AgWired

Is there anyone who doesn’t know Monte Reese? The Beef Board’s Chief Operating Officer was on the program at this morning’s board meeting to give a report on the activities of the Checkoff.

Monte started out talking about how much has been accomplished in the 20 years of the Checkoff. He says that producers have created a solid science-based research foundation which has time after time prevented severe consumer confidence crises.

Monte also made a point of letting producers know how many expressions of appreciation he has received from other commodity groups for the Beef Checkoff’s perseverance in the face of a severe legal challenge. Since that final Supreme Court decision he says most of the challenges to other groups have been dismissed.

You can listen to Monte’s remarks here: Monte Reese Report (10 min. MP3 File)

Two of Beef Ambassadors attending the Cattle Industry Summer Conference are Melissa Green (left) and Amanda Nolz.

Melissa describes the purpose and function of the Beef Ambassador program and Amanda describes what they do during the year that they serve.

According to Melissa this program is worth the investment to have young people out in the public who are passionate about the beef industry. She says the reception they get is always positive. You can listen my interview with them here: Green-Nolz Interview (3 min. MP3 File)

The President of the National Cattlemen’s Beef Association is Mike John, from Missouri (left). Mike took over the reigns in January at the annual convention. Here at the Summer Conference he said he was happy to hear about how beef demand has been good recently but knows that there’s a lot of work to do to continue to grow demand for his product.

Another think Mike says which I’ve heard over and over from cattle producers here is how the NCBA or the CBB offer a grass roots input process for cattle producers to have an impact on what these organizations do and the effect they can have on the beef business.

Hear Mike’s perspective in my interview with him here at the conference: Mike John Interview (5 min. MP3 File)

Tracey Orsburn is one of the Beefmobile Wranglers and is here at the Cattle Industry Summer Conference. She puts in a lot of miles travelling around the country and making sure producers better understand the Checkoff. Her vehicle is also a travelling billboard for beef.

Tracey says she’s personally driven over 100,000 miles for the Checkoff since she started and has been through 43 states.

You can learn more about the Beefmobile by listening to my interview with her in which she explains the program and describes the kind of producer feedback she receives. You can listen to my interview with Tracey here: Orsburn Interview (4 min. MP3 File)

This morning at the Cattle Industry Summer Conference there are a series of industry Issues Forums taking place. One of them is titled, “Enhancing The Brand.” The brand referred to is beef. I think the consumer research that’s being done by organizations like NCBA with Checkoff funding is fascinating. What’s even more interesting is seeing how they put that research into action.

Presenting this session are Kim Essex and Rick Husted who work for NCBA, which has been contracted by the Beef Checkoff to conduct consumer research. Some of the results of that on-going research are being presented here today.

I spoke with Kim in between sessions to see what producers are being told. For example, she says that Checkoff-funded research says there’s a need to target consumers with a message that focuses on rational reasons to choose beef. She says beef has great emotional appeal. You can listen to my interview with Kim here: Essex Interview (6 min. MP3 File)