Have You Herd…

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Checkoff research:  Callaway et al. on the ecology of STEC in cattle and potential controls and interventions. 


New Beef Consumer Index Highlights

The checkoff-funded Consumer Beef Index (CBI) survey has been conducted semi-annually since 2007 and was recently fielded in July 2013. Select pages from this CBI report reveal that although the price of beef has increased, it has not driven consumers out of the market for beef. This report focuses on consumption patterns for beef, as well as the love affair that consumers still have for beef.


Producer Profile:  Paul Looney

If you want something done, ask a busy man. So said ag writer Chuck Jolley after a recent interview with Cattlemen's Beef Board member Paul Looney. Paul is a fifth-generation beef producer in Texas, where he runs the family cow-calf business, and also raises seedstock "and a family of future ranchers."

Read the full story here.


New Publication About Grass-Fed Beef

U.S. customers choose to purchase "grass-fed" beef over grain-finished beef for numerous reasons, largely based on perceptions that include promotion of animal well-being, environmental sustainability and superior nutritional profile. A recently published manuscript summarizes the nutrient and sensory quality data from published U.S. studies comparing beef from grass-fed to that of grain-finished cattle. 

Evidence from U.S. studies suggests that, regardless of feeding regime, beef from both grass-fed and grain-finished cattle contributes a wide variety of important nutrients to the U.S. diet and consumption of either can be compatible with efforts to improve the overall diet quality of Americans.

Van Elswyk ME, McNeill SH. Impact of Grass/Forage Feeding versus Grain Finishing on Beef Nutrients and Sensory Quality: The U.S. Experience. Meat Sci 2014;96(1):535-540.


Setting the Record Straight

The latest additions to the checkoff’s FactsAboutBeef.com site include: Safety First: The Role of GMOs in Cattle Feed, which highlights studies of Genetically Modified Organisms (GMOs) and the fact there is no nutritional difference between GMO and non-GMO crops; and Raising Beef Isn’t Sustainable? It’s More Sustainable Than You Think, which addresses concerns about sustainability of beef production and highlights findings of the recently completed beef industry lifecycle assessment. Visit FactsAboutBeef.com, then help share the truth about beef production.



Award-winning filmmaker James Moll has announced the release of his first trailer for the new film called “Farmland.”. The documentary chronicles the next generation of American farmers and ranchers from across the United States.

You can view the trailer and additional information about the film at farmlandfilm.com. Mark your calendars for Spring 2014 when the film is released for the public.

“I make documentaries because it’s a thrill to explore new topics and meet people that I might not otherwise cross paths with,” said Moll. “While making Farmland, I found myself immersed in a community of some of the most hard working, passionate people I’ve ever met. This film isn’t just about what it’s like to be a farmer, it’s about a way of life. It’s also about a subject that affects our lives daily.”

Most Americans have never stepped foot on a farm or ranch or even talked to the people who grow and raise the food we eat. Farmland will take an intimate look at the lives of farmers and ranchers in their ’20s, all of who are now responsible for running their farming business.

Through this film you’ll step inside the world of farming for a first-hand glimpse into the lives of young farmers and ranchers. Learn about their high-risk/high reward jobs and passion for a way of life that has been passed down from generation to generation, yet continues to evolve.

The film is being produced with the generous support of the U.S. Farmers & Ranchers Alliance (USFRA), funded in part by the beef checkoff.