Beef producers will get what they asked for, says Jill Johnson, Illinois Beef Association (IBA) director of communications. Survey responses from IBA’s annual producer attitude survey helped provide a vision for the upcoming June 14 & 15 summer meeting agenda.

“Overwhelmingly, cattlemen really do want educational opportunities; that’s very important to them,” Johnson explains. “It’s also important to have the opportunity to interact with their peers, other cattlemen, and learn about practices that may or may not work on their farm.”

Johnson shares 7 reasons producers should attend the two-day 2016 Summer Beef meeting in Springfield:

1. Learn about profitability

TOUR TIME: Day two of the Illinois Beef Association Summer meeting includes three tour stops: the capitol, Hy-Vee Springfield and Head Cattle/Dipper Farms.

Dr. Nevil Speer, AgriClear vice president of U.S. operations, will discuss the economic implications of management and marketing decisions. “It’s all about how can we make more money and save money on the farm,” Johnson says. “We’re really excited to have him as part of our program.”

2. Hear about consumer attitudes

John Lundeen, NCBA Senior Executive Director of Market Research, will talk about what is on consumers’ minds and how consumers respond to beef and beef industry messaging. “Based on marketing research, he’ll talk about how a consumer thinks and feels when they walk up to a meat case,” Johnson explains.

3. Educate yourself on how talk to consumers

“When you’re in a space to have a conversation about what you do on your farm and the product you produce, feeling comfortable is really important,” Johnson explains. Brandi Frobose, NCBA associate director of issues communications, will talk about how to handle tough consumer questions.

4. Expand your knowledge on antibiotic stewardship

Buzz Iliff, DVM Wyoming Veterinary Clinic, will cover what producers should know about the Veterinary Feed Directive rule. “If you’re a cattleman in Illinois, you likely know Dr. Iliff,” Johnson says. Buzz will talk about changes in the coming year, how those changes will impact antibiotic use and how to implement antibiotic stewardship on the farm.

5. Find out how to promote your brand

Cattle farmers big and small will learn about how to create, build and promote their farm and brand, particularly in the purebred sector.

6. Celebrate the best in beef

IBA’s Farm Family, Seedstock Breeder and Commercial Producer of the Year will be honored at the awards dinner Tuesday night. ”This has become a real highlight of the event, something producers look forward to,” Johnson notes.

7. Go on tour

Day two of the conference includes several tour stops:

“If you’re in Springfield, you have to go to the capitol,” Johnson says. Producers will get a behind the scenes tour, including a peak at senate chambers and a chance to visit with legislators on key issues.

The second stop is Hy-Vee Springfield. “At Hy-Vee, it’s all about the food experience,” Johnson explains. “They really focus on marketing to their consumers, especially millennial consumers, who are a priority for beef producers.”

The last stop is home to 2015 Commercial Producer of the Year: Head Cattle/Dipper Farms, near Blue Mound.  Johnson says the tour includes interactive stations covering several topics: reproduction, animal handling, herd health, forage, feeds and nutrition and equipment demonstrations.

“Our hope is our affiliate chapters throughout the state will take advantage of the event and cattlemen will walk away feeling like they learned something and enjoyed their time interacting with other beef producers,” Jill Johnson, Illinois Beef Association director of communications.

Register online by visiting illiniosbeef.com by June 1, 2016. The cost for IBA members is $75, nonmembers pay a $125 registration fee.