The leadership for the Cattlemen’s Beef Board kicked off their meetings with the Executive Committee this morning. Leading the way is Acting Chairman Wesley Grau (center). I spoke to him before things got started. He says they’ll be working on industry solutions and “settling some of the dust that’s been stirred up the last few years and we’re basically changing our attitude and getting on with the job of promoting beef.” He says the “Checkoff is as good as its ever been.” However, if you adjust the Checkoff dollar for inflation and other factors you’re only using about 23% as much money to promote beef as in 1985!
You can listen to my interview with Wesley here. Wesley Grau Interview
The Beef Board Interim CEO is Polly Ruhland (left). I asked her about the type of activities the Beef Board will be involved in here at the summer meeting. Polly says the Beef Board meets with the joint committees and reviews all of the authorization requests for proposed work that the Operating Committee will then review in September. It’s grass roots in action as cattle producers meet here in all these committees. It’s a very important meeting for the Beef Checkoff.
Polly also told me that she has spoken with quite a few board members recently and of course the staff. She says they’re all excited to move forward and have the stuff that has been happening behind them. She calls it a renewed relationship with NCBA and the Federation of State Beef Councils.
Polly also describes the “dashboard” that has been created to monitor the progress being made on the new industry long range plan. This includes a regular check on the objectives which will be done here at this meeting.
You can listen to my interview with Polly here. Polly Ruhland Interview
AgCareers president Eric Spell says they had over 145 attendees on Monday and today about 190 are at the 9th annual event to discuss recruitment and retention of talent in the agribusiness industry. “Some companies are sending 3, 4 or even 5 attendees,” Eric says. “We do have 90 employers represented, which is by far the most we’ve ever had.”
At the opening of the 
“From an external perspective, not a lot of surprises,” Gray says. “The economic environment we’re in and the uncertainty associated with that and what’s happening with farmers” were most important. On the internal side, Gray says he was surprised by the importance the CEOs placed on marketing functions. “I suspect that’s a reflection of the changing nature of their customer base as farmers are becoming more differentiated, larger and more sophisticated.”
When we talk about having the resources to feed the world in the future, most of the time we’re thinking land and water, but having adequate human resources is equally, if not more, important.
“Really the long term prospects for this industry are so bright, dealing with a growing population and increased need for food,” Dean Akridge said. “At the same time, it’s an industry that’s buffeted by tremendous change. So, this idea of how we manage for today, yet keep our eyes on tomorrow is really a fundamental issue as we prepare talent for the next generation.”
Measuring the return on investment of social media is a big challenge. We deal with the question of “how to” all the time. More importantly though is answering the question of what your goal is with social media. This topic was on the agenda at the Agricultural Media Summit.