The only thing to see in downtown Houston, Texas was cowboy hats and boots. It can only mean one thing: it was time for the National Cattlemen’s Beef Association (NCBA) annual Cattle Convention (Cattle Con) and Trade Show.
In attendance are over 7,000 cattlemen and women who are attempting to discuss hot industry subjects and bring new ideas to the policy table for the upcoming year. Topics on the docket of various committees include animal welfare, sustainability, live cattle marketing, transportation, labor shortages and a multitude of research projects focused on the end-user and consumer. Although the producers make up the majority of the attendees, professionals from animal health, farm and ranch equipment companies, cattle breed associations, animal nutrition experts and various other beef-related industries are in attendance as well. Each is armed with their own agenda and mission to bridge the boots on the ground with consumers and those who buy beef.
Some of those individuals have relations directly to the consumer. Kylee Kohls, communications manager for Certified Angus Beef, shared that she appreciates being a part of the “grassroots effort in telling beef’s pasture to plate story,” as well as being a part of the connection from the farm to the consumer or end-user. She works to reach consumers through a digital footprint, as well as engaging with grocery stores to create marketing materials that are relatable to the consumer.
“The biggest goal we have is to meet consumers where they are and provide a quality interaction so they trust us and continue to buy our product,” Kohls said. “We strive to meet and connect with other industry professionals at Cattle Con, leaning on them for expertise, and then utilizing that when we interact with consumers.”
While Kohls meets with the consumers, Allison Flinn, director of public policy relations for Merck Animal Health, takes a different approach to Cattle Con. Her targeted interactions during the week are to hear the voice of the customers and producers who buy Merck’s product, attend meetings and facilitate conversations, and ultimately, put a finger on the pulse of the hot topics in the beef industry. While she’s at convention, she engages with her fellow staff at Merck as well as the NCBA staff, pitch ideas as to how they can help producers, participate in conversation with state affiliates, and essentially put customers first by meeting expectations and assisting with daily challenges on their farms or ranches.
“We all have important but different voices in the conversation, but at the end of the day, we want to work with them on issues when and where they want to be supported,” Flynn said. “We want to respect everyone’s time, so we do some ‘pre-work’ so we can be as productive and efficient as possible during our meetings. There’s a lot to be covered in three short days.”
Many cattlemen and women, such as Clay Lindsay from Amoret, Missouri, have been in attendance of Cattle Con for over 40 years. He, alongside his neighbor Betty, run a herd of cows and has participated in many leadership roles at both the state and national level with the cattlemen’s association.
“I keep coming back to convention because I like to keep up on things – see old friends, keep up on other people’s operations and listen to their stories, and find out if other people have the same problems as we do,” Lindsay said with a chuckle. “We don’t all face the same issues, but it’s interesting learning about what everyone else has going on.” He recognized many years ago that NCBA Convention is where the best of the best in the cattle business come to learn and engage with others, and he’s taken advantage of that during his involvement with the organization.
As a first-time convention goer, it was neat to see all the happenings and policy agenda being set forth for Congress Session in the upcoming year. It reminded me that we can't do our job as producers if we don't have people fighting in Washington, D.C. on behalf of the cow/calf producer. Do we always agree on everything NCBA sets in policy? Certainly not. But, if we have a united front on raising cattle, we can make some noise on Capitol Hill.
ALWAYS REMEMBER TO EAT BEEF.
Lauren