Tuesday, June 30, 2015

Tasty Tuesday: Independence Day Burgers

The Fourth of July is all about celebrating America and the freedom we found from an oppressive government in 1776. 

It's no secret that a favorite American pastime is eating, and that along with its summertime calendar date is what makes Independence Day weekend one of the biggest grilling weekends of the year! 

This Fourth of July holiday, we at the ACA encourage all to celebrate America with an all-American meal! Grilling up some beef is the perfect way to do just that. We recommend combining two Independence Day classics for your celebration meal- barbecue and burgers! This Zesty BBQ Cheeseburger recipe will have you and your family fired up for fireworks and America, so gather 'round the picnic table with your family and serve up some beef. All you'll need is some fresh sides, a tall glass of sweet tea and a big appetite. 

Keep in mind that ground beef needs to either be frozen or stored at a temperature below 40 degrees Fahrenheit until its time to prepare it in order to meet food safety standards. It's also important during grilling to ensure that the meat is cooked thoroughly. Ground beef is safe to eat when a meat thermometer reads 160 degrees Fahrenheit at the center of the burger.

Enjoy and Happy Fourth of July!

For nutrition information and grilling tips visit BeefItsWhatsForDinner.com.


Monday, June 29, 2015

Movie Monday: Get Your MBA

Ever thought about going back to get your Masters? Well save your money and let the National Beef Checkoff pay for you to get your MBA- Masters of Beef Advocacy!

Graduates of this program will be equipped with not only the information needed to understand the many facets of the American beef industry, but the knowledge of best advocacy practices. Be a voice for our industry!

If you’ve got questions or are interested in getting your MBA, check out this #MovieMonday and visit this website.





Friday, June 26, 2015

Beef Fact Friday: [No] Antibiotics in Beef

Antibiotic use is a hot topic in the agricultural industry.

"Drugs in meat? Not so. Farmers and ranchers work with veterinarians and animal nutritionists in order to protect the health of their animals and the health of consumers."






Thursday, June 25, 2015

Throwback Thursday: 1971

The year 1974 was when the Alabama Cattlemen’s Association reached an all-time high in membership with 18,620 members; however each year from 1944 to 1974 brought more and more members. In 1971, the ACA had 13,221 members and Barbour County was the largest county cattlemen’s association with 863 members.

Pictured from L-R in this week’s #ThrowbackThursday is E.H. Wilson, executive vice president of the ACA; Alfred Grant, Barbour County Cattlemen’s Association president; Harold Johnson, ACA President; and Henry Gray, first vice president, as they congratulate the Barbour County association for its accomplishment. 



Wednesday, June 24, 2015

What's Going On Wednesday: June 24, 2015

ACA staffers stay busy around the office, but some weeks are busier than others. We are grateful to be able to have some calm before the storm of Round-Up and the many activities the month of July will surely bring. That being said, here's #WhatsGoingOn around the office this week.

2015 AJCA Round-Up

Registration deadline for this year's Round-Up is rapidly approaching! It feels like just yesterday that we were sending out the mail out to announce the dates, and now registration entry is about to be over! Wow time flies when you're having fun!

July 1 (ONE week from today) is the contest entry deadline. Visit the AJCA website to register.

Contests include: Career Development, Showmanship, Sales Talk, Skill-A-Thon, Team Grooming, Build a Better Burger, Volleyball, Photography, Poster, Record Book, Essay, Ad Design, Public Speaking and Cattle Judging

Prizes have started coming in, and they're looking great! Register to have to opportunity to win one!

Contact Madison Tew with questions. 

Alabama's Best Steak

Also only one week away is the kickoff for the Alabama's Best Steak competition. Be getting your nominations ready for July 1. Nominations can be submitted online here


2015 YCLP Class Chosen

The 2015 Young Cattlemen's Leadership Program class has been chosen and is scheduled to meet for its first session on July 23 at the ACA headquarters in downtown Montgomery. 

The first session will cover an overview of the state's beef industry, the Alabama Cattlemen's Association's programs and services, including state checkoff endeavors, and its role in the Alabama government. To get hands-on with program teachings, the class will visit the Alabama State House to learn how legislation is passed in the state. The session will conclude with a steak dinner. 

