Brad Solchenberger represents Equity on the WBC board and is a dairy farmer from Cazenovia.  He’s chaired the Promotion Committee and is completing his second 3-year term on the board.  

Pam Jahnke visits with Solchenberger about his background and how he came to be involved on the Wisconsin Beef Council board.  He says it's been amazing to learn how strategic both the state and national efforts are in developing consumer relations both here and abroad.  As a volunteer on the board, Solchenberger says before he became engaged in the process, all he knew was the money deducted from his check when he sold an animal.  Today, he's got a healthy appreciation and respect for the work his $1/head is helping facilitate.

One way he learned about the different duties and responsibilities the National Cattlemen's Beef Association and Cattlemen's Beef Board held, was through a 2 day immersion.  For 2 days, he learned all the guidelines that have to be maintained in managing beef producers monies.