Dear Friends,

The new millennium is upon us.  It will be filled with challenges for our industry.  In the past twenty years the beef industry has drastically redirected its efforts from a production, feeding, processing and distribution point of view.  Probably its most successful achievement however was staying in a progressive mode when its share of the consumers dollar was being substantially reduced.  Beef consumption was down, and for a period of time it looked rather bleak.  That has changed.  Partly because of an increased consumption in international markets, more money directed towards advertising, and the maturing of a segment of the population that could consume large amounts of beef.  In addition one cannot understate the role that the recent prosperity of our nation as a whole has played in the increased consumption of beef.  It's safe to say beef is back and in a big way.  Challenges create opportunities.  The Wagyu breed is in a unique position to capitalize on the opportunities that are now developing in the beef complex.

As meat packers go to purchase cattle using a grid that is based on quality grades and yield grade scores on individual cattle the demand for better grading and yielding cattle will increase.  A large percentage of American consumers have demonstrated their willingness to pay a premium for beef that has the right texture, and is tender and flavorful.  The Wagyu breed has those qualities in a more abundant form than any other breed in our meat complex today.  Our challenge as breeders will be to continue to breed and market cattle that maintains their superb eating quality while also addressing the economic realities of the beef producing complex.

You can be assured that your Association will do everything in its power to support you in your endeavors.  In return the Directors and I ask for your continued support and involvement in the American Wagyu Association.

R.L. Freeborn
President
American Wagyu Association