NCBA Urges FDA to Toughen Rules for Fake Meat Marketing

WASHINGTON (May 9, 2025) – Yesterday, the National Cattlemen’s Beef Association (NCBA) submitted comments to the U.S. Food and Drug Administration (FDA) urging the agency to toughen up guidance for fake meat companies that would prevent them from using misleading labels on plant-based products.

“Cattle farmers and ranchers work hard every day to raise wholesome, high-quality, and nutritious real beef. We’ve spent decades building a strong reputation with consumers and we will not give up on that without a fight. Companies selling fake meat should not be allowed to use misleading advertising or trade on beef’s good name,” said NCBA President and Nebraska cattleman Buck Wehrbein. “If you’re manufacturing products to replace beef that contain no real beef, you should not be using terms that are specific to livestock, especially legally defined terms like ‘meat.’

“Likewise, you should not be permitted to utilize pictures of cattle, real beef, or farmers and ranchers in your labeling,” said Wehrbein. “The federal government’s draft guidance for the fake meat industry has not gone far enough to prevent companies from attempting to trick the public into buying fake meat products.”

NCBA’s comments urge FDA to address misleading advertising on plant-based fake meat foods. Plant-based fake meat has been on the market for several years, but sales have tumbled as consumers balk at ultra-processed food. Although the final guidance for industry is nonbinding, closing loopholes that allow plant-based companies to use terms like “beef” and imagery like the outline of a cow are important first steps that benefit real farmers and ranchers. Additional guidance or rulemaking actions may follow in the coming months.

“If you have to hide behind the work of America’s livestock producers to sell your product, that says all you need to know about these inferior imitations,” Wehrbein added.

The National Cattlemen’s Beef Association (NCBA) has represented America’s cattle producers since 1898, preserving the heritage and strength of the industry through education and public policy. As the largest association of cattle producers, NCBA works to create new markets and increase demand for beef. Efforts are made possible through membership contributions. To join, contact NCBA at 1-866-BEEF-USA or membership@beef.org.
CONTACT:
Hunter Imailto:membership@beef.orghrman, hihrman@beef.org
Steve Johnson, srjohnson@beef.org

Click here for more information https://www.ncba.org/

Click here for more information https://americancattlemen.com/

Distillery Launches Initiative

BARDSTOWN, Ky. (May 6, 2025) – Heaven Hill Distillery, America’s largest family-owned and operated distillery launches initiative call Family Farm First.  Heaven Hill Grain to Glass is committed to celebrating and supporting the hardworking and passionate farm families who provide the high-quality ingredients essential to both America’s food supply and its finest whiskeys.

This milestone moment coincides with the release of the highly anticipated Second Edition of Heaven Hill Grain to Glass Kentucky Straight Bourbon Whiskey. This small-batch bourbon represents the next chapter in a story that begins with the seed and ends in the glass, highlighting Heaven Hill’s deep-rooted commitment to family, quality and craft.

Each annual edition of Heaven Hill Grain to Glass features a unique corn seed varietal, chosen in collaboration with Beck’s Hybrids to grow well in the soils of Central Kentucky. The 2025 release features corn seed varietal Beck’s 6225, and was grown by family-owned Peterson Farms on one of two sites in Nelson County, Kentucky. Made up of 52% corn, 35% rye and 13% malt, this unique mashbill, with a higher secondary grain content than Heaven Hill Distillery’s traditional bourbon recipe, was aged for six years at Heaven Hill’s Cox’s Creek rickhouse site. Non-chill filtered and bottled at barrel strength, the result is a 105 proof, richly layered spirit that showcases the integrity of family-farm-grown ingredients and the craftsmanship of Heaven Hill Distillery.

“In 2017, we embarked on a journey to create a one-of-a-kind Grain to Glass Whiskey by partnering with family-owned seed companies and farms,” said Max Shapira, Executive Chairman of Heaven Hill Brands. “These innovative mash bills feature hand-selected, unique grain varieties grown locally by Kentucky family farms. Heaven Hill Grain to Glass is a testament to the important legacy of family farmers, who are the lifeblood of our country.”

As Heaven Hill approaches its 90th anniversary in December 2025, the Family Farms First initiative underscores the company’s long-standing commitment to supporting fellow family businesses—especially those within the agricultural community. The initiative is launching with a partnership with Farm Rescue, a nonprofit organization dedicated to helping farmers and ranchers overcome major hardships, injuries or natural disasters. Since 2005, Farm Rescue has provided free planting, harvesting, commodity hauling and livestock feeding assistance to over 1,000 farm families across eight states.

“Farm Rescue’s mission is to keep family farms intact during times of crises,” said Bill Gross, Founder and President of Farm Rescue. “Family farms, which make up 97% of U.S. farms, are vital to sustaining our communities and our future. Our collaboration with Heaven Hill Grain to Glass will bolster our ability to provide essential support to more farm families, ensuring they can continue their operations and sustain their livelihoods.”

Tim Sullivan, Executive Director of Farm Rescue, added, “Support from companies like Heaven Hill profoundly impacts our capacity to assist family farms in need. Their commitment to quality and community resonates deeply with our mission, and we are grateful for their partnership.” A portion of every sale of Heaven Hill Grain to Glass – up to $100,000 annually – will be donated to Farm Rescue.

