Nebraska

Bill Rhea Jr. is rightfully proud of his family's long and diverse history in livestock production. It started with Rhea's great, great grandfather, a true pioneer who settled in eastern Nebraska in 1872. Following generations engaged in diverse livestock pursuits ranging from dairy production to raising draft horses and hogs. And throughout its 133-year history, the Rhea family has produced beef cattle.

Those many years of involvement and a reasonable amount of success in the beef business makes Rhea want to give something back to the industry. He hopes to do that while serving as a director for the Nebraska Beef Council. In his new role, he hopes to help maintain the diversity of beef checkoff investments directed by the Beef Council.

For the last few decades, cattle feeding has been the Rhea family's primary livestock enterprise. Rhea joined his father in Rhea Cattle Company, a 6,000-head capacity feedlot located near Arlington. Operating in close proximity to sprawling Omaha, the father-son team has worked hard to be a good neighbor. Conscientious waste management efforts have minimized the operation's environmental impact and earned a National Cattlemen's Beef Association (NCBA) regional environmental stewardship award in 1999.

Recycling of manure and feedlot run-off as fertilizer also benefits Rhea farming enterprises. Crop production on some 4,500 acres includes corn, soybeans and alfalfa. Operation of an alfalfa dehydration mill further diversifies Rhea's business interests.

"Dad manages alfalfa production and the mill. And he handles most of the cattle marketing. We share responsibility for buying feeder cattle," explains Rhea. "I manage day-to-day operations and record-keeping for the feedlot, as well as planting of the other crops."

In addition, Rhea manages a modest cow-calf enterprise. To further diversity, the Rhea family merchandises home-raised beef under its own "Bell Creek" label. The company offers pre-cut and vacuum-packaged beef by mail-order.

Rhea says his father set an example for involvement in beef industry affairs, actively participating in policy development for the Nebraska Cattlemen and NCBA.

"I felt I should do something different, and I believe it's important to promote demand for our end product. That's why I decided to run for the Beef Council," adds Rhea.

As the representative for 14 Nebraska counties, Rhea is one of nine directors elected by their peers. Collectively, they administer the dollar-per-head checkoff that beef producers pay when their animals are sold. Half of every dollar automatically goes toward national programs for beef promotion, research and education. The other half is invested at the discretion of state directors, to build demand for beef.

Rhea says it's not all about television and radio advertising, referring to the award winning "Beef. It's What's for Dinner" campaign now recognizable to 88 percent of American consumers. Analysts have called the checkoff-funded campaign a catalyst for driving beef demand to record levels.

"To me, programs that build consumer confidence in our product are really important to holding the ground we've won, especially since the discovery of bovine spongiform encephalopathy," Rhea adds. "Checkoff-funded BSE education efforts helped assure consumers that our product is safe."

A crisis response plan was already in place, in December 2003, when a single case of BSE was discovered in the U.S. Ultimately, consumer confidence in beef increased. In September 2004, a survey found that 91 percent of Americans considered U.S. beef safe, compared to 88 percent in the previous year.

Rhea says taking a positive message to overseas consumers is important too. As a LEAD program participant, he traveled to Southeast Asia and witnessed the checkoff-supported efforts of the U.S. Meat Export Federation to develop and expand foreign markets for U.S. beef.

During 2003, for example, U.S. beef export volume increased by three percent, to over 1.2 million metric tons. The value of those exports grew 21 percent, to exceed $3.86 million. It is estimated that exports accounted for more than 13 percent of total U.S. production. In December, however, concern over BSE prompted the closing of most major foreign markets. Since then, checkoff dollars have supported efforts to restore confidence in U.S. beef. And they are supporting preparations for renewed marketing efforts, as borders are reopened.

"Losing those markets (due to the BSE issue) showed how important exports are to us. When they are reopened, we'll have to push hard to regain our share of that business," states Rhea.

Funding of diverse, worthy programs is the key, adds Rhea. Checkoff-supported research is helping producers enhance the safety, quality and value of beef, while programs for promotion and education take the message to consumers.

Date: 2/23/05

	Web hpj.com

Copyright/Privacy
Copyright 1995-2010.  High Plains Publishers, Inc.  All rights reserved.  Any republishing of these pages, including electronic reproduction of the editorial archives or classified advertising, is strictly prohibited. If you have questions or comments you can reach us at High Plains Journal 1500 E. Wyatt Earp Blvd., P.O. Box 760, Dodge City, KS 67801 or call 1-800-452-7171. Email: webmaster@hpj.com