Schroeder Named CEO Of National Cattlemen's Beef Association

Little Rock, AR -- Charles P.(Chuck) Schroeder of Lincoln, Nebr., will
be the first chief executive officer of the National Cattlemen's Beef
Association (NCBA), the organization's transition executive committee
decided here today. NCBA is the organization formed out of the
consolidation of the National Live Stock & Meat Board/Beef Industry
Council and the National Cattlemen's Association that also will
incorporate many aspects of the Beef Board through a joint operating
agreement.

Selected from a field of more than 200 candidates, Schroeder is now
executive vice president and director of development for the $350
million University of Nebraska Foundation, where he coordinates fund-
raising activities for the university's four separate campuses. A life-
long cattleman, Schroeder is a principal in the Schroeder Cattle
Company, a diversified ranching, feeding and farming operation in
southwest Nebraska, and a former director of the Nebraska Department
of Agriculture. Among his many professional pursuits, he is co-founder
and president of the Heartland Center For Leadership Development and
national chairman of the Council for Agricultural Research, Extension
and Teaching.

Members of the industry search committee responsible for finding the
NCBA's first executive said they found Schroeder to be "a man with a
track record for getting results ... an effective leader with a sense
of vision ... energetic ... of the highest integrity ... very
committed to the beef industry."

Schroeder said industry leaders have worked diligently to define a new
vision for the beef industry: "A dynamic and profitable beef industry,
which concentrates resources around a unified plan, consistently meets
consumer needs and increases market share."

"In the months ahead, my utmost priority will be to support, to
promote, to inject that vision statement and its fundamental truths
into every segment of the National Cattlemen's Beef Association. In
both staff and our complex volunteer organization, we must be willing
to measure the value of every action against the standard of our
vision statement," Schroeder told the transition executive committee.

As CEO during the early days of the NCBA, Schroeder said his role
would be to listen to, learn from and lead staff and the volunteer
organization "toward a powerful consensus around the vision statement.
With that consensus, we can most effectively make the decisions, take
the actions necessary to implement the long range plan and make a
difference on the leverage points spelled out in the plan."

The transition executive committee, which includes members of the
executive committees of both NCA and Meat Board along with
representatives of the Beef Board, U.S. Meat Export Federation and
American National CattleWomen, will oversee the transition to a single
consumer-driven organization representing all segments of the industry
by February 1, 1996. NCBA will for the first time bring together
membership and checkoff efforts under a single plan and budget.