Sep - Utah Cattlemen`s Association

1VOLUME
THE UTAH
60 NUMBER
CATTLEMAN
9
SEPTEMBER 2014
THE UTAH
CATTLEMAN
The official monthly publication of the Utah Cattlemen’s Association and the Utah Beef Council
A young man called
me at the beginning of the summer
asking if I needed
a ranch hand until
high school started
again. Never having met, I asked him if he had any
farm or ranching experience. He said
he had very little. I replied that wasn’t
as important to me, as long as he had
good common sense. He responded
that he thought he was as sensible as
a sixteen year-old could be. He joined
our crew and we were impressed with
his manners, work ethic, and yes, his
good common sense.
We are receiving record cattle prices
but I will submit a word of caution.
Don’t become so complacent with the
present, that we lose track of those
working behind the scenes that continue to encroach upon us from all
directions. A common sense approach
of the issues:
Federal Jurisdiction - Grazing on federal lands has made the Utah headlines the last few months as wild
horses, endangered species of both
the plant and animal varieties, and
government overreach topics have
been highlighted. The latest concern
affecting farmers and ranchers is
the proposed “Waters of the United
States” under the Clean Water Act,
regulated by the Environmental Protection Agency and the U.S. Army
Corps of Engineers. I have attended
three different presentations on the
subject, and remain more confused
about the intent of the proposal. The
Utah Cattlemen’s Association will be
submitting comments, which are due
October 20, 2014.
UTAH CATTLEMEN’S ASSOCIATION
150 S 600 E #10-B
SLC, UT 84102-1961
801-355-5748
WWW.UTAHCATTLEMEN.ORG
Change Service Requested
Elect and Educate the Best Political Leaders - It used to be that most
people had ties to agriculture, at
least through a grandpa or uncle; if
not within their own families. However today, there are fewer regulators than ever that understand
what it takes to put quality food on
their plates. We need to befriend
those leaders and increase that understanding so better decisions are
made that impact our ability to provide that food supply.
NON-PROFIT
ORGANIZATION
U.S. POSTAGE PAID
SALT LAKE CITY, UT
PERMIT NO. 3933
Promote Our Product to the Consumer - Ranchers must take the first
steps by performing our labors up to
industry standards so the public sees
us as responsible stewards. Then
take the opportunities that arise to
have the discussions with those consumers that not only want to know
where their food comes from, but
how it is raised, pasture to plate.
First, listen to their concerns and
then address those issues.
Strength In Numbers - I think I
learned as an eight-year old in Sunday school, that if a tree is growing
out by itself, it won’t grow to be as tall
and straight and sturdy as it would
by growing in a grove surrounded
by other trees. With that in mind, I
encourage you Utah Cattlemen Association members to go get those lone
tree neighbors and friends to join the
association. This will help us all better
represent our Utah beef industry in
continued efforts for improvement.
At the conclusion of NCBA’s Summer Convention in Denver, I found
myself sharing an airport shuttle
with three female executives (from
Seattle, Florida, and Chicago). They
had just concluded conventions of
their own, and they had many queries about beef after I mentioned my
attending the cattlemen’s meetings.
My concerns of being the fox in the
henhouse were short-felt as they really wanted to know the difference
between a bull and a cow, and how
a steer became one (I quickly realized that “neuter” was a better term
than “castration”). These are the
basic facts that unaware consumers
want to know. I corrected some of
the common myths about the raising of cattle and talked of the pasture
to plate process before parting ways
more highly educated. Education and
common sense are an important part
of the cattle industry.
See you down the trail.
Don Anderson
UCA President
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THE UTAH CATTLEMAN
SEPTEMBER 2014
UPCOMING EVENTS
SEP 4-14
UTAH STATE FAIR
SEP 12
UTAH BEEF FEAST AT STATE FAIR
SEP 13
UTAH BEEF COOK OFF
OCT 11
AG PRODUCTS BBQ, LOGAN
CONTENTS
CATTLEWOMEN NEWS...............................................................4
UCA MEMBERSHIP APPLICATION..........................................7
BEEF CHECKOFF NEWS
SHOW US YOUR GRILL
ONLINE MEDIA CAMPAIGN.....................................8
BEEF CHECKOFF RETURN ON INVESTMENT....................10
utah
agricultural
products
Sponsored by:
bbq
Saturday, October 11
3 – 5 p.m.*
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*Time is subject to change. The BBQ will be two and a
half hours before kickoff.
c o l l e g e of
bit.ly/agproductsbbq
Agriculture and
Applied Sciences
Rancher Profile
Hal and Cindy Olsen are owners of Halo
Holsteins in College Ward, Utah. Their
youngest son, Devin and his wife Chelsea, are part owners in the operation.
