Special Edition

NCBA, MCA Encourage Accurate Media Coverage
The Role of NCBA and MCA in Accurate Media Coverage of BSE Inconclusive Test Results

The National Cattlemen's Beef Association (NBCA), acting in the best interest of our members, cattle producers across the United States, has taken many steps to make sure accurate and science-based information is available to consumers and the media. Video footage of healthy cattle was sent to national networks after a case of BSE was identified on December 23, 2003. Once again, NCBA has delivered video footage to national news and cable news networks. While this footage has been made readily available to TV stations across the country, some have still decided to use the "UK BSE cow" footage. We are providing you with the following letter, should you feel compelled to contact a TV station that is using this inaccurate portrayal of U.S. cattle. This letter helps explain why this visual is misleading and encourages media outlets to use the footage provided by NCBA. Should the TV station be interested in an interview, please direct them to Jennifer Whitman, NCBA, at 303.850.3303.

If you witness inaccurate media coverage in Missouri, especially the use of the stumbling British Holstein, please contact the news director of the television station - or the producer of that segment of news - first.  Explain to him or her that the footage of that cow does not represent the U.S. cattle industry and ask them to stop playing the video.  You may also use some of the material in the letter below.  If you encounter any problems in this procedure, please call the Missouri Cattlemen’s Association and provide the following information:

• Name of TV station
• Telephone number of TV station
• Time the video was shown

In addition, if you are contacted by the media, please contact us at (888) 499-9162.  We would be happy to provide you with the most up-to-date information, including talking points for interviews.  The Missouri Cattlemen's Association will continue to monitor the situation regarding the inconclusive test result and will send an e-mail update as soon as we are notified of any results.    

Here are a just a few beef safety messages you may want to use when speaking with others in and outside of the industry regarding the current inconclusive BSE test result:

1. Because of strong regulations to protect consumers, this animal has not entered the food supply.
2. Scientists around the world agree that the most effective public health firewall is the removal from the food supply material that would most likely carry the BSE agent (such as brain and spinal cord).
3. Research to date has not found BSE infectivity in beef muscle - the beef cuts we traditionally eat such as steaks, roasts and ground beef.

Producer Letter to Media
Producers Encourage Media Coverage Portraying U.S. Cattle Industry 

Dear News Editor,

As a cattle producer, I was surprised and upset with your choice of video as you report the current news about BSE (also known as mad cow disease). Your programs continue to use video footage of a sick cow from the United Kingdom that does not reflect the current situation here in our country.

At minimum, this video is very misleading to your viewers. Great Britain experienced a BSE epidemic, with more than 180,000 cattle infected with the disease. This British footage is in no way representative of the U.S. beef industry or what is happening in this country today.

The U.S. government and beef industry have been taking action for 15 years to ensure this disease stays out of the food supply, and does not spread within our herds.

I would strongly recommend you use U.S. cattle footage that is more representative of cattle here in this country. If you need additional cattle footage, please contact Jennifer Whitman of the National Cattlemen's Beef Association at 303.850.3303.

As a cattle producer, my livelihood depends on producing safe and wholesome beef for my family, and families around the nation. The government and top human health scientists all agree that U.S. beef remains safe from BSE and I urge you to consider that information carefully as you prepare future stories.

Sincerely,

Name
City, State

National Media Contact Information