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Buckle Up for a Pro-Beef Media Blitz

by: Jill Richardson

Mon Nov 16, 2009 at 01:33:59 AM PST


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The beef industry is fighting back against the "heavily funded anti-meat offensive." I could go on such a rant about all the things that are wrong with this but I won't. Well, I will but only a little. This beef campaign (pasted below) tells the farmer that people like the Meatless Monday campaign are the enemy. I'm sorry but that is hardly the case. 90% or so of the entire beefpacking industry is controlled by just 4 corporations, and they have a lot of power over prices paid to ranchers for finished cattle. They do a number of unfair, manipulative things which I won't go into here, and there's solid proof that ranchers like the letter below appeals to have been screwed. A few scientists or doctors or hippies telling people to cut down on their beef consumption are hardly a threat to farmers and ranchers compared to the top 4 beefpackers.

So now, for your amusement... here's the beef:

Jill Richardson :: Buckle Up for a Pro-Beef Media Blitz
FOOD FIGHT!

Tired of Dodging the Daggers of the Heavily Funded Anti-Meat Offensive?

Then you've come to the right place.

Join the beef checkoff's FOOD FIGHT and start flinging the facts instead!

With a virtually constant flow of anti-meat rhetoric in mainstream media of late, it's easy to get frustrated when you're working your land and cattle in environmentally sound and caring ways. Of particular concern is the fact that so many of the attacks on our industry are based on emotional pleas rather than facts or science.

As a beef producer, you certainly can't personally pull together and disseminate the vast amount of beef research and nutrition information to consumers nationwide and still run your day-to-day operation, so that's where your checkoff comes in! These days, however, those efforts alone are not always enough against the onslaught of Internet and other electronic platforms that allow anti-meat brigades to spread misinformation far and wide in the blink of an eye.

For the most part, the folks delivering the anti-beef messages have no idea what it's like to be a farmer or rancher, and they are contributing to the ignorance about how you raise their food. We CANNOT leave consumers on their own to dig through the clutter and draw their own conclusions. And checkoff-funded research shows that consumers have faith in producers - so your stories represent one of the best ways to show consumers the truth about how you raise your animals.

So in addition to all the positive research, messages and tools your checkoff investment provides, producers need to tell their own stories. Beginning Nov. 16, you can join the checkoff's five-day FOOD FIGHT to activate beef producers and dairy farmers to speak up and help American realize what they have to be thankful for as they prepare for the Thanksgiving holiday. You need to get your voice heard in the debate and put a face on your industry.

Below is a Food Fight schedule and links to informational materials and tools -- including sample proclamations for your local or state governing bodies, Give Thanks 'business cards' for you to print and pass out to consumers in your area, an e-mail signature for you to add to your personal e-mails during the campaign, copy for a 'viral' e-mail you can send to all the people on your contact list and encourage them to pass on to theirs, sample letters to the editor, information about a Give Thanks message board where consumers and producers alike can submit their notes of thanks to farmers and ranchers nationwide, and black and white newspaper ads you could place in your local paper if you choose -- each listed by the date it will be released through the national Beef Checkoff Program, state beef councils, and producer organizations nationwide.

Links to each tool will be added to this list as they become available, so don't worry if there's not yet a link on something you want to use. Just check back closer to the date, and it will be ready for you!

Beef Checkoff Program Food Fight Toolbox Schedule

Nov. 11
"Give Thanks" e-mail signature graphic 1 and signature graphic 2

"Food Fight" kickoff notice with template newspaper advertisement (for viewing) (for submitting)

Nov. 12
Trade media advisory announcing "Food Fight" campaign

"Give Thanks" proclamation template.

Proclamation press release template

Nov. 14
"Give Thanks" letters-to-editor template. Tips for letter submissions.

Nov. 16
Business card template - Just add your name and print!

Give Thanks" in Beef So Simple, MyBeefCheckoff Facebook and Twitter, and BIWFD Facebook and Twitter

"Give Thanks" message board for launch of Omaha Steaks contest

Nov. 17
Viral e-mail example

Additional prompts on MyBeefCheckoff Facebook and Twitter, and BIWFD Facebook and Twitter

Nov. 18
E-mail encouraging producers to contact your local food bank and schedule a time to volunteer

Nov. 19
State announcements of proclamations using template release or placements of op-eds for weekend papers

Ads and letters to the editor appear in local newspapers

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Oh, and about all of that heavy funding? (4.00 / 4)
Can somebody please send some of it my way? Seriously. It can be a donation to thank me for my work, or you could advertise your anti-meat campaign on this site. Paypal, credit, and checks are all accepted.

"I can understand someone from Iowa promoting corn and soy, but we are not feeding the world, we are feeding animals and soft drink companies." - Jim Goodman

Selling stock is not a good sign (4.00 / 2)
for the meat industry. People do not voluntarily give up control of a market unless they are so deep in debt they have to raise money from an initial public offering (IPO), but that would show up in their filing forms. This IPO would be used to enrich the stockholders, read corporate officers, while giving the public the opportunity to buy at the top of the market.  Because of all the small dairies going out of business the price for beef cattle has fallen below the cost of production so the cattle ranchers are going belly up and their entire herds are being sent to the slaughter houses.

