CALIFORNIA: Commentary: Communication is key to getting the message right - (California Farm Bureau Federation)
February 26, 2008 – 7:49 pmhttp://www.cfbf.com/agalert/AgAlertStory.cfm?ID=992&ck=860320BE12A1C050CD7731794E231BD3
It was more than 50 years ago when California beef producers recognized the merits of establishing the California Beef Council to ensure that accurate messages about beef and the beef industry were communicated to consumers.
When an issue such as the inhumane animal handling violations and the subsequent beef recall that was associated with those violations hits the media waves, the council and the national beef checkoff play a critical role in communicating the positive story of beef production. The scenes of animal mishandling that were released to the media are the exception to beef production in the United States, and consumers deserve to know the true story.
In addition to its consumer education efforts, the California Beef Council also conducts and sponsors beef quality assurance programs with cattle producers to ensure a safe and wholesome beef supply. Cattle care and handling are critical components of those educational programs.
As part of […]
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