What does the WBC mission mean to you – ‘To Build Demand for Beef that is Sustainable for Future Generations’? I think that it is twofold in that the council helps both producers and consumers. A solid demand is built through a good understanding of production practices, which in turn allows for future generations to enjoy production and consumption.
What WBC program area do you feel is important to growing demand for beef and why? Consumer education and foreign marketing. Both of these programs help consumers understand how great the beef is that we raise and directly help producers as well.
If you could tell your friends one key thing about the Beef Checkoff, what would it be? Every dollar invested returns about $12 to the industry.
Favorite thing about the agricultural industry: The cows.