Suggested Lead:  Austin Brown III, beef producer from Beeville, Texas, and chair of the Joint Issues Management Subcommittee, says the cattle business is hard work, it’s deeply personal and cattle producers take a great deal of pride in the beef they produce. America’s beef producers decided consumers needed to hear the real story about how beef is produced from the people who know best – beef producers. Thus, the checkoff-funded “Beef from Pasture to Plate” program…tape

Cut #1                :27                   O.C...”the dinner plate.”

Brown says the “From Pasture to Plate” site literally takes people “to the farm,” introducing them to the dedicated men and women responsible for producing beef...tape

Cut #2               :28                     O.C...”are being produced.”

Brown also says today’s consumer isn't satisfied with hearing that the beef they buy at the grocery store or favorite restaurant is safe, wholesome and nutritious – they also want to know the people behind the product…tape.

Cut #3               :27                    O.C...” it comes from.”

A fourth generation cattle producer, Brown says he’s making a living and doing this for a lifetime, creating a sustainable industry for his family and product for U.S. consumers. To learn more about the people, the stewards behind the beef, and the beef production story, visit the checkoff-funded Web site www beef from pasture to plate dot org (www.beeffrompasturetoplate.org).