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Domestic Marketing Committee


Inspire consumers, and those who impact consumers, to make beef their preferred protein through targeted, innovative communication and marketing.


  • Implement a marketing campaign that communicates beef’s advantage compared to alternative proteins
  • Develop targeted marketing programs focused on the highest opportunity market segments
  • Cultivate collaborative promotion partnerships
  • Engage consumers in a memorable beef eating experience
  • Develop a more interactive and exciting beef purchasing experience.
  • Promote underutilized beef cuts and new variety meat products

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.

Domestic Marketing Committee Beef Board Members


Andy Bishop

Cox's Creek, Kentucky

Cooper, Katie

Katie Cooper

Willow Creek, Montana

DeNaeyer, Bree

Bree DeNaeyer

Seneca, Nebraska

Michael Echeverria

Bakersfield, California

Erbele, Ray

Raymond Erbele

Streeter, North Dakota

Grande, Lynda

Lynda Grande

Columbus, Montana

Jason Hitch

Guymon, Oklahoma

Diane Hoover

Lebanon, Pennsylvania

Johnson, Dwain

Dwain Johnson, Ph.D.

Archer, Florida

William McDonald

Blacksburg, Virginia

Morales, Ernie

Ernie Morales

Devine, Texas

Peters, Jenni

Jenni Peters

Bellevue, Iowa

Priest, Trista

Trista Priest

Santana, Kansas

Marty Stingley

Ellensburg, Washington

Mark Sustaire

Winnsboro, Texas

Thortenson, Vaughn

Vaughn Thorstenson

Selby, South Dakota

Williams, Rob

Rob Williams

Washington, District of Columbia

Domestic Marketing Committee Federation Members


Becca McMillan

Mannsville, Oklahoma

Brett Dailey

Jordan, Montana

Matt Ferguson

Carrizozo, New Mexico

Daniel Hanrahan

Cumming, Iowa

Joe Horstman

West Lafayette, Indiana

Joe Johnson

Purvis, Mississippi

Ken Krutz

Syracuse, New York

Douglas Maag

Vale, Oregon

Todd Mortenson

Hayes, South Dakota

Jake Pannbacker

Washington, Kansas

Jake Pannbacker

Washington, Kansas

Becky Reed

Springfield, Ohio

Jeff Rudolph

Gothenburg, Nebraska

Steven Taylor

Jerome, Idaho

Gregg Wiedel

Hebron, Nebraska

Chloe Wilson

Sabinal, Texas

Jerry Yates

Wardensville, Wisconsin

Jason Zahn

Towner, North Dakota