ISSUES POLICY
Texas Beef Checkoff Proves Successful in First Year
By Richard Thorpe, fi rst vice president, Texas and Southwestern Cattle Raisers Association
I
N JUNE 2014, TEXAS CATTLE OWNERS VOTED TO ESTABLISH A state-level beef checkoff. With more than 2/3 of those
who voted casting a Yes vote, it is clear that Texas ranch- ers understood the importance of a state program to augment the national beef checkoff efforts. The state checkoff program is funded by a $1 per
head assessment on cattle at each point of ownership transfer in Texas. The funds are managed in accordance with Texas law by a council of 20 cattle producers who make up the Beef Promotion and Research Council of Texas (BPRCT). Collections for this program started in October 2014. Look at how much the state checkoff has accomplished since then.
$6.2 million-plus Since Oct. 1, 2014, more than $6.2 million has been
collected by the TBC. The checkoff funds have been used to expand producer education in programs such as the Texas Beef Quality Producer (TBQP) program. TBQP is a collaborative effort of TSCRA, TBC, and Texas A&M AgriLife Extension, offering free training in proper beef cattle management. We have made tremendous strides in teaching con-
sumers that beef is a healthy food product. This is criti- cal because many physicians are recommending that patients diagnosed with high cholesterol should reduce beef consumption. As a rancher and a practicing medi- cal doctor, I already know how healthy our product is, but many do not. Checkoff funds have supported physician education
128 The Cattleman October 2015
that shows how beef fi ts in a heart-healthy diet. The checkoff will enable the TBC to expand these efforts in 2016 by training industry representatives to educate general practitioners and internists on new beef nutrition concepts. Updated beef nutrition facts will also be pre- sented through key opinion leaders at physician events.
World demand The beef checkoff has allowed producers to increase
investment in demand-building programs for U.S. beef in all our existing markets. Checkoff dollars were used in Japan and Hong Kong
to introduce Texas BBQ concepts at food shows, seminars and tasting events, and to build on foreign media sup- port and promotions. The checkoff also allowed a Hong Kong importer group to come to Texas for a beef industry tour where Texas-themed promotions were introduced. TBC’s new website,
www.txbeef.org, was launched
Sept. 30, featuring Texas-specifi c content, new Texas beef recipes, quality beef photography, healthy beef facts, and documentary-style videos. These videos actually feature several TSCRA leaders who can speak from experience about the importance of our industry. With everything the Texas Beef Checkoff has accom-
plished in just a year, it is exciting to think about what is ahead. TSCRA continues to recognize the importance of promoting our product, sharing the work of our industry leaders and investing in the future of the beef industry. We appreciate the TBC leaders and the ranchers who have made this program a success.
thecattlemanmagazine.com
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