producers across the state have ventured into the direct-to-consumer market. Field is always ready to talk to those members and then tell their story to other cattlemen and the public at large. “It’s one of our favorite things to do here,” she declares. “’Every steak has a story,’ we like to say. Direct–to-consumer is something that gives producers a chance to tell their story; it gives them a chance to talk face-to-face with their end users and tell them their production story and why it’s important. It’s one thing to walk in and buy your steak at the grocery store, and those grocery interactions are important too, but it didn’t just end up there by happenstance. Every step of the food chain is important; if you’re buying in mass quantities, if you sell directly to someone, there’s always a production story.” “We have some members who have done it very successfully,” Schaneman adds, “and it’s interesting to watch their marketing strategies. But we support all the ways that our members choose to market and sell their beef.” Direct-to-consumer is still a small part of the beef market. Traditional ways include the sale barn and neighbor-to-neighbor sales.“We’re a small state, population-wise; so everyone has a connection to everyone,” says Field. “When you meet someone, they probably know, or are related to, the person you’re talking about. And ranchers, as a community in Nebraska, have worked hard to find those avenues of connection.” Another current trend is the increasing use of social media, especially to transmit video footage taken by airborne drones of owners’ herds, and local water, land, and weather conditions, etc.“We’ve seen more and more people using those channels and it’s fun to watch them tell their stories,” says Field. “We have the recipe for success here,” Field says in conclusion. “Nebraska is where all things come together in the cattle industry; we have the climate, access to market, and good crops that provide feed sources. Our moniker is ‘The Beef State,’ and our state motto is: ‘Nebraska – the Good LIfe.’ So we like to say: ‘Good Life – Great Steaks.’” about is that our property taxes are too high,” she states.“It’s an incredibly important issue for us; that we remind folks that agriculture is a business. The cattle business is not any different than a main street business in the city where you have to pay rent, hire attorneys, accountants, etc. Cattle producers do the same thing and they need a climate where they can operate. So, we spend a lot of our time working on tax reform in the state and how we can make sure that you’re not having to sell your ranch just to be able to afford to pay your taxes. We really work hard on that advocacy here at the state level.” CURRENT TRENDS Over the past several years, a number of cattle 6 BUSINESS VIEW MAGAZINE VOLUME 11, ISSUE 10
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