Producers – The Face of the Beef Industry

Jamie JohansenAg Group, Audio, Beef, Beef Board, Beef Checkoff, NCBA

Screen Shot 2016-02-02 at 9.13.30 AMOn the business side of the recent Cattle Industry Convention, the Cattlemen’s Beef Board elected new leadership. Anne Anderson, a cattle producer from Austin, Texas, will serve as the Board’s new chairman and I sat down with her to learn more about her goals and aspirations for the coming year.

“One of the goals I have for the Board is increased engagement. With engagement comes commitment. But a larger goal isn’t just for the Board, it’s for the entire industry. I want everyone to realize the transition we have gone through with the consumer.”

We all know that today’s consumer wants to know where their food comes from. Anne reminds us that the consumer wants to hear it from the actual producer. “The real message I am focused on getting out is that the future of the industry is in the hands of it’s own producers. Those producers have become and are the face of the industry.”

Anne says one way to encourage producers to step out of their comfort zone is to make sure they are informed and give them something fun to talk about. An example of this is the recent dietary guidelines that includes lean meat in a balanced diet. Another message Anne stressed was one-on-one conversations are important. A producers audience doesn’t have to be large. A simple conversation about beef at your local coffee shop, in line at the grocery store or on an elevator ride make big impacts.

Listen to my complete interview with Anne here: Interview with Anne Anderson, CBB Chairman

Photos from the Convention: 2016 Cattle Industry Convention Photo Album

Coverage of the Cattle Industry Convention is sponsored by Coverage of the Cattle Industry Convention is sponsored by New Holland