For Immediate Release                                                          
Aug. 18, 2004

Contact Burt Rutherford

TCFA ANNOUNCES CONVENTION LINEUP  

            The Texas Cattle Feeders Association (TCFA) announces a strong speaker lineup for its 2004 Annual Convention, Nov. 7-9 in San Antonio . 

            TCFA Chairman Ernie Morales of Devine will kick off the opening general session with his thoughts and observations on a year marked by issues and a strong market.  Rep. Henry Bonilla (R-Texas) will follow with a look at the political landscape for cattle feeders and past TCFA Board member and incoming chairman of the U.S. Meat Export Federation, Alan Smith, will look at the status of beef's export markets.  The Morning General Session will end with a look at "Why do reporters do that?"  Bill Zucker, a 15-year veteran of television news and now media spokesperson trainer for NCBA and the beef industry, will analyze recent news events and explain the news process and the news culture. 

            Mark Thomas, executive director of global marketing for the National Cattlemen's Beef Association, will highlight lunch with an interactive presentation on "The Consumer in Context-Understanding the Changing Consumer Landscape."

            Following lunch, cattle feeders will choose between breakout sessions or a tour of HEB Grocery Co.  Breakouts are "Getting to the Meat of the Matter," with Shalene McNeill, Ph.D., senior manager of nutrition communications for the Texas Beef Council; and "Grid Marketing A to Z" with Ted McCollum Ph.D., Extension beef specialist. 

            During the Tuesday general session, cattle feeders will get an update on animal identification from Bob Hillman, DVM, Texas state veterinarian and Valerie Ragan, DVM, assistant deputy administrator with the Animal and Plant Health Inspection Service.  And with a focus on the consumer, the convention will end with Kerry Stranman, planning director with Leo Burnett USA on "Trendwatch-Understanding Societal Trends." 

            Registration information is available from TCFA by logging on to www.tcfa.org or calling (806) 358-3681. 

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