Hal has also operated Olsen Holsteins
with his brother Kelly for over 40 years.
Hal and Cindy raised their 6 children on
the farm, and could not have had a better place to raise them.
They now enjoy having their 22 grandchildren exposed to the
farming lifestyle. They enjoyed going to and exhibiting dairy
cattle at the local, state and national shows. Their grandchildren are now enjoying the same. Devin and Chelsea, and their
2 little boys, are the 4th generation to continue the tradition of
dairy farming. Their farm has been recognized as a Utah Century Farm.
Hal and Devin are currently milking over 100 head of registered
Holsteins with more than 150 young stock. Along with the dairy,
they grow hay, grass, corn, and barley to supply feed for the
operations. Hal is currently serving on the Utah Beef Council
board as the dairy representative. Hal states that, “even though
we milk our cows for milk production, eventually all of our cows
are sold for beef. All of our bull calves, steers and bulls are also
sold for beef.” Selling animals for beef plays a large part in their
income. The dairy industry as a whole, is a strong supporter of
the Beef Check-off program and sees the value of what it accomplishes. Hal has really appreciated working with the Beef
Council and the great relationship that the dairy industry has
with the beef industry.
One of the greatest challenges in the dairy industry is the rising cost of feed. It has become more difficult over the last few
years to find good feed. This is due to more and more hay being
exported and with drought in other states. As with all producers of livestock, they share the same concerns of higher feed
costs, operating costs, maintaining machinery, fuel costs, and
herd health costs. As livestock producers they believe we can
all appreciate the price we are getting for our beef right now.
Hal is proud to be associated with and currently serving on the
boards of the Mountain West Dairy Promotion/Utah Dairy Commission, Dairy Producers of Utah, and the Utah Beef Council. He
said that there are no better groups of people to be associated
with. Friendships are cherished knowing that we are all in this
together, and that we all share the same challenges and successes.
Hal and Cindy truly love their occupation and hope that Devin
and Chelsea can enjoy the same lifestyle of working with good,
honest, hard working people in the beef and dairy industry.
They are people who have a passion and love for what they do.
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THE UTAH CATTLEMAN
SEPTEMBER 2014
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THE UTAH CATTLEMAN
SEPTEMBER 2014
Utah CattleWomen’s Association News
CattleWomen we need
your help! I’m not askUCWA ing you to do anything
that I haven’t already
done. In August, I submitted
my comments to the EPA and Army
Corp of Engineers on their supposed
clarifications (Clean Water Act) of the
WOTUS (Waters of the United States).
Kristina Butts and her staff have made
this very simple for everyone to submit comments. Please go to www.
beefUSA.org. Click on "Waters of the
U.S.", then "Tell the EPA to Ditch the
Rule" and "Submit Comments Now."
This will lead you to fill out your name
and address, when you select “submit” at the bottom it will take you to
a form letter. You may submit that letter, or you can add your own story and
personalize it. This is strictly a numbers
game. We need you, your husband,
your children, your grandchildren to
submit comments. Comments may
also be mailed. Don’t wait for someone else to do this! It is up to each and
every cattleman and cattlewoman to
do it now!
The Professional Golfers Association
(PGA) has also joined in our fight. The
Texas Wildlife Group is the only sports
group (hook & bullet) that has joined
the fight. If you belong to a sports
group, make them aware of the dangers of this act. If you are hunting or
fishing and knock some dirt into the
stream or pond, you could be facing a
fine under this new act. It is time now
to stand up and be counted! It is very
important that eveyone submits comments! I cannot stress enough how
important this is. Better yet, write your
comments in a word document and
send it to all of your state representatives as well. There is a link on this site
also that will give you the e-mails of all
the elected officials in our state. Kristina also told us, "It's not important for
you to know your representative, it's
important for them to know you."
