Producers Talk About The Checkoff
Jump To: O.D. Cope (Beef), Ken Nobis (Dairy), Dan Javor (Veal)O.D. Cope, Missouri
O.D. Cope is a third-generation cattleman from the Ozarks of Missouri, where he and his family run a commercial cow/calf operation and also background calves. O.D. feels the beef checkoff provides a great service for him as “the watchdog for the industry” that safeguards beef’s reputation on a daily basis. “I can’t run my ranch here and also speak to all of the issues facing our industry. The beef checkoff does this for me.
“The beef checkoff does a tremendous job of monitoring issues and responding with science-based, factual information that helps safeguard demand for our product,” he explains. A great example of this response was the BSE case in 2004, where, “due to the quick and thorough response of the checkoff team, our national consumption of beef did not decline dramatically.”
O.D. sees this type of rapid, factual response to industry issues as just another way the beef checkoff serves farmers and ranchers who pay the $1-per-head checkoff. “We can’t individually promote and defend our industry, but collectively we can through our beef checkoff.”
Click here to listen to O.D. talk about the importance of the beef checkoff to the beef industry.
Ken Nobis, Michigan
Ken Nobis, Michigan Milk president, understands the importance of the dairy beef quality assurance program and the beef checkoff for his family’s 900-cow dairy in central Michigan. “With the size of our herd, we generally have forty to fifty market cows at all times. Even though these cows don’t represent the majority of our revenue stream, we try to market these cows in timely manner with an acceptable body condition,” says Ken.
Animal care and handling are just one important part of the dairy beef quality assurance program that the Nobis’ focus on with their employees. “We continuously train our employees on the importance of proper animal handling and care. Basically, we need happy cows or they will not be productive and meet their genetic potential,” he continues.
“Today’s consumer needs assurance that we our handling our livestock properly and it is second nature to us who work with the livestock on a daily basis that we provide the utmost care to our cows,” Ken says. “Many of today’s consumers are far removed from production agriculture. So, the beef checkoff’s work in representing farmers and ranchers to consumers is essential to combat false information in the marketplace, and put forth our positive messages about beef as a product and how it is produced.”
Click here to listen to Ken talk about the importance of the beef checkoff and quality assurance initiatives.
Dan Javor, Michigan
Michigan dairyman Dan Javor believes the beef checkoff promotes his beef products in places and ways he can’t.
“Promotion is the cornerstone of the checkoff program. As a dairyman, the beef checkoff provides an important service for me in identifying and explaining the benefits of our nutrient-dense beef products to nutritionists, dietitians and doctors,” Dan says. “Also, with the development of new products such as the flat iron and petite tender steaks, we have more ways to reach retail and foodservice partners.”
Dan, Michigan Beef Board member, serves on the nation’s Veal Council and sees how the beef checkoff educates chefs about veal production. “Our beef checkoff work with chefs has led to the development of many new veal recipes and dishes. These checkoff activities with chefs also influence consumers’ use of our product because people want to prepare similar dishes in their homes. Projects such as our chef/veal grower tours increase the chefs’ understanding of veal production and the humane practices used to raise this product.”
Dan, like most dairymen, is conscious of every dollar that is generated back to the dairy and appreciates the return from his checkoff investment. “The $1 per head beef checkoff has created a return on investment of $5, which is a very good return for any business.”
Click here to listen to Dan talk about the importance of the beef checkoff to the dairy and veal industries.
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