C4o—Lancaster Farming, Saturday, April 11,1981 Industry acts to improve beef program effectiveness KANSAS CITY, Mo - Beef and livestock industry leaders at tending the National Beef Forum decided on two steps aimed at increasing industry unity and effectiveness in carrying out short and long range programs to im prove profitability The group at the event last Saturday in Kansas City voted to establish a steering committee which will develop a long range coordinated beef industry program addressing all industry problems and opportunities A second motion, which focused on promotion, called on all states to implement by June, 1982, previously announced goals for increased funding of national programs for beef promotion, research and education The forum, sponsored by the National Cattlemen’s Assn and the Beef Industry Council of the Meat Board, attracted 175 representatives of 65 cattle, beef promotion, packer, livestock market and other organizations Program participants, in addition to NCA and BIC spokesmen, in cluded officials of 35 state and national organizations A primary purpose of the meeting was to achieve greater unity and funding for beef market development programs, but other important industry problems also were considered There was discussion of special promotions being conducted to help in the current financial squeeze; but most forum attention went, as planned, to longer range programs aimed at improving profit opportunities The steering committee, to be named soon by NCA President J W Swan and BIC Chairman James Mullins, will have about 25 members It will include representatives of state i attle associations and state beef councils, selected on a regional basis It also will have a representative of each of the Cowßelles, Meat Export Federation, purebred industry, livestock marketers, farm groups, meat packers, meat processors and food distributors Swan said the committee will look at the total beef business, set program priorities based on needs, and recommend ways in which funds provided by cattlemen and others through dues as well as state check-offs can be used most effectively The group will recommend a unified total program, with responsibilities assigned to those organizations with the best ex pertise to perform certain func tions in the most cost-effective way The committee’s proposals for action programs and funding will be presented to cattlemen and allied industries for their approval and support 'Hie steering committee will function as long as it is needed. Swan said, but it is not considered permanent. “We are not creating a new organization,” he said, “We are just uniting what we already have “If beef promotion were the only problem facing the industry, an over-all steering committee would not be needed We already have the BIC But industry problems are much broader, and we must look at all aspects of the beef business and organizational performance Cattlemen and others who are asked to fund all these efforts deserve more effective and more efficient use of their dollars ” Examples of issues, in addition to promotion and public relations, brought out by forum speakers included diet-health, grading. meat processing technology, and production and distribution ef ficiency Areas which the steering committee will look at are ex pected to include (1) industry structure and competitive position; (2) product promotion, advertising and education, (3) industry public relations in cluding counteracting anti-beef propaganda, influencing the “mfluencers” and working with food editors and others in the media, (4) new beef processing and packaging technology; (5) government affairs and reduction of regulatory burdens; (6) con sumer, nutrition and product research; (7) production, processing, economic and other efficiency-improving research; (8) other existing or new services. The forum discussions reflected, more than ever before, a deter mination to increase funding for national as well as state beef promotion programs The approved BIC goals for state check-off programs, endorsed at the forum, include- —All states should move im mediately to a minimum check-off of 25 cents per head each time' cattle or calves are sold, and work toward a goal of $1 per head or more. —Each state should invest at least 40% of its collections in national programs coordinated by the BIG. Beef surplus states are encouraged to invest 60% in national programs —States are encouraged to coordinate all promotion programs through the BIG, in order to eliminate duplication and assure maximum effectiveness “Ther6 was unanimous agreement at the forum that the industry should increase its sup port of national market develop ment programs,” Mullins said “To help the state councils and the BIG plan a long-range marketing strategy for beef, we have hired a marketing consulting firm to help identify consumer needs, guide development