• July 25-28, 2012 — 2012 Cattle Industry Summer Conference, Denver (full Beef Board meets)
• July 25, 2012 – CBB Executive Committee meeting, Denver
• Sept. 19-20, 2012 – Beef Promotion Operating Committee meeting, Denver
• Sept. 20, 2012 – CBB Executive Committee meeting, Denver
• Feb. 6-9, 2013 — 2013 Cattle Industry Convention, Tampa, Fla. (full Beef Board meets)

On Thursday, the new members took in a tremendous amount of information, complete with quizzes by segment. This morning, they will be learning more about the resources available to them in their role to share checkoff information with their fellow producers and importers.

New members in attendance include Tom Alger of Texas; Pat Becker of North Dakota; Andrew Burtt, an importer; Sarah Childs of Florida; Kim Holzner, an importer; Chris Hutton, an importer; Barbara Jacques of Oklahoma; Paul Looney of Texas; Stacy McClintock of Kansas; Linda Nielsen of Montana; Perry Owens of Kansas; Lyle Peterson of Montana; Gary Sharp of South Dakota; Leo Sutterfield, Jr. of Arkansas; Doug Temme of Nebraska; Sherry Vinton of Nebraska; Richard Winter of Texas; and Anne Wirtz of Texas (who has been on Board a year but was unable to attend orientation last year). Other new members not in attendance include Stephen Edwards, an importer; Leon Kreisler of Missouri; Sugie Sartwelle of Texas; and Terry Wyatt of Oklahoma.

Chaired by CBB Vice Chairman Weldon Wynn (pictured, with Beef Board CEO Polly Ruhland), the committee has a number of things on its agenda today, including discussions about requirements for disclosure of anyconflicts of interest, ways to reduce Board costs amid tight checkoff budgets, a financial report from Secretary/Treasurer Kim Brackett, consideration of brand and trade-name references in specific checkoff programs, and proposed CBB policies that are in development.

Following the Executive Committee meeting is a day-long orientation of newly appointed Beef Board members, also in Denver.

Led by Beef Board and Operating Committee Chairman Wesley Grau (pictured), 18 Beef Board members are taking in loads of information about the rules, regulations and procedures marking their positions as 2012 leaders of the national Beef Checkoff Program.

On the agenda for the two-day meeting is everything from leadership fiduciary responsibilities, coordination with state beef councils, CBB staff responsibilities, USDA expectations and the budgeting process to discussions about planning and evaluation of checkoff programs, producer communications, checkoff Authorization Request management, state beef council reviews, collections compliance, officer roles, and the Beef Act and Beef Order.

Committee members are even taking informal quizzes as the orientation goes along to make sure they are understanding key requirements of their volunteer roles. Leadership orientation wraps up later this morning, at which time the Executive Committee then holds its regular March meeting, followed by an orientation of newly appointed Beef Board members that kicks off at 1 p.m. today and runs through midday tomorrow (Friday).

That was the message of the extensive industry assessment presented to members of the Operating Committee today. Presenters included checkoff program staff from NCBA and the U.S. Meat Export Federation, as well as representatives from the retail (Safeway) and foodservice (Wendy’s) industries, and from Cattle-Fax economist Kevin Good.

The upshot  is that the beef industry has some great opportunities for long-term growth, as long as it is responsive to consumers’ changing demands and preferences — and to consumers’ perceptions about beef and beef products. But the challenges are tremendous, and those will be at the heart of ongoing checkoff planning for Fiscal Year 2013, for which Operating Committee members will review specific proposals in September 2012.

After introductions, CBB Secretary/Treasurer Kim Brackett, a cattlewoman from Idaho, (pictured) started things off with a report of Beef Board financials. Moving forward, the committee received a report from Beef Board CEO Polly Ruhland about evaluation of checkoff programs and now are beginning a two-hour webinar about an extensive beef-industry assessment that is critical to identifying checkoff strategies for Fiscal 2013.

In addition to the Operating Committee meeting today, on the agenda for the week is an orientation session for the Operating Committee — which includes 10 members of the Cattlemen’s Beef Board and 10 members of the Federation of State Beef Councils — whereby the newest members of the committee get an education about their roles as elected members of the committee.

A second orientation sesssion, on Wednesday afternoon, will address general leadership duties and responsibilities for Beef Board members elected to the CBB Executive Committee and the Operating Committee, including officers of the Board.  On Thursday, the CBB Executive Committee holds its regular March meeting, which will be followed by a detailed orientation session for new members of the Cattlemen’s Beef Board on Thursday afternoon and Friday morning.

It’s going to be a busy week, with lots of information to retain for those folks who volunteer their time and efforts away from their farms and ranches to help direct your national Beef Checkoff Program. Stay tuned for more as the week goes on!

The summer meeting will be in Denver and the 2013 convention will be in Tampa, FL.