“We are honored to partner with Farm Rescue as part of our Family Farms First initiative,” continued Shapira. “Their efforts align perfectly with our values at Heaven Hill, where we understand the dedication and resilience needed to keep a family business thriving for generations. This investment will make a meaningful impact on the lives of those who sustain our communities and our way of life.”

With every bottle of the Heaven Hill Grain to Glass, consumers are not only enjoying a world-class whiskey but also directly supporting the families who cultivate the land it comes from—a bold spirit with a bold mission. Heaven Hill and Farm Rescue are working to ensure that American farm families don’t just survive, but thrive, for generations to come.

For more information about Heaven Hill Grain to Glass, visit: https://heavenhilldistillery.com/grain-to-glass/

For more information about Farm Rescue, the distillery launches initiative, visit: https://farmrescue.org/

 

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Genomic Testing

Genomic testing, is it worthwhile?

To say the past decade has been revolutionary in the world of cattle genetics is no understatement. Genomic testing, along with subsequent data collection, has been the spearhead of this rapid acceleration, moving the modern cow’s improvement by leaps and bounds.

The dairy industry has especially fallen in love with this technology. And while beef is certainly heading that direction, it has not yet reached the same widespread genomic heights of its dairy counterpart.

There is much to evaluate in terms of where genomics stand in today’s beef and where things are going. For many breeders, an investment in genomics is an investment in the future.

What that future might be depends on how producers and professionals use and interpret that information. With so much potential going on, it’s worth individual producers to ask – is genomic testing worthwhile?

Decoding information and making it all work

Researchers have used genomics and all its accompanying technology for while. Right now, the beef industry is a good position to take the next steps and decide how and where to use that information on the industrial and production levels.

Typical genomic testing for cattle uses Single Nucleotide Polymorphism (SNP) technology  https://en.wikipedia.org/wiki/Single-nucleotide_polymorphism .  SNP technology uses DNA markers to translate the unique genetic makeup of the individual animal. It can also be used to identify genetic abnormalities and mutations.

Research has told us a lot about how to translate genomic results.  Producers can have an idea of how certain animals will perform in specific management situations.

For example, according the Beef Cattle Research Council (BCRC),  https://www.beefresearch.ca/  leptin gene codes for a hormone that controls appetite and fat deposits.

In cattle, the base pair code of CC, TC or TT, and TT calves can deposit backfat faster and be on feed fewer days than TC and CC calves.

This kind of testing can help feedlot operators and cow-calf producers sort calves into more uniform feeding groups for optimal performance.

In a similar way, a lot of dairies have invested in genomic testing to assist with making their culling and replacement decisions.

There have been massive changes in even traits of low heritability. Fertility, productive life and health are among these.  Researchers are pouring lot of time and research into feed efficiency.

 Genomic enhancement can improve the reliability of traditional EPDs. 

Individual producers can contribute lot of merit to the national herd and industry standards. Data collection provides the information we have from genomics and their reliability.

Collecting more data allows us to learn more and increases our reliability.

Genomics are very reliable

Genomics offers benefits but genomic number on test or pedigree shouldn’t dominate decision-making.

As we develop and learn more about this technology we continue to discuss the best way to apply it. 

The BCRC states that genomics works very reliably in cases where the SNP is known to occur within an actual gene. 

The BCRC mentions that in many cases the SNP may only be located somewhere near the gene. The accuracy of GE-EPDs or MBVs depends on the closeness of the tested animals’ relation to the population in which the prediction equations were developed. SNPs discovered in one bloodline may not allow GE-EPD/MBV prediction equations to work reliably in another. SNPs discovered in one breed are unlikely to help GE-EPD/MPV prediction equations produce reliable results in different breed.

”There are different genomics tests available at different costs, the larger the chip used for the test, the more markers can be identified to obtain more information.

Tests can range from less than $20 to nearly $40and as simple as submitting a hair or blood sample. Many breed associations work with labs and make the sampling and testing process easy,

sometimes at a discount when obtained through other services.

Beyond the bottom line

Genomics solves certain genetic issues found in livestock and provides productivity advantages. 

One USDA statistic suggests that one in every five animals will carry genetic defect capable of causing embryonic loss. 

Genomics allows us to identify animals going into stud service very quickly. 

These predictions are so accurate that farmers need not even cull animals carrying undesirable traits. They can manage their mating to pass down positive traits and mitigate negative ones.

 Genomics can help reduce the amount of inbreeding.

Health traits and diseases resistance are another area genomics are rapidly working to accelerate. A lot of health and wellness traits tend to have very low heritability.

It can take many years of pristine breeding for them to gain little impact in the traditional way. For a long time, they weren’t even major players in sire se-lection.

In less than a decade, they’ve seen massive improvements.

Other welfare-related traits are also on the genomics docket. This includes things like heat tolerance and hoof durability.

Some researchers currently study complex genetically-influenced behaviors such as grazing ability and efficiency.

Genomic knowledge has already made an incredible impact. The era is still in its infancy. Researchers will learn and discover much more. 

Beef will only invest more into genomics through both research and field testing.

There’s enough of a future in the technology making it worth a serious look and consideration. Even if not applicable to one’s specific operation and market, directly or indirectly.

You can expect genomics to have an impact in the future.

 

American Cattlemen, January 2020

https://americancattlemen.com/

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