Increase U.S. beef demand in international markets by leveraging unique attributes of U.S. beef.
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
Identify and address export customer needs and values
Collaborate with targeted partners to promote U.S. beef in foreign markets
Invest in research, marketing, and education programs
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.