Friday December 20 Cattle on Feed Report + Ag News

NEBRASKA CATTLE ON FEED DOWN 5 PERCENT

Nebraska feedlots, with capacities of 1,000 or more head, contained 2.48 million cattle on feed on December 1, according to the USDA’s National Agricultural Statistics Service. This inventory was down 5 percent from last year. Placements during November totaled 520,000 head, unchanged from 2018. Fed cattle marketings for the month of November totaled 475,000 head, down 3 percent from last year. Other disappearance during November totaled 15,000 head, down 5,000 head from last year.



IOWA CATTLE ON FEED REPORT

Cattle and calves on feed for the slaughter market in Iowa feedlots with a capacity of 1,000 or more head totaled 690,000 head on December 1, 2019, according to the latest USDA, National Agricultural Statistics Service – Cattle on Feed report. This was up 5 percent from November 1, 2019, but down 1 percent from December 1, 2018. Iowa feedlots with a capacity of less than 1,000 head had 580,000 head on feed, up 9 percent from last month but unchanged from last year. Cattle and calves on feed for the slaughter market in all Iowa feedlots totaled 1,270,000 head, up 7 percent from last month but down 1 percent from last year.

Placements of cattle and calves in Iowa feedlots with a capacity of 1,000 or more head during November totaled 110,000 head, down 4 percent from October but up 4 percent from last year. Feedlots with a capacity of less than 1,000 head placed 120,000 head, down 2 percent from October but up 20 percent from last year. Placements for all feedlots in Iowa totaled 230,000 head, down 3 percent from October but up 12 percent from last year.

Marketings of fed cattle from Iowa feedlots with a capacity of 1,000 or more head during November totaled 76,000 head, down 17 percent from October and down 27 percent from last year. Feedlots with a capacity of less than 1,000 head marketed 66,000 head, down 1 percent from October but up 14 percent from last year. Marketings for all feedlots in Iowa were 142,000 head, down 11 percent from October and down 12 percent from last year. Other disappearance from all feedlots in Iowa totaled 8,000 head.



United States Cattle on Feed Up 2 Percent
   
Cattle and calves on feed for the slaughter market in the United States for feedlots with capacity of 1,000 or more head totaled 12.0 million head on December 1, 2019. The inventory was 2 percent above December 1, 2018.

Cattle on Feed By State
                           (1,000 hd   -   % Dec 1 '18)
Colorado .......:          1,100          109                 
Iowa .............:            690             99            
Kansas ..........:          2,430          103               
Nebraska ......:          2,480           95                 
Texas ............:          2,930          109                

Placements in feedlots during November totaled 2.09 million head, 5 percent above 2018. Net placements were 2.03 million head. During November, placements of cattle and calves weighing less than 600 pounds were 620,000 head, 600-699 pounds were 500,000 head, 700-799 pounds were 423,000 head, 800-899 pounds were 310,000 head, 900-999 pounds were 130,000 head, and 1,000 pounds and greater were 110,000 head.

Placements by State
                             (1,000 hd   -   % Nov '18)
Colorado .......:          185           132                   
Iowa .............:          110           104                  
Kansas ..........:          415           104              
Nebraska ......:          520           100            
Texas ............:          465           103                 

Marketings of fed cattle during November totaled 1.81 million head, 3 percent below 2018.  Other disappearance totaled 65,000 head during November, 19 percent below 2018.

Marketings by State
                             (1,000 hd   -   % Nov '18)
Colorado .......:          150           103                   
Iowa .............:           76              73                
Kansas ..........:           395           103                   
Nebraska ......:           475            97                
Texas ............:           390            91            



Nebraska Pig Farmers “Pay It Forward”

Food is essential. It’s fun. It’s therapeutic. But for some, it can be a luxury. During the holiday giving season between “Giving Tuesday” and Christmas this year, the pork industry called on its friends to come together to “pay it forward” with pork through the Hams Across America program.

The program was created in 2016 to draw attention to the way pig famers serve their communities year-round through food bank donations, raising funds and preparing meals for those in need. Or, as the name suggests, giving a holiday ham to neighbors and community outreach services. Hams Across America has grown rapidly, and in 2018 this program raised more than a half million pounds of donated pork nationwide–or about 2.2 million servings!

