The USDA announced Dec. 11 the appointment of 28 members to serve on the Cattlemen’s Beef Promotion and Research Board (CBB).

The Long Range Plan Task Force unveiled its new five-year plan for 2021-25 at the National Cattlemen's Beef Association's Cattle Industry Summer Business Meeting in Denver. 

Growing up, I was always taught not to bite the hand that feeds you. In other words, I was raised to be grateful and supportive of those who supported my efforts.

I can honestly say inserting myself into a conversation is difficult from time to time. As a fifth-generation cattle rancher from Oklahoma, I don’t take credit for things I don’t earn. I don’t raise havoc when things get tough.

Price, food safety and product quality are the top motivators for consumers when purchasing ground hamburger, chuck roast or a set of T-bone steaks at the grocery store. These recent findings from the 2013 U.S. Beef Checkoff Program’s Beef Demand Determinant Study identify the primary consumer demands and indicate the areas in which checkoff programs and the beef industry should focus in order to move the beef market forward.