YCLP engages and educates emerging leaders ages 21-35 on current industry issues, leadership skills and production practices through six sessions over the course of one year. Sessions include hands-on experience seminars with experts, on-site tours, meetings with business and government leaders, communication and media / advocacy training, personal leadership study and personal skills improvement. 

The three primary goals of the YCLP are to provide participants with a pasture to plate experience of the Alabama beef industry, to equip participants with the tools necessary to become an effective leader and share their beef story with their peers and to create a network of young cattlemen who the ACA can depend on to help with beef promotion and issues management as well as become industry leaders in the future.


Tuesday, June 23, 2015

Beef, beer and bacon- talk about a tasty trio! 

While the summertime weather is heating up, your grill should do the same to make this #TastyTuesday burger. 

Serve this Maple Bacon Beer Burger so you can     #LiveAFlavorfulLife!                                                          





Get the grilling tips and nutrition facts at http://www.beefitswhatsfordinner.com/recipe.aspx?id=5288


Monday, June 22, 2015

Movie Monday: National Forage Week

In honor of #NationalForageWeek, this week’s #MovieMonday is all forage education! Check out some of these forage facts! 




Side Note: Be cautious and patient as farmers and ranchers travel on rural roadways with large farm equipment from hay field to hay field this baling season. Remember- they're working hard to feed you and your family! 





Friday, June 19, 2015

Beef Fact Friday: Beef Byproducts

Did you know that a beef animal weighing 1,000 pounds will produce 640 pounds of meat product such as steak, roasts and hamburger? When other products and byproducts are considered, 99 percent of the animal is used.


Byproducts are a major part of beef processing. The beef industry strives to be as sustainable and environmentally-friendly as possible, and that's why 99 percent of the animal is used. Check out this #‎BeefFactFriday to see just how often you use beef products.

The moral of this story? There's no such thing as a vegan.



Thursday, June 18, 2015

Throwback Thursday: Todiway Acres



This week’s #ThrowbackThursday might just throw you back in your seat! 

Pictured is Tine Davis, owner of Todiway Acres in Pike Road, AL in 1964 with a a polled Hereford bull from his operation that sold for $10,000. 



Wednesday, June 17, 2015

What's Going on Wednesday: June 17, 2015

After several busy weeks in the ACA office with officer meetings, FFA Convention, Beef 101 and the construction of the year's largest magazine, this week is allowing the ACA staff to catch its breath just a little. 

Just because it's slower doesn't mean that there's nothing happening around the office...that's never the case! Keep reading to see #What'sGoingOn around the ACA headquarters in downtown Montgomery this week.

 Grillin' Up Steak on TV

ACA Director of Consumer Marketing Erin Beasley spent her Wednesday morning in front of the camera and behind the grill as she filmed a summertime grilling segment for the local television program "Time of Your Life," co-hosted by Virginia Whitfield and Jack Galassini. The program airs Sunday mornings at 6:30 on WSFA and multiple times weekly on the Frazer Network. Check it out to see Erin in action promoting our industry's favorite product and to get some great recipes.


AJCA Round-Up Online Registration Available

Don't forget, AJCA Round-Up will be July 23-26, 2015 at Garrett Coliseum in Montgomery. Online registration is now available to AJCA members who have paid this year's dues. Entry deadline is July 1!

Contests for the Round-Up include:
  • Photography
  • Poster
  • Record Book
  • Essay
  • Ad Design
  • Public Speaking
  • Cattle Judging
  • Career Development
  • Showmanship
  • Sales Talk
  • Skill-A-Thon
  • Team Grooming
  • Build-a-Better-Burger
  • Volleyball
For questions regarding the Round-Up, contact ACA Intern Madison Tew by calling (334) 265-1867.


Alabama's Best Steak Competition Cooking Up

When Erin isn't filming grilling segments, she's working behind-the-scenes on the 2015 Alabama's Best Steak competition. Last year, votes poured in and Conestoga Steakhouse in Dothan, Alabama was named home to Alabama's best steak. 

The nomination portion of the contest will begin soon, so keep an eye out for updates voting opportunities!




Tuesday, June 16, 2015

Tasty Tuesday: Let's Stir {Fry} Things Up

When combining two cultural classics, there's no tastier combination than all-American beef and an Asian stir fry. Whether you're visiting your favorite hibachi restaurant or trying your hand at a home style wok, a beef stir fry is dinner done right! 

