2012 Beef Board Annual Report - Cattlemen's Beef Promotion and ...

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Dear Fellow Producers, As we reflect back on Fiscal Year 2012, the beef industry has seen changes throughout the market chain. Our Beef Checkoff Program has been there to represent our industry and share our story with consumers in the U.S. and around the world. As Beef Board members, I share your commitment to our industry: To perform research, education and promotion that enhances producer profitability. CBB’s main responsibility is to make sure our checkoff dollars are spent correctly, provide oversight for checkoff expenditures, and get the most mileage that we can out of each dollar invested. Looking back on 2012, here are a few of the highlights of checkoff work you can be proud of: • Discovering new, hand-held products: J.M. Garret Foods, Inc., worked with the checkoff’s Beef Innovations Group to roll out three new fun appetizer products loaded with beef and other quality ingredients, including the Philly Cheesesteak Bites, Beefy Queso Bites and Reuben Bites. • Sharing the findings of the BOLD nutrition study and how lean beef fits a healthy lifestyle: The BOLD study was published in the American Journal of Clinical Nutrition. • Conducting the 2011 National Beef Quality Audit that shows our industry’s continued commitment to quality: The checkoff has issued a number of fact sheets and final reports detailing what we as producers can do to improve quality on our farms and ranches and then communicate that back to the consumer. • Exports into foreign markets: The population outside the U.S. is growing steadily and expected to continue to do so through at least 2050. If you calculate the population on a country-by-country basis, you’ll discover that the population of the United States represents just 4.5 percent of the world population. All told, there are 22 times as many consumers outside of the U.S. as there are within our borders, which gives us a clear sense of the opportunities to grow sales of our end product through exports. Today, the checkoff is promoting U.S. beef in more than 80 of the 228 countries across the globe, and working toward expanding that wherever and whenever opportunity knocks. Another thing I want to reemphasize is the importance of our checkoff’s state/national partnership. I’m proud that since the start of the checkoff 26 years ago, producers in the U.S. have contributed millions of dollars every year to help keep the beef industry competitive with other proteins. That money has helped us target heavily populated urban areas, like New York and California. And, with these dollars we’re reaching “millennials” — those born between 1980 and 2000 — a priority target group for the beef industry as they will soon become the dominant group in society. Checkoff-funded market research has also found that perceptions about beef are more positive than perceptions about the way cattle are raised. This gap will be a critical, ongoing measure of the effects of communications and issues management programs designed to inform and reassure consumers about beef production. To address these everchanging consumer needs in the coming year, the checkoff has developed a new committee structure that will make us more focused on consumer preferences in order to achieve greater program results. Beef is the No. 1 protein and our checkoff programs are geared to keep it that way! We have been charged with feeding our nation and the world. That requires you to spend time away from your farms, ranches and businesses, but in doing that, we keep beef top-of-mind with consumers around the globe. So get to know your checkoff better through this 2012 annual report. And, from my ranch in New Mexico to yours, thank you for your investment in this industry we all care so much about. I’m looking forward to a wonderful 2013. Warm regards, Wesley Grau Grady, New Mexico 2012 Chairman Cattlemen’s Beef Research and Promotion Board
2012 Cattlemen’s Beef Board Leadership Seated left to right: Vice Chairman Weldon Wynn, Arkansas; Beef Board Chairman Wesley Grau, New Mexico; Secretary/Treasurer Kim Brackett, Idaho; CBB Chief Executive Officer Polly Ruhland 2012 Beef Board Members Beef Board members are nominated by fellow producers in their respective states or regions. The U.S. Secretary of Agriculture appoints producers to the Board from these nominations, and the U.S. Department of Agriculture oversees the Board. Each Board member serves a three-year term and may serve a second consecutive term if reappointed. Beef Board members serve without compensation. In 2012, Beef Board members represented 10 different sectors of the beef industry with the largest being cow-calf. There are no packer seats on the Beef Board. Barbara Jackson Tucson AZ Leo Sutterfield, Jr. Mountain View AR AR Weldon Wynn Star City Wayne Buck Ignacio Phyllis Snyder Cortez Andy Wick Austin Sarah Childs Lake Placid Jim LeFils Osteen Kim Brackett Buhl Dan Hinman Emmett Jeanne Harland LaFayette Andrew Banchi Kenosha, WI CO CO CO FL FL ID ID IL Importer 2012 Beef Board Annual Report 3
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2012 Beef Board Annual Report - Cattlemen's Beef Promotion and ...

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