Beef checkoff a worthwhile investment

By Joe Leathers | Published Saturday, May 31, 2014

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The 6666 Ranch was established in 1870 with rangeland in King and Carson counties. Since the ’80s, the ranch has invested in the Texas Beef Checkoff, which I believe to be vital to the cattle industry.

Cattlemen collectively contributing $1 per head through the Checkoff have produced revenue for the ranch that we could not have made on our own, through research that resulted in new cuts of beef, adding $100 value to each carcass.

Checkoff dollars also promote Texas beef all over the world, which adds more than $150 value to our product.

We now face challenges that $1 per head simply cannot overcome, and frankly, our industry is losing ground.

We need to invest more in helping doctors, dietitians and today’s youth understand the value of beef in a healthy diet. We need to refute with scientific fact the incorrect media stories that tarnish our product.

As the global market expands, it’s vital we defend our share of that market and guarantee we produce the safest and most palatable beef in the world. Together, if we invest through Texas Beef Checkoff, these goals will be better achieved.

I believe in investing in the future of the Texas cattle industry. I encourage cattle owners to vote “Yes” for the Texas Beef Checkoff June 2-6 at their local county extension office.

Joe Leathers, manager
6666 Ranch, Guthrie

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