 |
 |
|
Helen Magnusson has been passing on beef cooking techniques on behalf of the S.D. Beef Council for 30years. |
Beef Consultant Ruth Farnsworth uses a “giant” model of a hamburger to talk to fourth grade students in Burke, S.D. about the hamburger’s qualities as a ‘nutrient dense’ food—containing items from all of the recommended food groups. |
| The Beef Council Consultant: Cooking and So Much More | |
It’s an incident Helen Magnusson won’t soon forget. The place was the Sturgis Farm Show. Magnusson was demonstrating how to cook beef in the microwave to a group of interested home cooks. All of a sudden, the power went out. There she was with no electricity and no way to complete the cooking process. But Magnusson was on a mission—to educate consumers about the good taste and versatility of beef. She carried on, detailing in words alone, step by step, how to prepare an excellent recipe with beef. The result? She got a standing ovation and her listeners got the message.
It may have happened years ago, but it’s typical of the passion and drive of today’s 10 checkoff-funded consultants who cover the state for South Dakota’s beef producers—taking the beef message not only to farm shows, but into classrooms, grocery stores, conferences and fairs.
“Although our consultants still demonstrate cooking,” says Pat Adrian, executive vice president of the South Dakota Beef Industry Council (SDBIC). “Their job description today includes much more.”
These consultants may be on TV sharing the finer points of a new beef recipe or discussing beef’s nutritious qualities with dieticians. In fact, in 2005, SDBIC consultants covered more than 200 different presentations covering a wide gamut of activities. Better yet, says Adrian, these consultants are positioned geographically so that the SDBIC can easily respond to a request for their services no matter the location in South Dakota.
Ruth Farnsworth is a prime example. An SDBIC consultant for seven years, this Carter, S.D. ranch wife had served as president of the South Dakota CattleWomen and worked in school food service. She knew beef, understood the industry and enjoyed meeting the consumer. She now blends all of those experiences in her work for the beef council. She’s done everything from demonstrating beef cookery to 1,000 women in Huron years ago to recently getting fourth graders in Burke excited about the beef industry through the beef council’s Ag Venture program.
“I really enjoy being a consultant,” volunteers Farnsworth. “You have the opportunity to really communicate important information about the product you raise.”
The beef council began utilizing paid consultants approximately 30 years ago—if only on a small scale. It was a way to supplement what had strictly been volunteer work by those in auxiliary organizations. As more women began working off the farm or ranch, the need for additional consultants grew. Today, Adrian says the beef council utilizes a great mix of paid consultants and volunteers in order to get beef’s message to the public.
“We have the best of both worlds,” says Adrian. “We still have volunteers—especially from members of the South Dakota CattleWomen and South Dakota Cattlemen’s Auxiliary—who do an excellent job. We also depend on our paid beef consultants.” These consultants stay current on beef nutrition, safety, and recipes with help from the SDBIC office and checkoff-funded materials. Adrian says it’s essential they be knowledgeable, available for a variety of assignments, and enjoy people.
Magnusson has the longest tenure in the role. “Helen was our first and only consultant for a long time,” recalls Adrian, explaining that this former ranch wife approached her in the 1970s. “Microwaves were just becoming popular and Helen felt women needed to know how to prepare beef with this new technology.”
In the years since, Helen’s heart stayed with the beef industry and beef cookery. She helped organize the annual Beef Brisket Contest, the Beef Chili Cookoff and has taught numerous cooking classes. Helen has also become a household name and face as she shows viewers how to accomplish delicious outcomes with beef during the popular Noon Show on KOTA-TV out of Rapid City.
Although this consulting veteran is retiring from her post, she’s well aware of what it takes to do the job well on behalf of the beef industry. “You have to believe in the industry and the product,” says Helen. “A consultant is that final link between the beef industry and the consumer.”