Education, engagement and entertainment were the focus to this year’s Cattle Industry Convention in sunny Tampa, Fl. Cattlemen and women gathered to gain knowledge, network with fellow producers and take in some sights along the way.

Forrest Roberts, CEO of the National Cattlemen’s Beef Association, shared with me highlights for members who attended this year’s convention, NCBA’s priorities for 2013 and what the future holds for beef producers across the country.

“When you look at it from a consumer prospective we here in this country are trying to make sure we understand more about what the millennial generation thinks about beef, not in terms of just why they should choose beef for their source of protein, not about the nutritional story. It’s about the image story. Telling the story of the beef community to consumer influencers all across the country. That is a big area of focus because as you all know the millennial generation is the future of the industry in terms of demand here in the next two or three decades.”

Check out my complete interview with the Forrest: Interview with Forrest Roberts

You can find photos from the event here:Cattle Industry Convention & NCBA Trade Show Photo Album