Another year has come and gone, and with it, a lot has changed in the world for beef producers in the United States. We have seen the passing of Proposition 2, elected a new president, established Country-of-Origin-Labeling, listened to Oprah’s and animal rights activists’ continued attacks on agriculture, watched as more young people leave the ranch for better jobs in the cities, paid for the highest fuel, feed and fertilizer prices in history, attended farm auctions of neighbors going out of business, passed a bailout plan and listened to economists explain the downward spiral of the nation’s economy.

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It’s that time of year again. Time to take the new show calves to their first show. My family and I are headed to the Corn Palace Winter Calf Show in Mitchell, SD today with four calves–two heifers and two steers. My sisters have been working on the calves since Thanksgiving, and Christmas break has been filled with washing, clipping and leading the calves around to help prepare them for their first trip to town.

While some say that the show cattle industry has no place in the beef industry, I have to disagree. Showing livestock enables producers to showcase their livestock to fellow ranchers. This marketing tool allows an operation to become more recognizable, and winning cattle shows is an even better way to prove that your calves can stack up to the competition. Plus, show cattle can often be extreme in comparison to regular feedlot cattle. While many say that these cattle aren’t fit for the practical production purposes and the retail case, I think these extremes help make improvements for the United State’s beef herd.

So as I load up the trailer to stack my calves against others for the first show of the season, my big question is, what do you think about the show industry? Do you take your cattle to livestock exhibits? Do you ever purchase seedstock at shows and sales such as the National Western Stock Show in Denver, CO or the Black Hills Stock Show in Rapid City, SD? Tell me what you think. Inquiring minds want to know!

During the holiday season, consumers are finding special ways to deck the halls and prepare a meal that will “wow” their guests. Helping them find the perfect beef cut to adorn the holiday table, beef producers certainly have an ally with Cleaver’s Market. In fact, the store’s promise of gourmet foods, one-on-one attention and expert advice has created a long line of customers in the Sioux Falls, SD area.

For ‘Meat Guys’ Mike Haggar and Brian Jorgenson, the success of Cleaver’s Market has always come back to the quality meats and friendly faces that greet customers at their shop. Along with fine meats, Cleaver’s offers wine, deli cheeses, spices, sauces, oils, ethnic foods, decadent desserts, home made salads and more.

Haggar and Jorgenson have worked together for 24 years, and they both believe in the power of giving their customers a special experience at the meat case. Haggar learned his meat cutting skills as a child from his father, who owned and operated a meat locker. Today, the duo is able to offer their customers more than fine, gourmet foods; they can also give seasoned advice on cooking, preparation and selecting the correct cut of meat.

It’s no wonder that Cleaver’s Market was named as the South Dakota Beef Industry Council’s Prime Promoter Business in 2008. Their dedication to keeping beef at the center of the plate is evident in their business philosophy, and they utilize tools provided by the beef council in their store.

Without a doubt, Cleaver’s Market provides a sense of home cooking and specialty foods for a customer that demands the best. I’m proud to have a store like this in South Dakota to provide our urban consumers with quality meat products. Cleaver’s is one of the few places that sells freshly ground meat, and they pride themselves on the quality products they can offer South Dakota residents. Beef producers are certainly lucky to have a friend in the “Meat Guys” at Cleaver’s Market. Mike Haggar and Brian Jorgenson have truly earned the 2008 Prime Promoter award for their dedication to the industry, and cattlemen can be proud to say they have friends in Sioux Falls that are working day in and day out to sell their beef products.

The cold weather has certainly made things interesting on the ranch these days. It’s been a struggle keeping the waterers from freezin’ up, the tractors from gellin’ up, and my fingers and toes from fallin’ off. The challenges of winter make most of us yearn for the miserable humidity of the summer months. The ice, wind and snow create difficulties that no other season brings to a cattle rancher. However, cattle don’t have the luxury of a heated house, and ranchers put the needs of livestock ahead of their own. And, even though farmers and ranchers don’t get to completely take Christmas day off, I hope you will be able to take some time to enjoy a nice dinner with your family, lounge on the couch, open presents and enjoy the spirit of the day.

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I was scanning through an article in Reader’s Digest called “The Simple-Till-Six Diet,” by Mark Bittman, and I thought I would share a few of the finer points with you. Bittman is a columnist for the New York Times, and his column is titled, “How to Cook Everything Vegetarian.” The Reader’s Digest article discusses Bittman’s weight gain and loss, and he blames his weight problems on animal products. In the article Bittman writes: “A shift of 50 percent–replacing half your animal calories with plant calories–would be signficant and need a conscious effort; however, this shift is one that means better eating for both your body and the planet.”

