An Eastern Washington feedyard operator is a new spokesman for the beef industry.
Cody Easterday, owner of Easterday Ranches in Pasco, is featured as part of the relaunch of the national “Beef — It’s What’s For Dinner” advertising campaign, funded by the National Beef Checkoff.
“I just think it’s a good idea to tell our story,” Easterday told the Capital Press. “Ranchers are doing a fantastic job raising high-quality beef for the consumer, and I don’t think everybody knows it. It’s a great idea to tell the world what we’re doing.”
Easterday said he wants consumers to feel comfortable with the idea that technology in food production is a good thing.
“By using technology, we’re not only producing a safer product with less environmental impact, we’re also producing more of it at a lower cost for the consumer,” he said.
Easterday worked with the Washington Beef Commission during its annual Explore Beef Experience tour program. National staff recognized Easterday as a leader in the cattle feeding business, said Patti Brumbach, executive director of the Washington commission.
The national campaign seeks to represent ranchers throughout the country, Brumbach said, calling Easterday a “natural fit.”
Easterday works to produce cattle in a way that has less impact on the environment and take care of the animals, she said.
Part of Easterday’s message is the industry is continually improving, Brumbach said.
“The way that they care for the animals and for the environment,” she said. “Letting them see video of pen riders taking care of the cattle, let them see the veterinarians that consult with them and what it means to make sure they’re comfortable, healthy and well-fed.”
The social media campaign began this month. Brumbach said it taps into consumers’ nostalgia for the original “Beef — It’s What’s For Dinner” campaign as something they fondly remember from their childhood.