October 19, 2002
Contact: Burt Rutherford at TCFA
B3R Country Meats Wins Beef Merchandiser Award
Looking beyond the obvious to bring profitability to all sectors of
the beef marketing chain coupled with a long history of using technology
and common sense to improve cattle and beef production.
These are the values that earned B3R Country Meats of Childress the
TCFA Beef Merchandiser Award for 2002.
Looking beyond the obvious to bring profitability to all sectors of the beef marketing chain coupled with a long history of using technology and common sense to improve cattle and beef production. These are the values that earned B3R Country Meats of Childress the TCFA Beef Merchandiser Award for 2002.
The award, presented by the Texas Cattle Feeders Association during its 35th Anniversary Convention in Amarillo, recognizes companies that set the pace in innovative ways to sell beef.
"B3R Meats took a leap of faith in 1986 when it opened a USDA inspected packing plant in Childress with two simple missions: provide cattlemen the tools and incentive to produce a consistently tender, flavorful and profitable product and provide consumers a product they could trust and would want to include as an important part of their families' diet," said TCFA Chairman Paul Engler in making the award presentation.
"Today, B3R is a company that is both growing and developing new ways to accomplish its missions. They have found ways to lower the overall cost of production while increasing the returns paid to cow-calf producers on their cattle. They have developed production methods that result in products that are both high in consumer acceptance and in cutability and have done so in a spirit of partnership that creates new ideas for all segments of beef production and consumption," Engler said.
beginning in 1986 with an idea but not much of a market, Mary Lou Bradley
and her mother, Minnie Lou, have developed branded beef products that are
sold nationwide. B3R Country
Meats was one of the first all-branded beef products to be marketed across
the country and to reward ranchers with a value-based marketing system.
Today, ranchers from 18 states market their calves through the B3R
program and consumers from
"B3R achieved its success by being committed to listening to consumer desires and developing animal husbandry practices that will guarantee consumers a consistent, good-tasting product," Engler said. "In partnership with retailers, B3R conducts extensive training for meat department personnel and works to make the B3R product line a top performer in the retail meat case. They support their retailers with attractive case liners, ceiling danglers, product information and other eye-catching material that entices consumers to buy their beef."
Innovative thinking is not new to the Bradley family.
They began weighing all their calves in 1956 and continue to
improve their cattle today. DNA
markers have been obtained on every breeding bull they've sold since
1994, allowing ranchers to pinpoint a calf's sire in a multi-sire herd.
Before ultrasound data became accepted, the Bradley 3 Ranch housed
an ultrasound machine that
"The world is changing rapidly and our industry is changing rapidly along with it," Engler said. "Mary Lou and Minnie Lou Bradley recognized this many years ago and set about developing a branded beef product that allows everyone in the beef marketing chain to participate in the profits. We're proud to present them with the TCFA Beef Merchandiser Award."