alafarmnews

The basic principles of supply and demand were once the only economic factors affecting cattlemen in this country. However, in today’s climate of 24 hour news, public health scares and radical anti-agriculture activists, cattlemen in Alabama and the rest of the country are subject to market shifts from a variety of angles.

That’s where, says Debbie Vandiver, Consumer Information Director for the Alabama Cattlemen’s Association, the beef checkoff program steps in to speak on behalf of cattlemen and assure consumers that U.S. beef is still the safest, most convenient, most nutritious on earth.

"The checkoff provides materials throughout the year to consumers, dieticians and educators detailing the key messages that cattlemen want everyone to know; beef is safe, beef is good for you and beef is easy to incorporate into your diet," says Vandiver.

Building on that direct message to consumers, the Alabama 50 Cent State Beef Checkoff has worked over the past five years to host a number ofmedia training events for those involved in the state’s cattle industry. Groups ranging from ACA volunteers to Department of Agricultureemployees and even 4-H and FFA staffers have all met at the ACA building in Montgomery to learn how to respond to media calls and give positive media impressions when being interviewed.

"Being able to respond promptly and efficiently to media calls is one of the best things we, as an industry, can do to protect ourselves. When a BSE cow was found in Alabama, cattlemen around the state put their training into practice. That type of response is huge for us in the cattle business; prices held steady and consumer confidence remained high," says Dr. Billy Powell, ACA Executive Vice President.

Conversely, other events haven’t received such well directed attention and have done untold damage to certain segments of agriculture. The spinach scare of 2006 was one example of an industry being blindsided by media attention and not being able to react in time to curb consumer panic.

"Thank goodness we’ve had the Sate Checkoff program during the last five years. Not only does it help promote our product, but it also helps us preserve positive consumer attitudes so we can sell that product for a premium," says Orland Britnell, ACA President and cattlemen from Russellville.

"The beef checkoff program is how we speak up for ourselves and tell our story to the public. Cattlemen ought to vote to keep the state checkoff on July 29th so we can keep doing what’s best for cattlemen; and that’s work to sell more beef," continues Britnell.

The checkoff referendum vote will be held on July 29th from 8:30 a.m. to 4 p.m. at each county extension office in he state. All cattle owners are eligible to vote once in-person regardless of their county of residence or the county where they own cattle. No proxy or absentee voting will be allowed.

The 2008 Checkoff Marketing Plan, detailing exactly how and where checkoff dollars are spent, can be viewed by visiting the Beef Checkoff link on www.bamabeef.org or by contacting the Alabama Cattlemen’s Association at 334-265-1867.