—Lancaster Farming. Saturday, July 5,
22
Meat Board President
Reports To Industry
Per capita consumption of
meat m this countiy has been
inci casing steadily for the past
decade and set a new record of
182 7 pounds in 1968 “That’s an
achievement for which the live
stock and meat industiy can be
justifiably proud, but it is by no
means the final gauge of success
or pi ogress,” said David H
Stroud. Chicago. President of
the National Live Stock and Meat
Boaid
Speaking at the Board’s 46th
Annual Meeting in Des Moines,
Stroud said- "It is the price at
which a given tonnage of meat
is consumed that is important—
not the number of pounds alone.
Whatever the tonnage, strong
puces mean the producer, pack-
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er, processor and retailer are re
ceiving reasonable returns on
their extensive investments And
such puces,” he continued,
“guaiantee the consumer a con
tinuing bountiful supply of
meat ”
Stroud reported to representa
tives of the livestock and meat
industry at the banquet session
of the annual meeting the even
ing of June 16. In discussing the
Board’s program of meat re
search, promotion and education,
he observed that one function of
the Board is “to preserve in the
public eye the free enterprise
concept of piofit as a right of
the livestock producer and meat
packer, as it is a right of all
others in oiir economic system
IT *
SINCE 1927
Phone 445-3911
On the other hand it is the
board’s Job to study and under
stand consumer attitudes . . . to
• assist and to" lead this industry in
meeting the needs and demands
o£ the public it serves; the pub
lic it cannot survive without.”
Stroud, who just completed
his first year as the Meat Board’s
executive officer, said the pro
fessional staff of the industry’s
self-help organization has set
about a reorganization of
“thought and work patters” He
said new approaches are being
instituted toward solving the
problem of “knowledge gaps”
about meat while stimulating de
mand for beef, pork, veal and
lamb at the point of purchase—
the food store and the restaurant.
The Meat Board president said
the executive staff of the Board’s
beef and pork promotion divi
sions (Beef Industry Council and
Pork Industry Committee) have
been charged with new and
bioader responsibilities within
the Board’s total program. New
accounting procedures have been
instituted to guarantee industry
investors that distribution of ex
penses always is approximately
equal to livestock species source
of income The present ratio pro
vides that about 55% of program
expenditures are devoted to beef
promotion and education; about
42% to pork and three percent
to lamb.
“Food store shoppers and res
taurant diners are influenced and
guided by what they prefer
their physician’s advice; the
price of the moment; piejudices.
product quality and attractive
ness; what they read and hear in
the general media about specific
food products; the merchandis
ing technique of the seller, avail
able vanety—and day to day by
scores of less readily identifiable
forces,” Stroud said. “The Meat
Board’s progiam is being mod-
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