Agriculture: Telling the Other Side of the Story April 2011

Our CHALLENGE

Lifecycle of U.S. Beef

Farming is Mysterious Declining number of farmers and ranchers in the United States. Consumers increasingly removed from farming and ranching roots. Decreased consumer familiarity with agriculture industries.

The Fuzzy Spot

Advocacy GroupRevenue Consumers Union$252 mil HSUS$125 mil Sierra Club$82 mil Greenpeace$40 mil PETA$33 mil CSPI$19 mil Union of Concerned Scientists$32 mil PCRM$7 mil Farm Sanctuary$5 mil $224 mil “We have the potential to be one of the most powerful forces in politics.” – Wayne Pacelle “We have the potential to be one of the most powerful forces in politics.” – Wayne Pacelle

1.74%American Red Cross 2.72%Better Business Bureau 3.70%Habitat for Humanity 4.70%American Cancer Society 5.69%Salvation Army 6.69%HSUS 7.68%Big Brothers/Big Sisters 8.66%American Heart Association 9.66%St. Jude’s Children’s Hospital Top-Rated NGOs

“It would be better if human beings would stop killing, eating, enslaving, and exploiting animals.” – Whole Foods CEO John Mackey “It would be better if human beings would stop killing, eating, enslaving, and exploiting animals.” – Whole Foods CEO John Mackey “Our goal is the abolition of all animal agriculture.” –John Goodwin, HSUS Coordinator “Our goal is the abolition of all animal agriculture.” –John Goodwin, HSUS Coordinator “Organic agriculture is the only sustainable solution for the future…that is our goal.” – Greenpeace director Peter Melchett “Organic agriculture is the only sustainable solution for the future…that is our goal.” – Greenpeace director Peter Melchett

Challenging Perceptions “[Beef is] A relatively doomed diet, because of environment & health implications” “I feel conflicted about beef” “What goes into the cows, goes into me” “They’re just doing it to make more money” “It’s unnatural”

Challenging Perceptions Up from 49% in 2008 “Factory Farming”? 48% associate with beef cattle 58% believe beef comes from “factory farms” 33% concerned about safety of “factory farmed” beef 61% YES

The OPPORTUNITY

Consumers Want to Know Farmers & Ranchers Interest in knowing where beef comes from 74%

88% 33% Knowledge = Favorability Percent favorable based on knowledge

45% Real stories about real people 44% Word-of-mouth from family, friends, co-workers 38% TV News, programs and their Web sites 36% Newspaper & magazine articles & Web sites 36% Company Web sites, reports, package info 35% My own research on the Internet 30% NGOs, govt., universities 30% Orgs/causes supported 29% Radio programs and news Source: GolinHarris’ “Corporate Citizenship and American Business” 10 Most Trusted Ways a Company Can Communicate with Me

U.S. EFFORTS

The Beef Checkoff Program Established within 1985 Farm Bill, became mandatory in 1988 $1/head assessed every time a beef animal is sold Cattlemen’s Beef Board administers program, subject to U.S. Department of Agriculture approval

Promoting Researching Educating Safeguarding State Programs National Programs State Beef Councils Cattlemen’s Beef Board Dairy, Beef, Veal Producers Pay $1/head Importers Pay $1/head or equivalent Federation State Beef Councils Operating Committee 50¢ 10

Promotion Research Consumer Information Industry Information Foreign Marketing Producer Communications The Beef Checkoff Program

Beef Issues Management 1)Protect consumer confidence, and therefore, the marketing climate for beef, by leading unified and effective industry responses to critical issues; and 2)Pave the way for demand-driving programs by strengthening the reputation of the beef industry and its farming and ranching members.

SUCCESSES

BeefPastureToPlate

Student Documentaries

Less than 2% of U.S. population raises food. We’re using fewer natural resources to raise beef today. Our efforts are helping supply a growing population with great tasting, nutritious beef.

Missouri: Donated nearly 15,000 lbs of food to state food banks Denver: JBS donated 16,000 lbs of beef to area food banks

“Agvocate” Training Take advantage of cattlemen’s credibility Give industry training, tools and confidence to speak up and speak out Put a face on modern beef production

Earning Your MBA MBA Courses I.Modern Beef II.Beef Safety III.Animal Welfare IV.Environment V.Beef Nutrition VI.The Beef Checkoff

MBA Gains Notoriety 2,040 MBA graduates in 47 states since April 2009.

Agriculture’s CHARGE

Be an [Agriculture] Activist

Show your passion Don’t let misinformation go unchecked Stay on top of current events, be informed Understand the “other side”

Make Yourself Heard Presentations Media interviews Online Everyday conversations

Make it Compelling Keep it simple Make it easy for others to understand and remember Tell YOUR story

Speak Out Early and OFTEN Them Us

QUESTIONS?

THANK YOU!