Persistence and Integrity

By Larry Stalcup

Joe Parker Jr. knows he has a major responsibility as president of the Texas and Southwestern Cattle Raisers Association. But he's confident in serving that role, fully aware that TSCRA's staff and board members form a team that's truly dedicated to meeting the proud association's mission — protecting the stewards of land and livestock in the Southwest.

Joe and his brother, Jim, and their families operate Parker Ranches Ltd. in north central Texas outside Byers in Clay County. Joe runs stocker cattle and the family also has a cow-calf operation. Bermuda grass, native grass and wheat pasture provide forage for the cow-calf and stocker ventures (when there's enough rain, of course).

Joe serves as chief executive officer of First National Bank of Byers and the family also runs a pecan orchard. Parker Ranches has been in the family since his father and grandfather bought the first land in the late 1940s. "My wife Marjorie and I, and brother Jim and his wife Kim, live on the original ranch," Joe says. "Marjorie and I have grown daughters, Joanna and Sarah. Jim and Kim's grown children are Zach, Ashley and Justin. Zach and Justin run the ranch with Jim."

His strong dedication to family, the cattle operations and other interests nearly mirrors his serious attitudes toward the value of being a TSCRA member and the overall importance of a beef industry that's united.

"Our association was founded on the principals of assuring that good law enforcement and cattle theft prevention was available to producers across Texas and the Southwest," Joe says. "TSCRA still provides that assurance through our network of special agents who help prevent theft of cattle and other property, and bring to justice perpetrators who engage in these unlawful acts.

"TSCRA also provides its some 15,000 members with a state and federal legislative voice with emphasis on the beef industry, property rights, water rights and agricultural interests. I've also always been impressed with other services offered by the association, such as insurance services, and industry information and education, provided through The Cattleman magazine, our ever-evolving electronic News Updates and the many programs through TSCRA School for Successful Ranching and other services."

Joe admires the spirit of the TSCRA officer team, as well as Executive Vice President and CEO Eldon White, who works with the association's Fort Worth and Austin offices on state issues and federal issues. "We also work with the National Cattlemen's Beef Association (NCBA) on federal issues," Joe adds, while praising the many producers and other members who donate their time to speak up for beef.

"Our biggest assets are our volunteer producers who take the time and effort to travel to Austin and Washington to voice their opinions on issues. Those volunteers, along with second-to-none TSCRA government affairs associates and a team of NCBA staffers, are tackling a number of issues that can impact the lives of every producer, large or small."

The Parker family appreciates the role of state and federal government in working with TSCRA and other agricultural groups to formulate policy to enhance water resource and rangeland management. Issues like border security and the potential threat of animal health problems, such as fever ticks, anthrax or other diseases, see TSCRA working hand in hand with government personnel to manage specific situations that can threaten the livelihood of ranchers.

However, Joe is deeply concerned about too much government interference into individual ranch and farm operations — actions that fail to analyze the impacts of policy-making decisions, or consider scientific facts before introducing and implementing laws. "I feel that the biggest concerns facing the beef industry are estate taxes, government subsidies of ethanol, restrictions of antibiotic use in preventing diseases in livestock, over-reaching EPA regulations on air and water, and the federally mandated health-care plan," he says.

"Other issues we watch are food safety, animal traceability and anti-marketing regulations that are being proposed, such as the revised GIPSA (Grain Inspection, Packers and Stockyards Administration) rule. TSCRA will continue to monitor these and other situations on behalf of our member producers and others whose businesses are impacted by decisions made in Washington and Austin."

Branding a must

The Parker Ranch knows the importance of livestock branding in cattle and horse identification. Without brands, recovery of stolen livestock is much more difficult, if not impossible. TSCRA's efforts to assist producers in preventing cattle rustling and theft of other property on the ranch often depend on good brands. In 2010 alone, the association's 29 special rangers stationed throughout Texas and Oklahoma worked with TSCRA market inspectors and other law enforcement agencies to recover more than 2,500 cattle. Those cattle, other property recovered and court-ordered restitution to be paid to victims were worth more than $3.6 million to producers.

"Much of this was made possible by brands," Joe explains, adding that re-registering of brands is required every 10 years in Texas and every 5 years in Oklahoma. "Branding is proof of ownership and re-registering is important. If you don't re-register within the designated period of Aug. 30, 2011, through Feb. 29, 2012, then your brand is up for grabs by someone else.

"A brand must be re-registered within that period regardless of the date it was originally registered. We need to remember that brands are registered in Texas by the county clerk of the county in which you run livestock. The brand must be registered by the county clerk for the brand to be considered a legal means of ownership. In Oklahoma, the Oklahoma Cattlemen's Association is responsible for brand registration."