We are striving to have an “e-mail tree”
on a state level, so we can alert you
about legislative issues as they come
up. If you would like to receive alerts,
please send me your e-mail at [email protected]. We need
to stand up. I was disappointed in the
“pro” responses to the BLM on the recent wild horse gather. We can do better than the “other” groups! Yes, we
CattleWomen are aware of the issues.
We have made some changes to clean
up our constitution and by-laws. You
may view them at www.utahcattlewomen.org. If you want them mailed to you,
please contact Beth at 435-693-3136.
These will be voted on at our annual
membership meeting in December. We
have great things planned for this meeting and you won’t want to miss it!
On the bright side, we hope to see you
at our State Beef Cook-off on September 13th at the State Fair Park. "Fall
Favorites" is the theme. Nicki Wintch
is the chair and does a great job! Our
Utah Beef Ambassador Team (UBA) of
Leann Fox, Kamrey Olsen and Maya Anderson will be there to help also! We
are excited for Leann to compete at the
National Beef Ambassador contests in
Denver. Nikki Weston is a great chair of
our UBA.
Our very own Utah CattleWomen Team
Beef will be participating in their first
race in Park City, in October. Deb Richards is heading up the team, with Jodi
Reeder helping. Go Utah CattleWomen!
Trisha Downing was the keynote speaker at summer conference in Denver. As
she was aspiring to be a professional
cyclist, an accident paralyzed her from
the chest down. She said, "In life we
don't do our accomplishments alone.
It's a team effort." One of her therapists
taught her this mantra, "Work hard, do
a little more each day, stay patient and
don't give up." All of us have an inner
champion within us, we need to find
our inner strength and get into the
race, the human race. She has competed in the Ironman competition in
Hawaii, and shared her successes with
us. What an inspiration she is!
The nights are cooling off a little bit
more each evening, for some of you
your children are back into school
and all of the activities that flow with
education. September for me seems
a bitter-sweet time. Fall is coming on,
summer has ended way too soon,
calves will soon be weaned, the last
crops will be harvested. I'm hoping for
at least enough from the garden to can
something before it freezes. A long Indian Summer would be nice. I feel like I
have been running behind ever since it
thawed in March!
I hope each of you will submit your
comments today to the EPA! As we
“Educate Generations for the Future”
remember: "Work hard, do a little
more each day, stay patient, don't give
up", and keep smilin’!
Beth Anderson
UCWA President
Lots of people can be cowboys.
Few can be cattlemen.
But no one can match
the heart and soul of a
Cattlewoman.
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THE UTAH CATTLEMAN
SEPTEMBER 2014
6
THE UTAH CATTLEMAN
SEPTEMBER 2014
There is a new Hydraulic
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He has a big brother.
H2000 Hydraulic
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(Contact your local Powder River
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H3000 Hydraulic
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Call for information 800-453-5318
More Control. More Power. More Steel. More Safety.
More at WWW.POWDERRIVER.COM
Powder River offers a wide range of products
dedicated to the American cattlemen.
7
THE UTAH CATTLEMAN
SEPTEMBER 2014
Utah Cattlemen’s Association
“Working For You and Your Operation Since 1890”
REPRESENTATION
NETWORKING
EDUCATION
DISCOUNTS
In the governmental process
Encourage cattle friendly legislation
Fight actions that harm the cattle industry
Learn industry best practices
Beef Cattle Field Day
Intermountain Beef 3910
Cattlemen’s College
Cattlemen’s newsletter
Communication with ranchers like you
Invitations to sales and events
Cattlemen’s conventions
Discounts and promotions from retail
partners
Discounts at events
50% discount for advertising in the Utah
Cattleman
UCA Membership Application
New Member: Yes___ No___
Recruited by:_______________________
Name _____________________________ Spouse________________________________
Ranch Name_______________________________________________________________
Mailing Address _________________________ Town, State, Zip____________________
Phone_____________________ E-mail_________________________________________
Utah Cattlemen’s Association
(State Dues)
Cow/Calf Producers:
Cattle Owned:
Dues
0 to 50 head............$75
51 to 100 head......$105
101 to 200 head....$135
201 to 300 head....$165
301 to 400 head....$195
401 to 500 head....$225
501 to 750 head....$300
750 to 1000 head..$375
Over 1000 head....$100 + .30/hd
Feedlot Operators:
$150 plus 10 cents/hd
one time capacity
Associate Business
Member
NON-VOTING
(MAY NOT OWN CATTLE)
State Dues..........$100
National Dues...$150
Cattlewomen’s Dues
$10 of the state
cattlemen’s membership will be contributed to the cattlewomen for women’s
state membership.
