The annual Cattle Industry Summer Conference kicks off Monday in Reno, Nevada—the event includes meetings for five national beef organizations. It’s a time when checkoff committees gather to lay the groundwork to achieve common goals in 2007, according to Jay O’Brien, an Amarillo, Texas, producer and chairman of the Cattlemen’s Beef Board.  

Cut 1:  :18         Outcue: “….build demand together.” 

During the conference, joint industry committees will consider 2007 funding for the checkoff program, which turns 20 on October first. Two decades of checkoff investments have resulted in significant market gains for the beef industry. Keeping in mind the industry challenges of today, committees will work hard to continue funding strategic and far-sighted checkoff programs in research, information and promotion, O’Brien said.

Cut 2:      :17          Outcue: “…spend our dollars wisely.”