The Nebraska Pork Producers Association continued its commitment to the program in 2019 by donating approximately 2,700 pounds of ham to organizations across Nebraska. In the past, donations have gone entirely to the Lincoln and Omaha areas, but due to the generosity and matching funds provided by the Iowa Pork Producers Association, Nebraska distribution was expanded to include Grand Island, Hastings, Kearney, Columbus, Fremont, Norfolk and Broken Bow.

NPPA President Tim Chancellor enthusiastically supported Hams Across America activities and even donated half of the Broken Bow hams himself. “These organizations do so much to fight hunger in our Nebraska communities,” he said, “that it feels terrific to offer an assist by donating some of the high-quality pork products we produce here in Nebraska.”

The hams were purchased through Sam’s Club in Omaha, and Cedar Hollow Hams and Hy-Vee in Grand Island. The National Pork Board’s pork trailer was on hand in Omaha December 19 to help distribute the hams there and to help raise awareness for the promotion.



NeCGA Elects Officers

Members of the Nebraska Corn Growers Association gathered at the Ramada Inn in Grand Island on Tuesday, December 17, for their Annual Meeting. Following the Annual Meeting, NeCGA held a regular board meeting and elected officers.

Dan Nerud, of Dorchester, was re-elected as President. Other officers re-elected include Andy Jobman of Gothenburg, Vice President; Chris Grams, of Upland, Secretary; and Dan Wesely of Morse Bluff, Chairman. Elected to Treasurer was Michael Dibbern of Cairo. The board is thankful to Tom Nathan of Meadow Grove, for his years of service as Treasurer for the organization.

During the Annual Meeting, NeCGA delegates elected two at-large members to the board. Steve Ebke, of Daykin, and Carl Sousek of Prague, were re-elected.

“We are very grateful for the volunteer efforts that our grower leadership and officers give on an annual basis,” said Kelly Brunkhorst, executive director of NeCGA. “I look forward to working alongside our leadership team in increasing opportunities for our membership in the coming year.”



Nebraska Corn Dissatisfied With Final RVO Rule

The Nebraska Corn Board (NCB) and the Nebraska Corn Growers Association (NeCGA) are disappointed today after the Environmental Protection Agency (EPA) released its final Renewable Volume Obligation (RVO) rule, which sets biofuel blending requirements as part of the 2020 Renewable Fuel Standard (RFS). NCB and NeCGA contend the rule paves the way for small refinery exemption (SRE) waivers to further erode RFS volumes and destroy demand for America’s biofuel industries and our nation’s farmers.

“The EPA really blew it this year,” said Dan Nerud, president of NeCGA and farmer from Dorchester. “EPA’s blatant disregard for the law while issuing refinery waivers was appalling, so we really hoped the Administration was going to right this wrong. Fifteen billion gallons of conventional biofuel looks good on paper, but EPA has shown us time and time again they can’t be trusted. This was not the deal President Trump promised us on Oct. 4. He said farmers were going to be very happy. We’re not happy.”

In the rule released today, the EPA used a three-year average of waivers recommended by the Department of Energy (DOE) in coming up with its 2020 waiver estimate, rather than an average of actual gallons waived by the EPA. However, the EPA has historically ignored DOE’s recommendations when issuing waivers and granted substantially more.

“I’d like to say I can trust EPA will follow through with their rule, but the agency continues to side with the oil industry,” said David Bruntz, chairman of the NCB and farmer from Friend. “Additionally, they failed to account for a court remand requiring them to reallocate 500 million gallons of biofuel. Ultimately, the RVO rule today will only be good news if EPA actually follows DOE recommendations, and we’ll be keeping a close eye to ensure they do.”

“Our corn grower members banded together and urged the EPA and our Administration to uphold the law and restore integrity to the Renewable Fuel Standard, but the EPA came up short, said Kelly Brunkhorst, executive director of NeCGA and NCB. “We will continue to work with the Administration and the EPA to ensure they uphold their commitment to corn farmers. We need the EPA to follow through and blend at least 15 billion gallons as per the law. We’ll be monitoring this carefully to hold the EPA accountable.”

Additionally, Nebraska Corn will push EPA to follow through with its promises to provide biofuel infrastructure funding and update outdated E15 labeling requirements.



EPA ruling on 2020 Renewable Volume Obligations undermines ethanol industry

The Nebraska Ethanol Board (NEB) is disappointed in the final rule setting the renewable volume obligations (RVOs) for ethanol for 2020 issued by the U.S. Environmental Protection Agency (EPA) on Dec. 19. The rule sets conventional ethanol demand for next year at 15.8 billion gallons and not at the 16.34 billion gallons necessary to immediately move the Renewable Identification Number (RIN) market and incentivize industry growth.

