Brand Update 2018: Year in Review

“We really need to continue putting an
emphasis on quality in our practices, and
looking for the most effective, efficient and
sustainable ways to raise those animals,”
Lienemann says. “We have a growing global
population that is currently 7.2 billion,
and expected to be 9 billion in the next
30 years. That presents a huge challenge
in feeding that growing world. Demand
for high-quality protein is going to need
to be something we continue putting that
emphasis on.”
Forker says farmers and ranchers must keep
looking ahead to position themselves for
continued success and relevance.
“Fifteen years from now, how can we be
planning for where the market’s going to
go, and what consumers are going to want?
We need to be planning for those genetics
in our herds now,” she explains.
The farmers rely on their counterparts
across the chain – in processing, sales and
marketing – to stay focused on the future
alongside them. For these businesses,
supporting the next generation of farmers
is an extension of their commitment
to their communities, and the beef
community in particular.
One example is Meijer, based in Michigan
with stores in six states. For years, local
store directors have supported their
county fairs’ livestock auctions, while
the corporate leadership is active at the
Ohio and Wisconsin state fairs, and the
Michigan Livestock Expo.
“We get there early, and we talk to the kids,”
says Dave Neitzel, Meijer’s meat buyer.
“Then we make sure we’re supporting them
at the auction.”
“We make sure we’re there at the beginning,
and we’ve developed a reputation that we
want to buy the last animal – because it’s
not just about the grand champions. It’s
about every animal that makes it to the
sale,” he explains.
“These are the kids that we’re going to need
in the industry 10 or 15 years from now,” says
Neitzel. “If you go out on the street right now
and ask somebody what they want to do,
most of them aren’t going to say they want
to be a butcher or they want to be a farmer.
So it’s important that we make sure these kids
know that we appreciate what they’re doing.
They are the future of our business. Without
them, we don’t eat. Without them, a lot of the
world doesn’t eat.”
“It’s probably the best couple days of my
year. I love what I do, but giving back is
probably the best part,” he says.
Forker reflects that perspective, grateful
for those who appreciate farming families’
commitment and passion.
“I’ve had the chance to experience a lot
of things through college. I’ve traveled
across the country and had some amazing
experiences,” she notes. “But every time
I leave the farm, I’m always so excited to
come home. I can’t wait to get back to
my livestock. That’s something you can’t
teach anyone – you just have to be born
with it. I’m so thankful and excited that I
have been.”
BRAND UPDATE
Cow Boss Ted Brackenbury, left, guides Carson King as he learns the ropes at La Cense Ranch
58 in Dillon, Mont., which raises Certified Angus Beef ® brand Natural.
Leaders from Meijer show their support for tomorrow’s beef
community leaders at local fairs’ livestock auctions.