LIVERPOOL, N.Y. — 35 years ago the Beef Promotion and Research Act was established by beef farmers and ranchers who put forth an effort through the US Farm Bill to create the Beef Checkoff. The Beef Checkoff as you know is the basis of funding for the promotion of BEEF.
As stewards of Beef Checkoff dollars, NYBC puts forth efforts daily to educate and promote beef from farm to fork. We extensively and in a variety of programs and promotions educate consumers, social influencers, dietitians, medical associates, and even you, our producers in an effort to connect consumers to beef.
One of the awards presented by NYBC annually is The Beef Promoter of the Year. This award was created to look beyond daily beef production practices and recognize the above and beyond efforts of our beef producers who along with raising beef are also highlighting the extensive and varied activities they do to help NYBC with the education and promotion of beef.
Currently, there are 6 employees of the NYBC, 4 full-time, 2 part-time laser-focused on our mission to enhance the lives of over 19 million consumers by connecting them with BEEF and the Beef community, a daunting task at best and we learned we can’t do it alone!
As some of you know very well, we often enlist the help of others – the keyword “others” being YOU, our NY Beef Farmers! Anyone who has worked with the NYBC knows firsthand of our relentless pursuit to try and match the passion of our NY Beef Producers. We alone cannot communicate the commitment you have for this industry and over the years our consumers have expressed interest in knowing who you are and what you do, we can tell them, but only you can show them!
Today I stand here humbled, fully acknowledging that I could never reach the energy and passion that this year’s recipient has for their industry, and believe me I’ve tried! I am honored to announce this year’s recipient of the Beef Promoter of the year – The Coombe Family of Thunder View Farms.
Thunder View Farms was established in 1958 and the Coombes family has been dedicated to raising Angus beef and bettering their Angus herds genetics since then. Their dedication to the stewardship of their land was rewarded in 2018 when their farm was chosen to be the National Environmental Stewardship Winner.
However, in 2021 alone Thunderview assisted NYBC in the following:
- 3 virtual beef tours were executed for NYAITC and Prostart, one of which was in sub-zero weather!
- Eat Yall Podcast
- The shooting of a water conservation video for beef education lesson plans and Next Generation Science Standards for STEM educators
- National Cattleman’s Beef Association, contractor to the Beef Checkoff, visit to shoot Wrangler Star Chef video (which cost me some Maker’s Mark) since I promised Ric we were done after the Podcast and NCBA popped up
Over the years we have had many winners of this award. The Coombes family are the latest addition to our positive role models and advocates of our industry who unselfishly assisted NYBC in the promotion of the industry with influencers 3-4 times removed from the life he lives and thrives.
So it is without further ado, I would like, at this time have the Coombe Family come up so that we can properly congratulate them and thank them for their help!
–New York Beef Council
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