Producers Learn New Ways To Improve Their Beef Business

KANSAS CITY, MO. (Jan. 29, 1997) -- Learning new ways to
boost the bottom line of a beef producer's business, what
consumers want and implications of the vitamin-E study are
some of the tips producers can learn at Cattlemen's College.
That is the day-long educational seminar held Jan. 29, 1997,
in conjunction with the annual industrywide meeting, which
takes place during the National Cattlemen's Beef Association
Convention and Trade Show in Kansas City, Mo. Funding for
Cattlemen's College is provided by an educational grant from
Pfizer Animal Health.

     The Cattleman's College workshop at this year's
convention goes from 7:30 a.m. to 4 p.m. and is split into
two sections: business management and product marketing.

     "We're going to incorporate a lot more applied
programs," said Marietta Buyck, NCBA director of producer
education. "NCBA  vision is directed toward the consumer.
They're the people who buy our product. ... The other thing
we're trying to incorporate is more hands on, visible
demonstrations."

     One example of that will be in the general session that
opens the day in the consumer-marketing section. The class
will be a short course on the 706 demo, explaining the
economics of the beef quality audit. This session will
involve cattle evaluation, estimating yield and quality
grade, identifying defects and how these challenges can be
addressed.

     One morning session will feature the Report to the
Industry regarding "Vitamin E:  Domestic and International
Shelf-life Strategic Alliance" project.  Results of the
checkoff-funded study will be presented and discussed.  The
main topic will be the economic impact feeding vitamin E to
cattle will have on producers, feeders, packers and
retailers.

     Study results indicate that feeding vitamin E to cattle
in the final 100 days prior to slaughter increases the case-
life of beef products and reduces price discounting and
spoilage due to discoloration.

     Gary C. Smith, Ph.D., from Colorado State University,
estimates discoloration and spoilage cost the retail
industry $1.1 billion in sales in 1991.

     The vitamin E presentation will be made from 9:45 a.m.
to 11:30 a.m. in the Kansas City Convention Center, Room
1204 A.

     U.S. Meat Export Federation will discuss marketing
strategies for the export market during the morning session,
from 9:45 a.m. to 11:30 a.m.

     Producers who want tips on managing their business will
find them in other workshop classes. There will be sessions
using the Quicken software program, estate planning, and
solving the profitability puzzle.  In that, Cattle-Fax, a
marketing-information service, gives producers tools to
analyze marketing alternatives and develop a more profitable
marketing plan.

     The packer-feeder trading game, a popular class last
year, uses a scenario where players slip into the shoes of a
packer or feedlot operator and try to run those businesses,
dealing with all the variables those segments of the
industry face. Enrollment is limited to 50 participants.

     The afternoon session in the consumer sessions offers
marketing information: how to use the Internet to market
your product;  how to get involved with branded-product
marketing and make it a successful venture. There will also
be classes in meeting consumer demands for tenderness and a
demonstration on how to "bundle" meat-based products that
are quick and easy for consumers to use.

     Wayne Elmore and other members of the National Riparian
Service Team will present the principles of riparian
function, a qualitative method to assess riparian condition,
and a discussion of the effects of various grazing systems
on  different riparian environments.

     Workshop tuition has been lowered from the 1996 rates.
(See table)

About 786 people enrolled in last year's classes and 1,000
are expected this year.

     More than 6,700 people attended last year's convention.

     The National Cattlemen's Beef Association is a consumer-
driven, producer-directed organization representing all
segments of the beef industry. NCBA, for the first time,
brings together policy and marketing efforts under a single
plan and incorporates many aspects of the Beef Board through
a joint operating agreement.

                         -- NCBA --
SIDEBAR:
Classes
Time                Class                             Convention Center room
7:30 - 9:30 a.m.    Demonstration of Challenges 1202   A/B
7:30 - 11 a.m.      Profitability Puzzle               1201
7:30 - 11:30 a.m.   Estate Planning                    1205
7:30 - 11:30 a.m.   Intro to Quicken                   2201, 2205, 2206
7:30 - 11:30 a.m.   Packer-Feeder Trading Game         2202
9:45 - 11:30 a.m.   Lights-Camera-Action!              4100 A
9:45 - 11:30 a.m.   Vitamin E Report to the Industry   1204 A
9:45 - 11:30 a.m.   Everyone Likes Beef                1204 B
1 - 2:30 p.m.       Not For Techno-Heads Only!         1205
2:45 - 4 p.m.       Not For Techno-Heads Only!         1205
1 - 2:30 p.m.       Customer Satisfaction II           1204 A
2:45 - 5 p.m.       Customer Satisfaction II           1204 A
1 - 2:30 p.m.       Demonstrating Consumer Convenience 1202 A
2:45 - 4 p.m.       Branded                            1202 A
1 - 4 p.m.          Advanced Quicken                   2201, 2205, 2206
1 - 4 p.m.          Riparian Function-                 4100 A
                    Keeping Water On The Land

Cattleman's College Tuition
                             1997 1996
with convention              $55  $74
without convention           $95  $109
student with convention      $45  $49
student without convention   $80  $79
Tuition cost includes lunch with a speaker.