74 NEBRASKA CATTLEMAN March 2026 “As we manage our cattle, we had to know the nutritional value of our grasses. We’ve worked with [Ward Labs] for about 30 years. ... Visiting with Ray has increased my wanting to know what’s going on with the soil.” - Homer B. Bassett, NE Join the prime producers! Order your feed testing kit today! 308-234-2418 www.wardlab.com 4007 Cherry Ave. Kearney, NE 68847 PEERS INNOVATING THE HERD THROUGH SCIENCE STRENGTHENING BEEF’S PLACE IN MODERN NUTRITION MITCH RIPPE | DIRECTOR OF NUTRITION AND EDUCATION, NEBRASKA BEEF COUNCIL Innovation in the beef industry takes many forms. For Nebraska cattle producers, it starts with stewardship of land and livestock, continual improvement in management and a commitment to raising a safe, nutritious product. But innovation doesn’t stop at the farm gate. In today’s food and health landscape, it also includes how beef is understood, discussed and recommended by the professionals consumers trust most. That understanding is what motivated a recent Beef Checkoff investment focused on connecting directly with physicians and health professionals to strengthen awareness of beef’s role as a high-quality protein. The goal was simple and strategic: ensure that the science behind beef’s nutritional value is clearly understood and practically applied in healthcare settings across Nebraska. WHY THIS WORK MATTERS Protein is at the center of many modern health conversations – healthy aging, weight management, muscle preservation and metabolic health. Yet patients are often confused by conflicting messages and trends that emphasize protein quantity without addressing protein quality. Physicians and healthcare providers see that confusion firsthand and are looking for clear, credible tools to help guide their patients. That gap – between nutrition science and everyday clinical conversations – is where this program was designed to operate. Rather than broad consumer messaging, the Checkoff-supported initiative focused on equipping healthcare professionals with practical, evidence-based resources they could use immediately in patient care. WHAT THE PROGRAM INVOLVED Through a national outreach effort, nearly 4,800 physicians and health professionals received a Protein Toolkit designed specifically for real-world clinical use. Nebraska participated fully in this initiative, ensuring that toolkits reached providers not only in high-population centers like Omaha and Lincoln, but also across communities throughout the state – serving both urban and rural patients. Each toolkit included clinician-focused materials and patient handouts built around clarity and usability. The resources emphasized: CONTINUED ON PAGE 76
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