Purpose:
Grow consumer trust in beef and beef production through greater adoption and understanding of industry best practices.
Initiatives:
- 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.
