Industry leaders work collectively
Nearly every day, something negative is being said about the beef industry. As consumers become more interested in where their food comes from and anti-agriculture groups become more vocal, the Texas checkoff is taking a proactive approach.
Working collaboratively with beef industry groups around the state, the Texas Beef Council (TBC) formed the Beef Issues Team (BIT) nearly 10 years ago. The team is made up of industry organizations such as the Texas and Southwestern Cattle Raisers Association, Texas Cattle Feeders Association (TCFA), Texas Farm Bureau, Independent Cattlemen’s Association of Texas, and advisors from state agencies including the Texas Department of Agriculture and the Texas Animal Health Commission. The goal of the team is to communicate fact based information regarding the beef industry.
“The BIT plays a key role in managing disruptive issues,” said Linda Joy Stovall, cow/calf producer and TBC communications committee chair. “As a beef producer, it’s encouraging to know there is a group of beef industry professionals ready to provide accurate information to ensure consumer confidence in our product.”
The team works to monitor, coordinate and respond to issues that could adversely impact the industry. They communicate regularly with one another to share information and resources in efforts to protect the marketing climate for beef.
The most recent initiative for the team was a meeting in Austin to discuss the current fast-paced media landscape and ways to address the continuous attacks on the beef industry. Members focused on new communication outlets and emphasis was placed on utilizing social media tools such as Facebook, Twitter and YouTube to tell the beef story.
“Whether the issue is regarding beef’s nutritional value, the producer’s dedication to the land or how they care for their animals, the beef industry is grounded in science,” said James Hunt, TCFA communications director. “This scientific research provides the BIT factbased tools to dispel myths and educate consumers.”
For more information on this and other checkofffunded programs, please visit www.TexasBeef.org or call 800/846.4113. — WLJ