Dave Petty, Iowa
Dave Petty, commercial cattleman and the 2000 National Environmental Stewardship Award winner, realizes the importance of research and knowledge in maintaining the natural resources of his Iowa River Ranch, a diversified cow-calf, cattle feeding and grain operation. Dave also understands the importance of the beef checkoff in growing consumer demand and how that impacts his operation.
“Over the years, the beef checkoff has delivered dividends on my investment through increased demand for our product. The checkoff funds research that builds consumer confidence and awareness of how beef fits into a healthy lifestyle,” says Dave.
“Through checkoff-funded research, we have seen an increase in value of the previously under-utilized parts of the carcass ¯ like the chuck,” Dave continues. “The development of the Flat Iron steak is a terrific example of how our checkoff dollars work to bring value back to beef producers. Checkoff research identified the Flat Iron steak in the chuck, and then our promotion dollars got the word out to consumers, building demand for this great-tasting product.”
“Our checkoff is doing the best job possible to promote beef. At the end of the day, beef checkoff initiatives help everyone in the beef production chain through increased volume, increased consumer awareness and increased consumer acceptance of our product.”
to listen to Dave talk the beef checkoff, new product research and consumer education.
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