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Award Winners

Missouri Beef Cattleman Publishers
Honored as BIF Ambassadors

News release by Katie Maupin for the Beef Improvement Federation

COLUMBIA, Mo. (JUNE 29, 2010) — The Beef Improvement Federation (BIF) named Andy and Larry Atzenweiler of Kansas City, Mo., as its 2010 BIF Ambassadors. Each year, BIF recognizes an individual of the press corps who has made a major contribution to beef improvement or the BIF with its Ambassador Award. The Atzenweilers have created a legacy in livestock publications, said BIF conference co-organizer Bob Weaber of the University of Missouri, in recognizing the father-son duo.

Andy Atzenweiler accepted the award during the 42nd BIF Research Symposium and Annual Meeting, June 28-July 1, in Columbia, Mo.

Atzenweiler Co. was formed in the early 1970s. The base of the business served as a publisher’s representative company, selling commercial advertising for Better Beef Business, Charolais Banner, Polled Hereford World, Simmental Shield and Canadian Charolais Banner.

Seeing the need for a beef business publication in Missouri, they created the Missouri Beef Cattleman, publishing the first issue in June 1971. Shortly afterward, the Missouri Beef Cattleman was named the official publication of the Missouri Cattlemen’s Association.

Larry was an early member of the National Agri-Marketing Association (NAMA) and sold advertising for the organization's annual membership directory in addition to producing the publication. He was one of the founders and served two terms as the first president of the International Agri-Business Club.

Larry’s son, Andy, worked at Missouri Beef Cattleman following his graduation from Kansas State University in 1986. At this time, Larry went to work for the American Simmental Association to start its new publication, The Register.

It was this diversification of publications that motivated Larry to hire Andy and Lee McCoy to run Missouri Beef Cattleman. After a few years, the ASA decided to move The Register to Bozeman, and Larry came back to work at Missouri Beef Cattleman. McCoy went on to have a great career in radio.

Larry’s various achievements include the Missouri Cattlemen’s Association Beef Industry Award and an honorary membership of the Ag Alumni Organization of the University of Missouri. He is a member of the livestock committee of the American Royal and serves as a Governor. Larry served on the Livestock Publications Council board from 1978 to 1981, and was inducted into the Hall of Fame in 2007.

In January 2000, Andy became the editor and publisher of the magazine, and Larry devotes most of his time to selling advertising.


The Beef Improvement Federation has been a means to standardize programs and methodology and to create greater awareness, acceptance and usage of beef cattle performance concepts for more than 40 years. The 42nd Annual BIF Research Symposium and Meeting, conducted this year in Columbia, Mo., was hosted by the University of Missouri Extension and other cattle producers, organizations and leaders in the state. For more information about BIF and the conference, log on to www.BIFconference.com or www.beefimprovement.org.

Editor’s Note: This article is provided as a news release by the Beef Improvement Federation. For more information, contact Katie Maupin.

For additional 2010 BIF Award Winners, see the "Awards" page at www.BIFconference.com. API coverage of the 42nd BIF Research Symposium and Annual Meeting is available in the site's "Newsroom," with photo galleries of the tours and meeting located on the "Photos" page.This site contains materials with various copyrights. Please refer to the "Reprint Guidelines" for guidance.

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