Cattle Industry Summer Conference Comes to a Close

Well it’s time to say so long from the Cattle Industry Summer Conference. I have really enjoyed being your Beef Board Blogger once again and hope you enjoy the online coverage of the meeting here. Remember to check on the committee pages here for summaries of the meetings. Many of them are already updated and the rest will be as soon as we can.

Besides the pictures you can see in the posts in this column of the website remember that I created an online photo album of most of my pictures from the conference. You can find it here: 2007 Cattle Industry Summer Conference Photo Album.

Thanks to all the staff of both the Beef Board and NCBA who helped me get this done. I really appreciate it. I echo CEO, Tom Ramey’s comments today. These people on staff and the producer volunteers and members are truly inspiring and why I think I have the best job in the world.

Management Report From Tom Ramey

At this morning’s board meeting, CEO, Tom Ramey gave his management report. Like just about everyone who was at last night’s dinner he got his picture taken with Baxter Black.

In his report this morning Tom says his passion for the industry runs deep and he’s inspired on a daily basis by the producers who serve on the board.

He says that the board has discussed making improvements to the joint committee process and that more information on those discussions will be forthcoming. He also talks about the move of the CBB offices and made a point to say that the CBB wasn’t renting space from NCBA.

He also pointed out that the officers of CBB and NCBA decided that in fiscal 2008 that CBB will take over producer communications. This has been conducted by contract with NCBA.

Listen to Tom’s report here: Tom Ramey Management Report (8 min. MP3 File)

Board Meeting in Progress

The Board Meeting it taking place here to close out the Cattle Industry Summer Conference.

Like many of the committees, this is a joint meeting with NCBA, which holds it’s board meeting.

So you’ve got producers and members at tables sorted by state.

At the meeting the CBB business session takes place first at which reports are being given by the leadership starting with Chairman, Ken Stielow.

After that it’s NCBA’s turn. Then they go to committee reports and finally budgets.

The Cowboy Poet Baxter Black

Can you guess who this is? Just checking.

He’s been the volunteer voice of the Beef Checkoff and he’s Baxter Black.

Tonight he talked to us at the Cattlemen’s Beef Board dinner about why he supports the Checkoff.

At the same time he entertained us as you might imagine.

There’s no way I’d try to quote Baxter so I think the best thing I can do is let you hear him for yourself.

This file is a little long but you’ll hear a couple of Baxter’s awesome poems and if you’re in the cattle business you’ll “understand.”

If you’re not, well then I guess you won’t.

Listen to Baxter’s talk here: Baxter Black Presentation (49 min. MP3 File)

Beef and Dairy Working Together

One of the members of the National Dairy Board attending the Cattle Industry Summer Conference is Paula Meabon, pictured here with her husband, Randy. I talked with Paula about the new emphasis on beef and dairy working together.

She’s all for it. That makes sense since Randy is on the Beef Board! Talk about some beef and dairy collaboration and synergy. Really though she believes that the effort to bring the two organizations together for more collaborative projects only makes sense.

In my interview with her she mentions the Nutrient Rich Foods Coalition which both the beef and dairy checkoffs are involved with. She says that one of their goals is to keep their position on the food guide pyramid and that sounds like it takes good research.

Here’s a description of the Nutrient Rich Foods Coalition:

The Nutrient Rich Foods Coalition is a partnership that brings together leading scientific researchers, communications experts and agricultural commodities. Our members are composed of 12 food commodity associations that represent the five basic MyPyramid food groups.

The Coalition supports the 2005 Dietary Guidelines for Americans and MyPyramid and encourages widespread research and educational efforts that help consumers make their calories count more by enjoying nutrient-rich foods first.

Listen to my interview with Paula here: Paula Meabon Interview (4 min. MP3 File)

Overseeing the Introduction of New Advertising Creative

It’s committee meeting day here at the Cattle Industry Summer Conference.

One of the committees meeting right now is the Joint Advertising Committee. Their meeting is combined with the Nutrition & Health Committee.

