National Cattlemen ’ s Beef Association
JANUARY 2024 | Vol . 40 , No . 3 | NCBA . org
ONE PRODUCER ’ S CULL IS SOMEONE ’ S TREASURE
Matt Pierson never expected his solution to a widespread problem would take off the way it did . But as Pierson explained it , the momentum built rapidly , and they ’ ve been riding it to where they are today .
Hunger is a problem . In every country and every community you will likely find someone who doesn ’ t know where their next meal will come from . Many people who experience hunger only experience it for a season of time , when life has dealt them a tough hand . In Montana , one in 12 people experience food insecurity . 1 Pierson , a generational Montana rancher , set out with a simple way to be part of the solution , because when Pierson sees an obstacle , he doesn ’ t look to go around it , he looks to solve it .
This idea began in 2020 , when the demand for beef was elevated and the availability of processing couldn ’ t match .
“ COVID was very hard on our community here in Livingston , Montana . And my family and I were trying to find something we could do to help ,” Pierson explained . “ So , we decided to take a few cull cows , get them processed , and donate the hamburger meat .”
Pierson also reached out to friends and neighbors to ask if they ’ d like to donate any cull cattle . The ball was rolling , and momentum began to build . Other producers in nearby areas began calling Pierson , dropping their cattle off in his corrals to be processed and donated .
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