Contact: Burt Rutherford                                                                                                                     Aug. 21, 2000

"PARTNERING FOR PROGRESS"
IS THEME OF THE 2000 TCFA CONVENTION

The cattle industry is changing and cattle feeders are on the leading edge of a new and revolutionary era in cattle marketing. That's why the Texas Cattle Feeders Association (TCFA) chose "Partnering for Progress" as the theme of its 2000 Annual Convention, Oct. 27-29 in Oklahoma City.

The TCFA "Partnering for Progress" Annual Convention marks several firsts for cattle feeders. For the first time, cattle feeders will venture to Oklahoma for their Annual Convention and this year will enjoy an improved Convention schedule. The Opening General Session on Saturday, Oct. 28, will feature TCFA President Paul Hitch, who will share his thoughts on the events of the year, including the successful launch of Consolidated Beef Producers, Inc. Then, turning toward consumer marketing, Dr. Roger Blackwell, professor of marketing at Ohio State University, will provide insights into consumer behavior. Blackwell was dubbed a marketing and retail guru by New York Times and is considered the father of modern research in consumer behavior.

The Afternoon General Session will feature a behind-the-scenes look at politics and the process of elections when Alan Simpson and Paul Begala square off in a debate. Simpson is a former Republican senator from Wyoming who served as assistant party leader during his tenure on Capital Hill. Begala worked in the Clinton White House as a senior political strategist. With Election Day nearing, their thoughts and opinions will be enlightening.

On Sunday, Oct. 29, cattle feeders will hear an update on the $1-per-head beef checkoff from Les McNeill, past TCFA president and current chairman of the Cattlemen's Beef Promotion and Research Board. Following McNeill on the podium will be George Hall, NCBA president, who will discuss issues and actions in the policy arena that affect cattle feeders. And finally, Dr. Brad Morgan of Oklahoma State University will put it all together for cattle feeders when he discusses the many exciting breakthroughs and new consumer initiatives that will help beef demand continue its upward trend.

For more information on the TCFA "Partnering for Progress" Annual Convention, contact TCFA at 5501 I-40 West, Amarillo, TX 79106, phone (806) 358-3681, e-mail info@tcfa.org or visit the web site at www.tcfa.org.

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