The reason for that is that new creative ideas for next year’s advertising will be unveiled. According to Advertising Committee chairman John Dudley the new advertising will combine the two messages of previous campaigns that focused on enjoyment and nutrition.

He says he’s going to solicit the opinion of all the members of both committees even though they’ve only got about 3 hours to get the job done. He says the advertising campaign will be very different from past campaigns but didn’t elaborate further. I’m sure we’ll see some more information coming out after the conference here.

Ideally the committees will reach a consensus in terms of whether they like the creative the way it’s presented or if they think it needs to be fine tuned.

John says the committees take their job very seriously here since what they are dealing with consumes such a large part of the Checkoff’s budget. He did says that the campaign will only be utilizing print and radio since there’s just not enough budget to include television.

Listen to my interview with John here: John Dudley Interview (4 min. MP3 File)

BIG New BeefValue Cuts

This looks like it might be BIG. As in Beef Innovations Group BIG. It’s a new product rollout slated for 2008 that was announced at the conference here in Denver. Here’s some details and an interview with Tom Hotz, Chairman of the Joint New Products and Culinary Initiatives Committee. The interview was conducted by Walt Barnhardt.

A new line of Beef Value Cuts — this time fabricated from the beef chuck roll — is slated for a 2008 rollout, according to the checkoff-funded Beef Innovations Group (BIG), which is coordinating research and marketing efforts to expand the value cuts program.

Listen to Walt’s interview with Tom here: Tom Hotz Interview (4 min. MP3 File)

Angie Olejnik is the Controller

The CBB has a new Controller and she’s Angie Olejnik.

While I was interviewing her, CEO Tom Ramey had some fun with my camera and took this picture. I had a hard time getting it back from him! I think he’s found a new hobby.

As the Controller, Angie makes sure that the money is handled properly. Working with an assistant she analyzes authorization requests for funds for different projects and makes sure that they meet all the legal requirements of the Checkoff.

On a personal note Angie says that all the people she works with have been very friendly and helpful as she’s learned the ropes, including some new terms she wasn’t familiar with in her previous job. She says that her department is also a resource for state organizations that have questions and need assistance.

Listen to my interview with Angie here: Angie Olejnik Interview (5 min. MP3 File)

Dr. Gary Smith Presentation

A real treat for a lot of people today was hearing from Dr. Gary Smith, Colorado State University.

I’ve interviewed Dr. Smith at a previous meeting and posted it here on Beef Board Meeting.com.

Today he spoke to a full house at the Dairy Producers Education Forum lunch.

It was the biggest attendance yet for this now annual session.

I recorded his presentation which I’m posting here for you if you’d like to hear it for yourself.

He talks about his slides but I think you’ll still get some good information from the recording.

Listen to Dr. Gary Smith’s presentation here: Dr. Gary Smith Presentation (40 min. MP3 File)

CBB Update Session

One of the very important meetings held here at the Cattle Industry Summer Conference is the CBB Update Session.

At this meeting producers get to not only listen to presentations about what is going on with the Checkoff but to express their opinion and to ask questions.

The agenda for today’s session included:

Opening Statement by CBB Chairman, Ken Stielow

Open Board Discussion and Q&A From Members

Plenty of time is allotted for this session including a couple hours for the Q&A. Let me take this chance to remind you about an online photo album I have of pictures from here at the Cattle Industry Summer Conference: 2007 Cattle Industry Summer Conference Photo Album

Meet The New CEO of The CBB, Tom Ramey

Let’s turn to another CEO now, Tom Ramey, CEO of the Cattlemen’s Beef Board. This is Tom’s first summer conference in his new position which he took over after Monte Reese retired.

Tom’s pictured here to the left of CBB Chairman, Ken Stielow.

Tom is not a newcomer to the CBB as you’ll hear him say and he’s really enjoying his new position.

