Working Together to Tell the Beef Story

1. Working Together to Tell the Beef Story

2. Who We Are • By law, all producers selling cattle or calves, for any reason and regardless of age or sex, must pay $1-per-head to support beef/veal promotion, research and information through the Beef Promotion and Research Act.

3. Who We Are • Overseen by the USDA • All national beef checkoff programs are budgeted and evaluated by the Cattlemen’s Beef Board (CBB), a stand-alone organization of checkoff-paying producer volunteers • 106 CBB producer-volunteers • Al Pedigo – Allen County • Daniel Smith – Scott County

5. The Kentucky Cattlemen’s Association is Kentucky’s Qualified State Beef Council

6. How is your $1.00/head being spent? $0.50 stays in KY $0.50 goes to Cattlemen’s Beef Board • Promotion • Industry Information • Producer Communications • Consumer Information • Research • Foreign Marketing

7. $830,929 for FY 2009-2010 22% 13% 9% 2% Promotion Consumer Information Industry Information Research Producer Communication KBC Budget for 2009-2010 54%

8. Lobbying efforts in Frankfort and Washington To help support Kentucky Cattlemen’s Association membership efforts To help in legislative and governmental efforts What can’t the money be used for?

9. Moms - age 25-54 with kids at home Men - age 25-54 Focus on consumers who love food and want to be healthy – The Power of Protein Beef Producers Target Audience

10. Abuse at meat plant is probed; U.S. announces an inquiry after a video of cattle being mistreated at a slaughterhouse in Chino is released The U.S. Department of Agriculture announced Wednesday that it was investigating a Chino-based supplier of meat to the National School Lunch Program after release of a video showing slaughterhouse workers using inhumane and illegal practices on weak and sick cows. Video Reveals Violations of Laws, Abuse of Cows at Slaughterhouse Video footage being released today shows workers at a California slaughterhouse delivering repeated electric shocks to cows too sick or weak to stand on their own; drivers using forklifts to roll the "downer" cows on the ground in efforts to get them to stand up for inspection; and even a veterinary version of waterboarding in which high-intensity water sprays are shot up animals' noses -- all violations of state and federal laws designed to prevent animal cruelty and to keep unhealthy animals, such as those with mad cow disease, out of the food supply.

11. “How long has this abuse been going on? At this point, I am not eating beef.” “People are mentioning problems with the food.” “My family and I loved beef, but the treatment of those cows is deplorable.” Have you heard about a recall?

12. Consumers Care About Animal Welfare • Animal welfare is a key factor in the food decision-making process for a growing number of U.S. consumers • Consumers believe humane treatment of animals leads to a better end product

13. Most Americans are 3-4 generations removed from the farm or ranch Their only interaction with the beef industry is at a supermarket or restaurant Consumers Don’t Know Beef Farmers

14. WHAT WE’VE LEARNED

15. Kay Johnson Smith2101 Wilson Blvd., Suite 916-B Arlington, VA 22204 www.animalagalliance.org (703)562-5160

16. AR Activists Today Wayne Pacelle, HSUS President & CEO AR Activists of the ‘80s “Few are in a position to speak for the animals like Wayne Pacelle. … he leads nearly 10 million members and constituents in the mission of celebrating animals and confronting cruelty.” HSUS website

17. More than $300 Million Combined in Tax- Exempt Revenue Annually HSUS Farm Sanctuary PETA Compassion Over Killing Animal Legal Defense Fund In Defense of Animals Humane Farming Association Animal Protection Institute Animal Welfare Institute Physicians Committee for Responsible Medicine Farm Animal Reform Movement Animals’ Angels Institute for Animals & Society (former Animal Rights Network) GRACE Factory Farm Project – “The Meatrix I, II & II ½ ” (at Johns Hopkins Univ. School of PH) Union of Concerned Scientists Water Keepers Alliance Compassion in World Farming (international) Hugs for Puppies (spokes-group for Animal Liberation Front) Animal Liberation Front Who Are the Threats?

18. Relating Modern CAFOs to Environmental Destruction, Human Disease & Abuse Johns Hopkins University’s Bloomberg School of Public Health Center for a Livable Future $3.4 Million Study Funded by Pew Charitable Trusts

19. Humane Society chief seeks animal-rights focus in D.C. arojas@sacbee.com Published Friday, Nov. 28, 2008 Few political groups have been as successful in recent years at shaping state policies as the Humane Society of the United States under Wayne Pacelle. Now that the nation's largest animal rights group has effectively banned the caging of egg-laying hens in California, it is turning its focus to Washington. A week after voters here overwhelmingly approved Proposition 2, Pacelle called on the Humane Society's 10 million-plus members "to build on the momentum of that landmark outcome."

