The May edition of BEEF gets an A+ in my opinion. From “Editor's Roundup” to the last page, “News Closeout,” you've provided timely information that reflects the challenges the industry is currently facing.

Troy Marshall's article, “The industry isn't changing. It has changed!” (page 12), says it as best as it could be said, and he is on the mark.

Articles such as the “Love Me Tender,” story on Rancher's Reserve (page 27) illustrate how much the consumer drives our industry. It also chronicles the success of a branded program that views the product from pre-harvest sorting to post- harvest tenderness interventions, to a commitment from the retailer to train its personnel. It also proves that, even with the best technology, tenderness starts with producers' animals.

When the Industry Long Range Planning Group devised its five-year plan, we received much of the kind of information in this issue — the importance of being able to stand behind your product, to tell our production story, the importance of branding, and meeting the convenience needs of the customer of tomorrow.

That's why the long-range mission is to mobilize all beef-industry participants to work toward making beef the world's protein choice. Every segment has a role in this industry's success — not working separately but together to produce the best product.

BEEF magazine has always served the industry well and I can only say “thank you” for continuing to keep us informed on the issues.
Dee Lacey
Paso Robles, CA

What about Mexico's ban?

I really enjoy your publications and comments, but I'm “read out” concerning Japan, South Korea and China's trade machinations. What about the Mexican seedstock market for U.S. beef cattle?

Mexico has a ban in place now lasting 2½ years. It's decimated the purebred industry in the U.S. border areas, and stolen the livelihood of those of us who have worked in this area all our lives.

Not only has the embargo negatively impacted the above-mentioned entities, it's resulted in an inferior product for U.S. feedlots.

Mexico exports well more than 1 million head of feeder cattle to the U.S. annually. Mexico's ban on imports of U.S. breeding stock has deprived Mexican cow-calf folks of the proven, quality genetics needed to produce feeder cattle that can compete favorably in the modern U.S. beef and dairy industries.

Let's put the spotlight on a problem that affects grassroots cattle folks, especially in the Southwest.
Ray Rodriguez, Ph.D.
Tucson, AZ