March 09, 2023

Texas Beef Council Hosting Research Panel, Cutting Demo and More at 2023 Cattle Raisers Convention & Expo

AUSTIN, Texas (March 13, 2023) – Beef producers throughout Texas will be able to connect with Texas Beef Council (TBC) in numerous ways during the 2023 Cattle Raisers Convention & Expo, March 24-26 at the Fort Worth Convention Center. Hosted by the Texas & Southwestern Cattle Raisers Association (TSCRA), the event invites attendees to explore the wide world of cattle industry challenges, advancements and possibilities.

“TSCRA members represent an important segment of the Texas beef industry,” said Molly McAdams, TBC’s executive vice president. “We’re excited to be an integral part of the convention’s programming, and look forward to sharing with producers how their Beef Checkoff continues using research as our foundation to strengthen demand and develop new, innovative ways to connect with consumers.” 

Here's where producers can find TBC during the convention:

Opening General Session, Friday, 8 AM to 9 AM. McAdams will moderate a panel, “The Sparks That Accelerated Beef Demand.” McAdams will be joined by industry experts who will discuss how beef’s research roadmap has forever impacted global demand. That esteemed group will include:

  • Mike Jarzombek, Senior VP Sales and Merchandising, H-E-B
  • Dan Halstrom, President and CEO, U.S. Meat Export Federation, contractor to the Beef Checkoff
  • Mandy Carr Johnson, Ph.D. Sr. Executive Director of Scientific Affairs, National Cattlemen’s Beef Association, contractor to the Beef Checkoff
  • Shalene McNeill, Ph.D., Executive Director of Nutrition Science, Health and Wellness, National Cattlemen’s Beef Association, contractor to the Beef Checkoff

TSCRA Board Meeting, Friday, 2:45 PM to 3:45 PM. McAdams will provide an update on Texas Beef Council operations to TSCRA board members. 

Beef Cutting Demo, Friday, 4 PM to 5 PM. Jason Bagley, TBC’s vice president of beef resources, and Dr. Dan Hale, associate director of Ag and Natural Resources for Texas A&M AgriLife Extension, will lead a Beef Cutting Demonstration. From beef primals to retail cuts, Bagley and Hale will demonstrate how a full beef carcass is transformed into the meat items consumers find in their local grocery stores.  

Cattle Raisers Expo, Friday and Saturday, 9 AM to 6 PM. TBC will be hosting a booth during the Cattle Raisers Expo where producers can chat with TBC staff. Visitors can enter to win prizes by signing up for TBC’s Cattle Talk newsletter and purchase Beef Loving Texans merchandise like t-shirts and hats. There will also be some fun giveaways available, including Beef Loving Texans bumper stickers, recipes and more.  

“We’re bringing the Beef Loving Texans store to producers so they can see firsthand how it provides an opportunity for consumers, influencers and all Texans to publicly express their pride in beef,” McAdams said. “Beef Loving Texans merchandise provides a personalized brand experience, increases brand loyalty and visibility, and integrates into today’s consumer lifestyles.”

Learn more about the 2023 Cattle Raisers Convention & Expo at For more information about the Texas Beef Council and Beef Loving Texans, visit


About Texas Beef Council

The Texas Beef Council (TBC) conducts the $1 per head national checkoff program for Texas beef producers and is also the contractor for the Beef Promotion Research Council of Texas (BPRCT), which administers the $1 per head Texas state checkoff program. TBC’s mission is to increase beef demand in the state through programs of beef promotion, research and education. TBC also helps fund national and international beef checkoff programs to increase marketing opportunities around the globe. The BPRCT’s mission is to improve Texas producer profitability by strengthening and expanding beef demand. The TBC and the BPRCT are directed by a 20-member board of cattlemen and women representing the state’s beef producers.