YOUR TEXAS AGRICULTURE MINUTE

Beef referendum is an investment in the consumer plate

By Gene Hall

Texas cattlemen will soon have the opportunity to invest an additional dollar per head to keep beef front and center on consumers’ plates.

Instead of checking off one dollar per head when a cow or calf is sold, Texas cattlemen will check off two—if they approve the upcoming Texas Beef Referendum June 2-6.

For three decades, checkoff dollars have helped beef overcome the stiff competition from other meats, countered activists’ intentions to destroy the industry and  have proven harmful health claims false. 

But the buying power of that dollar has dropped more than 50 percent since the national checkoff started in the 1980s. It’s time to up the ante.

Texas cattlemen will spend those dollars for the benefit of Texas beef. With over 26 million in-state consumers and Texas-beef loving folks across the U.S. and around the world, you can see the huge task ahead.

Texas continues to lead the nation in cattle production. Texas should lead promotion of our product as well.

Vote ‘Yes’ for the Texas Beef Checkoff. 

The preceding commentary is brought to you by Texas Farm Bureau, the “Voice of Texas Agriculture.” Called “Your Texas Agriculture Minute,” TFB will issue thought-provoking editorials each week—via print and audio—to spark understanding of agriculture in the Lone Star State and its impact on each and every Texan.

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