Chuck Kiker, Texas

Chuck Kiker, Cattlemen's Beef Board member from Fannett, Texas, has been involved in the beef industry since he was a young child.

He says, "I first went on the Beef Board in 2004. I’m about to serve the last year of my second term and not many people have been able to do that. It’s been a pretty eye-opening experience.

"One of the things our checkoff does is profiling different muscles. We had so many cuts of meat that weren’t high dollar cuts that would end up in grind and it was very important to add value to those cuts. One of the things derived out of that kind of research was the flat iron steak and the petite tender. We needed cuts of steak that people could go out and buy and enjoy whether they were grilling at home or going to a restaurant."

Chuck believes more producers should volunteer and be part of the checkoff and learn about it. "It’s a very complicated process because it gets in to research, new market development, and things that we don’t even think about as ranchers."

Watch ChuckClick here for the full video from Chuck’s cow-calf operation.