Texas Ag Commissioner Perry
Weighs In On Beef Checkoff

By Rick Perry
Texas Agriculture Commissioner

Much debate is taking place in the Dairy Queens and auction barns across Texas about the future of our cattle business. Another crippling drouth, concerns about equity losses, and foreign competition are forcing producers to re-examine all aspects of the industry. I'm all for careful consideration of all the issues that affect the way we do business. But one topic producers are debating is the future of the beef check-off program, and I strongly believe that producers must continue to support this self-help initiative.

I believe in efforts that allow industries control of marketing and promoting their product, and that's what the beef check-off is. It's an umbrella that has benefited cattle producers in the past and can continue to work positively for the industry. By uniting under this umbrella, members of the beef industry strive together to improve the industry and make it competitive in the coming century. Through this effort, producers can continue to address the issues that are facing them.

Recently the Wall Street Journal ran an article that said Argentine beef has gained a niche in U.S. markets. In that article, a chef touted the imported beef as being "leaner, healthier and tastier." If that's not an argument in favor of a promotion for domestic beef, I don't know what is.

Check-off funds work to inform consumers that U.S. grain-fed beef has the highest quality of any beef throughout the world. When used effectively, these funds can help prevent overseas competitors from getting a leg up in the U.S. market, as well as working to introduce our beef product to countries that don't produce their own.

I firmly support international competition. But as the country's leading cattle producer, we Texans have a lot to lose by slides in beef consumption. Production and feeding generate $15 billion to $16 billion a year within the state's economy — figures that don't even include transportation, handling and retail sales. For every dollar earned from cattle sales, $4 is generated within the state's economy. That means sales of $6 billion have a $24-billion economic impact to Texas.

Our state cannot afford to lose any of this money, and one way to keep it flowing is by creating demand through new product research, development and marketing. I know that supermarkets are going to sell what consumers demand. Grocery chains will stock their meat cases with whatever products attract the most customers. Promotion and advertising attract customers.

The beef check-off program was initiated with the support of a majority of cattle producers in 1986. Now, as cattle producers struggle against difficult odds, iis no time to consider repeal.