Contact:            Joe Schuele                  (303) 850-3360        jschuele@beef.org

                        Diane Henderson           (303) 850-3465        dhenderson@beef.org           

Producers Review Beef Industry Strategies, Priorities

DENVER (May 17, 2005) – Beef producers from across the nation serve a critical role in planning, reviewing and shaping the direction of programs funded by the national beef checkoff. A series of industry planning meetings held in Denver last week attracted 37 beef industry leaders, as well as 28 state executives and staff of state beef councils, to discuss the direction and focus of checkoff-funded promotion, research and education programs for the coming year.

The meetings were planned and facilitated by the Cattlemen’s Beef Board (CBB) and the National Cattlemen’s Beef Association (NCBA). The NCBA serves as one of the Beef Board’s contractors for checkoff-funded programs.

The economic climate currently facing the beef industry took center stage in the discussions. Experts from Cattle-Fax, the U.S. Meat Export Federation and NCBA provided analysis and insight regarding global and domestic beef demand, as well as other economic issues that affect beef producers. Research, analysis and program strategies discussed centered on issues including nutrition and health, beef safety, new product development, advertising and marketing, and production and processing.

“Input from producers, as well as the state beef councils, is critical to the effectiveness of the Beef Checkoff Program,” said Al Svajgr, a Nebraska cattle producer and chairman of the Cattlemen’s Beef Board. “The Beef Board is built on producer feedback to keep checkoff-funded programs as efficient as possible, and firmly focused on building beef demand for the producers who pay into the program.”

Producers in attendance, listed with the joint industry committees on which they provide leadership, included:

Lisa Hefner, Seminole, Okla.                   Global Consumer Marketing Group and CBB member

Jay O’Brien, Amarillo, Texas                   Global Consumer Marketing Group and CBB vice chairman

Sid Sumner, Bartow, Fla.                        Foodservice Committee

Laurie Bryant, Arlington, Va.                   Foodservice Committee and CBB member

Hope Huffman, McGregor, Texas             New Product and Culinary Initiatives and CBB member

Dan Hammond, American Falls, Idaho     New Product and Culinary Initiatives

Terry Wyatt, Hollister, Okla.                    Retail Committee and CBB member

Michael Mosner, Bronx, N.Y.                  Veal Committee

Jamie Willrett, Malta, Ill.                         International Markets Committee

Ed Blair, Vale, S.D.                                International Markets Committee and CBB member

Mike Vache, Randlett, Okla.                   Public Opinion and Issues Management and Federation of State Beef Councils vice-chair

Ken Stielow, Paradise, Kan.                   Public Opinion and Issues Management and CBB sec.-treasurer

Dave Bateman, Oregon, Ill.                     Information Committee and CBB member

Gary Sharp, Bath, S.D.                          Information Committee and CBB member

Sam Payne, Calhoun, Ga.                      Public Relations Subcommittee

Laura Lickley, Jerome, Idaho                   Issues Management Subcommittee

David True, Casper, Wyo.                       Issues Management Subcommittee and CBB member

James Rhein, Mountain Home, Ark.         Youth Education and Information Subcommittee

Wade Zimmerman, Sugar City, Colo.       Youth Education and Information Subcommittee and CBB member

Michael Cline, Elgin, Iowa                       Nutrition and Health Committee and CBB member

David Dick, Sedalia, Mo.                         Nutrition and Health Committee

Sharon Fox, Prattville, Ala.                     Food and Nutrition Issues Subcommittee

Pat Blum, Reliance, S.D.                        Health Professional Influencers Subcommittee and CBB member

Leo Vermedahl, Dalhart, Texas               Health Professional Influencers Subcommittee

Roger West, Gainesville, Fla.                  Research and Knowledge Management Group

Greg Hilgeman, Oklee, Minn.                  Human Nutrition Research Committee and CBB member

Bill Rishel, North Platte, Neb.                  Product Enhancement Committee and CBB member

Myron Williams, Wall, S.D.                     Industry and Producer Services Group, and Federation of State Beef Councils chairman

Jim Little, Emmett, Idaho                        Industry and Producer Services Group and CBB member

Sugie Sartwelle, Sealy, Texas                 Producer Communications Committee and CBB member

Carl Crabtree, Grangeville, Idaho              Producer Education Committee and CBB member

Al Svajgr, Cozad, Neb.                           CBB chairman

Jim McAdams, Adkins, Texas                 NCBA president

Mike John, Huntsville, Mo.                      NCBA president-elect

John Queen, Waynesville, N.C.               NCBA vice president

Wendy Pettz, Huntsville, Ark.                 American National CattleWomen vice president

State beef council representatives in attendance included:

Travis Justice                 Arkansas Beef Council

Bill Dale                        California Beef Council

Fred Lombardi               Colorado Beef Council

Jim Collins                    Georgia Beef Board

Laura Wilder                  Idaho Beef Council

Maralee Johnson            Illinois Beef Council

Shelley Bradway            Indiana Beef Council

Nancy Degner                Iowa Beef Industry Council

Todd Johnson                Kansas Beef Council

Dave Maples                  Kentucky Beef Council

Ron Eustice                  Minnesota Beef Council

Steve Taylor                  Missouri Beef Industry Council

Sallie Atkins                  Nebraska Beef Council

Dina Reitzel                   New Mexico Beef Council

Carol Gillis                    New York Beef Industry Council

Nancy Jo Bateman         North Dakota Beef Commission

Elizabeth Harsh             Ohio Beef Council

Heather Buckmaster      Oklahoma Beef Council

Nicole Bechtel               Oregon Beef Council

Paul Slayton                  Pennsylvania Beef Council

Pat Adrian                     South Dakota Beef Industry Council

Valerie Bass                  Tennessee Beef Industry Council

Linda Bebee                  Texas Beef Council

Brent Tanner                  Utah Beef Council

Bill McKinnon                Virginia Beef Industry Council     

Patti Brumbach              Washington State Beef Council

John Frietag                  Wisconsin Beef Council

Ann Wittmann               Wyoming Beef Council

“As we further identify and develop our priorities for 2006, producer participation plays a key role in the process,” Svajgr said. “Cattlemen can be very pleased with the representation they received and the feedback we collected at these sessions. Of course, we encourage input about how checkoff dollars are invested from any other producers who were not at the planning meetings – now or any time – through the Cattlemen’s Beef Board office.”