Managing for Profit
Who determines where beef-checkoff dollars are invested and how do they decide?
On this episode of Driving Demand, Marty Lueck, Treasurer of the Missouri Beef Industry Council talks about the make-up of the council and how they represent cattlemen and women across the entire state of Missouri.
If it was left to each individual ranch to handle beef research, promotion and education on their own, Lueck says they would fall very short of where we are today.
Lueck manages Jernigan Ranch, the largest Hereford seed stock operation in the state. He serves as an at-large member of the Missouri Beef Industry Council.