Telling Your Cattle Care Story

• Why is telling our cattle care story so important?

• The basics of our story

• Examples of how I’ve told my story

• Ways to tell your story

• Action steps: What can you do today?

Today’s Agenda

Abuse at meat plant is probed; U.S. announces an inquiry after a video of cattle being mistreated at a slaughterhouse in Chino is released The U.S. Department of Agriculture announced Wednesday that it was investigating a Chino-based supplier of meat to the National School Lunch Program after release of a video showing slaughterhouse workers using inhumane and illegal practices on weak and sick cows. Video Reveals Violations of Laws, Abuse of

Cows at Slaughterhouse Video footage being released today shows workers at a California slaughterhouse delivering repeated electric shocks to cows too sick or weak to stand on their own; drivers using forklifts to roll the "downer" cows on the ground in efforts to get them to stand up for inspection; and even a veterinary version of waterboarding in which high-intensity water sprays are shot up animals' noses -- all violations of state and federal laws designed to prevent animal cruelty and to keep unhealthy animals, such as those with mad cow disease, out of the food supply.

Yes, 78%

No, 22%

February 2008

“My family and I loved beef, but the treatment of those cows is deplorable.”

“People are mentioning problems with the food.”

“How long has this abuse been going on?

At this point, I am not eating beef.”

Have you heard about a recall?

Consumers Care About Animal Welfare

• Animal welfare is a key factor in the food decision-making process for a growing number of U.S. consumers

• Consumers believe humane treatment of animals leads to a better end product

Consumers Don’t Know Us

• Most Americans are 3-4 generations removed from the farm or ranch

• Their only interaction with the beef industry is at a supermarket or restaurant

To Know You Is To Like You

63%42%

26% 21% 26%

25%

44%

45%

33%9%

Know verywell

Knowsomewhat

Know just alittle

Know almostnothing

Never heardof

Very FAV Mainly FAV

88%

35%

National consumer surveyMay 2009

Hardworking, Real PeopleOur Story

Consumer Trust &

Confidence

• As cattle farmers and ranchers, we believe quality beef begins with quality care, which is why we work hard to keep our animals healthy, safe and secure.

• We take pride in caring for our animals, ensuring they always have room to roam and grow, access to clean water, balanced nutritious feed and humane treatment during all life stages.

The Basics of Our Story

• Our industry is working to make sure every single person who works with cattle is educated about proper animal care and treatment.

• The Beef Quality Assurance (BQA) program outlines essential elements for cattle care and maintaining safe and humane facilities for cattle.

•This program works to educate people at every step in the beef production chain about providing optimal care for cattle.

•More than 90% of all U.S. beef is raised under the BQA program, assuring the highest standards of animal welfare.

The Basics of Our Story

Examples of How I’ve Told My Cattle Care Story

• Don’t be afraid to reach out. • Give simple examples. • Don’t trivialize concerns.

• There are many opportunities to tell your cattle care story:– Giving presentations to local groups– Hosting farm/ranch tours – Participating in social media sites– Submitting articles or letters to the editor– Engaging in conversations at local events activities

Ways to Tell Your Story

• Become BQA-certified

• Earn your Masters of Beef Advocacy (MBA) degree

• Contact your [INSERT NAME OF ORGANIZATION] to find opportunities to share your story

• Get out there!

Action Steps: Start Today

• Ensure beef quality & safety

• Anyone who works regularly with cattle– Don’t forget your family & staff!

• Hands-on, classroom-style & online training

Become BQA-Certified

Become BQA Certified

• Visit www.BQA.org or contact [insert state contact]

Masters of Beef Advocacy• Self-directed, online

educational program• MBA candidates complete

six courses– Approximately 1 hour per course– Complete homework assignments

& quiz

• Participate in full day “commencement” training– Public speaking– Media interviews– Online advocacy

• Graduates join MBA Alumni Association social networking site

• Earn “continuing education credits”– Speeches– Media interviews– Online comments, blogs, videos

• Earn rewards and recognition

Become an Everyday Advocate

How to Earn Your MBA• Two ways to participate:

– As part of a “class” (state leaders, youth groups, college ag classes)

– As an “at-large” candidate (at your own pace)

• Sign up today!

– E-mail MBA@beef.org to request an application

• Your [INSERT NAME OF ORG] offers:– Free how-to guides, tools and resources for conducting

many of these activities:• Farm/ranch tour guide• Presentation templates• Media outreach activities• Online video guide

– Key messages and handouts to use. – Articles and letters you can personalize and submit.

Contact Your [INSERT NAME OF ORG] for Opportunities to

Share Your Story

• Identify one or two things you would feel comfortable doing to share your cattle care story.

• Remember, if you don’t tell your story, someone else will!

• Nobody cares more about cattle than YOU!

Get Out There!

THANK YOU!

Questions?