Beef industry representatives have drafted a framework for a new, three-year long-range plan, including proposing a draft vision and six core strategies to achieve that vision, according to an announcement this week.
The committee proposing the plan was named by the National Beef Board and National Cattlemen's Beef Association and includes 18 people representing every segment of the beef industry (Feedstuffs, Nov. 22). It was formed despite a factitious relationship between the Beef Board and NCBA that began earlier this year in a dispute over an audit of NCBA use of checkoff funds and a proposed restructuring of NCBA that would locate its checkoff group in what the board perceived to be a policy-making unit (Feedstuffs, June 28 and Aug. 2 and 9).
However, the committee is providing "deep" and "innovative" thinking that will help move the beef industry forward in the future, said co-chair Charles Miller, C&J Cattle Co., Nicholasville, Ky.
The draft vision speaks to a goal of an industry that's united toward becoming the world's most preferred and trusted source of beef products, according to the announcement.
The six core strategies are for the industry to:
• Grow the U.S. cow herd;
• Increase domestic beef demand;
• Seize global growth opportunities;
• Strengthen the beef industry's image;
• Protect and strengthen the industry's freedom to operate, and
• Improve intra-industry relationships, openness and trust.
The draft plan is "a work in progress" and will be completed in January and then will be submitted to the directors of various industry organizations for additional input before being finalized early next year, said co-chair Robert Rebholtz, chief executive officer and president of Agri Beef Co. in Boise, Ida.