NCBA: Beef Industry Long Range Plan, 2011-2013

US - Charles Miller, a beef producer from Kentucky, has taken a front row in developing the latest long range plan for the beef industry, writes Charlotte Johnston from the 2011 NCBA Convention and Trade Show.
calendar icon 3 February 2011
clock icon 2 minute read

Five months ago, industry leaders met to get plans off the ground for a long term plan for the beef industry, Mr Miller said. The group wanted to ensure that the task force, establishing said plan, represented the entire industry.

Unlike the usual five year plan, this plan is for 2011 through to 2013, the shorter plan, Mr Miller says, takes into consideration the unstable economic times, which are still evident, and make it impossible to plan for the future.

Looking at the current status of the beef industry, the grop set the vision statement: An industry united around a common goal of being the world's most trusted and preferred source of beef and beef products.

The plan sets out a number of goals, including:

  • Increasing the Consumer Beef Index preference measure from 28 per cent to 31 per cent.

  • Increasing the value of exports by 25 per cent per head.

  • Establishing a benchmark measure of public perceptions of beef and beef production.

  • Developing an index to measure and track freedom to operate.

  • Establish a benchmark of industry stakeholder perceptions of unity and trust.

  • Increase bred heifer retention to 18 per cent while stabilising US beef production at a minimum of 26 billion lbs.

"The success of this programme depends on a resourcing plan to increase checkoff resources and non-checkoff resources, said Mr Miller. "As well as the adoption of a practical and effective industry-wide animal disease traceability programme."

"We as an industry have many things to do, challenges to face and tremendous opportunities for us, as a beef industry to take," he said.

Although stakeholders have worked to put this plan together, nothing will happen until individuals and organisations work together and take action, said Mr Miller.

"This is your plan, which the taskforce has put together for you, the beef industry. I challenge you to work together collectively to do things - to push the industry forward and achieve our goals," he concluded.

The plan will be explained in detail over the next few days in a number of sessions at the NCBA conference. Members can vote the plan in on Saturday.


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