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Video: Open Your Doors To Consumers

Consumers' perception of feedyards is much different than the reality. When the National Cattlemen's Beef Association took a group of consumers to visit a feedyard, to see in person how hard cattlemen work every day to take care of their animals, those perceptions changed significantly. Based on that experience, Jacque Matson encourages cattlemen to talk openly about what they do and why they do it; to show the human interaction with animals and the grittiness of their daily work. In that way, consumers will better understand and perhaps better appreciate the role that cattlemen play in environmental stewardship and in feeding the world.