20. HSUS Strategy & Power HSUS & the Fund for Animals Join Forces  2004 • Boasts 10 Million Members – 1 in 30 people in USA • 30,000 in every congressional district • Strategically works with other AR organizations

21. Wayne Pacelle: A Humane Nation January 19, 2009 We Need Your Vote on Components of “Change Agenda for Animals” With the changing of the guard at the White House comes the prospect of new possibilities for moving our goals forward, and to mark this latest transfer of power, The HSUS and the Humane Society Legislative Fund (HSLF) are advancing a 100-point “Change Agenda for Animals.” Never before has the animal protection movement so carefully articulated a vast array of critical animal protection reforms in the domains of so many federal agencies—Agriculture, Interior, Commerce, Defense, Health and Human Services, State, and others. It is a road map for reform…

22. What Are Their Tactics & How Are They Impacting Animal Agriculture?

23. Retailers Restaurants Food Health Scares Undercover Employment & Video Violence Terrorism Humane Education Internet/ Youth Religious & Thought Leaders Purchasing Stock Elections Legislation Regs Ballot Initiatives Lawsuits Using Ag Experts Impact of CAFOs Animal Agriculture Under Attack Animal Ag & Food

24. Activist State & Local Initiatives Tactics • Pressure state legislatures with influence of ballot initiative wins • Grassroots Campaigns (Lobby Training, Lobby Days, Email/ Letters) - Influence based on HSUS’ number of Members (1 in 30 in USA) • Pressure ag groups to support legislative compromise to avoid future ballot initiative campaigns • Ballot Initiative Campaigns in more states Goals • Ban Modern Production Practices (cages, stalls, surgical procedures without anesthesia or unless done by veterinarian, etc.) • Ban Sales & Consumption of Food Products (foie gras, products from modern production systems, i.e. cages) • Ban New Farms or Expansion of Existing Farms • Expand Efforts to Change Animal “Owners” to Animal “Guardians” • Ban Use of Antibiotics in Farm Animals for Disease Prevention • Increasing Penalties for Animal Cruelty Violations • Add Farm Animals under State Animal Cruelty Statutes

25. Ultimate Goal Mixed bag of state AW legislation ↓ Federal Legislation

26. Activists’ National Legislative Initiatives Tactics • Meetings with Congressional Members & Administration • Congressional Visits and Letter/Email/Phone Campaigns - Influence based on HSUS’ number of Members (1 in 30 in USA) • Congressional Animal Protection Caucus (30+ members) • Contribute to Candidates’ Campaigns (or against if opposed to AR agenda) Goals • Amend Federal Animal Welfare Act to include Farm Animals • S. 619/H.R. 1549 - Ban non-treatment use of Antibiotics in Farm Animals • HR 305 – Criminalizing Transportation & Selling of Horses Intended for Slaughter • Transportation Regulations for Farm Animals • Farm Animal Anti-Cruelty Act • Farm Animal Stewardship Purchasing Act • Repeal of Animal Enterprise Terrorism Act (AETA)

27. Ultimate Goal Federal AW Legislation ↓ HSUS Would Establish Standards & Be/Determine Enforcer

28. International Farm Animal Welfare Initiatives • International Guidelines Have Been Developed on: • Transport of animals by land, sea, and air • Slaughter of animals for human consumption • Killing of animals for disease control purposes • Future Guidelines Being Developed: • Livestock Production Systems • Cattle (beef & Dairy) • Broilers • Livestock Housing Standards FAO Open Forum & Expert Meeting on Capacity Building to Implement Good Animal Welfare Practices Rome, Italy September 29 – October 3, 2008

29. Corporate Campaigns • Undercover Hires “Reporting” - playing on media & public’s love affair with animals • Threatening Letters sent to Producers, claiming cruelty • Continued push on retailers/producers for AW Guidelines; • Stock Purchase - Shareholder Resolutions (Hormel, Tyson, Pfizer, McDonald’s, many more) • Terrorism Against Ag & Food Companies • Violent acts increased in 2008 by 42% globally, 377% USA

30. Public Scare Tactic Campaigns Targeting CAFOs - Claims attributing to public health concerns Swine Flu and Factory Farms: Fast Track to Disaster April 25, 2009 by Michael Greger, M.D. The H1N1 swine flu virus in North America currently concerning global public health officials is not the first triple hybrid human/bird/pig flu virus to be discovered. First Found on a Factory Farm The first was discovered in a North Carolina factory farm in 1998. Since the 1918 pandemic, an H1N1 flu virus has circulated in pig populations, becoming one of the most common causes of respiratory disease on North American pig farms.[1] …

31. How Are the Activists Gaining Such Influence and Funding?

32. Dog               44.8 million Cat                38.4 million Total U.S. Pet Industry Expenditures Year                 Billion 2008                 $43.4 Est. 2007                 $41.22006                 $38.5  Number of U.S. Households that Own Yes! I want to help The Humane Society of the United States stop animal cruelty and suffering wherever it occurs.

