Twin Falls, Idaho (KMVT-TV) Idaho cattle ranchers are in Twin Falls Tuesday for the annual Summer Round–Up series.

The two day event is put on by the Idaho Cattle Association, which serves as a voice for the state's cattle industry.

The conference features a variety of discussions about top industry issues covering everything from the recent media campaigns about pink slime to low impact handling of animals.

"It's just a great time to be in the cattle industry," said Jerald Raymond, Cattle Rancher, Menan, Idaho.

For Gem State ranchers like Jerald Raymond, the Summer Round–Up is an opportunity to learn and discuss issues directly impacting their industry.

"We want to learn how to be better at what we do," said Raymond.

One of the main topics of the 2012 ICA Mid Year Conference will discuss how a single issue can impact the future of all beef businesses, regardless of their size.

"One of our largest issue in the cattle industry is just public perception of our product and of our industry." said Wyatt Prescott, Executive Vice President, ICA.

In March of this year the beef industry took a hit after media outlets reported that seventy percent of the ground beef sold in the U.S. supermarkets contained pink slime, which people in the cattle industry know as lean finely textured beef.

Reports claimed the filler is unhealthy.

"It's actually not. It's a 97 percent lean product. So, it's leaner that any meat you'll find naturally. If we took that product, lean finely textured beef, off the shelf it would take one and a half million head of cattle to fill that demand that it fills," said Prescott.

The highlight of the event was the low stress handling demonstration, which is important to Idaho cattle ranchers, especially those who have cattle on the range.

"By low–stress handling they have positive experiences with their interactions with human beings. Most of our cattle in Idaho are out on range so they don't see people very often," said John Hall, Beef Cattle Specialist.

"We try to keep our voices to a conversational and try not to do fast movements or use sticks or prods," said Curt Pate, Montana Rancher.

Increasing knowledge to increase profitability.

Other conference discussions will cover sage grouse, government regulations, beef trade and disease warranty programs.