(Cyndee) Ric Rosser has years of experience cooking up great beef, and he always enjoys the chance to interact with those who are producing it. (Rosser) They don’t just have a cow, put it in a field; there is work that goes along with that. They are vaccinating, they are checking to make sure they are OK, they are checking on them daily, making sure there is water. I’m sure the average person doesn’t know all of what goes into a day for a rancher. (Cyndee) Likewise, the chef wants cattlemen to see he and his colleagues are as dedicated to driving beef demand as they are. (Rosser) I hope they get a more understanding of the passion that we have for being as good as we can be, quite honestly, and providing good food and a great steak. It’s easy to do that when you start with the simple and the basics. (Cyndee) When restaurateurs use quality beef, that variable no longer has to be top-of-mind for them. (Rosser) You go to the steakhouse, not just because it has a great steak, but as a restaurant you have got to focus on everything else. You have to make sure you have a good glass of tea, make sure the server is correct, but when you don’t have to worry about the steak that is 90% of your business, it is a no-brainer. (Cyndee) Rosser wants to make beef shine, and has this pledge for farmers and ranchers. (Rosser) You worry about your 22 months and I will worry that my 10 minutes, represents all the hard work that you put into it. So you focus on your 22 months, I will focus on my 10 minutes. That’s a promise. (Cyndee) I’m Cyndee Campbell.