Building Consumer Confidence
Funded in part by the Beef Checkoff Program, the Stockmanship & Stewardship Tour travels the country, using live cattle-handling demonstrations to inform cattlemen about the importance and benefits of proper cattle handling and its critical role in increasing consumer confidence in beef. Hands-on training sessions at livestock auction markets and other venues allow cattle producers opportunities to meet and discuss improved stockmanship methods. Training is led by renowned Montana horseman, rancher and stockmanship instructor Curt Pate and lifelong cattleman Ron Gill, Ph.D., Texas A&M livestock specialist and cattle-handling advisor. Recent media coverage has drawn attention to this effort by the cattle industry to improve beef quality.