Becoming a Confident Beef Advocate

American Simmental Association Fall Forum

September 14, 2015

Daren R. WilliamsSenior Executive Director, Communications

National Cattlemen’s Beef Association

Masters of Beef Advocacy

• Launched in March 2009 to create nationwide network of informed beef advocates

• More than 7,000 beef community members in 49 states have completed the program to date

• Launched MBA 2.0 in January 2015• More than 1,000 MBA 2.0 graduates to date

MBA 2.0 Lessons• The Beef Community – How to talk to consumers about how beef

is raised, from pasture to plate, focusing on the people involved throughout the beef lifecycle

• Raising Cattle on Grass – Focuses on the many benefits of raising cattle on our countries vast grass pasture resources

• Life in the Feedyard – A discussion of the role of feedyards, including animal care, nutrition and sustainability

• From Cattle to Beef – An in-depth look at the slaughter process and the humane handling and safety measures in place at beef processing facilities

• Beef. It’s What’s for Dinner – A primer on choosing and cooking the right cuts of beef and the role of beef in a healthful diet

The Beef Community

Americans Like Farmers…

What is your attitude towards…

Favorable (Top 2) Neither Unfavorable (Bottom 2)

75%

21%5%

…the farmers and ranchers who grow and raise food?

…But They’re Not Sure About FarmING

What is your attitude towards…

42%31% 27%

Favorable (Top 2) Neither Unfavorable (Bottom 2)

…the ways food is grown and raised?

Consumer Questions

• Does beef come from factory farms?• Is it safe to feed to my family?• Are livestock treated properly?• Are cattle causing global warming?• Does eating red meat increase my risk of heart

disease or cancer?

97% of U.S. cattle farms & ranches are family owned & operated

Family Farmers and Ranchers

Beef Safety

• As beef consumers, we care about the wholesomeness and healthfulness of the beef we produce for our family and for yours.

• We have invested $35 million checkoff dollars in beef safety research since 1993

• In total, the beef industry invests $550 million annually in safety

CDC: Illness From E. coli Is DecliningHealth Officials Say Federal Goals Have Been Met for Reduction in E. coli Infections

April 15, 2010 -- Illnesses caused by a potentially deadly strain of E. coli have been cut in half since the mid-1990s, meeting a target set following a particularly serious outbreak of the food-borne pathogen, CDC officials say.

In 1993, hundreds of people became ill and four children died following an outbreak of Echerichia coli O157 traced to undercooked fast-food hamburgers.

Soon after the outbreak, federal officials set the goal of reducing E. coli O157 illness to no more than one case per 100,000 people by 2010.

That goal was reached in 2009, CDC officials now say.

Animal Care

• We know that providing care for our cattle is an obligation, not an option because raising healthy animals is the first step in producing safe, wholesome beef

• We have standards for animal care and provide training for everyone who handles cattle to ensure proper treatment

Environmental Stewardship

• Caring for the land is our livelihood and our legacy to future generations

• The beef industry completed the most comprehensive lifecycle assessment ever done on a food product

• The LCA shows we’re on the right path with a 7 percent improvement in environmental and social sustainability from 2005 to 2011

Beef Nutrition

• As beef consumers, we care about our health and the health of our families

• Beef is an important part of a healthy diet, providing 10 essential nutrients and vitamins our bodies need to be physically active

• Being physically active, eating a balanced diet and maintaining a healthy weight reduces your risk of chronic diseases

Sharing Your Story

• One of the most trusted sources• You must speak up and be heard• Be the face of the beef community