Mixed with your favorite teriyaki sauce and summer veggies and served on a bed of fried or steamed rice, this style of beef is hard to beat! Tons of flavor and wonderful textural variety makes this dinner one for the books.

Check out this recipe from www.BeefItsWhatsForDinner.com so you can #LiveAFlavorfulLife. As always- Beef, It's What's for Dinner.


Asian Beef & Vegetable Stir Fry


Total Recipe Time: 30 minutes
Makes: 4 servings


Ingredients

  • 1 pound beef Top Sirloin Steak boneless, cut 1 inch thick
  • 4 cups assorted fresh vegetables (sugar snap peas, broccoli florets, bell pepper strips, carrot sticks)
  • 1 clove garlic, minced
  • 1/2 cup prepared stir fry sauce
  • 1/8 to 1/4 teaspoon crushed red pepper
  • 2 cups hot cooked rice
  • 2 tablespoons unsalted, dry-roasted peanuts (optional)

Recipe

  1. Cut beef steak lengthwise in half, then crosswise into 1/4 inch strips
  2. Combine vegetables and 3 tablespoons of water in a nonstick skillet. Cover and cook over medium-high heat for about 4 minutes or until crisp-tender. Remove and drain.
  3. Heat same pan over medium-high heat until hot. Add half of the beef and half of the garlic; stir fry 1-2 minutes or until outside of beef is no longer pink. remove from heat and repeat with remaining beef and garlic.
  4. Return all beef and vegetables to pan. Add stir fry sauce and crushed red pepper; heat through. Serve over rice.
  5. Sprinkle with peanuts (if desired).


Monday, June 15, 2015

Movie Monday: Low-Stress Handling

Lowndes County cattleman Chuck Madaris of
CK Cattle Co. practicing low-stress
handling along with Dr. Harold Pate.
Producers: 
We don’t have to tell you that cattle are skittish animals. That’s why low-stress handling practices are very important for overall quality assurance and animal welfare for your cattle.

Low-stress handling can even help prevent BRD (bovine respiratory disease) and other ailments or diseases that come about when animals are placed in high-stress situations.

Check it out for this week’s #WatchThisWednesday. 


Friday, June 12, 2015

Beef Fact Friday: Know Your Beef Cuts

What's your favorite cut of beef? 

Ribeye? New York Strip? Porterhouse? Are you more of a roast person? How about a tenderloin or sirloin? Ground chuck, perhaps?

No matter what your favorite cut, it's important to know where it comes from off of the animal during processing because where it comes from offers a lot of valuable information about lean and fat content, tenderness and juiciness (among other things). 

Use this #BeefFactFriday to learn not only about your favorite cuts, but the overall meat anatomy of a head of cattle. The first diagram offers the basic wholesale cuts, while the second chart breaks those wholesale cuts down into retail cuts. 

As always, remember Beef, It's What's for Dinner.

Wholesale Cuts


       




Retail Cuts

Thursday, June 11, 2015

Throwback Thursday: 1964

This week's #ThrowbackThursday goes all the way back to 1964, and it features W.R. Lanier (Lanier Hereford Farms) of Jachin, Ala. 

Here he and one of his Hereford cattle are pictured with the top beef judges of an ACA sponsored event. 

Lanier later became the president of the ACA in 1978.





Side Note:
The ACA library is stocked full of old old magazine pictures and memoirs. Stop by sometime to sift through the old pics and take a step back into ACA history. 

Tuesday, June 9, 2015

What's Going On Wednesday


This week, we're all about the Alabama FFA Convention here at the ACA. As major sponsors of the convention and even bigger supporters of the FFA, we are heavily involved in the state convention held every June at the Montgomery Performing Arts Center and Renaissance Convention Center in.


We have several events going on this week centered around the convention held June 10-11, and we are excited to be involved! One of our own staff members is even being recognized for her outstanding service to the Alabama FFA.


Wall of Honor Luncheon

The ACA will host the FFA Wall of Honor Luncheon Wednesday, June 10 at 11 p.m. Current and past state officers along with their families and FFA sponsors will be served a ribeye steak cut by ACA's very own Erin Beasley and prepared by Dirk's Filet and Vine of Montgomery. 


CDE Awards

SLE President Thomas Ellis and ACA President Jim Akin will be awarding two monetary awards Thursday morning for the top Livestock Judging and Meat Judging Teams in the career development competitions for the FFA. 