A believer in the beef checkoff

The $1-per-head beef checkoff has been the major force behind beef promotion and has helped the industry develop dozens of new beef cuts to meet the demands of consumers who enjoy beef's taste and its nutritious benefits. Joe is among those producers who highly favor the checkoff and the value it provides cow-calf, stocker and cattle feeding ventures. He cites independent surveys that emphasize the importance of the checkoff to producers.

"In a study in June of 2010 named Producer Attitude Research by Aspen Media & Market Research, it was found that 72 percent of the 900 interviewed approved of the beef checkoff program," Joe says. "Also, in January of 2010 this same research entity did a survey of 1,200 beef and dairy producers nationwide, and found that the approval of the beef checkoff increased from 68 percent in 2009 to 69 percent in 2010, even though they said their operations had been negatively impacted by the economic recession."

But he is concerned that some producers still don't see the vital benefits of the checkoff for their operations. "I think the national beef checkoff program is taken too much for granted," he contends. "It took a lot of work in the 1980s to get it approved and passed into law. It is in need of constant attention to ensure that producers, the checkoff —payers, get their money's worth.

"I think the national beef checkoff program directly impacts beef research concerning food safety and food quality and directly impacts market development with such authorizations as the United States Meat Export Federation (USMEF). In the past few years there has been good work done in social media networks, such as Facebook, Twitter and YouTube to promote beef. Also, such campaigns such as ‘I Heart Beef' have been very effective in getting our message out there about the goodness of beef and its value as a protein in consumer diets. The checkoff is helping make that possible."

While the beef research and promotion program is benefiting producers, Joe also sees the need for better communication among industry groups concerning the mission of the checkoff program and how the money is used.

"The Cattleman's Beef Board, which administers the checkoff, and NCBA are good organizations. By working closer together, they accomplish many things effectively for the beef producer," Joe says. "Transparency and accountability to the checkoff payer can bring these segments closer together for the betterment of the industry. This accountability must be made to the beef checkoff payer and not to the federal government or to a small group of administrators."

Joe believes TSCRA is a benchmark for organizations using their membership resources to enhance conditions for cattlemen and cattlewomen. State water development and management is a prime example. Drought is a near constant threat across much of the Southwest. And TSCRA is always involved in state water policy actions. "In December 2010, Gov. Rick Perry appointed TSCRA director Ed Vaughan from Bulverde as chairman of the Texas Water Development Board," Joe says. "He replaced TSCRA member James Herring of Amarillo. Also, our TSCRA director Jack Hunt is a board member.

"These men play a major role in representing all Texas ranchers and cattlemen on water rights and water issues. These roles are important to ensure a ‘seat at the table' when decisions are made on water usage, conservation and distribution over our state. These men are problem solvers. They are indicative of many TSCRA members, producers who are, or can also be proactive in opportunities provided by TSCRA.

"These opportunities range from committee appointments to legislative involvement. Producers can also become more knowledgeable through such programs as the TSCRA School for Successful Ranching and NCBA's Masters of Beef Advocacy (MBA) program. This MBA program involves training in communicating information and techniques to help promote our proud industry, and promote beef as a safe, healthy and tasty source of protein for consumers."

A voice for you, the TSCRA member

Joe's reputation as a leader in beef production, banking, philanthropy and community involvement began on the ranch and continued through his studies at Texas Tech University, where he earned a Bachelor of Science degree in agribusiness in 1973. He also attended the Southwestern Graduate School of Banking at Southern Methodist University in 1982.

A long-time member of NCBA, he has attended many national beef forums and has promoted ranching and other agriculture in the Halls of Congress and at hearings nationwide. Joe is former director of the North Texas Rehabilitation Center, a former elder of First Christian Church in Wichita Falls and a member of Phi Delta Theta fraternity; he has served as a trustee of the Midwestern State University Foundation, as state director of the Independent Bankers Association of Texas, and as board member and chairman of the Clay County Pioneer Reunion and Rodeo.

Some of his leadership skills were likely inherited from his father, Joe Jackson Parker, and grandfather, Dr. W.L. Parker. Joe Sr. graduated from the University of Texas, where he starred in football and later played for the NFL's World Champion Chicago Cardinals in 1947 after serving in the Navy during World War II. Dr. Parker had named his son after Joe Jackson of Alpine, the 11th president of TSCRA, and the man who loaned him the money to attend medical school.

Since 1877 TSCRA has been a member-driven organization that has listened and responded to its members' needs. In 1877 it was cattle theft. In 2011 it is cattle theft. Some things don't change.

"There are many TSCRA members whose families and family friends have supported our great industry," Joe says. "TSCRA is a good organization that represents the large cattle producer and the small cattle producer. We've grown from communicating through just mail and meetings to use of the Internet and other high-tech avenues.

"But TSCRA needs more members. The number of members does make a difference in legislative efforts and in industry efforts. TSCRA needs and encourages more young members and has programs to get these young members involved.

"We, as an association, look forward to working with you, the reader, in the future."