Carlson says, “It was never a question ‘if’ I would choose to work in the beef industry but rather, where I would contribute.”

He adds, “I have had the good fortune of being intricately involved in all facets of the beef industry – from conception to consumption, and thus, fostering a great appreciation for all production segments encompassed in the US beef industry. It is my desire to utilize my experience and education to champion for the beef industry and to alleviate the misconceptions of beef production disseminated by our adversaries.”

Today, Carlson is still involved with his family’s ranching operation, but joined Harris Ranch in August 2009 as the Director of Food Safety and Quality Assurance.

Of his commitment to the beef industry, Carlson says, “I want to do everything I can to ensure the future of the beef industry, not only for my family, but for all of the great people involved in the beef industry.”

2. What do you do in your role with Harris Ranch Beef?
Carlson oversees all of Harris Ranch’s programs that provide the framework for the production of wholesome, high quality beef; from animal welfare to food safety. He also works closely with USDA to ensure that Harris Ranch is compliant with all federal regulations regarding food production.

He says, “In terms of food safety, we are continuously evaluating novel antimicrobials for their ability to preclude the presence of pathogenic bacteria. We devote considerable resources to assure intervention optimization, ensuring that all of our current interventions are applied with methods that provide the best opportunity for bactericidal efficacy.”

Carlson adds, “Our commitment to food safety is simple; it is our responsibility to produce safe and wholesome beef products that culminate in complete consumer satisfaction. We want the consumer to have absolute confidence in our products. Current consumer trends verify the significance of food safety influence on consumer decisions.”

3. How does Harris Ranch ensure that it is achieving consumer satisfaction?
Harris Ranch commits substantial resources to maintain our brand integrity while expanding its exposure, explains Carlson. Thus, he says the majority of their products are marketed in a way that consumers are aware that the product was produced at Harris Ranch.

As one example of this, the company has added John Harris’ picture and signature on their fully cooked entrees to attach a name and face to Harris Ranch.

Additionally, multiple times throughout the year customers (retailers, foodservice, chefs, meat managers, etc.) are invited to tour the Harris Ranch feedlot and processing plant. “We believe that educating our customers who have direct interaction with consumers is the best method of earning consumer’s trust. During these visits we reinforce the Harris Ranch story and provide our customers with point of sale materials that highlight Harris Ranch’s story and describe our production practices,” says Carlson.

During the spring, summer and fall, the Harris Ranch marketing team conducts BBQs at customer locations where Harris Ranch product is served. Carlson says, “This provides the opportunity to get in front of, and connect to, consumers which offers avenues to educate consumers about Harris Ranch and the beef industry.”

New product development is also an important part of meeting consumer and industry needs. “We are constantly evaluating methods to add value to the beef carcass mainly through our fresh seasoned and fully cooked products,” says Carlson. Recent new products they’ve brought to the marketplace include Harris Ranch Stuffed Bell Peppers and Harris Ranch Beef Meatballs with Penne Pasta. They’ve also released fresh-seasoned Wine Medallions and Bottom Sirloin Roast suited to the grilling season.

4. What advice do you offer to other youth in the beef industry?
Carlson advocates involvement in the Young Producer’s Council offered through NCBA. He says, “YPC has provided the opportunity to meet and network with a multitude of passionate young beef producers who share similar aspirations. YPC is important as it presents an avenue for younger beef producers to become acclimated to the governance of NCBA. It is programs, such as YPC, that prepare the next generation of industry leaders who will ensure the prosperity of the beef industry.”

Carlson was re-elected in January to serve as the Young Producer’s Council representative on NCBA’s Animal Health and Well-Being Committee for 2010-2011.

5. What do you think it’s going to take to get consumers to embrace beef vs. the barrage of health, safety, animal welfare issues played out by the media?
Carlson says, “I am excited about the future of the beef industry, even with the challenges currently facing the industry. The industry is experiencing profitability not regularly experienced in all segments while constantly regaining our export market share to pre-BSE levels. I believe the opportunities to enhance consumer perceptions subsequently increasing demand, both foreign and domestically, are endless.”

Carlson believes the majority of misconceptions about agriculture are a function of today’s consumers being multiple generations removed from production agriculture. He says, “Today’s consumers have a desire to know where their food comes from and what it takes to get it there. This is where I believe the beef industry can differentiate itself from our protein competitors. The beef industry has a romantic story to tell, one that I believe we don’t exploit enough. The industry needs to remove all barriers and embrace the consumer’s intrigue of our industry; they aren’t informed because we have done an insufficient job in providing information.”

He continues, “I fully believe the industry needs to broadcast everything that we do to assure animal welfare, environmental stewardship, food safety and product quality.”

Carlson poses this question, “What do we have to lose by inviting our consumers to review our industry?” He concludes, “It is my experience that once people have actual comprehension of our industry, they readily accept what occurs. Ultimately, they just want to know where there food comes from, and I believe we must do a better job of telling them.”