Discussing Issues Managment

Much of the work done by the Cattlemen’s Beef Board is in committees. These meetings are open and as I’ve found over the years, a great learning experience to attend. If you want to really get to know how the checkoff works then get involved or just attend the meetings and listen in.

One of the meetings I stopped in at this year’s Cattle Industry Convention was the Joint Issues Management Subcommittee. I spoke with committee chair, Mike Stahly. Mike says the committee deals with the many issues facing the industry and that the checkoff does many surveys of consumers to learn what they think about the industry and the product. He says that one of the biggest issues is the activist groups that are telling tales about the industry that just aren’t factual.

Here’s an excerpt from the report issued after the meeting:

The Subcommittee heard highlights of 2009 fiscal year programs and an update on the 2010 fiscal year programs put into motion during Summer Conference. Some of the key activities for beef issues management closing out last year and so far this year include: a holistic photo project and Explore Beef brochure showcasing the people behind the product, a newly launched ExploreBeef.org Web site, redesign of the popular industry forecasting publication Beef Issues Quarterly, a moviemaking project to capture an inside look at the beef industry that’s appealing to Millennials, a U.S. Beef Stakeholder Responsibility Assessment and successes from the viral Give Thanks campaign.

All committees of the Beef Board have their own web page and archived copies of agendas and minutes. You can find the Joint Issues Management Committee page here.

You can listen to and download (mp3) my interview with Mike here:

Audio clip: Adobe Flash Player (version 9 or above) is required to play this audio clip. Download the latest version here. You also need to have JavaScript enabled in your browser.

Cattle Industry Convention Photo Album