Special Honor for Martha Davis

ACA Administrative Assistant Martha Davis is being named an honorary member of the Alabama FFA for her years of service to the organization. Martha helps plan and coordinate multiple events each year centered around the state convention, and for her work and dedication, she is becoming a member.

Career and Trade Show

ACA Director of Social Media and Communications Kayla Sellers and ACA intern Madison Tew will be manning a booth at the 2015 Alabama State FFA Convention Career and Trade Show. The two will be promoting beef, the AJCA Round-Up and handing out ACA and BEEF goodies to FFA members who stop by the booth. 

Three of Six State FFA Officers Members of AJCA

FFA State President Will Graves, FFA State Sentinel Colton Farley and FFA Reporter Clay Tew are not only state leaders, but they are outstanding members of the Alabama Junior Cattlemen's Association. We are proud of their accomplishments and wish them well during this surely stressful week! We can't wait to catch up with you guys at the Round-Up!

Be sure to check out our social media accounts and the Alabama Cattlemen to see pictures! We will be posting all week!

In Other News...


SLE Planning Meeting

This Thursday, June 11, the Southeastern Livestock Exposition officers will be meeting at the SLE headquarters to discuss the 2016 SLE Rodeo to be held March 17-19 at the Garrett Coliseum in Montgomery. Get excited because a year's worth of planning, promoting and coordinating goes into each rodeo! 


ACA Officer Meeting

2015 ACA Officers Jim Akin, Bill Lipscomb, Richard Meadows, L.D. Fitzpatrick and Dr. Billy Powell will be meeting to discuss upcoming events, changes and improvements to the many facets of the ACA. Look out for what they decide at the meeting, and remember that they're always working to better our state association and industry.

AJCA Round-Up Online Registration Now Open

Interested applicants can now register for this year's AJCA Round-Up to be held July 23-26 at the Garrett Coliseum in Montgomery online. AJCA dues must be paid before registration, but if that's already squared away, then sign up here.

Awesome Advertising Deal NOW through June 15

Our July magazine is the largest of the year, circulating to more than 20,000 homes and businesses. Our normal circulation is 12,000, but with viewership going up and advertising prices staying the same, you'll get more bang for your advertising buck, guaranteed! If you're interested in advertising in the Alabama Cattlemen, then now's the time. Contact Nicky Bechard at nbechard@bamabeef.org or (334) 265-1867 ON OR BEFORE June 15.


Tasty Tuesday: Kabobtastic!

Kabobs are a summertime classic because they combine two things linked directly to the summer months- fresh vegetables and grilling! 

Take those fresh garden veggies, grab some skewers, marinate a great cut of beef, assemble and line those babies up on the grill. Make them tastier by mixing up a lite, taste-contrasting sauce/dip to give your pallet a fiery bite with a cool finish. 

There's loads of recipes online, but we suggest this one off of www.BeefItsWhatsForDinner.com.


Ingredients

1 pound beef Top Sirloin Steak boneless, cut 1-inch thick
1 large green, red or yellow bell pepper, cut into 1-1/4-inch pieces
12 large mushrooms
1 package (6.0 ounces) long grain and wild rice blend
1/4 teaspoon salt





Seasoning

1 tablespoon fresh lemon juice
1 tablespoon olive oil
1 tablespoon water
2 teaspoons Dijon-style mustard
1 teaspoon honey
1/2 teaspoon dried oregano leaves
1/4 teaspoon pepper

Instructions for Beef, Pepper & Mushroom Kabobs

  1. Trim fat from beef steak; cut into 1-1/4-inch pieces. 
  2. In large bowl, whisk together seasoning ingredients; add beef, bell pepper and mushrooms, tossing to coat. 
  3. Alternately thread pieces of beef, bell pepper and mushrooms on each of four 12-inch metal skewers.
  4. Prepare rice according to package directions; keep warm.
  5. Meanwhile place kabobs on grid over medium, ash-covered coals. Grill kabobs, covered, 8 to 11 minutes (over medium heat on preheated gas grill, 9 to 11 minutes) for medium rare (145°F) to medium (160°F) doneness, turning occasionally; season with salt. Serve kabobs with rice.
Test Kitchen Tips
To broil, place kabobs on rack in broiler pan so surface of meat is 3 to 4 inches from heat. Broil 9 to 12 minutes for medium rare to medium doneness, turning occasionally; season with salt.


