Audio with Jerry Effertz, Past Chairman
Jerry Effertz, a cow-calf producer from central North Dakota, ended his one-year term as chairman of the Federation of State Beef Councils at the recent 2018 Cattle Industry Convention in Phoenix, Ariz. Effertz says there were several programs during his time at the Federation’s helm that he remembers proudly.
“I was particularly enthused about the rebranding of Beef. It’s What’s For Dinner, because I’ve been around awhile. I remember when Beef. It’s What’s For Dinner originated well over 25 years ago. And while some thought that was an old adage, we have new millennials and people – they haven’t seen that before. And so really what’s old became new, and that’s very exciting and I’m very enthused about that.” (31 seconds)
Effertz is also proud the Federation stepped up during the year when the cattle market needed it the most.
“We had an awful lot of cattle coming to market, which resulted in a lot of extra beef that we had to try to sell. And there was a wonderful program called Ibotta that dealt with coupons, basically, that consumers could take advantage, and we invested a considerable amount of money in that Ibotta program. And last winter, we actually marketed, moved an additional 600,000 pounds of ground beef, which certainly helped not only consumers using those products, but it also took that product off the shelves, making room for more of it to be moved. It was really a great, great program, not only for producers to be able to sell animals, but for consumers, some who’d never tried beef before.” (56 seconds)
The Federation took a world view when it was deliberating where to invest state-contributed checkoff funds.
“We are in a global economy. It is a world market today. It doesn’t matter what industry you’re in. I’m extraordinarily pleased that the beef industry, the U.S. beef industry, is in that global market big time. We are one of the premiere providers of high quality beef in the world. And that is going to grow. The Federation instituted some programs last winter as well to help those folks. The contractor we have that does that export marketing, we invested money in both the Japanese and Korean markets; that was very successful, and I look forward to that becoming continued successful in the coming years.” (47 seconds)
Effertz says good communications are key to successful checkoff efforts, whether it’s directed at consumers who will determine the industry’s success, or at producers who invest in ways to reach them.
The Federation of State Beef Councils is a division of the National Cattlemen’s Beef Association, which is a contractor to the Beef Checkoff Program. The beef checkoff is overseen by volunteer checkoff payers on the Cattlemen’s Beef Board, with final approval of projects provided by the U.S. Department of Agriculture.