American Breed on promotional campaign

By MANDY SPIKES | Central Texas Edition

Wendell Schronk states that the American breeds produce excellent carcasses. -- Photo by Mandy Spikes -- Photo by Mandy Spikes

April 15, 2004 -- The members of the American Breeds Coalition (ABC) are focused on one main goal - to promote the quality that their cattle bring to the beef market. Originally, the coalition began in the late 1980s, but for the past year, ABC has reorganized to help let other people know the benefits of the American breed.

The board of directors, which are made up of two representatives from each of the seven breeds and one director from an affiliate class, recently held a meeting on April 6 in Wheelock. Also at the meeting were Nolan Ryan, president of ABC, and Wendell Schronk, the secretary/treasure of the coalition.

"Our main goal is to promote and publicize the utilization of the various American breeds of cattle," Schronk stated. These seven breeds are:

• Beefmaster,
• Brangus,
• Red Brangus,
• Braford,
• Simbrah,
• Santa Gertrudis, and
• Brahman.

"These American breeds produce excellent carcasses. We challenge others to get research that shows the merit and we want to promote that fact because, in the past, we felt we weren't getting credit."

Nolan Ryan is the president of the American Breeds Coalition. The coalition is focused on educating both breeders and consumers about the quality of beef of the American breeds, and what the breeds are capable of producing. -- Photo by Mandy Spikes

Recently, more people are beginning to both accept and prefer Brahman and Brahman influence breeds because of their lean and tender carcass. This is a result from the promotion of Nolan Ryan's Tender Aged Beef, which was started by Ryan to help others know about the high quality of beef that the American breeds provide.

Schronk felt that the seven breed coalitions can do better than one when there is one main goal. "Most of the members are association members that also belong to other organizations, such as the Texas and Southwestern Cattle Raisers Association. We feel that these organizations are doing a great job to show others that beef is safe.

"What we are trying to do is help them on both a national and state level. We are doing this by promoting the various breeds."

One way that Schronk said they are trying to promote the breeds is by developing a website. "It will be up soon, but each individual breed has their own website that a person can go to for more information."

Ryan explained that when the ABC met in February of 2003, everyone was very unified in promoting the American Breed. "We need to take a proactive approach to promote the quality of our cattle.

"I would like to see this organization grow and be able to generate enough members to put on various field days and seminars.

"By having these events, we hope to educate not only the breeders, but also the consumers of what they we are producing and what we are capable of producing."

He stated that the coalition helps those with American breeds to come together to promote their breeds of cattle. "Through this common goal, we are able to reach other people. We are all consumers and we want everyone to be familiar with our product."

Ryan added, "For other producers of American breeds, we encourage your participation and your support. We feel that our success and support will be through these people's participation."