With the new beef checkoff long range plan, which covers the years 2016-2020, members at the 2015 Cattle Industry Summer Conference in Denver last week, developed a new committee structure.
"Our checkoff committees align directly with the core strategies of the current Long Range Plan to make certain that our checkoff investments are tightly focused on the most important goals for the industry as a whole," said Cattlemen's Beef Board Chairman Jimmy Maxey, "so we felt it necessary to realign our committee structure with that new Long Range Plan."
Federation of State Beef Councils Chairman Jennifer Houston said committee deliberations are a "key element" in how programs are identified, and "this new blueprint for our committee structure will go a long way toward focusing our checkoff efforts," she said.
The five new checkoff committees, which comprise members of the Beef Board and the Federation in recommending programs for funding with the Beef Board budget, include:
1. Safety Committee – Beef safety research and communication at all levels will be the focus of this committee, including how producers improve the safety of their product and how to best share safety information with beef community stakeholders, consumers and influencers.
2. Nutrition and Health Committee – This committee will focus on beef nutrition and health research and communication, including how producers might improve and share beef's nutrition and health benefits with beef community stakeholders, consumers and influencers.
3. Innovation Committee – This committee will focus on innovation in both beef products and beef product marketing in the channels. Consumers, processors, retailers, foodservice operators, and other beef community stakeholders want new, fresh ideas for beef in the retail meat case and on consumers' plates.
4. Export Growth Committee – This committee will focus on growing value and volume of exports through management of access issues originating within the market itself, as well as aggressive and effective in-country product marketing in those countries offering excellent opportunity for U.S. beef.
5. Social Responsibility Committee – This committee will focus on building and maintaining consumer trust by using research to pursue continual improvement, with an eye toward long-term sustainable and profitable beef production, and better consumer communications.
In addition to the five committees, the two organizations voted for continuation of the checkoff's Market Research Working Group and Investor Relations Working Group, formerly the Producer Communications Working Group.