Research and Reviews: Beef and Sheep

Special Circular 170-99

Beef Quality Is Every Cattleman’s Business: Education Program

J. Yates⁺ andS. Boyles^++1
+Ohio State University Extension, Fayette County
⁺⁺The Ohio State University Department of Animal Sciences

Abstract

The 1991 and 1995 National Beef Quality Audits, conducted for the National Cattleman’s Association and the Beef Promotion Board, identified critical areas resulting in lost economic opportunities for beef producers. A program based on local presentation was developed to increase producer awareness regarding the lack of overall uniformity and consistency of beef cattle and what effect the problem has on profitability for the industry. The program reinforced the need for proper management schemes. The program was presented in 11 different auction locations within approximately one month. Based upon a 1 to 10 scale, participants provided a mean response of 8.7 for the quality of the program. Participants acquired knowledge about proper management, product improvement, and genetics that provide the foundation to implement attitudinal change and practice adoption. As a result, Beef Quality Is Every Cattleman’s Business will enhance profitability for producers and lead to increased beef quality and wholesomeness.

Introduction

The 1991 and 1995 National Beef Quality Audits, conducted for the National Cattleman’s Association and the Beef Promotion Board, identified critical areas resulting in lost economic opportunities for beef producers. As a result, the Beef Quality Assurance program was expanded to cover the following educational target areas:

1. A decline in the overall consistency and quality of beef.
2. Economic losses due to improper management techniques.
3. Production and management factors leading to the steady erosion of beef consumption.

The program was designed to meet the following teaching objectives:

1. Increase producer awareness regarding the lack of overall uniformity and consistency of beef cattle and what effect the problem has on profitability for the industry.
2. Demonstrate the need for changes in management schemes that decrease the quality and/or compromise the safety of beef.
3. Reinforce the need for proper management schemes and their effect on beef consumption.

Material and Methods

Potential instructors were contacted and given background information about the program. Interested parties were then invited to a one-day workshop with Dr. Norwood VanDyke, Extension Animal Scientist, Auburn University (Table 1). Dr. VanDyke, one of the program designers, demonstrated program presentation for each of the three areas. Copies of the program scripts and the 1995 National Beef Quality Audit and the 1994 National Non-Fed Beef Quality Audit were made available to everyone. In addition, a videotape showing the program designers presenting each section was distributed to all instructors. As instructors learned about each section of the presentation, they began to identify themes that related to the national directives outlined in the Beef Quality Audits. The impact of each area, as it related to the others, was stressed. In addition, the instructors began to seek out specific sections to teach, and groups were formed based on the geographic location of each meeting (11 meetings, Table 2.). The small group discussions were used to foster the teamwork approach. However, the best teamwork exercise consisted of assembling and disassembling the display. The unit consists of three sections, each one being approximately 12' by 14' with visual aids attached to the panels. One display utilizes a full-size replica of a beef carcass. Assembly of the unit takes from 1.5 to 2.5 hours. Due to geographic differences, presenters varied with each meeting. The assembly time offered a chance for each group of presenters to form a unique team for each meeting.

Publicity

Meeting announcements were placed in host locations and a flyer was included with each check mailed from a host market. The program received extensive coverage in the Ohio Cattleman’s Association magazine, as well as other popular press, including Ohio’s Country Journal, Ohio Farmer, and Buckeye Dairy News. Radio networks with a statewide audience also publicized the program. An interview about the program was broadcast several times on WRFD. The ABN also covered the program, using an Ohio State University press release. We relied on agents to publicize the meetings using their normal format, which includes newspaper columns, radio broadcasts, and newsletters. We also utilized industry representatives to promote the meetings to their clientele.

Teaching Methods and Materials Used

Beef Quality Is Every Cattleman’s Business was designed by Extension personnel at Auburn University. Funds to develop the program were provided by the National Beef Board, National Cattleman’s Beef Association, and the Alabama Cattleman’s Association. The Ohio Beef Council, Ohio Cattleman’s Association, OSU Extension, and allied industry provided the funding to bring this program to Ohio beef producers. The format for meetings was an interactive lecture-discussion, using a three-dimensional display. Participants were divided into groups, and a round robin format was used to move the audience through the three sections.

All participants received a menu, detailing the following sections:

Red Section–Targeted Breeding Equals Customer Satisfaction

This section focused on genetic impact on carcass quality. Agents serve as reporting contacts from participants who want to learn more about how to improve the genetics of their herd. Handouts addressed a comprehensive educational course, Beef 509, and Farm to Fork, a feedlot-evaluation and carcass-performance program.

Green Section–Responsible Culling Improves Herd Productivity and Efficiency

This section entails changing producer attitude regarding the cow herd. An emphasis is placed on thinking of the cow herd as employees. The need for an annual review is stressed and a seven-point checklist is introduced as the evaluation tool. Handouts address extended grazing and the body-condition scoring system.

Blue Section–Proper Management Enhances Beef Quality and Product Value

Practicing proper management techniques does two things. First, the production of a safe, wholesome product is accomplished. Second, positive changes related to proper management help recapture lost economic opportunity.

Evaluation Results

The program was evaluated using a Meal Ticket (Table 3). This ticket was handed out prior to the program, and participants were asked to answer the questions on the front. After the sessions, participants were asked to answer the questions on the back. These cards were collected in the serving line for the meal. The cards were also used to draw for door prizes at each meeting. A summary of the Meal Ticket responses is included. Most participants rated the value of the meeting high. On a scale of 1 to 10, the mean response was 8.7. Most participants answered the subject-matter questions correctly.

Long-Range Impacts of the Program

Participants will make changes in management techniques and, hopefully, genetics that will lead to improvements in beef quality. In addition, profitability will be increased because the program focus was directed at areas that historically have decreased the value of beef. Many of these changes can be implemented immediately, while some changes will take a period of years. Therefore, the total success of the program cannot be evaluated immediately.

Summary

Participants acquired knowledge about proper management, product improvement, and genetics that provide the foundation to implement attitudinal change and practice adoption. As a result, Beef Quality Is Every Cattleman’s Business will enhance profitability for producers and lead to increased beef quality and wholesomeness.