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For Immediate Release: March 23, 2011

Contact: Carmen Fenton, 512-469-0171

Fort Worth, Texas – Beef producers and consumers attending the 2011 TSCRA Convention, April 1-3 in San Antonio will learn how economic trends and consumer preference drive new product development and merchandising innovations in meat sales. Dr. Molly McAdams will speak at the breakout session hosted by the TSCRA Agriculture Research Committee Saturday, April 2, at 2 p.m.
Dr. McAdams is a branding and product expert who recently served as Vice President of Own Brand for H-E-B. McAdams also serves as chairman for the National Cattlemen’s Beef Association’s (NCBA) Product Enhancement Committee. 

This session is just one of 10 breakout sessions that will cover topics and issues critical to cattle raisers, landowners and outdoorsmen.

“Some of the most popular events at the TSCRA convention are the breakout sessions. These sessions cover topics ranging from fighting animal diseases to brand re-registration,” said Dave Scott, rancher and president of TSCRA. “We bring the experts in to inform our members about industry issues, keep them up-to-date on the latest state and federal regulations and prepare them for the future.”
Breakout sessions begin Saturday at 8 a.m. and run through Sunday.
As the largest cattle industry event in Texas, the TSCRA Convention is a must-attend for anyone involved in livestock production. More than 2,000 ranchers, landowners and members will gather for a weekend of outstanding programs, educational sessions, a trade show with more than 200 exhibits, plus networking and fellowship with fellow cattle raisers.

A complete schedule of events, information on accommodations, and registration information can be found at

The Texas and Southwestern Cattle Raisers Association is a 134-year-old trade organization. As the largest and oldest livestock association in Texas, TSCRA represents more than 15,000 beef cattle producers, ranching families and businesses who manage approximately 4 million head of cattle on 51.5 million acres of range and pasture land, primarily in Texas and Oklahoma. TSCRA provides law enforcement and livestock inspection services, legislative and regulatory advocacy, industry news and information, insurance services and educational opportunities for its members and the industry.


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