Ranchers should support beef checkoff

Editor, the Advocate:

My family has been ranching in Victoria County since the early 1900s. I've seen in our business the value of advertising, which is why we will vote yes for a Texas Beef Checkoff from June 2 to 6.

Ranching families like mine have invested a dollar per head since the '80s, and that money has helped fund groundbreaking research that has resulted in new cuts. Those new cuts have added $100 in value to every carcass. Checkoff dollars have been used to promote Texas beef throughout the world. That promotion has added more than $150 of value to our product.

We need to invest more in helping doctors, dietitians and today's youth understand the value of beef in a healthy diet. We need to invest more in defending the demand for beef when media stories that tarnish our product's reputation occur. Furthermore, we need to invest in defending and growing our share of the global beef market.

We now face challenges that a single dollar per head cannot overcome; therefore, my family and I will vote yes for a Texas Beef Checkoff, and we hope you will join us.

Stephen Diebel, Victoria