Davenport, North Dakota rancher Travis Maddock is a member of Beef Promotion Operating Committee and says a declining cow herd and inflation will influence beef checkoff resources. “I challenged our contractors, you better come in with some good projects because there’s going to have to be some things that just get cut out; that’s inevitable. We have to get those dollars into those projects that have a good return; the projects that don’t will go by the wayside.” Maddock, who is also a member of the North Dakota Beef Commission, believes the beef industry is very resilient. “A consumer will walk by the meatcase and they’ll grab a chuck roast for $6.99 a pound when they’re just a couple steps away from a pork loin for $1.99. Consumers love beef. They know it’s healthy and they know it’s going to taste great.”
