Prime Time Summer 2018

Around the Campfire Bubba Bain | Executive Director | bbain@akaushi.com EXECUT I VE DIRECTOR’ S MESSAGE

T raceability – the capability to trace something. The ability to verify the his- tory, location or applica- tion of an item by means of documented recorded identification. Updates

program – Certified Akaushi Beef/Heart- Brand® – is already built around official animal ID and traceability components. Animal identification and traceability has long been discussed and debated. Many cattle producers have expressed frustration for nearly 25 years over traceability discus- sions, which have lead virtually nowhere, while others have continued to wipe their brows and are satisfied with the status quo. Individual animal ID traceability systems across the beef community are designed to equip the industry to effectively manage a disease outbreak while enhancing both domestic and global markets and ensuring greater access to U.S. beef. “Part of the challenge relates to differ- ent aspects and applications of livestock traceability,” said John Maday, Drovers managing editor. “For the U.S. Department of Agriculture and state animal health of- ficials, a functional traceability system can help contain disease outbreaks and protect our livestock industries.” “For producers, traceability can facilitate birth-to-plate records for improving live- stock productivity and animal value. For processors, food companies and retailers, traceability helps verify value-added fea- tures of animal foods across the production chain, protects food safety and improves access to export markets.” As far as the financial sector is concerned, a robust traceability approach would cer- tainly add to an operation’s profile and supplement the traditional measurements that drive agricultural lending decisions. While obstacles vary by industry seg- ment from cow-calf producer to packer, cost and liability are a common thread. Discussions about traceability always come back to costs and returns for producers and other participants. Advancements in technology continue to reduce the costs of ID systems and data management but

 U.S. Meat Export Federation News Re- lease: “March beef exports set new value record. Asian and Latin American mar- kets drive big jump in beef export value.”  83 million Millennials (one-quarter of the U.S. population) now outnumbers the 75 million Baby Boomers by 8 million. The Millennials are spending, on average, 2.4 percent of their food budget on red and white meat, and they are the ones lead- ing the charge on the “how and where our food is raised” movement. With these changes in the marketplace “what is evi- dent is that the cost to producers will not be measured in the tools to implement an animal ID/traceability system but in missed opportunities and lost customers,” Greg Henderson, editor, Drovers.  “We can’t tolerate to be out of the fastest growing market in the world,” said Joel Haggard, senior vice president, U.S. Meat Export Federation. China’s first-quarter beef imports were up 85 percent over last year. China’s population is approximately 1.3 billion. An 85-percent increase in beef imports into a country with 1.3 billion people – you do the math! The United States can’t be left on the sidelines. U.S. beef producers collectively and individu- ally will need to adjust to some new, strict protocols: no beta agonists, no implants and traceable cattle. If these updates don’t get your atten- tion, you need to read the above para- graphs one more time. The American Akaushi Association mem- bers already adhere to these criteria. Our

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