You may know that the National Cattlemen’s Beef Association performs work for the Beef Checkoff under various contracts. The man who helps oversee that along with everything else that NCBA does is Terry Stokes, CEO. Terry is being interviewed here by Ron Hayes, Radio Oklahoma Network, in the media room this morning. BTW, Ron was just recently inducted into the Oklahoma Broadcasters Hall of Fame.

Terry says that the projects they perform for CBB are meant to increase consumer demand. There are 3 key areas that he focused on. To start with new product development is an area where research is conducted to develop products that meet consumers needs.

Another area is nutrition. He says that they know how important healthy choices are to consumers so one way they’re working to help properly position beef in consumer’s minds is working with the dairy checkoff through efforts like the joint issues forum here to find ways the two groups can better accomplish this goal. Promoting beef in international markets through the U. S. Meat Export Federation is the other area he talks about.

Besides talking about Checkoff project work Terry also gives an overview of the issue facing cattlemen that NCBA is working on like the farm bill.

Listen to my interview with Terry here (9 min.): cisc-07-stokes.mp3