June 14, 2018

Experiencing the Importance of Exports

During May, your CBB Chairman, Joan Ruskamp, and I traveled to Beijing, China and Tokyo, Japan with a group of 10 beef producers, feeders, and state beef council executives. The U.S. Meat Export Federation (USMEF) led a group of members representing the states of Colorado, Minnesota, Nebraska and Texas. The Beef Checkoff program is fortunate to have dedicated and professional contractors working on our behalf, and USMEF is certainly no exception.

The importance of exports to the U.S. beef industry cannot be overstated. Being in those countries to witness the excitement and desire for our beef, firsthand, was very gratifying. We met with many beef importers, retailers, and chefs in both countries and the message was very consistent – they love U.S. beef!

Large populations in both countries, coupled with a growing middle class, creates strong demand for high-quality beef; however, there is much work to be done. Sharing the many ways U.S. beef can be used in foodservice and restaurant trade in an effective and profitable way with new U.S. beef enthusiasts is no small task. Fortunately, the USMEF team works hard, on behalf of the beef checkoff, to bring influencers together, educating them on the many opportunities.

It was interesting to find few people in these countries have grills or ovens in their homes! Consequently, in Tokyo, there is a huge expansion of “grilling locations” where they bring beef to grill outdoors, like we do in the U.S. These locations, many on rooftops, are great for social interaction and sharing the grilling experience.

With their desire for the taste and quality of U.S. beef, opportunities abound for the U.S. beef producers and exporters!

The World’s Meat Industry Converged in Dallas

The World Meat Congress (WMC), held every two years, was recently convened in Dallas, TX.  This year, WMC was hosted by the International Meat Secretariat (IMS) and the U.S. Meat Export Federation (USMEF). Industry leaders, including producers, exporters, marketing specialists, economists and meat scientists from around the globe were brought together to exchange ideas and experiences on international trade.

Your beef checkoff was represented by CBB Chairman, Joan Ruskamp, Vice Chair, Chuck Coffey, Secretary Treasurer, Jared Brackett, and me. Some interesting discussions centered on innovation and effectively marketing to an ever-changing modern consumer. With an increasing use of mobile technology and home delivery, consumers are buying beef in ways not imagined in past years.

Livestock Marketing Association Names 2018 Champion Auctioneer

Jared Miller of Leon, IA was crowned the top auctioneer at the 2018 World Livestock Auctioneer Championship (WLAC), held at the Bloomington Livestock Exchange in Bloomington, WI. Miller, a third-generation auctioneer, began helping with his family’s auction business by running sales tickets during sales.  We look forward to hosting Jared in our offices in August to share resources to enable him to be a champion for the Beef Checkoff Program. The WLAC is hosted by the Livestock Marketing Association (LMA).

CBB appreciates livestock auctions across the U.S. that are on the front lines of collecting the $1 per head assessment on behalf of the beef checkoff. Joan Ruskamp and I were honored to represent the checkoff during LMA Annual Convention held in Dubuque, IA. This event provided us the opportunity to visit with many auction owners and operators. They are an integral part of the success of the beef checkoff!

Summer Conference

Below is the schedule to plan your trip to Denver.  Please antcipate a call from Charlotte Coates, CBB Operations Manager, to confirm your plans to Denver.  Visit the CBB Website for committee information and meeting agendas. 

WEDNESDAY, August 1

1:00 p.m. – 3:00 p.m. Evaluation Advisory Committee Meeting

4:30 p.m. – 6:00 p.m. CBB Executive Committee Meeting

THURSDAY, August 2

9:30 a.m. – 12:00 p.m. 2018 Checkoff Program Update for all Program Committee Members

12:15 p.m. – 1:30 p.m. General Session & Lunch

2:00 p.m. – 6:00 p.m. Checkoff Committee Meetings Part I

FRIDAY, August 3

7:30 a.m. – 9:00 a.m. CBB Budget & Audit Committee Meeting

9:15 a.m. – 12:00 p.m. Checkoff Committee Meetings Part II

11:00 a.m. – 1:00 p.m. Grab & Go Lunch

12:00 p.m. – 1:15 p.m. Checkoff Market Research: Consumer Insights Meeting

12:00 p.m. – 3:00 p.m. Investor Relations Working Group Meeting

1:30 p.m. – 3:00 p.m. Market Research Working Group Meeting

4:30 p.m. – 6:00 p.m. Cattlemen’s Beef Board Meeting

6:00 p.m. – 7:30 p.m. Cattlemen’s Beef Board Reception

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The beef checkoff increases beef demand through promotion, research and new product development, and a variety of other marketing tools.


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