Optional ANCW
(national) dues are
an additional $60
National Cattlemen’s Beef Association (National Dues)
Cow/Calf Producers:
Cattle Owned:
Dues
0 to 100 head..............$100
101 to 250 head.........$200
251 to 500 head.........$300
501 to 1000 head.......$400 + .25/hd
1001 to 1500 head....$550 + .25/hd
1501 & up.....................$750 + .25/hd
Feedlot Operators:
12.5 cents/hd marketed annually
State Dues: __________
National Dues:________
ANCW Dues: __________
TOTAL: _____________
Make Checks Payable To:
Utah Cattlemen’s Association ∙ 150 S 600 E, Suite 10-B ∙ SLC, Utah 84102 (801) 355-5748 ∙ www.utahcattlemen.org
8
THE UTAH CATTLEMAN
Show Us Your
Grill Promotion
In July, The Zone
Sports Network,
KJZZ-TV, the Utah
Beef
Council,
and Camp Chef
teamed up with
for the “Show us
your Grill” promotion. Zone Sports
Network listeners
were asked to take
pictures of their friends and families grilling this summer, and to post them to the
hashtag #Zonegrill2014 through Twitter,
Facebook, and Instagram, plus via e-mail.
Up for grabs was a Camp Chef grilling
package, with a three burner grill, grilling
box, grilling tools, carry case, apron, and
a $200 certificate for beef.
Listeners were given plenty of notice to
enter with recorded and live promotion
spots airing from Monday, June 30 to
Thursday, July 31. Included were: 148, 30
second, station-produced “Show Us Your
Grill” promotional spots. 120, 15 second
live “Show us your Grill” liners. 95, 10 second, live contest #hashtag liners. The Zone
also provided a “Show Us Your Grill” front
page logo and link on www.1280thezone.
com. This included a landing page complete with links to grilling ideas, recipes,
and tips.
Many listeners entered as much as possible, using multiple forms of social media
to enter. Photos were sent from backyards
to lakes, rivers, and the desert. Listeners
responded and grilled everywhere and
anyhow they could. “Show us your Grill”
was a fun and unique on-air, online, and
social media campaign that had great
participation. It sparked a lot of awareness for grilling beef.
@j-Huffman took home the grand prize
after a panel of our celebrity DJ’s picked
his #Zonegrill2014 entry. Other participants won family four packs of Salt Lake
Bee’s tickets, and Megaplex movie passes
just for participating. 100 Bee’s tickets
and 100 Megaplex movie passes were
given to #Zonegrill2014 participants.
SEPTEMBER 2014
Strong Early Results for Digital Campaign
Millennials initiate more than 5 million
online food-related searches each day.
What a tremendous opportunity for the
beef checkoff’s consumer digital advertising campaign. The “Beef. Its What’s
For Dinner.” website reached more than
1 million consumers during the first 12
weeks of the campaign; the five “norecipe recipe” YouTube videos on the site
were viewed 1.5 million times; and associated social-media sites hosted a total of 434,000 engagements (likes, comments, shares, re-tweets, and click-thrus
to checkoff resources such as recipes).
simple recipes. The best-performing keywords in Utah resembled the best-performing keywords in our national search
campaign – keywords emphasizing recipes, simplicity, and ease.
Participating states used digital media,
such as Facebook and paid Google search
advertising to share positive beef messages with millennials. The new campaign
helps the checkoff get to know beef’s targeted consumers better – like the fact that
80 percent of them eat beef at least once
a week and they’re visiting the checkofffunded “Beef. It’s What’s For Dinner.” site
for recipes and beef cooking techniques.
Search traffic was split between PC and
mobile/tablet. The majority of our search
traffic came from desktop or laptop users,
with strong contributions from mobile
phones and tablets.
