“The Beef Check Off, as producers know, it is a self help program where every time cattle are sold a dollar’s collected and those dollars in kind of general terms are utilized for promotion, research and education and help work on trying to increase beef demand.”
Richard Wortham is executive vice-president of the Texas Beef Council.
“Our average herd size is 25 to 30, and whether you’re a 30 head guy, or 100 head guy, or a 1000 head guy, everybody has the opportunity to contribute into the program.”
The Texas Beef Council tries to stay ahead of consumers.
“What we’ve tried to do really in the last 20 years is try to understand where consumers are going; what influences their purchasing decisions.”
“Consumers vote with their check book 365 days out of every year, and they vote for a lot of different reasons. They vote for convenience, they vote for nutrition, food safety.”
Wortham says that beef check-off dollars fund research that yields improvements to the beef industry.
"Over 90% of the fed cattle processing plants in the United States have these intervention protocols that were developed with beef check off dollars, and we know that that reduces food borne pathogens by 99.9%.”
Twenty years ago there were 6 cuts of beef that met the government’s guideline for lean.
“Now, we know there’s 29 cuts of beef that meet the government’s guideline for lean, and the check-off has helped do that research.”
“There’s been a lot of misinformation, really beginning back in the late 1970s about the nutritional benefits of beef.”
And now the Texas Beef Council is a partner with The American Heart Association. I’m Ashley Batey, tracing the journey our food makes from the ranch to our tables, From The Ground Up.