“The EPA missed a big opportunity to restore market faith that there will be 2020 ethanol demand at the levels laid out in the Renewable Fuel Standard (RFS) law,” said Roger Berry, NEB administrator. “We appreciate that the EPA increased the RVO by .8 billion gallons of conventional ethanol, but there is no evidence this addition will ultimately reflect the number of lost 2020 gallons given the EPA’s historical practice of granting retroactive Small Refinery Exemptions (SREs) without reallocation. This ruling also does not set safeguards into place that will ensure SREs are only granted to refineries who truly prove economic hardship.”

Since 2017, the EPA has granted roughly 40 percent more waived gallons than the annual average of about .8 billion that were recommended to have been waived by the U.S. Department of Energy (DOE).

“The EPA has now had its say on next year's ethanol demand volumes,” Berry said. “We are going to work with our political champions and industry peers to ensure that the EPA does not grant more than .8 billion in SREs for 2020, so that there will be a solid 15 billion gallons of stable conventional ethanol demand next year. That outcome will help restore confidence and growth in the ethanol industry, and we look forward to seeing improvement as soon as possible."

“We are cautiously hopeful that the EPA will start strictly following DOE’s recommendations, as Secretary Perdue told me in person last week that 15 billion gallons of conventional corn ethanol truly means 15 billion gallons,” said Nebraska Ethanol Board Chairman Jan tenBensel.  



Nebraska Cattlemen Foundation Announces Availability of Youth Scholarships

The Nebraska Cattlemen Foundation (NCF) is accepting applications for scholarships from qualified youth in Nebraska who have an interest in the beef industry. These scholarships will be awarded for the 2020-2021 academic year and are provided through contributions received by the Nebraska Cattlemen Foundation. Applications are available on the Nebraska Cattlemen website (www.nebraskacattlemen.org) or can be obtained by calling the NCF office at (402) 475-2333.

The Nebraska Cattlemen Beef State Scholarship awards a $10,000 scholarship to an outstanding college junior, senior or graduate-level student. Eligible students must be residents of Nebraska and be enrolled in a Nebraska college or university pursuing a beef industry-related degree. The scholarship will be awarded based on student need, Nebraska beef industry involvement (past achievements and future plans) and academics. Students will be required to complete the written application (due in the NCF office by February 14, 2020) and finalists will be invited to an final interview with the selection committee.

NCF offers numerous other $1,000 minimum scholarships, awarded on the basis of academic achievement, beef industry involvement and goals/quality of application. This application is due into the NCF office by March 16, 2020. Scholarship recipients must be a high school senior or college student, have a “C” or higher grade point average, and be enrolled or intending to enroll full time in a college or university that offers a bachelor degree, an approved vocation or trade school, or a state accredited junior college. Refer to the application for complete selection requirements.



Nebraska Cattlemen Hires Stohs as Controller

Nebraska Cattlemen would like to announce the recent hire of Kyle Stohs as Controller. Kyle originates from Odell, Nebraska, most recently residing in Lincoln while working for a public accounting firm. He graduated from the University of Nebraska at Kearney with a Bachelor’s degree in Business Administration – Accounting, and continued to earn his Master of Business Administration. Along with an exceptional academic career Kyle has kept to his roots in Odell where he operates his cow herd and enjoys hunting.

“I am beyond excited to continue my accounting career at Nebraska Cattlemen.” said Stohs “I look forward to working for an organization that shares the same passions as myself.”

“I am very pleased to announce Kyle Stohs as the newest addition to the Nebraska Cattlemen family. Kyle’s exemplary education achievements and previous work experience, coupled with being a beef producer, make him a perfect individual to serve as NC’s controller.” – Pete McClymont, Nebraska Cattlemen Executive Vice President.



NDA SUBMITS HEMP PLAN TO USDA FOR APPROVAL

Today the Nebraska Department of Agriculture (NDA) submitted a state hemp plan for approval to the U.S. Department of Agriculture (USDA). USDA will have 60 days to review the Nebraska hemp plan before either approving it as is or suggesting changes to comply with federal standards.

For more information on the Nebraska Hemp Program and to view the Nebraska state hemp plan proposal that was submitted to USDA, visit NDA’s website at nda.nebraska.gov/hemp.



