resources than necessary, it won’t be profitable. Getting these messages out is vital to stop misinformation. As a producer, we all need to be transparent to the public about our practices.

The Red Angus Association can also help highlight how amazing the beef industry is.

They can reach out to larger organizations to help improve the public perception of the cattle industry. Together, we can reduce the misinformation spread about the cattle industry.

C

alley Stubbs is a fifth generation rancher, and daughter of Becky and Darrell Vandike and Adam and Jill Stubbs.

She recently graduated from Wallace County High School, where she was active in volleyball, basketball, scholar’s bowl, forensics, choir, student council and the National Honor Society.

Calley was first introduced to the Red Angus breed in 2011, when NAJRAE was held in her home state of Kansas. Calley plans on attending Butler Community College where she will study animal science and be a part of the livestock judging team. She plans to become a ruminant nutritionist, where she will create and adjust rations for cattle.

23

JRANews Mitchell vanderWal — brentford, south dakota Mitchell VanderWal is the son of Jeff and Beth VanderWal. Mitchell has loved agriculture his whole life. Everything from raising cattle to learning about plants, he has always been eager to learn more.

His education at Northwestern High School of Mellette, South Dakota, taught him to always look up to the next level of progress. This mindset has aided him in building his cattle herd.

The marketing knowledge that he learned and acquired during his time at South Dakota State University has taught him how to manage his assets and explore his career aspirations.

Junior Red Angus has taught him life lessons that he will cherish for a lifetime. His communication and herdsmanship skills have benefited tremendously from his Red Angus involvement. With all these skills combined, he will grow his cattle herd and jumpstart his career.

My favorite game to play at my grandma’s house when I was younger was dominoes. I would walk to the game closet, grab the shiny blue box from its shelf and spend the next half hour trying to figure out how I was supposed to play the game with my cousins.

However, most of the time we took it to the kitchen table and set up the dominoes in a line standing on their edge. With one touch of the hand, the dominoes would all fall into each other and tumble forward. However, if one domino was out of place, the chain reaction would stop, and the last domino would not fall.

To me, there is one issue that hangs above all other challenges in the cattle industry. In the world that I live in, it seems there simply are not enough workers to go around. I’m not sure if there is a lack of people, or if people simply lack the skills needed to fulfill the wanted jobs.

Without workers, the processes of our world cannot go on. For 24

BUCKLE & BANNER | SUMMER 2022

instance, every cattle producer’s end goal is to sell their beef, whether that beef is going to produce cattle for another producer or if the cattle will travel to the packing plant to be harvested and fabricated into meat cuts. The issue is many packing plants lack the labor to harvest these cattle. Without them, cattle prices will waiver and producers may have a product that might lose money.

Thus, I have come up with two solutions that Red Angus can help solve. First, produce cattle that will perform at their best. When labor is short, the producer can still benefit and earn money. Second, educate young people to be successful leaders. With more leaders entering the workforce, people will be more motivated to pursue a career and fill those wanted jobs. Even if these two solutions seem miniscule compared to the big challenge, they could be the first dominoes to set the chain of success in motion.

JRANews The committee is also pleased to announce Dalia Weber as the recipient of the $500 Dee Sonstegard Memorial Scholarship.

Dalia Weber — Rock City, Illinois

The beef industry faces many challenges. One key challenge that stands out to me is the shortage in employees at processing plants and workers on farms.

This is leading to prices dropping in the beef industry.

I believe there are ways that the Red Angus Association can help to stop this shortage. One way would be putting out advertisements reaching out to high school and college students to really push the importance of stopping this shortage. The Red Angus Association has the social media platform to reach newer generations and promote these job openings.

Another way the Red Angus Association could help stop this shortage could be to partner with some processing plants and offer internships for college students. By doing this we would be getting the new generations involved in the industry and we would be helping them to better understand the importance of filling these positions.

This shortage will impact my career in many ways.

If the shortage doesn’t go away, it will give me an opportunity to do my part in trying to stop it. I could use the connections I have made over the years as the beef ambassador and the platform I hope to gain by joining the NAJRAE board to reach out to the younger generations and encourage them to go out and get a job at their local processing plant or to buy their meat from local farmers to help them stay in business.

I believe to fix this shortage, it’s going to take everyone in the industry doing their best to promote beef and the industry every chance they get. We, as an industry, also need to really help the younger generations to better understand what an important role the beef industry plays in the ways of the world.

Dalia Weber is the daughter of Todd and Valerie Weber. Born and raised in Rock City, Illinois, she attends Dakota Jr. Sr. High School and is involved in many activities including varsity girls basketball, football manager and president of the Dakota FFA Chapter.

Red Angus has played a huge role in her life and will continue to as she plans to run for a junior board position and build her industry connections. B&B

The Junior Red Angus Association of America, the junior affiliate of the RAAA, strives to equip and prepare all members to be leaders, innovators, stewards and advocates for the Red Angus breed, the beef industry and agriculture.

The JRA membership actively participates in industry events, conferences and workshops designed to develop members’ critical thinking, leadership and production skill sets. Additionally, the JRA strives to nurture enthusiasm for the beef industry and agriculture, while promoting networking and education.

For more information on the Junior Red Angus Association of America, visit RedAngus.org or contact Kim Heller, junior programs coordinator, at 515-851-2019 or juniors@redangus.org.

25

ILLINOIS BEEF EXPO

JUDGES — ZACK BUTLER & MILES SHOUT

2.27.2022 / SPRINGFIELD, ILLINOIS Paige Van Dyke and KJHT FCFR Sweet N Saucy 1081 captured reserve champion female at the Kentucky Farm Bureau Beef Expo.