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Despite the recent cut of the National Beef Ambassador Program (NBAP) from the beef checkoff program, the American National Cattlewomen, Inc. (ANCW) is determined to keep the ambassadors traveling on behalf of the nation’s cattlemen.

Certainly, you have spotted the ambassadors on the move. Their famous red shirts stamped with the BEEF symbol can be seen from coast-to-coast, anywhere consumers are found. They work at the Boston Marathon, serving beef stew samples to running enthusiasts. They work at the Pennsylvania Farm Show, teaching millions of people about beef and veal production. Ambassadors are found in college campuses, elementary schools, and state fairs. They lobby for cattlemen in Washington D.C, blog online to consumers, and travel to cattle conventions to work with producers.

Their agricultural “heroics” are the reason ANCW is tirelessly working to keep the ambassadors on the move for cattle producers, and the 2009 Beef Ambassadors are ready to take action. Understanding the role of a beef ambassador is quite simple: increase the demand for beef. And, there is nothing that will stop the ambassadors from doing just that. I truly believe NBAP is an amazing marketing tool for the industry, which is why it is vital for producers to continue to support the program.

For now, due to financial restraints, the ambassadors will focus on areas of promotion that can be done for little cost—classroom presentations and online interaction. Reaching out to the youth with classroom presentations will be a top priority for the ambassadors.

Of course, the young ambassadors are well versed online, and they will be aggressively writing on blogs, facebook and editorial conversations on behalf of the beef industry. Currently, past ambassadors host three blog sites where they comment on industry issues and talk to consumers about their concerns. The blogs can be checked out at www.raisingthesteaks.com, www.chewingthecud.org and www.beefmatters.com.

The NBAP will be looking to receive corporate sponsorships in the future. For now, Carol Abrahamzon and the ambassador team are asking for support in the upcoming year. They are working on starting another letter campaign to be sent to members of CBB along with monetary donations to help the ambassadors travel.

The job of each beef ambassador is to help explain the value of beef products to consumers. There are many people that do not fully understand all that the beef industry has to offer in terms of nutritional value, as well as the many ways that producers are helping to preserve the environment. The beef ambassador program is truly an amazing marketing tool for the industry, which is why it is so vital for producers to support this program. This youth program is certainly a unique opportunity for cattlemen to invest their dollars to put money back in their own operations.

Well, it looks like we have a mini-Michael Pollan on the loose, and that’s not good news for agriculture. In an article that ran in the Minneapolis Star Tribune and the New York Times, Mr. Nicholas D. Kristof urges the Department of Agriculture to switch its name to the Department of Food in order to meet the needs of the 300 million people that eat food versus the 2% of people that participate in agriculture. The article goes on to blame agriculture for such atrocities as the obesity epidemic, diabetes, greenhouse gasses, excessive waste, an end to small town traditions, using grain for livestock production, antibiotic resistant infections, and who knows what else—Carpal tunnel? Insomnia? Road Rage?

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I’ve got to admit to you all, I’m feeling pretty guilty these days…A blizzard hit over the weekend, and temperatures have plummeted to unbearably frigid lows. While my parents are out feeding cattle, keeping machinery running and electric waterers working, I’m laying in my bed, cozy and warm, studying for my final examinations. However, I know my little “vacation” up at school will soon come to an end, and I will be in the cold elements helping with the livestock.

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An article in Feedstuffs Foodlink’s e-newsletter says the number of hungry people has risen to 963 million people. According to the article, “Another 40 million people have been pushed into hunger this year primarily due to higher food prices, according to preliminary estimates by Food & Agriculture Organization (FAO).

This brings the overall number of undernourished people in the world to 963 million, compared to 923 million in 2007. The ongoing financial and economic crisis could tip even more people into hunger and poverty, FAO warned. Another 40 million people have been pushed into hunger this year primarily due to higher food prices, according to preliminary estimates by Food & Agriculture Organization (FAO).

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Parade magazine reported more than 80 percent of U.S. consumers say sticker shock at the grocery store has meant changing their habits, according to results of a recent survey titled “What America Really Eats.” Reportedly, some 35 percent are preparing more meals from scratch, and 28 percent are buying more products in bulk. One-third of respondents say the one thing they won’t give up is eating a balanced diet.

The article notes the expensive price of vegetables, resulting in a deep increase in homegrown vegetable gardens. And, where’s the beef? Not on the plates of a whopping 59% of those surveyed, who are turning their backs on expensive cuts of meats. To view the full article to read more about consumer trends, link to, “What America Really Eats” by Lynn Schnurnberger.

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