“New NCBA CEO Roberts to Focus on Key NCBA Strengths”

New CEO for the National Cattlemen’s Beef Association Forrest Roberts comes into the office with some priorities for the issues he and the organization will facing. The first is to get U.S. consumers to remain loyal to beef.

Cut #1     :16        Outcue: "...is very critical."

Roberts says it’s also critical to consider international trade and those consumers who live outside the United States.  

Cut #2     :22        Outcue: "...the entire beef chain."

According to Roberts, protecting the business climate for beef producers is another priority, especially in Washington, D.C.

Cut #3     :19        Outcue: "...competitive on a global basis."

Roberts previously was with Elanco Animal Health. He will be introduced to cattle producers at the Cattle Industry Convention and Trade Show in Phoenix next week.