Check out our latest Missouri Ruralist Web Exclusive video of David Dick, a strong beef advocate and cattleman from Sedalia. An experienced leader in state and national beef organizations, David chairs the Federation of State Beef Councils – the organization that oversees collection of the $1 beef checkoff in each state and puts those dollars to work. As the new checkoff chief, he has prepared himself to take on challenges – both big and small.
"The first challenge beef producers face is to remember that we're actually in the meat business – whether we like to think in that way or not," David says. How we approach our roles in the meat business and how that is portrayed to the consumer is vital, he adds. "We need consumer acceptance of our product and to give them assurance that the product they buy is safe and nutritious."
In our video, we visit with David at his Shorthorn cattle operation in Pettis County and find out why he devotes his extra time and energy to serving as a beef industry leader and spokesperson.
May is National Beef Month, so David and State Beef Council staffs across the nation are working extra hard and smart this month to educate consumers and build demand for beef products.
"Here in Missouri, we are working to get the message out that Missouri beef producers are producing an excellent product from a strong genetic base and resources," he says. "This contributes to a good eating experience in the restaurant or home grill. We are also investing checkoff dollars in the realm of food safety so that consumers know that when you get beef at home or you have it on your plate in a restaurant, that it is the safe, nutritious product that you believe it to be. That is our biggest, biggest job or role in the beef industry – to provide that safe and nutritious beef product to folks who not only because it tastes good, but because it's good for them."
For more information on how beef checkoff dollars are working in Missouri, read the May issue of Missouri Ruralist.