Monday, June 8, 2015

Movie Monday: Know Your Beef Checkoff

Get to know your beef checkoff with this week's #MovieMonday. 

Some of the statistics may surprise you, but this video is sure to make you appreciate that checkoff dollar a little more. 


Just to break it down a little further, here's the flow of your checkoff dollar. The state of Alabama is fortunate in that producers pay $2/head of cattle sold, so double the numbers in looking at this chart. 




Friday, June 5, 2015

Beef Fact Friday: Beef Grades

This week's #BeefFactFriday wants to make sure you buy the right steak for your man of the house this upcoming Father’s Day. 

Beef quality grading evaluates the meat palatability (tenderness, juiciness and flavor) which includes carcass maturity, firmness, texture, color of the lean meat and the amount and distribution of fat marbling within the lean. 

The USDA uses three grading labels to grade a cut of meat
  • Select (good)
  • Choice (better)
  • Prime (best)



For more information visit Facts About Beef.



Thursday, June 4, 2015

Throwback Thursday: 1950-1960

This week’s #ThrowBackThursday took place in 1953 when Alabama was still one of the few states to have conducted a comprehensive beef promotion program. Governor Gordon Persons attached the first promotional “Eat More Beef” bumper sticker to his official Cadillac. With him are 1953 President of the ACA Sen. Preston Clayton, left, and Executive Secretary of the ACA Ham Wilson, right.


Another notable event of 1953 was the creation of the Alabama CowBelles Association. On February 6, 1953, after Mack Maples (outgoing president of the ACA) and Ham Wilson attended the American National Cattlemen’s Association convention where they learned about the recent organization of the American National CowBelles, the CowBelles Association found a home in Alabama with Mrs. Mack Maples serving as the first president. The Alabama CowBelles Association is now known as the Alabama Cattlewomen’s Association. Pictured are some of the earliest photographed CowBelle officers from 1960, Viola Molette, Louise Wilson, Ora Lee Park, Mrs. Flynn Morris and Mrs. J.L. Adams. 

(Information and pictures taken from It’s Great to be Number One! By Dan W. Hollis and the ACA Library)







Wednesday, June 3, 2015

What's Going On Wednesday

The staff is staying busy around the Alabama Cattlemen's Association headquarters! Whether Erin is planning her next BEEF 101 session, Nicky is building next month's magazine or Selina is creating ways to enhance membership, there's always something happening to help make this organization better than before and to use your checkoff dollars in ways that will benefit you!

Check out #What'sGoingOn around the ACA this week.


Need a Bang for Your Advertising Buck? Look no further...

The month of June sneaked up on us all, which means that July is just around the corner! The Alabama Cattlemen magazine does a special issue each July, and by special we mean instead of mailing out the usual 12,000 copies statewide, we send more than 20,000 magazines to families and businesses in Alabama. 

What does this have to do with you? If you're looking to advertise your product, now's the time because while we increase our readership by more than 8,000 households, your cost of advertising remains the same. To spell that out- you get more for your money. Who doesn't want that?

If you're interested in advertising in July's Alabama Cattlemen, call Production Coordinator Nicky Bechard at (334) 265-1867 or email her at nbechard@bamabeef.org on or before June 15th.



AJCA Round-Up in Planning Overdrive

Summer intern Madison Tew is working diligently to make the 9th annual AJCA Round-Up the best yet! She's hoping participants can "Catch a Wave" and a great time at this year's show!

This week Madison is working on getting the awards made for this year's winners, and she's excited because next week we will be launching the online registration platform on the AJCA Round-Up website. Look out for that!

She encourages all who are interested in participating in this year's Round-Up to get your membership forms and dues in ASAP!

If you have any questions regarding the Round-Up, contact Madison at (334) 265-1867 or intern@bamabeef.org.

2015 AJCA Round-Up
July 23-26, 2015
Garrett Coliseum in Montgomery, AL



Beef 101

Director of Consumer Marketing Erin Beasley stays busy traveling across the state promoting beef and educating industry influencers (dietitians, retailers, chefs, teachers, food service operators, etc) about the beef product life cycle, a process we call "Pasture to Plate." One way she does that is through an educational program designed for influencers called Beef 101. 

