Market research has shown that Millennials are a key demographic for which the US beef industry should be appealing to. As the Beef Checkoff continues its efforts to reach out to Millennials, folks like Alisa Harrison, senior vice president for global marketing and issues management at the National Cattlemen's Beef Association, are striving for efficient and effective ways to do just that. She told me during the NCBA Summer Conference in Denver this past week, that she and her team are having to get creative when it comes to accomplishing their goals, because there is simply just not as much funding available today as there used to be. Rather than looking at this as a challenge, though, Harrison says it is an opportunity to make beef producers' dollars work harder for them.

Part of an overall campaign to reach consumers better, has been to take advantage of the flexibility of digital communications. Nearly everyone in their target audience has access and regularly uses the internet and social media. She says this aspect alone, saves a lot of money when advertising, compared to more traditional channels through print or broadcast media. Commercials, promo videos or other content, can be digitally published quick, easy and inexpensively, and can be changed or altered rapidly with little turn around or cost.

Also, in the interest of using producer dollars more responsibly, Harrison says the decision was made to build off of the equity of the industry's existing "Beef. It's What's for Dinner." brand, rather than creating a whole new campaign.

"We've spent some time talking to consumers, talking to millennials about - trying to measure the equity that the "Beef. It's What's for Dinner." brand has," she said.

Harrison says this brand still resonates with multiple generations, including even the youngest Millennials.

"It's an iconic brand and when you look at branding, it's stood the test time," she explained. "And it's our product that is really our best asset."


She says her job is made much easier by the fact that the cost of beef at the grocery store is coming down, the product is more consistent and is of better quality than ever before and that its taste is superior to that of any other animal protein. Now, she says, is a great time to be visiting the meat counter.


You can read more or listen to my full conversation with Harrison during last week's conference in Denver, by clicking over to our website.

The American Farm Bureau Federation announced its goals for the 2018 Farm Bill last week, offering their prioritized list to Senate and House leaders.

Citing the pressures of the current economic situation as well as the hardships within the commodities markets, Farm Bureau's president, Zippy Duvall, stated that farm safety net provisions  were of the utmost importance at this time.

The outline provided by Farm Bureau also brings attention to the need of keeping our food and fiber supply safe and secure.

The organization's priorities include:

- Protecting current farm bill spending;

- Maintaining a unified farm bill that includes nutrition programs and farm programs together;

- Ensuring any changes to current farm legislation be an amendment to the Agricultural Adjustment Act of 1938 or the Agricultural Act of 1949;

- Prioritizing their top funding concerns (risk management tools, which include both federal crop insurance and Title I commodity programs); and

- Ensuring programs are compliant with World Trade Organization agreements.

The AFBF board also presented some farm policy recommendations based on these goals. To find out what recommendations AFBF offered to Congressional leaders, click or tap here.

High protein diets as results-driven weight loss solutions are gaining popularity in today's society. One protein commonly left-out of this hype, is beef, due to consumes' misconception that beef is not as healthy or nutritious as its leaner alternatives. National Cattlemen's Beef Association Executive Director of Human Nutrition Research Dr. Shalene McNeill, is combatting this notion with science-based research, that has proven beef to be just as effective in a high-protein diet, as other meats. I had the opportunity to speak with McNeill during the NCBA Summer Business meeting in Denver this week.


"We're really excited about this great new study called 'Beef WISE,'" she said. "And what it stands for is 'Beef's Role in Weight Improvement, Satisfaction and Energy.' That's what we're really wanting to understand, is how can beef become a part of weight management."


In collaboration with internationally renowned obesity researchers at the University of Colorado, a study was conducted involving two separate groups on high-protein diets. One group was encouraged to eat beef frequently, while the other was allowed no beef in their diets. The results showed that after 16 weeks, both groups lost an average of about 20 pounds. Interestingly, 95 percent of the weight lost, was pure fat.


"So, even the beef eating groups were losing about 20 pounds on average," McNeill said. "So, we do not have to restrict beef intake to lose weight. That can help us overcome a big myth that we often see with consumers."


Listen to Dr. McNeill explain the basis of her research on beef as an effective component in weight management with me, on Friday's Beef Buzz - click here.

Agrochemical advocacy organization, CropLife America, applauded the move to end the ban on dicamba use and sale, in Missouri by the state's director of agriculture, Chris Chinn, last week.

This move quickly followed action the Department took on July 7, 2017, temporarily issuing a Stop Sale, Use or Removal Order on all dicamba products in Missouri following reports of non-target drift.