2019 IBIC Beef Quality Assurance Award Winners

At the 2019 Iowa Cattle Industry Leadership Summit, the Iowa Beef Industry Council (IBIC) recognized Steve Rehder of 3-R Feedlots Inc., Bruce River, Katy Lippolis and Sheldon Livestock Sales Inc. for the 2019 Iowa Beef Quality Assurance (BQA) Awards. The four recipients exemplify continual improvement for the beef industry by encouraging their fellow producers to implement BQA practices and leadership involvement in Iowa’s cattle industry. BQA practices, such as low-stress handling, thorough record-keeping and judicious antibiotic use show the beef industry’s daily commitment of proudly producing safe, wholesome and healthy beef.

Steve Rehder of 3-R Feedlots from Hawarden, Iowa, is the 2019 BQA Feedyard Award Recipient. Owned and managed by Steve Rehder alongside his son Trent and wife Shari. Rehder raises hogs and manages a feedlot where they finish multiple turns of cattle a year. He was an early adopter and participant when feedlot assessments were first implemented and has been steadfast in the utilization of BQA principles on the farm. Furthermore, he’s a hands-on leader and has assisted with planning for the Sioux Co. Feedlot Forum since the early 2000s, served as the President of the Sioux Co. Cattlemen’s Association multiple times and co-chairs the Sioux County Carcass Contest. A committed leader that has chaired the Iowa Beef Industry Council Board of Directors twice and currently serves on the Federation of State Beef Councils.

Bruce River of Maquoketa, Iowa, was the recipient of the 2019 BQA Cow-Calf Award. Bruce and his wife Chris have two sons, Peyton and Carter. Both sons grew up playing an active role in the day-to-day activities on the farm. Peyton has since returned to the family farm and Carter resides in Nashville where he works in finance and accounting. Bruce and his family manage their cows utilizing pasture and a dry lot system. The calves are retained on the farm and finished out through the family’s feedlot each year. They’re diligent managers that keep comprehensive records and have been longtime users of the CHAPS cow record-keeping systems and utilize a performance monitoring system in the feedlot. They’re proactive in implementing BQA principles, in particular, low-stress cattle handling practices. Bruce has been a valuable contributor in producer roundtables and extension think tanks--a few examples of his industry leadership. River is an outstanding producer that emulates best management practices the beef community is continually striving to uphold.

The 2019 recipient of the BQA Educator Award was Katy Lippolis. Before assuming her current role as Iowa State Beef Cow-Calf Specialist and Assistant Professor, she completed a master’s program in beef systems management at Colorado State University where she became more deeply involved in information and research on beef cattle, including serving as the coordinator of the Colorado Beef Quality Assurance Program. Lippolis then attended Oregon State University for a doctoral program which solidified her interest in improving calf and feeder cattle performance through management and nutrition, specifically during weaning. Over the past two years, we have seen the demand for BQA trainings drastically increase and through a partnership with the Iowa Beef Center and their staff, the call to action has been answered. She was instrumental in the planning and preparations for the Regional Stockmanship and Stewardship event hosted in Ames this past summer. We are most thankful for her diligence in sharing of BQA programming here in Iowa, with her Iowa State students and producers alike.

The 2019 recipient of the Marketer Award was awarded to Sheldon Livestock Sales Incorporated. Their strong presence in the ag community is manifested through three barn locations in Iowa and South Dakota. Sheldon Livestock has been a strong supporter of the BQA program and has been proactive in working alongside their ISU Region 1 Beef Specialist, Beth Doran, to help increase customers’ awareness and accessibility to the BQA program. They have hosted multiple training sessions and have been accommodating in helping producers navigate the process. Additionally, they were one of the first barns to help develop and host ICA preconditioned feeder calf sales, health, age and source verified program. Livestock auction markets are a vital cog in the supply chain that enables Iowa’s ag economy to continue functioning and help drive a robust ag economy in the state.

 “The Beef Quality Assurance program strives to build beef’s demand by maximizing consumer confidence in beef while exceeding their eating expectations. When producers implement the best management practices of a BQA program, we show our end users, consumers, that we care and we are capable,” said Casey Allison, Director of Industry Relations for the Iowa Beef Industry Council and State BQA Coordinator. “The BQA awards are a way for the National Beef Checkoff Program through the Iowa Beef Industry Council to recognize the outstanding men and women in Iowa who put great tasting beef on our consumers’ plates each and every day. It is imperative that we recognize the education and application of these practices and stewardship that is involved within the beef industry daily. This year’s award recipients are a testament of our beef farmers caring for their land and livestock while being involved in their local communities. Through their leadership and implementation of BQA on their operations, the future of the Iowa beef industry is bright.”



