Blunt wants brand for state's beef

Gov. Matt Blunt wants the state's beef industry to brand its cattle in a different way -- by letting the rest of the country know that Missouri is a premium, high-quality beef producer.

At the Missouri State Fair in Sedalia, Mo., earlier this week, Blunt met with industry leaders to discuss Missouri's beef potential and the importance of branding Missouri beef as a premium, high-quality product. Blunt called on the beef industry to develop a plan to create a Missouri beef brand by the end of the year.

Think "Beef, it's what's for dinner" -- with a Missouri flair.

"We have the potential to become the nation's best and most profitable beef industry," Blunt said. "When people think of quality beef, they should think of Missouri."

A committee has been formed to consider how Missouri can best capitalize on its beef, the types of marketing relationships that might be needed, potential key private-sector partners and the state's role.

The 16-person committee has a cross-section of people, including those with backgrounds in beef marketing, promotion, distribution, retailing, production and the beef cattle industry.

One member is Roger Eakins, the regional livestock specialist with the University of Missouri Extension in Jackson. The purpose of the initiative, Eakins said, is to "add value" to Missouri beef and push up cattle prices that are already pretty good.

"We absolutely know that Missouri beef is some of the highest quality beef in the U.S.," he said. "We want to let people know that."

Missouri is home to more than 67,000 beef producers and ranks second nationally -- behind only Texas -- in cow/calf production, Eakins said. The state cattle industry generates more than $3.7 billion in revenue each year.

The initiative is important to Cape Girardeau County, Eakins said. The county is home to 22,000 cows. "We have some of the leading cattle producers in the state," he said.

Eakins cited the "Certified Angus Beef" campaign, which emphasizes the quality of such beef. He said that campaign has driven up prices of Angus cattle by as much as $8 per hundredweight. With a conservative estimate of an additional $4.50, that would mean an additional $26 a head, he said.

Cows in Missouri are sold on average for about $600 apiece, Eakins said. If a campaign on Missouri beef drove up prices by $5 per hundredweight, it would mean about $37 more per head for Missouri cattle.

"That's what we're trying to do," Eakins said.

At about 18,700 new calves a year, that could mean another $11.2 million in annual increased revenue from Cape Girardeau County alone.

The committee will begin meeting next month and has been charged with coming up with a plan by the end of the year. They will look at how to get people behind the state's beef products, how to develop a brand, what a brand's criteria would be and how to focus on the beef's quality.

Missouri was the first state in the nation to implement a statewide quality system assessment program, which verifies beef age and source and helps open the door to foreign markets like Japan, whose beef buyers are already showing an interest in Missouri's beef.

Local farmers familiar with the initiative said they think it will work.

Stan Murray has about 60 cows on his Bollinger County farm near Sedgewickville, Mo. Similar plans have been looked at before but never one that included so many players, he said.

The committee will include representatives from the Missouri Restaurant Association, Missouri Beef Industry, Associated Wholesale Grocers and the Missouri Grocers Association.

"They've tried to brand the product before," Murray said. "But when you get all the partners involved -- and they're not at odds -- then you'll get something accomplished."

smoyers@semissourian.com

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