Terry Stokes Explains How NCBA Works For the Checkoff
Posted by Chuck – July 18th, 2007
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)
