The Beef Promotion Operating Committee is a group of 20 producers from across the country that make decisions on how Beef Checkoff dollars are invested. Maddock, North Dakota rancher Travis Maddock is part of BPOC. “In this particular year because of kind of tightening supplies and inflationary pressure, we’re really focusing on things like consumer trust and promotion.” Sustainability is a big part of that message. “With so much political pressure being put on climate change and there’s a lot of anti-ag groups out there that want to vilify beef production practices,” said Maddock. “The beef cattle industry contributes one-to-two percent of greenhouse gas emissions compared to all the other industries that are out there and it’s going down. We’re becoming more and more efficient all the time.”
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