From the CEO
Colin Woodall
CELEBRATING OUR SEMIQUINCENTENNIAL
I am using semiquincentennial as often as I can this year because you only get to celebrate the 250th birthday of the United States of America once. For those of you who are history buffs like me, you know there have been many instances in our nation’ s history that could have prevented us from ever getting this far. Our country is here thanks to the grit, tenacity and sheer determination of those who came before us. The U. S. cattle and beef business is deeply woven into the broader story of the United States. We have shaped, and been shaped by, 250 years of exploration, expansion, innovation and economic change. At every major point in American history, the grit, tenacity and determination of cattle producers have shown through.
These quintessential American traits are why our cattle and beef industry looks nothing like it did in 1776, and it is a far cry from the first cattle introduced to this country by the Spanish explorers. We are producing the highest quality beef we’ ve ever produced, and our customers are rewarding us with their repeat business. This quality is a result of decades of research and continual improvement.
Much of the success we have seen in beef quality and consumer demand is thanks to work funded by the Beef Checkoff. Just as we have seen throughout American history, the Checkoff was born out of necessity. Our need was to stem the trend of consumers replacing beef with chicken. Knowing we could only count on ourselves to get the job done, the Checkoff was included in the 1985 Farm Bill and has been one of the best self-help programs that’ s ever been created I think.
Checkoff-funded research has been the foundation of our progress. Nutrition research has answered many questions and debunked the myths surrounding beef consumption. This base of knowledge is why the Dietary Guidelines for Americans is now beef friendly. Safety research has led to numerous practices and procedures that make beef safer than it’ s ever
been. Product quality research has found ways to maximize the value of each carcass through muscle profiling and the development of new cuts. Our sustainability research has demonstrated that there is no better steward of the land than cattle producers.
Our work on issues management and public relations has helped the industry navigate many challenging issues like BSE, highly pathogenic avian influenza, the Hallmark / Westland recalls, and more. We’ ve also evolved with the times and are effectively using social media to get beef in front of the consumer on the platforms they use daily. Beef. It’ s What’ s For Dinner. remains one of the most effective advertising campaigns, and this summer it is celebrating another American milestone. It has been 100 years since the Mother Road, Route 66, began transporting people from Chicago to Los Angeles. Now that summer road trip season is upon us, we are teaming up with our state beef council partners in Illinois, Missouri, Kansas, Oklahoma, Texas, New Mexico, Arizona and California to promote the Route 66 Beef Trail. The Beef Trail is a digital passport travelers can download to point them to the best steakhouses, barbecue joints and diners along this legendary route. To find out more, go to beefitswhatsfordinner. com and search“ Route 66.”
The Fourth of July is only a few weeks away, and I know the air will permeate with the aroma of beef cooking in backyards. Why would you want to celebrate any other way? Beef is one of the iconic symbols of our great country, and the American cattle producer has long been the embodiment of American independence. For 250 years, the cattle industry has grown alongside our nation while feeding its people, shaping its culture, and driving its economy. So, here’ s to Independence Day and celebrating all that is great about America with a heaping serving of beef! Happy Semiquincentennial!
The U. S. cattle and beef business is deeply woven into the broader story of the United States. We have shaped, and been shaped by, 250 years of exploration, expansion, innovation and economic change.
6 JUNE 2026 www. NCBA. org