CALF_News_December_2021_January_2022

30 CALF News • December 2021 | January 2022 • www.calfnews.net sustainable was the word of the day,” he stressed.“The average consumer doesn’t have any understanding of how to get food to the table. So why is the checkoff having to defend its existence after what that $1-per-head assessment has done for us? “Our mission is to collectively work together [as producers and feeders] to protect the future of our industry,” Anderson said. “All issues are emotional. Being passionate is a great thing. But America has seen a demise in critical thinking. “We need to step out of our comfort zone and get engaged, get involved in [TCFA or NCBA] committees. We need to share our story and expand consumer trust.” 88 Million Millennials – Will They Eat Beef? Renowned demographer Ken Gronbach posed that star- tling question during the TCFA forum. He is president of KGC Direct LLC, and his data on U.S. and world population statistics on Millennials and other age groups presents harsh challenges to the beef industry. Born from the early 1980s through about 1996, Millennials have been stereotyped as slackers who aren’t as eager to work and take responsibilities like their parents – Baby Boomers. But Millennials are the heart of the workforce. They are raising families they have to feed. Many have different attitudes about spending practices than their parents. Boomers, on the other hand, are retiring and moving on in life. “When they’re gone, you have a problem,” Gronbach told the cattle crowd. “Will Millennials eat beef? That’s up to you.” That will depend on how the beef industry educates them on how cattle producers and feeders protect the environment, practice animal welfare and use sustainable practices on the farm, in the pasture and in the feedyard. “Beef needs a ‘Madison Avenue’ approach,” Gronbach con- tended, as well as expanded efforts to reach more consumers abroad. “You should watch out for Asian markets [which are facing lower populations].” For example, China – a huge new market for U.S. beef – has millions of “old people they cannot feed,” Gronbach noted, adding that’s China’s policy to limit families to one child sev- eral years ago created a huge gender imbalance. “There are 90 million young males with no women to marry.” Japan, another strong U.S. market for beef, is also an aging population. “Adult diapers outsell child diapers in Japan,” Gronbach claimed, emphasizing the need for strong marketing efforts to reach Asian consumers and those elsewhere. Texas Cattle Feeders Association (TCFA) has had only four CEOs since it was formed in 1967 – Lloyd Bergsma, Charlie Ball, Richard McDonald and Ross Wilson. All four played major parts in making TCFA a premier voice for cattle feeders in TCFA “Cattle Feeding Country” and across the nation. After 15 years as president and CEO and 37 total years with TCFA, Wilson recently announced his retirement as of January 2022. The TCFA Board of Directors elected Vice President Ben Weinheimer as new president and CEO. Wilson was hired by TCFA in 1985 to serve as their full-time government affairs director. The association needed someone to help guide efforts to assure that regulatory actions were fair to feedyards and other cattle operations. His reputation as a congressional aide who knew how to maneuver through the Halls of Congress and regulatory agencies made him a logical choice. He was selected to replace McDonald in 2006. Those were tall boots to fill. But his work beside his long-time colleague and friend prepared him for the TCFA leadership. “I have been blessed and honored immensely by those in this industry. I never dreamed I would end up in those spot to end my career,” Wilson said. “It has been such a blessing to know you, work with a lot of you and be in some really deep trenches with a lot of you. There are a lot of memories to take forward. You guys have invested throughout the years to get the job done. We have all been blessed with a wonderful TCFA team. I know our staff has delivered. I’ve been honored to work with them in serving you over the years.” Scott Anderson, outgoing TCFA chairman, presented Wilson with a painting from his favorite artist, Kenneth Wyatt. Wilson’s wife, Melody, joined him on the stage during his bid farewell. “A big part of my success is attributed to Melody’s support. And when I needed it, she provided some correction.” Weinheimer joined TCFA in 2006 as vice president. He has been an industry leader in many areas, especially in environmental issues during a time when the industry faced challenges from environmental and anti-animal agriculture groups. He has been a key player in the U.S. Roundtable for Sustainable Beef, a multi- stakeholder initiative that was developed to advance, support and communicate continu- ous improvement in sustainability of the U.S. beef value chain. During TCFA’s business meeting, Kevin Buse of Champion Feeders at Hereford, Texas, replaced Anderson as new chairman. Anderson will remain on the TCFA Board of Directors. Michael Bezner of Bezner Beef in Texline, Texas, is the new vice chairman. TCFA has 181 feedyard members across its Texas, Oklahoma and New Mexico “Cattle Feeding Country.” The association has more than 4,300 overall members. “Members support the association in such a huge way,” Wilson said. “We are blessed as an association.” TCFA and all of the beef industry, are grateful for what Ross Wilson has done to make it better.  THANK YOU ROSS WILSON, RETIRING TCFA CEO TCFA CONVENTION RUNDOWN Continued from page 29