Over the past few months, the beef checkoff has been using the #RethinkTheRanch media campaign to help consumers gain a better understanding of cattle production. Not only has the checkoff told them how cattle producers care for their livestock; they also are introducing them to the environmental practices farmers and ranchers use to produce the world’s best-tasting beef.
It is important that consumers understand how committed producers are to serving as faithful stewards of the environment and the valuable natural resources that have been entrusted to them.
A Midwest view
Elaine Utesch is part of the Triple U Ranch, a family-run cattle operation near Washta, IA, that has made environmental stewardship a top priority. In fact, in 2000, their efforts were recognized when they received the Environmental Stewardship award from the National Cattlemen’s Beef Association.
“Stewardship is something that we feel strongly about,” says Elaine. “We are here for the long haul and this land is our legacy that we will be able to pass on to our children and their families.”
When her father-in-law, William Utesch, started working this land, he made environmental stewardship his mission with sustainable practices such as developing watersheds and building buffer strips, terraces and ponds to protect water and prevent erosion.
“He had a strong feeling of stewardship of the land,” explains Elaine. “He made it a real mission to leave the land better than when he started, and that’s something he’s passed on to his sons and their families.”
A view from the West
Out West, where water management is critical, Kevin Kester uses the latest technology to conserve water and manage grazing systems on the Bear Valley Ranch, located near Parkville, CA.
“We’ve invested a lot in solar technology for our water systems. This allows us to pump water up in the higher elevations,” says Kevin. “Because we can distribute water resources more effectively and efficiently, we are better able to manage grazing and protect grasslands.”
These are the kinds of stories your checkoff is sharing with consumers on the redesigned “Beef. It’s What’s for Dinner” website. The site provides consumer-friendly, easy-to-understand information to show how beef producers are being effective stewards of the land and resources.
