Corporate Report

feeder cattle sellers and $68 billion for fed cattle sellers reflecting a much smaller overall industry.” Cattle producers are not the only ones to benefit from international beef trade. Without such trade, retail and food service beef products are more expensive for American consumers. The ground beef market provides an example. “We would not be able to supply the ground beef market at the size it is today [without imports],” Peel said. “Or, if we did, it would be because we were grinding a lot of more expensive lean products out of the US domestic supply to make it work. That would inevitably have a big impact in terms of raising the price of ground beef and taking that value away from other markets where it’s currently being used.” Imported trim makes up just over half of beef imports and is used primarily for ground beef but also for a variety of other processed beef products including sausage products, the authors wrote. Processing beef is also used for numerous prepared products including frozen meals, entrees, and other processed products. While some processed products appear at retail, most imported trim is used for food service ground beef. Reliance on imported beef has remained relatively steady, but US beef exports have grown increasingly important. Peel and Tonsor note that the US Meat Export Federation provides estimates of the per head slaughtered value represented by beef and variety meat exports. That value was about $300 per head in 2014 and had grown to more than $400 per head by November 2021. “Since 2015 the percentage of fed cattle value derived from exports has continued to grow relative to volume,” Peel and Tonsor wrote. “For instance, current estimates for 2021 indicate 22% of fed cattle value is attributable to exports vs. only 15% of production (when considering both beef and variety meat). This is a classic example of demand growth and likely reflects increasing success in getting US products in the hands of those most valuing them.” Peel and Tonsor said the economic importance of beef exports and imports is substantial and growing with time. “In the absence of beef trade, the entire industry would shrink significantly.” n

Rancher Chad Ellis Named Founding Chair of Trust In Beef

Trust In Beef has named Chad Ellis, a rancher from Lohn, Texas, and CEO of Texas Agricultural Land Trust, as founding chair of the collaborative value-chain program. Ellis is a longtime conservation agriculture executive whose deep experience includes leadership roles at Noble Research Institute and USDA’s Natural Resources Conservation Service. The announcement comes as the program launches a fall education and outreach campaign for Nebraska beef producers, with stories, videos, and resources to support their sustainability journeys. “The American beef producer is a sustainability leader and an innovative thinker who continues to adapt to changing environmental and market conditions,” said Ellis. “I am honored to serve as founding chair of Trust In Beef and to advance this work to elevate the visibility and measurable progress of sustainable beef on behalf of our partners and our industry, including beef producers and marketers.” In his role, Ellis will serve as a strategic adviser to the Trust In Beef program, organized by Farm Journal’s Trust In Food and Drovers, as well as program partners Merck Animal Health, National Cattlemen’s Beef Association (NCBA), and US Roundtable for Sustainable Beef (USRSB). “Chad is a tremendous leader with a vision for the incredible potential for the future of sustainable US beef,” said Amy Skoczlas Cole, executive vice president of Trust In Food. “As a partnership, we are thrilled to work alongside Chad to support beef producers in their journey of continuous improvement in areas such as implementing written grazing management plans, becoming BQA certified, and strengthening the veterinarianclient-patient relationship.” The Nebraska beef producer campaign continues through the fall with sustainability business information and resources drawn from leading industry sources including the USRSB goals. The campaign will raise awareness of beef sustainability resources and seek feedback from producers on barriers, opportunities, and next steps for continuous improvement.

Niman Ranch Launches Grass Fed Beef Line

Niman Ranch has launched a USDA-graded 100% grass fed and finished beef program, in response to rising demand for grass fed products, the company announced in mid-October. Sourced exclusively from American ranches, the beef has exceptional marbling, tender texture, and consistent, rich flavor, with the added health and environmental benefits grass fed beef brings to the table, Niman Ranch said in a news release. To meet soaring demand for grass fed beef, the US market has been flooded with imported products as well as poor-quality beef, Niman Ranch said. The company said up to 80% of grass fed beef volume sold in the United States is sourced from abroad. Niman Ranch said its grass fed beef boasts top-line Angus genetics, a unique blend of nutritious grasses, and industry-leading humane handling practices. The beef is raised without antibiotics or hormones and is 100% Certified Humane. The company said it is so confident in the new line that it is putting every cut to the test as one of the few grass fed programs to be graded by USDA. (Continued on page 46)