Don Schiefelbein, Minnesota

Don Schiefelbein is a fourth generation seed stock producer from Kimball, Minn., who raises registered Angus and Simmental Angus seedstock cattle. He works alongside his eight brothers and parents on their family operation.

The beef industry’s long-range planning process is a discussion that involves every segment of the beef industry, from retailers to purveyors and from packers to cow-calf producers. “The long range planning process allows us to take a finite amount of money and strategically fund programs that provide the biggest return on investment," Don says.

But he believes the basis for every checkoff program is market research. “Our market-research program both helps us create a product that fits consumer needs and assists in marketing efforts based on that research.

“If we don’t keep our pulse on what’s happening in the consumer world, our opportunity for our messaging to get lost is very high. The better you understand to whom you’re promoting your product, the more accurately you can develop and share the information and, in turn, the higher the potential return on investment. So the more we can learn about our consuming public, the better off we will be, not only in creating a product that fits their needs, but also marketing to them.”

Watch DonClick here for a video from Don’s farm.