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Telling Beef's Story

Speakers share personal experiences for how they have helped share beef's story with those outside the industry.

 

by Miranda Reiman for Certified Angus Beef and Angus Productions Inc.

DENVER (Feb. 2, 2011) — If we don’t tell our story, we’re letting others tell it for us. That was the message that a panel of producers and industry leaders shared with attendees during Wednesday's Cattlemen’s College® during the 2011 Cattle Industry Convention.

 

Tracey Erickson, vice president of marketing for Certified Angus Beef LLC (CAB), shared with the audience how the brand helps producers connect with consumers. The company created an intensive educational program for licensed partners, organizes ranch tours and developed an advertising strategy featuring Angus breeders.

 

“If they’re more positive about purchasing beef, then we’ve done our job,” Erickson said.

 

Gardiner Angus Ranch of Ashland, Kan., hosts several CAB groups, and vice president Larry Corah told about their experiences. Whether it’s ultrasound preg-checking or vaccinating, the Gardiners let the guests see everyday ranch activities.

 

“They always go back to why they do what they do and how it relates to the end product,” Corah said.

 

The New Mexico Beef Council provided another example of how to execute a successful educational event. Executive Director Dina Chacon-Reitze said they started the Gate to Plate Tour in 2001 in response to research that showed New Mexicans had negative perceptions of the state’s beef industry.

 

“We want to demonstrate we are caretakers of land, water, wildlife and livestock,” she said. “We show our guests the level of care we give the animals.”

 

The tour targets media, educators, civic leaders, government representatives and civic leaders, along with industry partners in retail and foodservice. It features different locations each time, but may include harvest facilities, ranches, cutting demonstrations and sale barns.

 

Angus producer Tammy Ogilvie, of U Bar Ranch at Silver City, N.M., talked about her participation in the program and gave tips to fellow producers.

 

“Show them why it’s important for others that you’re there,” she said, referencing community involvement, environmental stewardship and supporting the tax base. Ogilvie suggests asking other local organizations, youth groups and community members for help.

 

“Everyone went away from the event knowing they had a part in making it successful,” she said, highly recommending other ranchers get involved. “It allows you to tell your story, the real story, not a story that’s been concocted.”