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    Beef Checkoff and Nebraska Beef Council 'Bring the City to the Farm'

    Groups hope outreach efforts will be duplicated in more states

    The Beef Checkoff and the Nebraska Beef Council recently hosted two sets of "On the Ranch" work days at feedlots and cow/calf operations in western Nebraska.

    The program brought together industry representatives, veterinarians, producers and influencers who spent time working on the ranch, asking questions, and getting their boots dirty in an effort to help them better understand modern cattle production and everyday life on a farm.

    Work day participants included a variety of experts across the fields of nutrition, food safety, culinary, environment, animal welfare and food security.

    "Events such as these are really designed to bring the city to the farm," said Richard Gebhart, Oklahoma cattleman, University of Tulsa professor and vice chair of the Checkoff's Joint Issues Management Subcommittee. "Our committee, the Nebraska Beef Council Board, and many producers across the country are passionate about sharing our beef production messages with influencers in hopes to connect families to their food. And, it is our hope that outreach efforts like this will be duplicated on more family farms, in more states."

    The two, two-day events further emphasized the industry's commitment to educating influential audiences who, in turn, communicate about modern beef production to their viewers, shoppers, patients, students and readers.

    Nebraska cattlemen in particular, through their Beef Checkoff investment and the Nebraska Beef Council support of these events, were able to accomplish two of their key 2011 priorities, according to the groups: enhance the image of the industry and put the money where the people are.

    For more information visit MyBeefCheckoff.com.

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