You can listen to my closing interview with Wesley here: Closing Interview with Wesley Grau

2012 Cattle Industry Convention Photo Album

You can listen to Polly’s CBB Management Report here: Management Report

2012 Cattle Industry Convention Photo Album

The financial report was given by

If you couldn’t attend the meeting then don’t despair. You can listen to Roger’s report at the board meeting here: Financial Report

2012 Cattle Industry Convention Photo Album

I asked them what motivated them to serve on the board. Linda says she feels like “this is where I should be” since she’s so involved with her livestock auction market. Serving provides her an opportunity to have personal input. Sarah says she’s been involved with industry organizations for many years and has never wanted to get out of the business of promoting beef. Patrick says he believes the Beef Checkoff is important to the industry and he’s impressed by the programs that are available and he’s seen more than he expected to see here at the convention.

Listen to these new Beef Board members here: New Beef Board Members

2012 Cattle Industry Convention Photo Album

Willie says that they’re trying to make sure consumers feel like beef safety is number one within the industry. He’s concerned about beef safety and wants consumers to get a quality product. He wants to help get the message about how important this is to other dairy producers. He encourages other dairy producers to get involved.

Listen to my interview with Willie here: Interview with Willie Bylsma

2012 Cattle Industry Convention Photo Album

Malorie says they are charged with the task of targeting consumers who are not familiar with agriculture to educate them about farming and the beef industry. They talk about things the average consumer wouldn’t normally know. I visited with Malorie during the Cattle Industry Convention to learn more about the program.

Listen to my interview with Malorie here: Interview with Malorie Bankhead

2012 Cattle Industry Convention Photo Album

I visited with Beef Board member Chuck Kiker, TX, who is serving on the Joint Producer Communications Committee (pictured 2nd from right). He says his committee is tasked with informing producers about what the Beef Checkoff is doing for them which he says is more difficult than you might think. In order to use Beef Checkoff funds economically he says technology is being used that he’s just learning about. One of those is the use of QR Codes, (abbreviated from Quick Response Code). These can be used by apps on today’s smartphones to link to information of any kind. Chuck says they also have pamphlets and other information that is being distributed in sale barns and other locations. Chuck says the Beef Checkoff is more than just hi-tech. He talks about the research and promotional work that is being done to reach the right audiences with a positive message about beef.

Listen to my interview with Chuck here: Interview with Chuck Kiker

2012 Cattle Industry Convention Photo Album

I’d also like to remind you that you can find lots of information on the various committees of the Beef Board with this link: Beef Checkoff Committees. You’ll find agendas and minutes.

If you’d like to see photos from this year’s convention, including many from Beef Board activities then please feel free to visit this photo album: 2012 Cattle Industry Convention Photos.

I spoke to Ted prior to his report to learn more about what this committee does and what were some key elements of their work recently. He says the purpose of the committee is to evaluate the programs that are funded by the Beef Checkoff. This committee reports directly to the Operating Committee. One of the main focuses of the committee was the life cycle assessment project.

Learn more about the Evaluation Committee in my interview with Ted: Interview with Ted Greidanus

Listen to Ted’s report at the board meeting here: Evaluation Committee Report

2012 Cattle Industry Convention Photo Album

The Cattlemen’s Beef Board elected its officer slate for 2012 at this morning’s Joint Board Meeting. Congratulations to 2012 Chairman Wesley Grau of New Mexico; Vice Chairman Weldon Wynn of Arkansas; and Secretary/Treasurer Kim Brackett of Idaho!

Daren says the program has 3,000 graduates in three years. They are in every state in the country. Graduating isn’t the end of the program though. He says they offer alumni continuing educational opportunities and resources. Listen to my interview with Daren to hear a great anecdote about how one of the MBA grads is doing advocacy in his hometown.

Listen to my interview with Daren here: Interview with Daren Williams

2012 Cattle Industry Convention Photo Album

A cow-calf operator in Texas, Anne grew up in the cattle business and has owned cattle herself since childhood. She was nominated to the Beef Board by the Texas CattleWomen, of which she has been a member since 1977 and has served on the Executive Board. I asked her why she got involved. “We’re very concerned that we need our youth talking to youth about the good nutrition of beef and that’s why I decided to serve.” She says that cattle producers need to be telling their stories to those in urban areas.

Listen to my interview with Anne here: Interview with Anne Wirtz

2012 Cattle Industry Convention Photo Album

Shenoa says they prepared one of the recipes from the Sam’s Club National BBQ Tour. The committee talked through the promotion and then sampled two recipes, sesame crusted New York strip and garlic and thyme ribeye with blue cheese butter. This promotion was partially funded by the Beef Checkoff.

Listen to my interview with Shenoa and Steve here: Committee Work Gets Tasty

2012 Cattle Industry Convention Photo Album

Terry says he was nominated by American Farmers & Ranchers and he was raised on a beef and dairy farm and has a cow-calf/stocker and farming operation of his own. So he has a serious interest in the future of the industry. Regarding encouraging other cattlemen to get involved he says, “We have got to get used to thinking in a global environment and anybody that is at home and they just won’t get out, they won’t educate themselves, they won’t keep up, they can’t see past their own corral gate, are going to really have a lot of trouble in the future.”

Listen to my interview with Terry here: Interview with Terry Detrick

2012 Cattle Industry Convention Photo Album