Thanks to our partnership with Auburn University’s Department of Animal Sciences, superior facilities, high quality cattle and top-notch instructors are available for use in the live animal and beef carcass demonstrations of the program.

Feedback from previous Beef 101 participants has been very positive with many claiming they had never experienced a workshop where they were able to have a hands on demonstrations with live cattle, beef carcasses and retail cuts. 

Erin will be in Auburn Thursday, June 4 for a Beef 101 session with family and consumer sciences (FACS) teachers for the program.

If you're a cattle producer interested in getting involved in the education process of Beef 101, contact Erin Beasley at (334) 265-1867.



Beef Prices Explained

It's no secret that beef prices are at an all-time high right now, but as an association that represents Alabama's cattle producers, the ACA is loving this trend; however, we realize from a consumer standpoint that this can be frustrating.

Many ask, why in the world are prices so high right now? Well, here's a great video to explain what goes into the cost of retail beef.


MOOseum Happenings

Summer programs, day camps and kids free from the constraints of school hours keep the MOOseum full during the summer months! Whether a group scheduled a tour or a family popped in after grabbing lunch downtown, everyone's welcome to stop by and learn about Alabama's beef industry. 

Stop by and visit Dusty, Cowboy Slim and Jessica- they'd love to have you!

If you're interested in bring your group by, schedule an appointment with MOOseum Coordinator Jessica Kennedy by calling (334) 265-1867.






Tuesday, June 2, 2015

Tasty Tuesday: Lean and Green

Eating healthy during the summertime can be the easiest thing to do and the hardest thing all at the same time! Think about it. Fresh fruits and vegetables line farmer's markets begging you to buy and indulge, all while the sweltering Alabama heat makes you crave an ice cold treat. (Unfortunately ice cream made with fresh fruit still isn't healthy, but it sure is delicious!)

This can cause a dilemma because while you desire to take in all the great summertime flavors, you also want to keep that bikini body you worked so hard for all winter and spring. We at the Alabama Cattlemen's Association understand the pickle you're in, and we have a great option for you!

Summertime Salads, Topped With Beef


Summer salads are the best. Take those fresh greens and top them with fruit, garden-fresh veggies and even a light vinaigrette made from an acidic summer fruit. But what makes them better is when you take a lean cut of beef, slice it and serve it on top of that bed of greens. Lean beef will help keep that salad lite while providing you with essential vitamins and nutrients needed to maintain a healthy lifestyle and that bikini body! 

While we can't guarantee it will take away those cravings for a sweet summertime treat, we can assure you that it will keep you full and focused without the guilt!

For creative recipe ideas on how to live a flavorful life, visit Beef It's What's For Dinner




Monday, June 1, 2015

Movie Monday: Pasture to Plate

Ever wondered how beef goes from pasture to plate? This week's #MovieMonday provides a quick overview of how that steak landed on your plate. With so many middlemen, each segment of the beef process is just part of a well-oiled machine. Check it out:


(Video from Facts About Beef)


(Step 1)
Cow-Calf Operation:
A method of raising beef cattle in which a permanent herd of cows is kept by a farmer or rancher to produce calves for later sale.

(Step 2)
Livestock Auction Market:
Usually when the calves reach six to 12 months of age, they are taken to a livestock auction where they are sold. With today's modernization of the beef industry, livestock auction markets are not only in sale barns, but virtually through the television and Internet.

(Step 3)
Feedyard:
Once the cattle are bought in the livestock auction market, they are usually hauled to a feedyard (or feedlot) where they stay for four to six months and are a fed large portions of a scientifically-balanced diet aimed at increasing carcass weight.

(Step 4)
Packing Plant/Harvesting Facility
: From the feedyard, cattle who have reached optimal weight are taken to a packing plant (or harvesting facility). There they are harvested and processed, and meat products are distributed to retailers and the restaurant sector. Harvesting happens in the most humane way possible and every step of meat processing is heavily monitored by the United States Department of Agriculture (USDA) to ensure animal welfare and food safety standards are met.

From there, beef is enjoyed by you and your family. Years of hard work, manual labor and a lot of economics go into the beef cattle life cycle, so the next time you sit down to enjoy a steak or hamburger, keep in mind that it didn't just come from the grocery store!

As always- Eat More Beef.