What WBC program area do you feel is important to growing demand for beef and why? Consumer education on how to prepare beef for consumption is key. My wife was born and raised in the suburbs of Milwaukee. She knew very little about how to prepare beef meals until she met me. As an industry, we must focus on making the future mothers of this country less afraid of the task of making kitchen meals containing beef products.
If you could tell your friends one key thing about the Beef Checkoff, what would it be? I would tell them about the consumer education programs.
Favorite thing about the agricultural industry: The ability to work alongside family members for a common future goal is very rewarding.
Favorite piece of advice you’ve ever received: Success is rewarded to those who don’t quit.