New beef ads will focus on farmers & ranchers


I’m Clinton Griffiths with today’s AgDay Minute.

Fruit and vegetable benefits under the Women, Infants and Children nutrition program could triple, thanks to a funding boost from Congress. With 490-million dollars provided by the American Rescue Plan Act, USDA says it has offered states the option of boosting the cash-value voucher benefit. It would be for up to four months to provide additional relief during the pandemic.

The current voucher is 9-dollars per child per month. That could go up to 35-dollars per child per month. Farmers will be at the centerpiece of a new campaign in the popular “Beef it’s what’s for dinner” ads. The creators say people will be invited to learn more about how farmers and ranchers use sustainable practices to care for the land and produce high-quality beef. You’ll start seeing ads like the one on social media, YouTube, and connected TVs. According to market research, only 24-percent of consumers say they are knowledgeable about how cattle are raised for food.

You can’t take the farm out of one astronaut! Astronaut Michael Hopkins has been growing fresh vegetables in space while onboard the International Space Station. With no birds or bees around, he had to pol innate the flowers using a paintbrush. The crops were grown for 64-days. That’s the longest leafy greens have grown on the station. Hopkins grew up on a farm outside of Richland, Missouri.

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