Livestock Briefs: Mobile app successful for beef industry

Wisconsin State Farmer


Mobile app campaign a huge success for beef industry

Nationwide sales of fresh beef at retail got a boost earlier this year as the result of a beef industry partnership with the mobile rebates app Ibotta.

The partnership also significantly increased consumer engagements with beef through videos, recipes and messages on the app.

Overall, the Federation of State Beef Councils of the National Cattlemen’s Beef Association invested $600,000 in reserve funds in the partnership, which ran through early February.

Local state beef councils also added $90,000 to help boost the campaign in specific states.

Ibotta is a consumer mobile app that has a subscriber rate of 22 million mostly-millennial consumers and growing.

In the campaign, consumers who downloaded the app could browse the grocery category for small rebates on fresh ground beef products, unlock the rebates and after reviewing educational information about beef through a short recipe, message or video get cash back on the beef items they bought at any grocery store nationwide. Beef only paid for verified sales.

Results from the ground beef Ibotta campaign significantly surpassed standard Ibotta campaigns. The redemption rate for ground beef was nearly 40 percent, almost double the average Ibotta redemption rate of 23 percent. The four-week campaign resulted in more than 631,000 pounds of ground beef sold.


OTA opposes further delay of Organic Livestock and Poultry Practices rule

The Organic Trade Association released on May 10, the following statement and background in response to the U.S. Department of Agriculture's delay of the effective date of the Organic Livestock and Poultry Practices rule: 

"The Organic Trade Association (OTA) along with over 350 organic livestock producers representing $1.95 billion in annual sales, the federal Advisory Committee on organic, and every major U.S. accredited organic certifier have called on the Secretary of Agriculture to allow the organic livestock rule to go into effect. 
The organic industry takes the Secretary at his word that USDA just needs a bit more time. But after more than a decade of work, now spanning three administrations, this delay will not reveal any new information. The organic industry supports this final rule. The organic consumer supports this final rule. Any additional comment period will only serve to demonstrate that the organic industry and consumer want the Organic Livestock and Poultry Practices rule to become effective, in its entirety. Under a business friendly administration, we are confident the Secretary will see the benefits for producers. 
Being certified organic is a choice, not a mandate. Organic means more than just what the animals eat. The comprehensive regulation reflects a consensus between producers, certifiers, and consumers that organic livestock, including poultry, should be provided with meaningful outdoor access and adequate space to move around, and that all organic livestock should not be subjected to unnecessary physical alterations like tail docking. 
The voluntary organic program ensures products bearing the USDA Organic seal meet rigorous standards. The viability of the organic market rests on consumer trust in the USDA Organic seal, and trust that the organic seal represents a meaningful differentiation from other agricultural practices. A federal voluntary standard that meets the changing needs of customers is imperative for the organic sector. Without the ability to deliver a product that keeps up with the evolving consumer preference, the relevance of the USDA Organic seal is at stake and it will have long-term detrimental effects on an entire industry. 
Organic is an important vibrant part of the U.S. economy and a bright spot for our farms and our rural areas. Organic agriculture and the businesses accompanying it have been shown to lower local poverty rates and raise household incomes. Organic creates jobs and opportunities, and gives existing farmers and future farmers a viable alternative. 
We urge the Administration to support industry developed organic standards." 


Livestock industry shines spotlight on the use of grazing to prevent wildfires 

The National Cattlemen’s Beef Association and the Public Lands Council kicked off a media and advertising campaign on May 10  that will shine a spotlight on how grazing on public lands helps to mitigate the risk of catastrophic wildfires – the leading threat to species like the greater sage grouse. The campaign will be centered around a new website,, and will run through May. 

“Coming off the wet winter we had across much of the west, ranchers are on the sidelines as new spring growth explodes and adds to residual grasses from prior grazing reductions," said Ethan Lane, executive director of the Public Lands Council and NCBA's Federal Lands. "These fuel loads are building at the same time that livestock numbers on federal grazing permits continue to shrink due to misplaced priorities, political pressure, and a lack of regulatory flexibility for BLM and Forest Service staff to make the right management decisions on the ground.”    

In addition to the launch of the new website, the campaign kicked off with a two-minute video that will be heavily promoted on Facebook, Twitter, and other social media platforms.


Cattlemen stress importance of trade as Senate confirms new U.S. Trade Representative

NCBA today applauded the U.S. Senate's confirmation of Robert Lighthizer to be the U.S. Trade Representative.

With a growing global marketplace, Craig Uden, NCBA president, said expanding international markets is a top priority for cattlemen. 

"International trade is vital to the success of America's cattle industry and in his new role, Ambassador Lighthizer will serve as our chief negotiator in all trade matters. As Ambassador Lighthizer begins his new job, we urge him to focus his efforts on opening and expanding our access to other markets and preventing any action that may hinder our export growth."