Voting yes for the new Texas Beef Checkoff is a sound business decision.
My family has been ranching here in Bee County for many generations. Back in the 1980s, the U.S. Department of Agriculture (USDA) called for a referendum of all USA beef producers to enact a law to deduct one dollar per head from the sale of every beef animal, to be used for the promotion of beef nationally. The vote passed, and since then the checkoff dollar, which goes into the national Beef Checkoff fund, has been used very successfully to promote USA beef. I’ve seen the value of this advertising in our business, which is why we will vote yes for the NEW Texas Beef Checkoff June 2-6.
While my family’s investment in the national program has paid off, we now face challenges that a single dollar-per-head simply cannot overcome, and, frankly, our industry is losing ground. Once again, the USDA has recognized the growing need to promote and protect beef and has allowed Texas to have our own Texas Checkoff program. In this Texas program, the dollar deducted from beef cattle sales in Texas will be administered by Texans for Texans, the largest beef producing state in the USA.
We need to invest more in helping doctors, dietitians and today’s youth understand the value of beef in a healthy diet. We need to invest more in defending the demand for beef when media stories that tarnish our product’s reputation occur. And we need to invest more in defending our share of the global beef market and growing it. If we beef producers come together and invest through a Texas Beef Checkoff we can help do these things and more.
I believe in investing in the future of the Texas cattle industry. My family and I will vote “yes” for a Texas Beef Checkoff, and we hope all cattle owners will join us.