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Laura Loschke works as records supervisor and education and information services coordinator for the American Hereford Association. The association is headquartered in Kansas City, Missouri, and is the second-largest U.S. beef breed association with more than 7,500 active adult and junior members.

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BARABOO, Wis. -- Beef producers Tim and Shana Johnson of Cedar View Farms near Baraboo have been raising cattle for years, taking over as second-generation owners in 2015. Both raised on farms in the Baraboo area, the married couple believe they know a good product. Now they're undertaking the challenge of sharing it with the rest of the country as part of a new company called BetterFed Beef.