33. They Appeal with Pictures Garnering Public Sympathy

34. Targeting Youth Engaging youth... ensuring the future!

35. The Humane Society of the United States Announces its Animals and Religion Program October 2, 2007The Humane Society of the United States is proud to introduce its new Animals and Religion program, an interfaith program to engage religious people and institutions on an array of critical animal protection issues. Animals and Religion: Food, Farming and Faith The Food, Farming and Faith program highlights the central role of food in religious traditions and promotes faithful stewardship of animals in agriculture. Explores the sacred dimensions of food in various religious traditions and highlights its vital place in community and faith (e.g., Kosher, Halal and the Eucharist); Reports on the link between the industrial animal agriculture sector and current critical issues of faith communities, such as global hunger and climate change;

36. We’re only trying to end pain & suffering by eliminating the most egregious practices Our end goal is to minimize pain & stress endured by animals - Charlotte Observer, April 25, 2009 “My own personal dietary habits have nothing to do with our [HSUS] policy and our work." - Charlotte Observer, April 25, 2009 We are “not pushing to ban meat-eating. That is an unachievable idea, given our present set of facts.” - Charlotte Observer, April 25, 2009 We are trying to work with farmers and ranchers to find solutions that work for all HSUS’ Hallmark/ Westland operation was an attempt to save the beef & meat industry - Claim Made by Pacelle in presentation to NAFB, 4/27/09 What HSUS Says to the Public

37. HSUS’ Real Goals: In Their Own Words "We are essentially in a pre-regulation phase in dealing with animals reared for food." Wayne Pacelle, HSUS - Des Moines Register, April 2, 2006 “Our goal is the abolition of all animal agriculture.” - John Goodwin, HSUS Director “If we are not able to bring the churches, the synagogues, [and] the mosques around to the animal rights view, we will never make large-scale progress for animal rights in the United States.” - Norm Phelps, Program Director, Fund for Animals: “Animal Rights 2002″ convention, July 2, 2002 (Fund for Animals merged with HSUS in 2007) "We have no ethical obligation to preserve the different breeds of livestock produced through selective breeding. ...One generation and out. We have no problem with the extinction of domestic animals. They are creations of human selective breeding" - Wayne Pacelle, Animal People, May, 1993 HSUS’ objective for the egg laying and broiler chicken industry is: ''to get rid of the industry.” – Miyun Park, Vice President of Farm Animal Welfare, HSUS October 6-8, 2006

38. Illegal Tactics Used Are Proudly BoastedHSUS VP Farm Animal Welfare Miyun Park Oral Statement by (then) COK Investigator (and co-founder) Miyun Park Presented on Wednesday, June 6, 2001 at the Compassion Over Killing Press Conference – the entire statement can be found on COK’s website “We immediately sent a letter to ISE's corporate headquarters in Galena, Maryland, and requested a tour of its Cecilton, Maryland, facility. To this day, we have yet to receive a response. When our request was ignored, we made the decision to investigate the factory farm on our own... We made repeated nighttime visits over a month… Having no other options available, myself and three other COK investigators–Suzanne McMillan, Lance Morosini, and Paul Shapiro –entered ISE's Cecilton facility…

39. 2101 Wilson Blvd., Suite 916-B Arlington, VA 22204 www.animalagalliance.org (703)562-5160

40. To Know Beef Farmers Is To Like Beef Farmers 88% 35% National consumer survey May 2009

41. Consumer Trust & Confidence Hardworking, Real People Our Story

42. The Basics of Our Story • As beef farmers, we believe quality beef begins with quality care, which is why we work hard to keep our animals healthy, safe and secure. • We take pride in caring for our animals, ensuring they always have room to roam and grow, access to clean water, balanced nutritious feed and humane treatment during all life stages.

43. The Basics of Our Story • Our industry is working to make sure every single person who works with cattle is educated about proper animal care and treatment. • The Beef Quality Assurance (BQA) program outlines essential elements for cattle care and maintaining safe and humane facilities for cattle. • This program works to educate people at every step in the beef production chain about providing optimal care for cattle. • More than 90% of all U.S. beef is raised under the BQA program, assuring the highest standards of animal welfare.

44. Ways to Tell The Cattle Care Story • There are many opportunities to tell the cattle care story: • Giving presentations to local groups • Hosting farm tours • Participating in social media sites • Submitting articles or letters to the editor • Engaging in conversations at local events activities

45. Action Steps: Start Today • Become BQA-certified • Earn your Masters of Beef Advocacy (MBA) degree • Contact KBC to find opportunities to share your story -859-285-0204 or asmith@kycattle.org • Get out there!

46. Become BQA-Certified • Ensure beef quality & safety • Anyone who works regularly with cattle • Don’t forget your family & staff! • Hands-on, classroom-style & online training

47. Become BQA Certified • Visit www.BQA.org or contact KBC

48. Masters of Beef Advocacy • Self-directed, online educational program • MBA candidates complete six courses • Approximately 1 hour per course • Complete homework assignments & quiz • Participate in full day “commencement” training • Public speaking • Media interviews • Online advocacy

49. Become an Everyday Advocate • Graduates join MBA Alumni Association social networking site • Earn “continuing education credits” • Speeches • Media interviews • Online comments, blogs, videos • Earn rewards and recognition

50. How to Earn Your MBA • Two ways to participate: • As part of a “class” (state leaders, youth groups, college ag classes) • As an “at-large” candidate (at your own pace) • Sign up today! • E-mail MBA@beef.org to request an application