Roger Butler, Florida
South central Florida near the Kissimmee River, just north of Lake Okeechobee, is home to B-4, Inc., a family operated, grazing dairy of more than 900 cows, plus 350 heifers and a 100-head beef cowherd. In addition to running the dairy, Roger Butler serves as the Florida Beef Council chairman, so he understands the importance of the beef checkoff in building consumer demand.
“Our Beef It’s What’s for Dinner consumer advertising campaign can be found in magazines, on the radio, and on Facebook, where it shares recipes and cooking tips about the 29 lean cuts of beef, which fit into any healthy lifestyle,” says Roger. "The checkoff also funds educational seminars for foodservice and retail professionals, who learn about the beef industry from pasture-to-plate and what’s involved in raising cattle, including the Beef Quality Assurance (BQA) program.”
“BQA emphasizes proper cattle handling methods and use of medicines, which ensure the health of cattle and increase consumer confidence in beef by demonstrating that producers are concerned about cattle care and welfare,” he says.
“As dairymen, it’s important to remember the beef checkoff provides programs that maintain consumer confidence in the safety and wholesomeness of our beef products and help build demand.”