Wine Taste May Have Untapped Potential in Iowa

Grape and wine producers in Iowa and across the Midwest have a few challenges that some more popular grape-growing regions do not.

Namely, the threat of cold winters, late frost springs and hot, humid summers – factors that can play into grape production and flavor. But Iowa’s potential in the wine industry is as unique as the state, which is to say, there is much opportunity for quality wines to be made in Iowa.

Aude Watrelot, assistant professor of enology and extension enology specialist at Iowa State University, is in the process of studying how different factors, including winemaking and chemistry, affect our sense of taste and what can be done to improve the taste perception of Iowa wines.

“I’m here to help the winemakers from Iowa and the Midwest region improve their wine quality,” said Watrelot, a native of France who started with Iowa State in August.

Watrelot earned her Ph.D. in France and completed postdoctoral research at California State, Fresno, and the University of California, Davis, where some of the most popular wines in the United States are produced. But she said that every region is unique, and she sees strong potential for Iowa wines.

For Iowa, that means embracing what the state has, and overcoming the challenges.

“I think we should not compare ourselves to what we already know about wine from another region,” she said. “You can find really good wine in Iowa that is unique to this part of the country.”

Watrelot’s optimism is supported by her research, which focuses on understanding the relationships between viticultural winemaking practices, grape and wine chemical composition, molecular interaction, taste and perception.

Her current research includes a focus on how to manage the concentration and composition of polyphenols in cold-hardy grapes and wines and a focus on how grape tannins interact with salivary proteins, which influences the level of astringency (dryness) experienced when drinking red wine.

Watrelot’s work was featured in a December article in The Conversation, an international news service that features articles written by researchers.

“Basically, the more tannin there is in a wine, the more astringent it will be,” she writes. “When you take a sip, the large tannin molecules interact with proteins from your saliva. They combine and form complexes, reducing the number of salivary proteins available to help lubricate your mouth. It leaves your mouth with a dry sensation – like if a snail were to lose its mucus layer, it would dry out.”

The desired “dry” mouthfeel can be a bit more challenging with Iowa grapes, because the varieties grown here must first be resistant to cold harsh winters, and hot humid summers, which results in wines with lower amounts of tannins.

Watrelot is in the process of assembling her own lab, where she is researching ways to improve the finished wine quality, and also ways to evaluate wine scientifically, to be as close as possible to the human perception.

In addition to her lab work, Watrelot said she is excited about the workshops and outreach opportunities available to Iowa wine producers.

A wine microbiology workshop to learn about microbiological lab techniques for winemaking will be held Jan. 8, at Iowa State.  http://www.aep.iastate.edu/micro/. 

For the latest events and information, visit the Midwest Grape and Wine Industry Institute online. The website has up-to-date resources for grape and wine producers https://www.extension.iastate.edu/wine/, and timely articles about the wine industry.



SENATE BILL INTRODUCED TO CODIFY CCP REGULATION
NPPC Newsletter

This week, legislation was introduced that codifies one of NPPC's top accomplishments of 2019: an agreement reached earlier this year between the Food and Drug Administration and the U.S. Department of Agriculture to ensure Cell-Cultured Protein (CCP)—produced from cultured cells taken from pigs and other livestock—is regulated on terms that ensures a level playing field.

Senate Bill 3053, introduced by Sens. Mike Enzi (R-Wyo.) and Jon Tester (D-Mont.), would ensure the agreement between the two agencies has the force of law. The Meat and Poultry Inspection Act clearly indicates that CCP should be under the oversight of USDA's Federal Safety Inspection Service (FSIS). FDA will have a role in ensuring that ingredients used in the manufacture of CCP products are safe. When it comes to making products from these cells, only FSIS has the capability to provide continuous, risk-based inspection and apply strict labeling standards that will ensure consumer awareness of what CCP is and how it's produced.

Thanks in part to the efforts of the National Pork Producers Council, on March 7, 2019, the FDA and USDA's FSIS signed a formal agreement to regulate CCP. The agreement was designed to leverage the expertise of both agencies to protect the country's food supply and provide safe and accurately labeled products. It's critical that product names and label claims protect the investments livestock farmers have made to establish a definition of meat protein that is widely understood by consumers.