In my interview with Tom after today’s CBB Update session he describes the attitude of producers not only from his own personal observations here at the conference but also with some information from the latest producer attitude study.

For example, he points out that 7 out of 10 producers continue to support the Beef Checkoff program.

Tom says that committees will be reviewing new advertising ideas here at the conference and providing their feedback which will be used to fine tune the message for upcoming advertising campaigns.

Listen to my interview with the Tom Ramey here: Tom Ramey Interview (8 min. MP3 File)

Terry Stokes Explains How NCBA Works For the Checkoff

Terry Stokes is the CEO of the National Cattlemen’s Beef Association which conducts Beef Checkoff projects under various contracts. I got to sit down with him today to learn more about what NCBA does for the Checkoff. Terry is being interviewed here by Ron Hayes, Radio Oklahoma Network, in the media room this morning.

He says that the projects they perform for CBB are meant to increase consumer demand.

There are 3 key areas that he focused on. To start with new product development is an area where research is conducted to develop products that meet consumers needs.

Another area is nutrition. He says that they know how important healthy choices are to consumers so one way they’re working to help properly position beef in consumer’s minds is working with the dairy checkoff through efforts like the joint issues forum here to find ways the two groups can better accomplish this goal.

Promoting beef in international markets is the other area he talks about by working with the U. S. Meat Export Federation.

Listen to my interview with the Terry Stokes here: Terry Stokes Interview (6 min. MP3 File)

CBB on AgriTalk

The CBB Chairman, Ken Stielow, was the first guest today on AgriTalk.

AgriTalk is a nationally syndicated talk radio show hosted by Mike Adams (right).

The first thing Mike asked Ken was to provide a description of the Beef Checkoff and how it works.

This is always a good way to start since not everyone has a good understanding of what the Checkoff does even if they are aware of it.

If you didn’t hear the show on the air you can find them archived on the AgriTalk website.

Besides Ken, Mike interviewed a couple other representatives of the Checkoff on today’s program.

They were set up out in the open area in front of registration with speakers and attracted an audience who watched the show being conducted live.

This is a good example of how the Beef Checkoff works to get the message out to producers about what it’s doing.

Learning About the Dairy Checkoff

The CEO of Dairy Management, Inc. (DMI) is Tom Gallagher.

Tom spoke at the joint beef/dairy issues forum. I got to interview him this morning and learned a lot more about what DMI does. He starts out explaining that they are a combination of the national dairy checkoff group working with state and regional groups to market dairy products around the world. He says they’ve created a membership partnership called the U. S. Dairy Export Council to handle international marketing.

On a domestic basis he says they’ve really focused on school nutrition, especially with all the concerns over childhood obesity.

Some of the stand out projects they’ve conducted include the conversion of fast food restaurants from cardboard milk containers to plastic containers containing milk and flavored milk. On the internet they’ve developed several nutrition information destinations like one called 3-A-Day of Dairy for moms that has over 100,000 registered.

He says that with all the heightened interest in nutrition the staffs of the two checkoff organizations have worked to develop a coalition of groups including USDA to help consumers make good nutrition decisions and combat negative efforts by some other groups that have proven harmful to farmers.

Listen to my interview with the Tom Gallagher here: Tom Gallagher Interview (6 min. MP3 File)

A Dairy Producer’s Perspective on Joint Checkoff Collaboration

To get a dairy producers’ perspective on the collaboration between the beef and diary checkoffs I met Kimberly Clauss pictured on the right here with Joe Bavido, DMI. I want to thank Joe for introducing me to Kimberly.

Kimberly is a dairy producer from California who currently serves as Vice Chairman of the National Dairy Board.

She says that this was the first time the two groups have met together and believe that it will establish better relationships and that members of both organizations have learned more about each other and the work they’re doing.

Kimberly says that there are real good prospects for more synergy between the beef and dairy checkoffs and that it’s very necessary.

She says that there are fewer and fewer producers and it’s important to find ways to pool money to be used on research which will benefit everyone.