The Utah media campaign was live for
77 days from April 21 – July 7, 2014. The
campaign included Facebook “Like/Fan
Ads” and Google and Bing search ads targeted to Utah consumers. The Facebook
portion of the Utah media campaign generated over 6,300 new Fans for the “Beef.
It’s What’s For Dinner.” Facebook page.
Over 60% of total page fans were from
ages 25-54. Those users are most likely to
have families and fit into our target audience of parents. The campaign added
more fans from women than men, consistent with the national outreach to moms.
The Utah Google and Bing search advertising campaign generated approximately 14,000 page views from over
9,000 visitors on BeefItsWhatsForDinner.com. The campaign bid on approximately 11,000 keywords. Keywords were
grouped around specific recipes and general themes including ease, nutrition, and
taste.
Utah consumers were most interested
in search ads that offered up easy and
The Utah campaign brought new visitors
to the beef checkoff web site. Around
86% of Utah visitors (over 7,700 consumers) had never visited the BeefItsWhatsForDinner.com site before. The Utah campaign worked to introduce them to the
beef recipes, cooking tips, and nutrition
information offered by the checkoff.
The campaign answered the demand for
recipes and how-to information during
late afternoon and early evening, when
people were deciding what to cook or
cooking dinner. People viewed the most
pages and saw most of the checkoff’s
recipes, tips, and videos during peak dinnertime preparation hours. This suggests
that consumers were actively using the
information to help create their dinner
meals.
A short survey was placed on the campaign landing pages to better understand
our visitors. At this point, we cannot look
at results specifically for Utah. However,
if Utah visitors are consistent with other
visitors, the survey gives us some sense
for who they are and how they feel about
their visit to the site.
80% eat beef at least once per week. Over
half came to the site specifically to find
recipes. 21% came to the site to learn
about beef cooking techniques. Most importantly, the checkoff is succeeding in
reinforcing and building positive attitudes
towards beef. 82% feel good about eating beef. 36% feel more positive about
beef after visiting the site (while 61% said
their mostly positive opinions haven’t
changed).
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THE UTAH CATTLEMAN
SEPTEMBER 2014
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10
THE UTAH CATTLEMAN
SEPTEMBER 2014
DID
YOU
KNOW
DOLLAR INVESTED
$11.20?
EVERY
RETURNS
$
Advertising
Creates all domestic
consumer advertising
–radio, print, outdoor
and digital – to reinforce
how beef is part of their
everyday life
Beef Safety Research
Identifies potential risks to beef safety
and develops solutions to maintain a
safe beef supply for consumers
Foreign Marketing
Provides beef market development,
promotion, research, consumer and
industry information in more than
100 countries worldwide
Public Relations
Proactively shares positive beef
messages with consumers,
health professionals and other
food influencers
Channel Marketing
Develops all promotions, training and
other programs to help promote beef
in restaurants and grocery stores
Product Enhancement
Research
Discovers new ways to improve beef
quality, consistency and value, including
research focused on new cuts, taste,
tenderness and carcass value
Nutrition Research
Focuses on beef’s role in human
nutrition as it relates to overall
health and well-being
New Product Development
Works with industry leaders to
develop new beef products, plus
shares beef recipes and cooking tips
Industry Information
Safeguards the image of the beef
industry by responding to, and
correcting, misinformation about beef
and sharing the beef production story
In a comprehensive economic study about the return on investments of beef checkoff programs, Dr. Harry Kaiser of Cornell University
concluded the return on producers’ and importers’ investments into this program is vastly greater than the cost of the program.
6.4
11.3
15.7
PERCENT LOWER
PERCENT LESS
BILLION POUNDS MORE
BOTTOM LINE
The reduction in foreign demand for
U.S. beef between 2006 and 2013, if
not for the checkoff
The reduction in domestic beef
sales between 2006 and 2013,
if not for checkoff programs
The amount of additional beef sold
domestically between 2006 and
2013 because of checkoff programs
Your investment in the checkoff
results in higher prices, which means
higher net revenue for your operation
MyBeefCheckoff.com
#beef11:1
Funded by the Beef Checkoff.
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THE UTAH CATTLEMAN
SEPTEMBER 2014
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THE UTAH CATTLEMAN
SEPTEMBER 2014
Mike Noel at Flood Canyon
Ranch in Kanab, Utah.
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