Nebraska cattle producers want to light a fire under consumers before too many more turn their backs on beef.
They hope the three-year-old Nebraska Cornfed Beef program is one way to rebuild a waning taste for beef.
“Hopefully it will strengthen demand for our product,”said program adviser Dee Griffin. He is connected to the Nebraska State University extension department.
This newest branded beef program is a registered label in the United States that follows an animal from the ranch to the consumer.
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Griffin explained the basics of the program at the recent Alberta Cattle Feeders Association annual meeting.
Nebraska producers hope to provide some fuel for their fire by incorporating Hazard Analysis Critical Control Points principles along with complete trace-back information on every animal entered in the program.
They also hope to duplicate some of the success of the original branded program, Certified Angus Beef, which started 19 years ago.
In 1990, 85 million pounds of beef cuts carrying the certified Angus sticker were sold in the U.S. Last year, 330 million lb. were sold. Only 18 percent of the cattle delivered into the program qualified.
Many producers argue they would work harder to produce quality if they were paid more for it.
“Why should you get paid a premium for doing the very basics that consumers ask?” said Griffin.
Nebraska’s program was born in February 1996, when producers decided to develop a certification program with a 14-point contract.
In June 1996, they set up a labeled beef task force to develop meat that is differentiated from generic beef.
Producers committing cattle to the program have two years to get their employees certified on handling procedures.
Certification starts with producers who are dues-paying members of the Nebraska Cattlemen’s Association. Out-of-state producers are welcome but must be members of their own state’s cattle producer organization.
Beef quality starts with complete records verifying the source of cattle, health records and feeding programs.
Animals have to be less than 30 months of age with no discernible bos indicus traits, that is, no Brahman influence with floppy ears or shoulder humps exceeding two inches.
They must be fed at least 90 days in a Nebraska certified feedyard where they receive a high corn concentrate diet.
There must be an acceptable degree of marbling for the product class to which it will be marketed. The program does not necessarily want all Prime or High Choice because different cuts go to different markets.
Carcasses must have moderate to thicker muscling and weigh between 600 and 900 lb. Otherwise they are rejected.
No dark cutters or internal hemorrhages are allowed.
No obvious signs of maturity with hard bones, heiferettes or improperly castrated males are accepted.
Producers must use ear tags with unique serial numbers provided by the Nebraska Cattlemen’s Association, which administers the program.
Ownership transfers must show all health information to avoid duplication when processing calves.
“Calves don’t need to receive the same vaccine four times,” said Griffin.
Working with IBP, 16,000 were slaughtered for the program last year. So far, 62,000 cattle are enrolled for 1999. The majority of the calves were 14 to 16 months of age.
If someone gets a better bid elsewhere for these cattle, they are free to go.
