CALF_News_February_March_2021

13 CALF News • February | March 2021 • www.calfnews.net advertising will be needed to promote those products. The Beef Checkoff is more critical now than it has been in its first 35 years of existence. Industry trade associations will have to collaborate and be even stronger advocates for their members. They will have to be catalysts for cooperation, change and innovation. This will be challenging because the beef industry is no different than the rest of the population in this respect – it is populated with people who have extremely different viewpoints. Bridging the gaps between those viewpoints requires a will- ingness to think outside-in instead of inside-out. We naturally think inside-out because we see the world through our eyes. Therefore, our viewpoint is not only the most important view- point, it’s the only viewpoint. We’re like a horse wearing blind- ers. We see only a small part of a much bigger picture. When we think outside-in we see our world through other’s eyes. And that opens up a whole new world of possibilities.  E-mail comments to jim@purposeunlimited.com KEMIN IS THE SCIENCE BEHIND Since 1961, Kemin has utilized molecular science to develop industry-leading solutions for gut health, ruminant nutrition and feed quality . It’s just one of the ways we sustainably transform the quality of life every day for 80% of the world with our products and services. HEALTHIER CATTLE © Kemin Industries, Inc. and its group of companies 2020. All rights reserved. ®™ Trademarks of Kemin Industries, Inc., U.S.A. kemin.com/cattle #TheScienceBehind