She also points out that dairy producers are in the beef business too and it’s important for them to be involved and learn more about what is going on with the beef checkoff too.

Listen to my interview with the Kimberly Clauss here: Kimberly Clauss Interview (4 min. MP3 File)

Beef and Dairy Producers Working Together

Past CBB Chairman, Jay O’Brien, was the moderator for the joint board meeting of the beef and dairy checkoff organizations.

Although this joint meeting is a first ever Jay points out in my interview with him that beef and dairy have been working together very effectively especially on tough issues like BSE. He describes some of the kind research that the dairy checkoff is doing that can be very beneficial to beef producers for example.

He says that this forum session will help the people in the two organizations to learn more about what they are each doing and ultimately find more ways they can expand limited dollars to conduct projects that will develop the bottom line for producers of both commodities.

Jay says that this was the largest meeting he’s attended where all the participants stayed throughout the whole session.

This shows real sincere interest on the part of producers, many of whom made positive comments at the end of the session.

Listen to my interview with the Jay O’Brien here: Jay O’Brien Interview (6 min. MP3 File)

Finding Beef and Dairy Synergies on Nutrition

The Cattlemen’s Beef Board is collaborating with the National Dairy Council to put on a joint beef/dairy issues forum here this afternoon.

It’s called “Beef & Dairy: Harnessing the Synergies on Nutrition.” Some of the topics include:

The New Nutrition Environment: Common Challenges and Opportunities Looking Ahead to 2010

The Power of Protein and the Challenges of Fatty Acids

The session will go all afternoon and I’ll have some audio from it later this evening or tomorrow.

It looks like the session is very well attended.

Your Ambassadors of Beef

Here’s the Beef Ambassadors team. They had a few minutes to spare so I got to talk with them.

Pictured are (left-right) Carol Abrahamzon, ANCW, project manager from Minnesota, Joann Strom, South Dakota, Londa Johnson, Minnesota, Amanda Rankin, California and Christie Molinaro, Pennsylvania.

I just interviewed them all together. You will certainly hear how passionate they are about beef and why they got picked to be ambassadors.

I asked them what it means to be a beef ambassador and what they do.

One of their most memorable experiences included getting to meet President Bush in Washington, DC. Another one was distributing beef samples at the Dover International Speedway during a Nascar Race.

Listen to my interview with the Beef Ambassadors here: Beef Ambassadors Interview (6 min. MP3 File)

Executive Committee in Session

The executive committee of the Beef Board is meeting this morning. Here they are bright and early.

I have been asked several times about the joint issues forum that’s being held this afternoon with the dairy industry. Here’s some information to help clarify what’s going on.

A unique highlight of this year’s Summer Conference will take place Tuesday, July 17, when the National Dairy Council and the Beef Checkoff team up for a nutrition symposium.

Topics will include areas that the two industries work on together – the Nutrient Rich Foods Coalition, the importance of high-quality protein in the diet, and putting fatty acids into perspective.

I’ll be there and will feature pictures and some interviews from that session for you.

Beef Board Leadership Gets Things Started

The officers of the Beef Board are already at work here in Denver. They get together to make sure everything is in order before everyone else arrives at the Cattle Industry Summer Conference.

At their lunch meeting I spoke with CBB chairman, Ken Stielow, (pictured 3rd from left). He provides us with an overview of the conference from the Checkoff perspective.

Ken says that they’re going to be BUSY. For one thing he says they’ll get to see a new set of creative advertising that’s being proposed. That’s going to take some time and thought. Although it’s fun to see the new ideas he says they take it very seriously since there is a big responsibility to spend Checkoff dollars wisely.

Ken says that while the Beef Board is meeting the dairy checkoff organization will also be meeting. He says this will provide an opportunity for better support and understanding on the part of dairy producers. He’s also hoping that by meeting together they’ll find some synergy in some of the promotional efforts each organization is working on.

Listen to my interview with Ken here: Ken Stielow Interview (4 min. MP3 File)