2014 Beef Checkoff Annual Report - Page 13

Bridging the Gap on Antibiotics Nearly 200 key beef-industry stakeholders — representing academia, government researchers, and the scientific community of animal agriculture, human medicine and the environment — attended the third-annual national antibiotics symposium. Funded in part by the checkoff, “Bridging the Gap Between Animal Health and Human Health” provided a forum for dialogue based on the science surrounding antibiotic use and resistance and included development of solutions and educational materials for beef producers. A comprehensive white paper summarizing the symposium was downloaded more than 27,000 times last year! Supporting Veal Transparency, Quality In 2014, the checkoff’s veal issues-management program was responsible for monitoring and analyzing more than 190,000 traditional media sources and more than 300 million usergenerated social-media sources for veal news coverage. This intelligence helped identify potential issues that could undermine consumer confidence and trust in veal practices and products, which were addressed with support from the checkoff’s www.vealfarm.com. Also, a committee of veterinarians and veal industry experts updated the checkoff’s Veal Quality Assurance program to provide standards and resources for veal farmers to meet their ethical obligation to the animals’ health and well-being. Connecting Consumers with Farmers and Ranchers The checkoff’s Masters of B eef Advocacy (MBA) program has graduated more than 5,500 beef advocates in 48 states. In 2014, one graduate welcomed 13 influential health professionals and bloggers to his feedyard for a personal experience about how beef is raised, which participants said positively changed their perceptions about animal welfare, environmental stewardship and use of growth hormones. Another MBA graduate participated in a panel discussion at The New York Times’ “Food For Tomorrow” conference, amidst critics of conventional agriculture including author Michael Pollan and columnist Mark Bittman and drew huge applause with her plea to include farmers and ranchers in food discussions. Janna Stubbs Alpine TX Richard Winter Canyon TX Laurie Munns Snowville UT Joe Guthrie Dublin VA Hank Maxey, Jr. Chatham VA Marty Andersen New Glarus WI Lloyd DeRuyter Cedar Grove WI Randy Geiger Reedsville WI 2014 Spencer Ellis Lovell WY Beef Board Annual Report 13