When all the small farm financial carnage is over the price of beef will climb very rapidly and margins for the meat packers will be squeezed.  It's one of the oldest tricks on Wall St.  Sell stock in your company just before the industry starts a cyclical decline.

It's a sign that the meat packers see the handwriting on the wall and are cashing out prior to new regulations or trust busting from the Obama administration.

When you consider that the entire meat producing industry is based on cheap feed from farmers, who rely on federal tax dollars in the form of subsidies to produce grains, with no accountability for their chemical and manure pollution, you see that this false farm economy will ultimately lead to it's demise when they are held financially held accountable.

It is my firm belief that once the tax dollar are taken away and both farmers and packers are forced to pay the true cost of pollution then organic food will be shown to be less expensive.  


[ Parent ]
Misdirected (4.00 / 1)
This campaign seems weirdly misdirected. Are the integrators making so much money they can afford to waste it like that?

In the U.S., per capita chicken consumption surpassed beef consumption with no help from vegetarians. George Watts thinks per capita consumption of chicken, pork, and beef is increasing, from 182 lbs in 1972 to 202 lbs in 2007. During that period, chicken consumption more than doubled while beef consumption decreased 24%. In 2007, we ate 87 pounds of chicken per person, but only 65 pounds of beef.

Chicken industry

Date: 2007-12-01
By George Watts

This is the gang that can't shoot straight - they should be aiming at Tyson and JBS. Instead, in the way of the world, I suppose the beef campaign will be joined by one from the chicken/pork people, all defending themselves against the terrible depradations of the forces of broccoli and apples.


Overlap between the two industries (4.00 / 2)
The real powers in the meat industry overlap.  For example, Tyson and JBS both control a large percentage of the beef, chicken, AND pork markets.

As for where the money comes from ... the checkoffs are funded off the backs of the ranchers.  Every time a cow is sold, the seller is required BY LAW to pay $1 into the checkoff.  And it doesn't matter that the checkoff promotes practices that you may be 100% against, such as feedlot beef -- under the law, you have to pay them.  I still don't understand how the Supreme Court failed to find that this was a violation of people's First Amendment rights, but there it is ...  

Protect our farms - Stop NAIS!  Go to http://FarmAndRanchFreedom.org for more information.


[ Parent ]
Tyson and JBS (4.00 / 1)
You're right about Tyson, according to the Tyson website. As for JBS,

JBS Expects to Sell Shares of U.S. Unit in January, Batista Says

By Lucia Kassai
Nov. 16 (Bloomberg) -- JBS SA, the world's biggest beef producer, expects to hold the initial public offering of its U.S. unit in January

Thanks for the correction. Knocks my argument silly, doesn't it? I guess the broccoli farmers are the only guys left to attack. Sigh.


[ Parent ]
In stock market terms this is not a good omen, (4.00 / 2)
for the meat industry. People do not voluntarily give up control of a market unless they are so deep in debt they have to raise money from an initial public offering (IPO), but that would show up in their filing forms. This IPO would be used to enrich the stockholders, read corporate officers, while giving the public the opportunity to buy at the top of the market.  Because of all the small dairies going out of business the price for beef cattle has fallen below the cost of production so the cattle ranchers are going belly up and their entire herds are being sent to the slaughter houses.

When all the small farm financial carnage is over the price of beef will climb very rapidly and margins for the meat packers will be squeezed.  It's one of the oldest tricks on Wall St.  Sell stock in your company just before the industry starts a cyclical decline.

It's a sign that the meat packers see the handwriting on the wall and are cashing out prior to new regulations or trust busting from the Obama administration.

When you consider that the entire meat producing industry is based on cheap feed from farmers, who rely on federal tax dollars in the form of subsidies to produce grains, with no accountability for their chemical and manure pollution, you see that this false farm economy will ultimately lead to it's demise when they are held financially held accountable.

It is my firm belief that once the tax dollar are taken away and both farmers and packers are forced to pay the true cost of pollution then organic food will be shown to be less expensive.


[ Parent ]
JBS IPO (4.00 / 1)
Although everything you wrote may be true, I think the IPO is merely the normal next step after the recent acquisition of Pilgrim's Pride (chicken company) by JBS.

Nevertheless, your comment provokes thought. The beef industry is in trouble, so the CBB  tries to divert the ire of producers by attacking Meatless Mondays?


[ Parent ]
Trust busting (4.00 / 1)
I have not yet seen any signs of impending trust busting from the Obama admin. What do you know that I don't?

[ Parent ]
CBB (4.00 / 3)
Jill's links are from the Cattlemen's Beef Board.

In practice, USDA exercises approval authority over all promotional materials, including advertising, and all producer communications, in advance of their dissemination.

Is it time to ask WTF?


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