Purpose: Enhance beef safety through adoption of science-based practices, and inspire the beef community to innovate (develop) products, packaging, and industry solutions.
• Develop a direct-to-consumer beef safety campaign
• Use innovative methods and technologies to value carcasses based on eating satisfaction and red meat yield
• Promote innovative online marketing, packaging and shipping solutions to enable the direct marketing of beef
• Promote underutilized beef cuts and new variety meat products
• Drive continuous improvement in food safety