Building beef trust

Do consumers trust Idaho beef? I had a nice chat with Bill Lickely, who serves on the Idaho Beef Council as chairman. We're proud of what we do and we want to want them to feel comfortable and feel like they can trust Idaho beef. It's really an exciting time in the Idaho beef industry. We have some of the best genetics in the world. We have Great Cow Calf operations that have been on the land for several generations. We have a growing stalker segment working with farmers to aid their regenerative AG prospects. We have good solid feeding base. And now, after many years of not having much processing capacity, we have one of the newest plants in the country operational and three more under construction. So we really have. We're set up to have an Idaho beef from genetics through the whole phase and now the back of the processing plant that Idaho residents and neighboring states can enjoy beef that's spent its whole life and process right here in the northwest and then a lot of cases right here in Idaho. So kind of dispel the image of beef as being shot full of chemicals and antibiotics kind of range risen. Absolutely. And building trust.