Welcome! 

Welcome to the inaugural issue of the Missouri Cattlemen’s Association electronic newsletter.  Our newest communication tool is designed to provide you with timely cattle industry information from the state and national level.  Since our newsletter is not yet named, you have the opportunity to be a part of this exciting new project by entering the “Name that Newsletter” Contest.  Just send your suggestion for the name of this weekly* newsletter to McKenzie at mckenzie@mocattle.com.  The person submitting the winning name will receive a free advertisement in the next edition of the newsletter.    

Beef Industry News

BSE Remains Center-Stage Issue in Beef Industry

Since the announcement of a case of BSE in Washington state on December 23, both the media and the beef industry have devoted a great deal of time and attention to the issue.  Nearly a month later, BSE continues to be front and center.  For the latest information on BSE, including governmental actions and talking points, visit  http://mocattle.com/BSE/bse.htm or http://mocattle.com/BSE/BSE_Special_Report.pdf   

 The following links also provide further information on BSE:

www.mocattle.org                   www.BSEinfo.org

www.mobeef.org                    www.fsis.usda.gov/oa/FAQ/bse_general.htm           

Dues Dollars, Checkoff Funds Both Work For Producers During BSE Incident

Both your membership dues dollars and checkoff dollars have worked together to address the BSE issue.  Two key priorities for the industry have been:

▪ Maintain consumer confidence in the safety of the US beef supply; and

▪ Work to open export markets as quickly as possible. 

Your dues dollars are at work in regulatory and trade issues.  NCBA and MCA have been communicating continuously with Congress, the Bush Administration, government agencies, cattle producers, and the agricultural community to ensure that decisions are made based on fact and sound science. 

Checkoff funds, from MBIC and the Cattlemen’s Beef Board, have coordinated issues management efforts to assure media, beef marketing partners such as retailers and the food service industry, and consumers that U.S. beef is safe.

Consumer Confidence in U.S. Beef Remains Strong

Consumer confidence in the safety of U.S. beef appears to be strong and unchanged compared to confidence before December 23.  Results show that consumers believe the government and cattlemen are keeping U.S. cattle safe from BSE.  NCBA began checkoff-funded surveys in April 1996 to track consumer awareness of BSE and gauge consumer confidence in the safety of U.S. beef.  The survey conducted December 29-30, 2003 found confidence in the safety of U.S. beef had not wavered, despite a dramatic increase in awareness of BSE.

▪ As expected, consumer awareness of BSE is at an all-time high.

▪ Despite extremely high awareness, consumer confidence remains very strong and is unchanged from levels seen prior to the announcement of the BSE case.  This confidence is validated by strong sales in both the retail and foodservice sectors. 

▪ Consumers perceive that USDA, FDA, and cattlemen are doing a good job of keeping U.S. beef safe from BSE. 

▪ The message that U.S. beef is the safest in the world is getting through to consumers!

Tips for Talking to the Media

If you own cattle, there is a good possibility that you may be contacted by the media to comment on the BSE story.  Since the BSE story broke, many producers are finding news reporters at their door.  How should  producers work with reporters to ensure that accurate and positive information reaches consumers?

1. Screen media calls.

Ask who the reporter is, who they work for, what they want to talk about, and when the story deadline is.  You don’t have to talk to reporters the moment they call.  Be considerate of the reporter’s  deadline, but use the extra time to gather answers you’ll need and review talking points.  If you don’t feel comfortable talking to the reporter, refer them to MCA, MBIC, or NCBA.  It’s also a good idea to let one of your state organizations know you’re doing an interview.  They will have additional information that may be helpful. 

2. Focus on your message.

Select three main points you want to get across and repeat them throughout the interview.  As much as possible, maintain control of the direction of the interview by returning to your main message.  Use the basic technique of briefly answering the reporter's question, even if the answer is a simple "yes" or "no," and then bridge to one of your prepared messages.

3. Never speculate.

Focus on the facts and don't allow reporters to lead you into speculation, conjecture, or places where you don't want to go.  It is perfectly acceptable to tell a reporter "I don't know the answer to that, but I will find the answer and get back to you."  Then get the reporter's contact information and get back to them as soon as possible.

4. Take advantage of the experts.

There is a lot of good information available.  Direct reporters to places they can find it (MCA or MBIC, NCBA and www.BSEinfo.org, or the USDA site at www.usda.gov).

5. Be positive.

You can set the tone of the article with your attitude.  Avoid repeating negative language and look for ways to bridge the discussion to positive messages, such as “The United States has the safest supply of beef in the world.”  Additional information can be found on www.BSEinfo.org. 

NCBA Unveils Interactive Beef Industry Website

Need to check the markets or the weather?  Making plans to attend the NCBA Convention in Phoenix?  Want the latest information on governmental affairs that affect the cattle industry?  NCBA’s new website, www.beefusa.org, has the information you need in a user friendly format.  NCBA members can login to set up a customized page with local weather, market reports, and more.  

Missouri Cattlemen’s Association News

Date Set for County Leadership Conference

Attention County Leaders – the MCA County Leadership Conference will be held March 16-18 in Columbia.  With new leadership, several important issues in the industry, and an updated program, the 2004 County Leadership Conference is an event you don’t want to miss!  For more information, contact McKenzie at (573) 499-9162 ext. 233 or mckenzie@mocattle.com. 

Missouri Reception Scheduled During Cattle Industry Convention in Phoenix

Headed to Phoenix?  If so, join fellow Missourians at a reception hosted by the Missouri Cattlemen’s Association on Thursday, January 29.  An assortment of snacks and a cash bar will be available for your enjoyment from 7:00 p.m. to 9:00 p.m. in the Cassidy Room on the 2^nd floor of the Hyatt Regency.  This reception is possible thanks to the support of Joplin Regional Stockyards. 

County Meeting Notices

1/22/04            Newton County - Golden Corral, 6:30 p.m.

                        Vernon County – Home Economics Building, 7:00 p.m.

                        Randolph County – Randolph Co. Shelter Workshop, 6:30 p.m.

1/24/04            Bates County – County Fair Building, 6:30 p.m.

1/26/04            Benton County – Lincoln High School, 7:00 p.m.

1/31/04            Howard County – Fayette High School Commons, 6:00 p.m.

Calendar of Events

Jan. 28 – Feb. 1          Cattle Industry Convention and Trade Show, Phoenix, Arizona

The Fine Print

This newsletter is a publication of the Missouri Cattlemen’s Association.  All rights reserved – this newsletter may not be reproduced, in whole or in part, without permission of the Missouri Cattlemen’s Association.  To subscribe to this newsletter, please contact Luke Burbank or McKenzie Keedy at (573) 499-9162 or send an email to cattleinfo@mocattle.com. 

*There will be no electronic newsletter the week of January 26-30 due to NCBA Convention.  Check your inbox again the week of February 2-6 for more important information, including convention coverage. 

Do you have questions, comments or suggestions?  Would you like to advertise in our newsletter?  If so, please contact McKenzie Keedy at mckenzie@mocattle.com. 

To unsubscribe, send a reply e-mail with “unsubscribe” in the subject line. 

Back to Prime Cuts Home Page