Suggested Lead: Cattlemen’s Beef Board (CBB) elected in February a new chairman who embraces change and sees it as a stepping stone to greater things to come. Meet Dave Bateman, a fourth-generation cattleman from Oregon, Ill., who says his goal is to build on the history of the beef industry and help others take a step toward positive change…tape.

Cut #1                :21                   O.C..."that’s my goal."

Eagerly stepping into his new role, Bateman believes change is an ongoing, evolving process. He explains a few things he believes need to happen within the industry over the next year and into the future...tape.

Cut #2               :27                    O.C..."generation of consumers."

A year seems like a short time to influence dramatic change. Part of what Bateman’s training allows him to do is help others see what CAN be. He says it’s imperative that producers claim ownership of checkoff-funded programs, even faced with shrinking dollars…tape.

Cut #3               :32                    O.C..."have to do."

As chairman of the Beef Board, Bateman also will serve as chairman of the Beef Promotion Operating Committee, which makes decisions about what promotion, research and information programs to fund with producers’ checkoff dollars, and will serve on the CBB Executive Committee.