The Chairman of the Cattlemen’s Beef Board is Jay O’Brien from Amarillo, TX, seen here listening in on one of the first committee meetings taking place at the Cattle Industry Summer Conference.

I got to talk with Jay before the Beef Board Executive Committee started their meeting.

Jay gives a very good overview of the work that will be done here by the Beef Board during the Cattle Industry Summer Conference. He says that the budget will be a main task that all the committees will contribute to and will be passed by the full Board.

Jay says that one of the key areas of focus this coming year will be reaching out to young people since research shows that they don’t have the same top of mind awareness of the nutritional value of beef as adults do.

You can listen to my interview with Jay here: O’Brien Interview (12:41 min. MP3 File)