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Cattlemen learn what is being done to promote beef

By TED SULLIVAN Chronicle Staff Writer

THREE FORKS n Every time Tom Williams sells his beef cattle, a dollar a head goes toward promotion, research and product development.


 His money is behind the marketing of slogans such as “Beef: It’s what’s for dinner” and “Eat beef: The West wasn’t won on salad.” His money also goes toward creating new, convenient and kid-friendly meals such as beef breakfast bites and beef sandwich pockets.

“I like the advertising and marketing approach, and I think it does some good,” said Williams, a cattleman from Toston. “We need to market beef.”

On Monday, Williams, who was selling cattle at the Headwaters Livestock Auction, was one of several cattlemen learning how the money is spent when he contributes to the Beef Checkoff Program.

Tracey Orsura, a representative from the program who drove to Headwaters in the beef mobile, talked with local producers and informed them that the revenue is used for promotion, education and research to improve the marketing of beef. The beef mobile, a minivan covered with pictures of steaks and burgers, will make 200 stops at livestock auctions across the country this year. At each stop, “wranglers” like Orsura set up a booth, provide information about the program and solicit input from producers.

“They have a right to know where their dollars are going,” Orsura said. “This is a way to reach them.”

Since 1985, the program has assessed a dollar per head on the sale of live domestic and imported cattle, Orsura said. States retain 50 cents on the dollar and the other 50 cents goes to the Cattlemen’s Beef Promotion and Research Board.

In Montana last year, beef producers gave more than $1.7 million to the program, Orsura said. About $867,000 went to the state’s Beef Council.

Gary France, manager of Headwaters, said local cattlemen give him good feedback about the program.

The beef industry is in good shape, and people will always enjoy grilling out in their backyards in the summertime, France said. Occasionally, the industry takes a hit and draws negative publicity because of disease.

But people still love a juicy steak and thick burger, France said.

Ted Sullivan can be reached at tsullivan@dailychronicle.com or 582-2670.

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