Ron and I have been ranching in the Van Horn area for over 37 years. Weâ€™ve seen in our business the value of advertising, which is why we will vote yes for a Texas Beef Checkoff June 2-6.
Ranchers like us have invested a dollar-per-head since the â€˜80s, and that money has helped fund groundbreaking research that has resulted in new cuts. Those new cuts have added $100 in value to every carcass. Checkoff dollars have also been used to promote Texas beef all over the world. That promotion has added more than $150 of value to our product.
Thatâ€™s not anything we could do on our own, but together as an industry weâ€™ve been able to add significant value to all of our products.
We need to invest more in helping doctors, dietitians and todayâ€™s youth understand the value of beef in a healthy diet. We need to invest more in defending the demand for beef when media stories that tarnish our productâ€™s reputation occur. And we need to invest more in defending our share of the global beef market and growing it. If we come together and invest through a Texas Beef Checkoff we can help do these things and more.
We believe in investing in the future of the Texas cattle industry. We will vote “Yesâ€ for a Texas Beef Checkoff, and we hope other area cattle owners will join us.