David Mullins
Association Perspective
Adapting to change.
As we turn the page on the calendar, I would like to take this opportunity to wish you and your family a happy new year.
As we enter 2010, it is important we consider some of the trends taking place in the beef industry. With increasing political influence being applied from various activist groups and news media, it is essential that beef producers take notice of the challenges, adaptations and opportunities that lay ahead. Issues such as biosecurity, food safety, country-of-origin labeling and cattle handling practices will be scrutinized more than ever. Certainly, increased awareness by the general public and news media does insinuate that producers must re-evaluate procedures and production practices, but, more importantly, there are new opportunities to differentiate your product in a very competitive market.
For starters, contact a member of your local Extension service or land-grant university and ask about various training programs or educational seminars that may be offered. Examples of programs may include beef quality assurance (BQA) vaccination training, forums on proper cattle handling practices, animal welfare certification programs, or training opportunities to participate in natural or organic beef marketing programs.
Additional opportunities for marketing assistance may include participating in an age and source verification program such as AngusSource® or Gateway. Becoming certified and updated on current and new programs may serve as an asset and potentially offer new marketing opportunities in the future. Remember, the "Consumer is King," and providing a safe, high-quality source of protein that offers an enjoyable eating experience is the responsibility of everyone involved in the beef industry.
Editor's Note: Regional Manager Dave Mullins covers the Northeast Territory, including the states of Delaware, Maryland, the New England states, New Jersey, New York, Pennsylvania, Virginia and West Virginia. Click here to find the regional manager for your state.
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