13 CALF News • April | May 2022 • HOUSTON HOSTS CATTLE INDUSTRY CONVENTION Continued from page 8 TONY ROMO: ‘Beef, It’s What’s For Dinner!’ He and his family operate Schiefelbein Farms, a diversified farming operation in Kimball, Minn. “I’m very fortunate to have been involved in the cattle industry through several different avenues and have seen the positive results when people come together,” Schiefelbein said. “As NCBA’s incoming president, I will continue bringing people together for the benefit of the industry.” The complete 2022 NCBA officer team approved by the NCBA Board of Directors includes Todd Wilkinson of South Dakota, president-elect, and Mark Eisele of Wyoming, vice president. Nebraska rancher Buck Wehrbein was elected chair of the NCBA Policy Division, and stocker/backgrounder Gene Copenhaver of Virginia was elected policy vice chair. Brad Hastings of Texas and Clark Price of North Dakota were elected as chair and vice chair of the NCBA Federation Division. The officers and board adopted these policy priorities: improved market leverage and opportunities through increased access to market data and risk management tools for producers; securing the future of the beef industry by protecting crucial tax provisions, limiting regulatory burdens on farms and ranches and leveling the playing field for producers; boosting the resiliency of the beef supply chain by addressing labor shortages, improving processing capacity, expanding technology and strengthening transportation; and achieving key cattle industry priorities in the 2023 Farm Bill. “With the challenging year cattle producers have faced, NCBA is focused on strengthening our industry for the future,” Schiefelbein said. “By highlighting economic, environmental and social sustainability, we are addressing the long-term needs of the cattle industry and advancing policies that will contribute to business success, economic growth and respect for our way of life.” He said NCBA would continue to focus on protecting cattle producers from government overreach and burdensome tax and regulatory burdens. Popular Sirius XM country DJ Buzz Brainard once again emceed the convention. One of his interviews was with Joe Theismann, former NFLMVP, who discussed ways to overcome obstacles and succeed. Also interviewed was a former world heavyweight champion whose name is on some 145 million George Foreman Grills that sizzle beef around the world. Foreman mentioned how boxing got him off the streets. He had blowby-blow accounts of his championship fights with Joe Frazier and Mohammad Ali, and discussed how the idea for a portable grill grew into the George Foreman Grill trademark. His knockout-punch comment drew a roar from the crowd – “There’s nuthin’ better than a bone-in ribeye grilled.”  LEFT: Don Schiefelbein, 2022 NCBA president RIGHT: George Foreman looks to Jesus Christ for guidance in his colorful life. From James Garner to Sam Elliott, the Beef Checkoff has enjoyed prime publicity for promoting beef. Garner touted, “Beef, Real Food for Real People” in the late ‘80s. And Elliott has been one of many celebrities to help declare, “Beef. It’s What’s For Dinner.” Add former Dallas Cowboys QB Tony Romo to that list. During the convention, the CBS NFL analyst was announced as the new Beef Checkoff spokesman for “Beef It’s What’s For Dinner,” one of the world’s most recognized promotional slogans. The brand is managed by NCBA and will help remind Romo’s massive fan base of the great taste and healthfulness of beef. “Kicking off this partnership in early 2022 is the perfect time to gear up for summer nutrition and grilling, spending time with friends and family and, of course, tailgating,” said Sarah Reece, NCBA senior executive director of brand marketing. “From his nutrition expertise to his love of beef and family, Romo is the perfect spokesperson for the brand.” The checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States may retain up to 50 cents and forward the other 50 cents per head to the Cattlemen’s Beef Promotion and Research Board. Those investments are currently providing about $11 in returns for every $1 collected – not a bad ROI. For more on the Beef Checkoff, visit no substitute for beef! 