Grow consumer trust in beef and beef production through greater adoption and understanding of industry best practices.
Drive the adoption of traceability for all U.S. cattle to help promote U.S. beef through (verified) value-added programs; while protecting the health & well-being of cattle and our markets from the effects of contagious diseases
Intensify efforts in educating consumers as well as supply chain decision makers about the benefits of animal care programs like BQA and their impacts on animal well-being
Align and collaborate with traditional and non-traditional partners to tell the positive story of beef cattle production
Develop a direct-to-consumer beef safety campaign
Demonstrate beef’s positive sustainability message and key role in regenerative agriculture
Develop crisis management plans
Twice a year, producer leaders meet in committees to review promotions and other projects that directly tie to their initiatives based on the Beef Industry Long Range Plan.