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2021 Annual Report

Industry Information

Having an accurate understanding of the beef industry helps its participants promote a positive cattle and beef climate. These efforts work to develop new markets and marketing strategies, and increase efficiency and activities through programs focused on issues, management, public relations and beef and veal quality assurance.

VEAL ADVOCACY WORKSHOP

A 90-minute Veal Advocacy Workshop was held in April to help participants learn how to effectively talk about veal online and in-person. The speaker lineup represented great collaboration with the Checkoff’s Masters of Beef Advocacy program and the National Dairy Checkoff. Presenters included: calf veterinarian Marissa Hake, DVM; Tricia Sheehan, DMI; Natasha Mortenson, Wulf Cattle/Riverview LLP; veal grower Chris Landwehr; Ashley Russell, NY Beef Council/Veal Marketing; Paula Jones, bell’ alimento; and Donna Moenning, Veal Industry Information.

NAMI

Results

A follow-up survey showed 88 percent of participants planned to use the new materials created to explain veal production, including a Veal Journey PowerPoint, infographic, handout and four social media graphics; 76 percent found the webinar very effective; and 63 percent planned to communicate about veal because of the webinar.

ANTIBIOTIC STEWARDSHIP IN VEAL

The Ohio State University (OSU) conducted research specifically on dairy/veal calves with funding from the Centers for Disease Control and Prevention. OSU veterinary epidemiologist Dr. Greg Having, who specializes in dairy production systems and epidemiology addressing “One Health” problems, shared his research at the 10th Annual Symposium in November 2020. Given his expertise in the field of antibiotic stewardship and specifically, veal calves, the Antibiotic Stewardship educational materials created for veal and funded by the Beef Checkoff, stem from this research and sound animal husbandry practices for preventing resistance. Dr. Habing and others at OSU provided the technical insight to develop the program’s content, featured in a webinar held in partnership with the Dairy Calf & Heifer Association.

NAMI

Results

Beef producers had the opportunity to meet with key influencers from CDC, USDA, FDA and others. This one-on-one collaboration encouraged dialogue and created a better understanding of how beef production plays into the conversation of both human and animal health.

HEALTHY HUMANS, HEALTHY ANIMALS

The Beef Checkoff supports the beef industry’s commitment to “One Health” — healthy humans, healthy animals. This includes hosting the annual Antibiotic Symposium, which focuses on continued knowledge about responsible antibiotic use and the primary efforts aimed at combating antimicrobial resistance. The continued interest in the event and proactive outreach by members and partners are expanding.

NIAA

Results

Due to the virtual format and the subject matter lineup, the annual event saw a 47 percent increase in participation. There was great media pick-up of the Symposium, along with messages and information shared by speakers.

BEEF QUALITY ASSURANCE (BQA) COLLABORATES WITH VEAL AND DAIRY

The BQA program collaborated with the Dairy Calf & Heifer Association, Veal Quality Assurance and the Dairy FARM program to create the Calf Care & Quality Assurance program so other programs can align with and build upon it, ensuring calf raisers have relevant training, certification and implementation resources.

NCBA

Results

The full launch of the printed manuals is planned for FY22, including distribution of materials by all parties. The release of online modules for this program in Fall 2022 will allow for further certifications of producers around the country.

UPDATED MODULES FOR BEEF ADVOCACY TRAINING AND ENGAGEMENT

This year the program completed the extensive process of updating the Masters of Beef Advocacy (MBA) modules, MBA teacher toolkit and moving the modules to a new, more user-friendly learning management platform to encourage more beef producers and advocates to engage consumers about all things beef.

NCBA

Results

Working more closely with BQA, as well as other programs that also utilize the same online learning management system (LMS) platform, a main LMS landing page has been created. This page links to all LMS platforms, helping to leverage and elevate MBA to other program areas like BQA, Beef U and the Beef Education Nutrition hub audiences, and vice versa.

THE CHECKOFF TAKES ON CLIMATE WEEK

This Checkoff program shared the beef industry’s perspective as part of the official Climate Week schedule during the September 2021 event. The virtual session entitled “Can Beef Be Sustainable? Cattle’s Role in the Climate Solution,” was moderated by nutritionist Nicole Rodriguez, RD, NASM-CPT. The session also featured a panel of speakers including Jessica Gilreath, Ph.D., postdoctoral research associate at Texas A&M University; Jen Johnson Livsey, cattle producer at Flying Diamond Ranch in Kit Carson, Colo.; and Lamar Moore, celebrity chef and winner of Food Network’s Vegas Chef Prizefight.

NCBA

Results

The event was listed on the official Climate Week NYC schedule, and was attended by more than 300 people and even garnered additional positive media coverage.

Contractors Key

  • AFBFA

    American Farm Bureau Foundation for Agriculture

  • CBB

    Cattlemen's Beef Board

  • FMPRE

    Foundation for Meat and Poultry Research and Education

  • KSU*

    Kansas State University

  • MICA

    Meat Import Council of America

  • NAMI

    North American Meat Institute

  • NCBA

    National Cattlemen’s Beef Association

  • NEBPI*

    Northeast Beef Promotion Initiative

  • NIAA

    National Institute for Animal Agriculture

  • USCA

    United States Cattlemen’s Association

  • USMEF

    United States Meat Export Federation

  • NYBC*

    New York Beef Council

*Subcontractor
Figures presented within this report are based on data compiled by individual contractors. Unless indicated otherwise, results are based on October 1, 2020 to September 30, 2021 data.