By Julie Tomascik
Editor

Programs that promote Texas agriculture and build demand for agricultural products can provide valuable market opportunities for farmers and ranchers.

Texas Farm Bureau (TFB) District 4 State Director James Foster discussed the role of the beef checkoff and GO TEXAN program during testimony before the Texas House Committee on Agriculture and Livestock Oct. 2.

Foster, a Collin County farmer and rancher, testified on behalf of TFB during the committee’s interim hearing.

He told lawmakers TFB strongly supports the beef checkoff as a producer-led investment that promotes beef, funds research, engages consumers and develops new market opportunities.

“The beef checkoff is a producer-funded, producer-directed program that allows cattle producers to collectively invest in growing consumer demand for beef while maintaining accountability and oversight,” Foster said. “It is ranchers investing in ranchers.”

Checkoff investments support consumer promotion, nutrition education and outreach to health professionals, students and culinary professionals. Research and educational efforts also provide information about beef nutrition and cattle production.

Foster said those efforts help individual ranchers accomplish collectively what they could not do alone, including national advertising, research and international promotion.

Strong consumer demand also benefits cattle producers and rural communities.

“The rancher who sells a calf today may never see the billboard, television ad, nutrition campaign or export promotion funded by the checkoff, but they do see the benefit when consumers continue choosing beef and demand remains strong,” Foster said.

He also discussed opportunities to strengthen the GO TEXAN program.

TFB has supported the program for more than two decades. Foster told lawmakers its focus should continue to include Texas farmers and ranchers and expand opportunities for them to capture more value from the products they grow and raise.

One recommendation is to create a GO TEXAN membership category specifically for farmers, ranchers and those who market and sell their own agricultural products. Potential benefits could include priority placement in marketing campaigns, reduced membership fees, networking opportunities and technical assistance.

Other TFB recommendations include expanding marketing assistance, digital advertising resources and educational opportunities related to direct-to-consumer sales. Additional partnerships with retailers, restaurants, schools and other institutions could create more opportunities to sell Texas-grown and Texas-raised products.

Foster also testified during the hearing on the threat of New World screwworm, pasture mealybug, feral hogs and other invasive pests. Read more about TFB’s testimony on those issues.