2013 Cattle Industry Summer Conference, Denver

Aug. 9, 2013 Committee & Subcommittee

Meeting Highlights

2

Safety SubcommitteeContractor

Work Plan Recommended

for Funding (Y/N)

Work Plan Feedback

NCBA Y Collaboration on research advisory groups with NAMA for any checkoff

efficiency

NAMA Y Collaboration as above

NLPA Y Collaboration w/other checkoff programs and partnerships

OTHER SUBCOMMITTEE HIGHLIGHTS• Robust committee discussion• Liked and encouraged maximum integration• Increased collaboration w/other checkoff & industries

to fund research & outreach

3

Nutrition & Health Subcommittee

ContractorWork Plan

Recommended for Funding

(Y/N)Work Plan Feedback

MICA Y Recommendation by subcommittee for contractor to revise workplan with more details and specifics and brought to the OC to approve

NCBA Y Recommendation by subcommittee for contractor to revise workplan with more details and specifics and brought to the OC to approve

NAMA Y Recommendation by subcommittee for contractor to revise workplan with more details and specifics and brought to the OC to approve

4

OTHER SUBCOMMITTEE HIGHLIGHTS• Robust discussion as we adjust to new committee

structure• More specifics before we are comfortable moving forward

with approval of presented workplans• More details and specifics are needed such as ballpark

budgets and expected outcomes of workplans• Retain research emphasis• Dr. Mike Roussell presentation on BOLD study and

importance of credible nutrition research and communication of research to influencers

Nutrition & Health Subcommittee

5

Convenience Subcommittee

ContractorWork Plan

Recommended for Funding

(Y/N)Work Plan Feedback

ANCW YES Follow-up questions

NAMA YES Follow-up questions

NCBA YES Follow-up questions

OTHER SUBCOMMITTEE HIGHLIGHTS• Efficiencies across subcontractors (blogger outreach,

market research, etc) • Research foundation is important• Social media is critical to reach target• Tasting of cooked from frozen vs fresh

6

Taste SubcommitteeContractor

Work Plan Recommended

for Funding (Y/N)

Work Plan FeedbackNAMA N Focus > on Veal’s image vs. other

properties; Get funding from Image Committee first, then come back to Taste

ANCW Y State Beef Councils collaboration with online programming; Use YouTube for taste videos

NCBA Y Product Quality & Market Research is a critical foundation point for Taste

MICA Y Giveaways should include beef; incorporate producers during programming

OTHER SUBCOMMITTEE HIGHLIGHTS• Highlight 1: Beef tasting (5 basic tastes), Dave Zino• Highlight 2: Discussion surrounding social media/apps

7

Value Subcommittee

ContractorWork Plan

Recommended for Funding

(Y/N)Work Plan Feedback

NCBA YesANCW YesMICA YesNAMA Yes

OTHER SUBCOMMITTEE HIGHLIGHTS• The Value Committee Mission statement was reviewed.• All four contractor programs were recommended for funding.• The issue of contractor duplication came up during the meeting. The sub-committee

asks that the Operating Committee consider this when funding work plans.• More information on budgets for programs was requested as it would help the

sub-committee place value on the programs when determining whether or not to recommend for funding.

8

Beef’s Image CommitteeContractor

Work Plan Recommended

for Funding (Y/N)

Work Plan Feedback

NLPA Y

NCBA Y

NAMA Y

ANCW Y

MICA Y

OTHER COMMITTEE HIGHLIGHTS• Strategic work plans shared by 5 contractors• All works plans recommended to move forward• Committee approved a friendly amendment that if

cuts are made, programs focused on outcomes vs. outputs should take priority.

9

Freedom to Operate

ContractorWork Plan

Recommended for Funding

(Y/N)Work Plan Feedback

NAMA Y Recommended as presented.

NCBA Y Recommended as presented.

10

Freedom to OperateOTHER COMMITTEE HIGHLIGHTS• The FTO Committee heard work plan presentations from the North

American Meat Association (NAMA) for the Veal Quality Assurance program and National Cattlemen’s Beef Association (NCBA) for Sustainability and Emerging Issues research, as well as Beef Quality Assurance (BQA) program. Both work plans were recommended to the Operating Committee.

• The committee discussed the ultimate goal of sustainability research program and determined it is to gain a seat at the table in the sustainability discussion and be in a position to credibly define sustainability for the beef industry.

• The committee asked the Beef Quality Assurance Advisory Group address the issue of state-level accountability for re-certifying producers whose certification is expiring and asked them to bring recommendations to committee at the Annual Cattle Industry Convention.

11

Global Growth Committee

ContractorWork Plan

Recommended for Funding

(Y/N)Work Plan Feedback

USMEF Y Recommended as presented.

OTHER COMMITTEE HIGHLIGHTS• International update from USMEF Leadership• Reviewed and discussed USMEF’s FY 2014

Checkoff Plan of Work• International Beef Tasting