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Beef industry hears five-year plan

Long range plan task force releases plan at Cattle Industry Summer Business Meeting in Denver.

The Beef Industry Long Range Plan task force today released its five-year plan for 2021-2025.

The plan includes the following key priorities and core strategies:

Industry objectives:

  1. Grow global demand for U.S. beef by promoting beef’s health and nutritional benefits, satisfying flavor and unparalleled safety.
  2. Improve industry-wide profitability by expanding processing capacity and developing improved value-capture models.
  3. Intensify efforts in researching, improving, and communicating U.S. beef industry sustainability.
  4. Make traceability a reality in the U.S. beef industry.

Core strategies:

  1. Drive growth in beef exports.
  2. Grow consumer trust in beef production.
  3. Develop and implement better business models to improve price discovery and value distribution across all segments.
  4. Promote and capitalize on the multiple advantages of beef.
  5. Improve the business and political climate for beef.
  6. Safeguard and cultivate investment in beef industry research, marketing and innovation.

“We want beef to be the protein of choice, and we want the entire U.S. beef industry to be trusted and respected for its commitment to quality, safety, and sustainability,” said Kim Brackett, leader of the task force and cow/calf rancher from Idaho. “The task force invested many hours, discussing the current state of the industry and what we need to accomplish over the next five years. We feel we’ve established some important priorities and strategies, as well as benchmarks for success that will help keep our industry on track through 2025 and beyond.”

The task force's mission is "to ensure the long-term prosperity of the U.S. beef industry by sustainably producing the most trusted, highest quality and consistently satisfying protein for consumers around the world." The report was released at the Cattle Industry Summer Business Meeting in Denver.

“We’ll measure the plan’s success by tracking key metrics for each Core Strategy,” Brackett said. “For example, one of the measures for the Core Strategy to ‘Drive growth in beef exports’ will be to grow the value of U.S. beef exports as a percent of total beef value to 21% by 2025. Additionally, there are a number of other goals to help measure success specific to the other core strategies.”

The plan

The Beef Industry Long Range Plan is updated every five years. It is a tool designed to help the beef industry establish a common set of objectives and priorities. It communicates the industry’s strategic direction and provides insight on how the industry can serve its stakeholders by growing beef demand.

Since 1995, industry leaders have gathered to develop an aligned, comprehensive plan with the goal of increasing consumer demand for beef. These leaders are brought together to study and compile major areas of opportunity facing beef over the next five years.

The task force

The task force convened several times over the past year and considered all aspects of the industry. The group evaluated the previous five-year plan and determined, based on industry trends and insights, where the industry should maintain and/or shift focus over the next five years.

In addition to Brackett, other members of the task force:

  • Dr. Keith Belk, Department Head Animal Science, Colorado State University (Fort Collins, CO)
  • Andy Bishop, Fairfield Farms, (Cox’s Creek, KY)  
  • Tim Brady, Director of Risk Management, Agri Beef Co. (Boise, ID)
  • Donnell Brown, Owner/Manager, R.A. Brown Ranch (Throckmorton, TX)
  • John Butler, CEO the Beef Marketing Group, feeder (Manhattan, KS)
  • Paul Defoor, Co-CEO at Cactus Feeders, Inc., feeder (Amarillo, TX)
  • Joe Goggins, Owner, Auctioneer and Field Rep, Public Auction Yards, (Billings, MT)
  • Ken Griner, President, Usher Land & Timber, Inc., cow/calf and seedstock (Chiefland, FL)
  • Mary Kraft, Owner/Operator, Quail Ridge Dairy (Fort Morgan, CO)
  • Jon Lowe, Head of Global Commercial Development, Livestock, Zoetis (Parsippany, NJ)
  • Dean Meyer, farmer/feeder (Rock Rapids, IA)
  • William Rishel, Owner, Rishel Ranch, seedstock (Lincoln, NE)
  • Suzy Strassburger, President, Strassburger Steaks, LLC, a specialty meat purveyor (Carlstadt, NJ)
  • Jerry Wulf, Partner/Advisor, Wulf Cattle (Hancock, MN)
Source: Beef Industry Long Range Plan task force, which is solely responsible for the information provided and is wholly owned by the source. Informa Business Media and all its subsidiaries are not responsible for any of the content contained in this information asset. 
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