"We are pleased that Missouri worked with our member companies to swiftly resolve the short-term issues," said Jay Vroom, president and CEO of CLA.

Chinn stated that her department worked diligently from the time the ban was enacted to find a solution to getting the herbicide back in the hands of producers. As part of that solution, the department approved a Special Local Need label which includes special provisions and added safeguards relating to wind speed, timing of application, certified applicator training, notice of application and additional record keeping requirements for the use of the technology.

To learn more, check out the original story released by CLA on our website, by clicking here.

As part of a continuing series of stories on Significant Women in Oklahoma Agriculture, the Oklahoma Department of Agriculture, Food & Forestry and Oklahoma State University are recognizing and honoring the impact of countless women across all 77 counties of the state, from all aspects and areas of the agricultural industry. The honorees were nominated by their peers and selected by a committee of 14 industry professionals. This week Dana Bessinger of Watonga, Okla. is featured this week as a Significant Woman in Oklahoma Agriculture.


"Agricultural roots run deep.


"For Dana Bessinger of Watonga, she has spent her entire life getting back to those roots in one way or another.


"'We're all connected to agriculture,' Bessinger said, "and no matter where you are when you start talking about agriculture, people want to have a connection.'


"Bessinger takes pride in the fact that she comes from a long line of agriculturalists. Her great-grandfather, Pleasant Hare, was a cattle buyer. Her grandfather, Uhlan Hare, was a foreman for the Amarillo Stockyards as well as a stock market reporter. Her dad, Patrick Hare, was a county agent for Oklahoma State University extension. Her mother, Sharon Hare Simmons, and her side of the family grew up farming, gardening and showing livestock, and her husband, Barry, is a senior vice president and branch manager for Oklahoma Ag Credit.


"Bessinger grew up in Cordell, with a horse trainer and cattle pasture right across the road from her childhood home. She was active in 4-H as well and spent summers working for OSU extension and attending 4-H camps. She knew agriculture was where she was supposed to be, so she decided to major in horticulture at OSU.


"'I knew when I was young that it just fit me, that little piece plugged into my heart, and I knew I belonged in the ag college,' Bessinger said, filled with passion."


Continue reading Dana's story about her life and influence in Oklahoma's agriculture, by clicking or tapping here.

NCBA's director of international trade and market access, Kent Bacus, took time to speak with me during the organization's summer business conference this past week in Denver. He shared with me his perspective on several trade issues the beef industry is currently working on, namely the deal with China to allow US beef imports.

Bacus, who had the opportunity to participate in the ceremonies there in Beijing, commemorating the historic trade deal, says it is truly an amazing feat to have won after 13 years of
denied access. However, he completely acknowledges that this is only the first hurdle. He says there is still a long way to go before US beef exports reach their full commercial potential in China.

"China has laws that restrict and prohibit the use of beta-agonists and hormones - which are obviously very important technologies we use in our industry," Bacus said. "In the short-run, that means we're going to have a limited source of cattle that can go."

So, the task at hand is two-pronged. One, begin identifying and developing Chinese markets where US beef will have the potential to perform. And two, begin producing cattle eligible for export to China. The good news is, though says Bacus, we've got our foot in the door.

"We're going to try to find ways to both comply with these restrictions on our production, but still be able to produce enough product," he said. "As we start to adjust that and we find ways to comply, I think we're going to have a lot more opportunities."

For more of Bacus' view on China's potentially $300 million annual-basis market, and other trade issues such as NAFTA renegotiations and seeking a bilateral trade agreement with Japan, click or tap here.

Missouri's lift of the ban on dicamba was not the only thing CropLife America had to celebrate last week.

The organization joined others in the ag community applauding the fact that the USDA was finally appointed a deputy secretary by the White House, which nominated Steve Censky as Secretary Sonny Perdue's number two man.

Censky currently serves as the CEO of the American Soybean Association. He comes to the job with previous USDA experience having worked at the department under both the Reagan and George H. W. Bush administrations.

"CLA is exited to work with Steve as USDA Deputy Secretary," stated Jay Vroom, president and CEO of CLA. "USDA is sure to benefit from his proven leadership and experience in agriculture. His background growing up on a soybean, corn, and diversified livestock farm near Jackson, Minnesota, speak to the strengths he will bring to the department, and ensure farmers and ranchers on the ground will have a voice at the federal level."

Click here to check out the full release issued by CLA last week upon Censky's appointment.