WHITE HOUSE APPROVES PROPOSED CHANGES TO GIPSA RULE
The White House Office of Management and Budget on Wednesday approved USDA's changes to its Grain Inspection, Packers and Stockyards Administration (GIPSA) rules, clearing the way for release of the proposal. Earlier this year, USDA indicated its intention to develop new GIPSA rules in compliance with the Congressional direction in the 2010 Farm Bill. 

NPPC opposes any new GIPSA regulations that interfere with pork producer rights to freely enter into contractual business relationships or otherwise restrict producers' ability to sell and packers' ability to buy livestock. The U.S. pork sector is highly competitive and pork producers are the most innovative sector of the overall agricultural economy. 



Broadband Map Fix Will Reveal Needs

The House of Representatives passed Farm Bureau-backed legislation that will improve the accuracy of broadband coverage maps to better identify needs.

The Broadband Deployment Accuracy and Technological Availability (DATA) Act (H.R. 4229) requires broadband providers to report more specific data to create a significantly more accurate and granular National Broadband Map. With more precise data, federal agencies can target funding to areas that need it most.

“Broadband is a necessity and many rural areas still don’t have access to it or are underserved.  With limited funding, it’s critical we target resources where they are needed most,” said American Farm Bureau Federation President Zippy Duvall. “Farm Bureau thanks members of the House who worked diligently to pass this legislation and who are committed to delivering broadband access to rural communities. We strongly encourage the Senate to take up this issue without delay.”

Current broadband coverage maps are inadequate because they rely on census block data to determine which areas are covered. Census blocks are too large in rural and remote locations to accurately determine need. If even one household in a given census block is reported by a provider as being served, then the entire block is considered served. Census blocks larger than 2 square miles comprise more than 64% of the U.S. land area, so every rural area is impacted by this problem in some way.

In addition to creating more accurate maps, the bill requires the FCC to establish an audit process that ensures internet service providers are providing accurate data used to create the maps. It also would create a user-friendly process to challenge the data.



Beef. It’s What’s For Dinner. Hosts “Roast & Toast” Influencer Event

Eleven food influencers gathered in the National Cattlemen’s Beef Association Culinary Center, funded by the Beef Checkoff, for “Roast & Toast with Beef. It’s What’s for Dinner.” to learn how to prepare the perfect roast just in time for the holiday season. Bravo Top Chef finalist and winner of Beat Bobby Flay, chef Carrie Baird, was the guest of honor, teaching the influencers how to prepare a flawless roast.

During the event, the attending influencers, popular with consumers for their food and lifestyle blogs and social media profiles, were not only treated to a hands-on beef roast cooking demonstration by chef Baird, they also learned about beef and wine pairings and enjoyed appetizers from the Beef. It’s What’s For Dinner. recipe collection including:
-    Bao Beef Buns
-    Beef Bruschetta with Roasted Garlic-Feta Spread
-    Mini Merry Meatballs
-    Spicy Korean Beef & Cucumber Appetizer

The evening wrapped up with a family style dinner, allowing for further networking among the influencers and providing time for the influencer team at the National Cattlemen’s Beef Association, a contractor to the Beef Checkoff, to further engage with the influencers and discuss all things beef.

Rounding out the event were four cattle producers. The ranchers provided a unique perspective into beef and the people who raise it as they shared their story as beef advocates and gave a personal look into the beef industry.

“Events like “Roast & Toast” present a great opportunity for cattle producers to interact with chefs and influencers and address common misconceptions about the cattle industry,” said Buck Wehrbein, NCBA Federation Division Vice Chairman. “Food influencers are excited to share the high-quality beef they know and love with their large consumer following, but often have questions about where their food comes from. Events like this one help close the knowledge gap and put faces to the farmers and ranchers raising real beef.”

In addition to hosting the “Roast & Toast” event to inspire influencers and their content, Beef. It’s What’s For Dinner. is keeping the craveability of beef at the top of the mind for consumers this holiday season with the roll out of roast-inspired content. Efforts include a spin on a classic yule log with the Beef Drool Log, a two-hour video featuring a prime rib roast cooking to perfection on a rotisserie over open flame, as well as a “12 Days of Roastmas” series on social media and a Holiday Entertaining recipe collection featured on BeefItsWhatsForDinner.com.