Jan.
12, 2010
FOR
IMMEDIATE RELEASE
For more information contact:
Miranda Reiman,
CAB Industry Information Specialist, at 308-784-2294 or mreiman@certifiedangusbeef.com
Beyond
the Corrals and Pastures
Cattlemen’s College brings a
consumer focus to annual convention and NCBA tradeshow.
Daily
chores get most of your time and attention. That’s what pays the bills, but the
state of the industry lies in the bigger picture.
Later
this month farmers and ranchers from across the United States will have a
chance to look beyond their operations to those macro issues.
Those who
attend Pfizer Cattlemen’s College as part of the 2010 Cattle Industry Annual
Convention and National Cattlemen’s Beef Association (NCBA) trade show can take
in sessions that range from production to consumer demand.
“We want
to keep people’s focus on the fact that, at the end of the day, our industry
thrives or declines based on how much beef people eat,” says Tom Field,
director of producer education for NCBA.
The
organization has partnered with Certified Angus Beef LLC (CAB) to bring some
end-product and consumer-related sessions to the program.
John
Doherty, former executive chef at the world renowned Waldorf Astoria hotel in
New York, will share what he learned during 20-plus years of serving presidents
and royalty.
“John’s
going to talk about leadership, and how you deal with chaos and invest in
people to move forward even during chaotic times,” Field says.
Historically,
45% to 50% of all beef is sold through the foodservice trade, says Larry Corah, CAB vice president. That’s why cattlemen should be
interested in what Doherty has to say.
“It’s
really important for the beef industry to understand what the restaurant
industry is looking for in terms of consumer satisfaction,” Corah
says.
The
company is also providing Certified Angus
Beef ® brand chuck rolls for the carcass fabrication
presentation.
“We will
focus on the value cuts for the demonstration,” Field says. “It provides a very
visual opportunity to show people a part of the beef supply chain that most
aren’t engaged in, day in and day out.”
The
demonstration also illustrates the value of producers’ investment in the Beef Checkoff.
“Plus, it
shows how supply chain partners, like CAB, are able to take those product
innovations— those new cuts—and leverage them in the marketplace,” Field says.
“They not only increase the volume of product that we move, but also the value
of it.”
Corah says the brand has worked with
licensed restaurants and retailers to get those value cuts to the consumers.
“It’s
really exciting to show cattlemen the product they’ve worked so hard to produce
and how it can be used to provide an exceptional eating experience,” he says.
Of
course, long before those meals feature beef in the center of the plate,
cattlemen must make key decisions that help determine the potential to please.
As part
of the Applied Reproductive Strategies Workshop, Corah
will speak on using artificial insemination (AI) to add value to calves.
“There
are some unique opportunities today to use proven genetics, as well as the
whole area of reproductive management, to positively impact the quality of the
end product,” he says. “We’ll share some data on what economic value that
brings to cattle producers.”
CAB is
also sponsoring the opening reception at the tradeshow and will conduct product
samplings in the Angus booth (#5015).
The NCBA Convention and Trade Show is slated for Jan. 27-30 in San Antonio, Texas.
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