There seems to be a great deal of commentary about what took place during the Cattle Industry Summer Conference and about what National Cattlemen’s Beef Association (NCBA) and Cattlemen’s Beef Board (CBB) may or may not be doing to, or for, the beef industry.
I do not know from where this information is coming, but I know what I heard and saw firsthand while attending the conference in July. I heard that leaders of NCBA are committed to reconciling the differences from the compliance review while remaining focused on delivering results to producers.
I heard that where mistakes were made, they will be reconciled. I heard about the extraordinary efforts toward fighting key issues facing the industry today such as the proposed Grain Inspection, Packers and Stockyards Administration rule, the death tax, potential dust legislation, etc.
I learned about a program called Live Well 2010: A Return to Real Food and Simple Pleasures, a check off funded event held in Napa Valley in June. This educational meeting brought together top-tier health professional influencers and credentialed members of the nutrition media to provide them with new research and tools to easily and credibly incorporate positive beef nutrition messages in their food and nutrition education efforts.
I was reminded about the successful consumer awareness campaign that is helping to build interest in the great taste and nutritional value of beef as an important component of a healthy diet.
Without a doubt, I heard the desire to keep focused on what is of most importance to our industry — building demand for beef.
I support the efforts of the leadership and staff at NCBA. We need to keep working together to continue to make our industry strong and profitable for everyone.
Keith D. Burgett