Belen, N.M., is home to Luke Woelber and H.A.W. Farms. Luke and his parents founded the dairy in 2000 with a 100-head herd. Since then, they have grown the dairy into a state-of-the-art operation with 2,500 cows. As the New Mexico Beef Council dairy representative, Luke has seen firsthand how important the beef checkoff’s education programs are to growing beef demand.
“Even though beef is not our primary income here at H.A.W. Farm, it does represent an important income source for our dairy. And without the Beef Checkoff Program educating consumers and key leaders, we would not have nearly as strong prices for our dairy cattle,” says Luke.
“In New Mexico, the beef council educates key influencers about beef production through the Gate to Plate program. Reporters, civic leaders, retailers, foodservice and legislators have an opportunity to experience how beef is produced at every stage – from birth to their table,” Luke continues. “Through this checkoff-funded activity, these influencers better understand where beef comes from and how critical beef production is to our local economy.
“The more consumers understand how our production practices lead to a higher quality beef product, the better we are as an industry,” says Luke. “The checkoff helps us all work toward this goal.”
Click here to listen to Luke talk about the importance of the beef checkoff education initiatives.