CHAMPION JUNIOR FEMALE KJHT FCFR SWEET N SAUCY 1081 – Paige Van Dyke, Louisville, Illinois

KENTUCKY

FARM BUREAU BEEF EXPO

JUDGE — BRIAN FOX

3.6.2022 / FRANKFORT, KENTUCKY Tyler Musgrave and FCFR Cita 138 won reserve champion female at the Illinois Beef Expo.

CHAMPION JUNIOR FEMALE FCFR CITA 138 – Tyler Musgrave, Willow Hill, Illinois

OKLAHOMA YOUTH EXPO JUDGE — TYLER CATES 3.13.2022 / OKLAHOMA CITY

CHAMPION JUNIOR FEMALE MHG Barcelona 107J – Morley Griffith, Shawnee, Oklahoma

HAVE YOU WON A STATE, REGIONAL OR NATIONAL SHOW? Submit your photo, animal name, show date and judge to lisa@redangus.org. B&B 26

BUCKLE & BANNER | SUMMER 2022

BETWEEN THE AISLES

ENJOY THIS PRIZE-WINNING RECIPE AT SUMMER EVENTS

SHOW

from 1995 National Beef Cook-off

DAY RECIPE

SAVORY BEEF & CHEESE ROLL-UPS

This easy and conven i ent rec i p e ca n be ma d e a h ea d of ti me and served at s ummer s h ows a n d fi el d d a ys .

INGREDIENTS:

DIRECTIONS:

•

1 pound deli roast beef, thinly sliced

•

2 packages (6 ounces each) garden vegetable flavored soft spreadable cheese

•

4 large (10 inch) flour tortillas

Spread cheese evenly over one side of each tortilla; top each with ¼ cup shredded carrots and ¼ cup Jack cheese. Layer lettuce and deli roast beef over carrots, leaving ½ inch border around edge. Roll up tightly; wrap in plastic wrap.

Refrigerate 30 minutes before serving.

•

1 cup shredded carrots

•

1 cup shredded Monterey Jack cheese (optional)

To serve, cut each roll diagonally in half.

•

8 leaves green leaf lettuce

COOK’S TIP:

Roll-ups may be prepared ahead of time; wrap and refrigerate up to 24 hours before serving.

B&B

27

RAAA BOARD OF DIRECTORS

President Steve Koester, Steele, North Dakota koesterredangus@gmail.com First Vice President Area IV - Southwest Director Tony Ballinger, Morgan Mill, Texas anthony.ballinger@adm.com Second Vice President and Treasurer Region C Director Jeff Pettit, Sebree, Kentucky jp@noashconstruction.com Secretary Area II - Montana Director Kay Klompien, Manhattan, Montana klmpnra@gmail.com Region A Director Chuck Feddes, Manhattan, Montana feddesredangus@gmail.com Region B Director Craig Bieber, Leola, South Dakota craig@bieberredangus.com Area I - West Director George Murdock, Pendleton, Oregon george.murdock@umatillacounty.net Area III - Rocky Mountain Director Aaron Kravig, Karval, Colorado akravig@kravigredangus.com Area V - Northern Plains Director Stephanie Jung, Mina, South Dakota raaanorthernplains@gmail.com Area VI - Great Plains Director Jason Anderson, Oberlin, Kansas jasonea9@hotmail.com Area VII - Northeast Director Rob Hess, Hershey, Pennsylvania hessfarm@verizon.net Area VIII - Southeast Director Jim Yance, Columbia, Alabama jim@jyjredangus.com Area IX - Midwest Director Stuart Gilbert, Stockport, Iowa redcowlocators@gmail.com

PUBLICATION OF THE

RED ANGUS ASSOCIATION OF AMERICA general information Published four times annually by the Red Angus Association of America at the national headquarters (18335 E 103rd Avenue, Suite 202, Commerce City, CO 80022). A non-political magazine dedicated to the promotion and improvement of breeding, showing, feeding and marketing Red Angus cattle. advertising information Visit redangus.org/buckle-banner for advertising rates and media kit. To place advertising in upcoming issues, contact Lisa Bryant at lisa@redangus.org.

Fall 2022 issue ad space reservation deadline — ­ July 25 Fall 2022 issue camera ready art due — Aug. 15

EDITORIAL AND ADVERTISING POLICY Advertising and editorial content are not limited to any particular class of product or subject matter. However, we reserve the right to refuse publication of any material not within the bounds of high agricultural ethics. While we devote the utmost care to the preparation of each advertisement, we cannot be held responsible for ads received after the ad deadline. Furthermore, the accuracy and content of copy received over the telephone is entirely the responsibility of the advertiser. No adjustment for incorrect ad copy will be considered for ads that are received after the ad deadline or that are placed over the telephone.

All unused reserved advertising space not canceled by the advertising deadline will be fully billed to the advertiser. B&B

ADVERTISING INDEX Allflex.....................................................................IBC Harmony Hill.............................................................1 Innovation AgMarketing..........................................4 JCL Red Angus...........................................................3 JK Angus...................................................................18 Lodoen Cattle Co.......................................................5 Majestic Meadows.................................................. BC NAJRAE ............................................................. 14-15 Red Diamond Land & Cattle............................... IFC TC Reds.......................................................................9 Tolbert Cattle..............................................................7 Weaver Livestock ....................................................13

28

BUCKLE & BANNER | SUMMER 2022

800.989.8247 | www.allflexusa.com

Red Angus Association of America 18335 E. 103rd ave., suite 202 commerce city, co 80022