Q3 2025 UPDATE
A MESSAGE FROM
THE EXECUTIVE DIRECTOR
“The Cattle Council continues to champion California’s cattle industry and the ranchers, cattle feeders, and dairy farmers that support it through impactful public affairs and educational initiatives.”
In today’s world, it’s rare to find an issue that members across the political spectrum can fully agree on. However, providing our school-aged children with healthy and nutritious meals seems to be an exception. I’ve yet to meet anyone who disagrees that school-aged children should have access to fresh, healthy, and nutrient-dense foods. California, home to over 400 different agricultural commodities, also offers some of the best school meals in both nutritional value and taste. These meals are free for any child who wants them, and for many, the healthy food they eat at school makes up the majority of their daily calorie intake.
California beef and dairy are crucial in providing the protein, calcium, and other nutrients that make these meals healthy and tasty. It’s essential that those who agree children should have access to nutritious food also recognize that these foods depend on ranchers, feeders, and dairy farmers—integral parts of California’s agricultural economy.
The Cattle Council aimed to highlight the importance of beef and dairy in our school lunch program by hosting a “Back to Session” event in Sacramento for legislators and their staff. Coincidentally, the legislature returns from summer recess around the same time children go back to school. With support from the California Department of Food & Agriculture and participation from the California Beef Council, Dairy Council of California, California School Nutrition Association, and Lodi Unified School District, the Cattle Council hosted an event just minutes from the Capitol. It offered legislators and staff a sample school lunch and the chance to interact with the Cattle Council and our partners, discussing the benefits of cattle producers to California’s social, environmental, and economic fabric.
The event was well attended, with legislators and staff excited to enjoy a tasty steak salad lunch served with fruit and low-fat milk. Attendees also took the opportunity to speak with industry representatives about key issues before leaving.
The Cattle Council continues to champion California’s cattle industry and the ranchers, cattle feeders, and dairy farmers that support it through impactful public affairs and educational initiatives. Connecting directly with key stakeholders, legislators, and staff is just one of the tactics we use to share our message. Our “Back to Session” event complements our ongoing efforts on your behalf.
I am very grateful to everyone who contributed to making this event a success. Given its positive reception, we hope to do it again next year. For more information about the Cattle Council and to stay updated on our work, please visit our website at calcattlecouncil.org.
RECENT INVESTMENTS
CalResilient Campaign Making Statewide Impact
The California Cattle Council’s CalResilient campaign (calresilient.com) is reaching millions of consumers across the state through a strategic mix of broadcast, digital, and outdoor advertising.
Broadcast & Cable TV: Running across Sacramento, Fresno, Redding-Chico, Santa Barbara, Santa Maria, and San Luis Obispo markets. The campaign has delivered an estimated 17.6 million impressions.
Digital Platforms: Ads are live on Meta (Facebook, Instagram), Google (YouTube, Google TV), and programmatic display channels — delivering more than 24.9 million impressions, with an estimated reach of 4.48 million people and an average frequency of 4.57x.
Outdoor Billboards: Travelers are seeing CalResilient messaging at Sacramento International, John Wayne International, and Hollywood Burbank airports—with Fresno Yosemite International Airport launching September 1.
Through this multi-channel strategy, the campaign is ensuring that the resilience and value of California cattle producers are front and center for consumers statewide.
Keep involved with what the Council is doing! Follow @CattleCouncil on Facebook, Instagram and Twitter to stay engaged and visit our website to learn about other investments the Council has made: calcattlecouncil.org