The Beef Checkoff is undergoing a year-long process to determine direction for the organization over the next five years.
The long-range strategic planning process for the beef industry is underway, a process that pulls together key leaders from all over the country representing different sectors of the beef business.
Updated every five years, the Beef Industry Long Range Plan is the standard the beef checkoff focuses on as one strategic direction, identifying key areas to advance beef demand.
Since 1995, industry leaders have gathered to develop an aligned, comprehensive plan with the goal of increasing consumer demand for beef.
The leaders are brought together to study and compile major areas of opportunity for the next five years.
The current plan, in place since 2016, focuses on increasing beef demand and growing consumer trust.
The newly appointed committee will convene over the next several months and consider all aspects of the industry from production trends, economic factors, foreign markets, consumer trends, and the competitive climate.
