Proposed Joint Program Advisory Committee Structure

Craig Uden, ChairFederation of State Beef Councils

Hank Maxey, ChairCBB Special Committee on Committee Structure

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Background

• New Joint Committee Agreement between CBB and Federation adopted in February 2012

• Working group with CBB and Federation members examined checkoff’s joint program committee structure to assure “best practices”

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Background

Proposal shared with NCBA officers and NCBA Executive Committee for discussion on June 26 and again on July 18

Proposal shared with CBB Executive Committee on June 27. Executive Committee unanimously recommended approval by the full Beef Board

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Joint Checkoff CommitteesCritical Success Factors

Joint Checkoff Advisory Committees should:

Strategically align to the Beef Industry Long Range Plan and research-based beef demand drivers

Be flexible enough to change with industry needs

Be efficient in the decision-making process and provide valuable input to program staff and Operating Committee

Increase awareness about Beef Checkoff Program – both current situations that drive demand and outcomes from checkoff-funded programs – among greater number of producers

Engage committee members and provide them a greater sense of ownership in their beef checkoff.

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LRP Vision and Mission

An industry united around a common goal of being the world’s most trusted and preferred source of beef and beef products

Provide the safest, highest-quality, most consumer friendly beef and beef products in an environmentally and economically sustainable manner

Both CBB and Federation support the LRP

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Checkoff-Associated Beef Industry LRP Core Strategies

Improve domestic consumer preference for beef

Capitalize on global growth opportunities

Strengthen image of beef and the beef industry

Protect and enhance our freedom to operate

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Beef Demand Drivers, Opportunities

Price/Value

Food Safety

Health and Nutrition

Convenience

Taste

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Consumer Demand Driver Subcommittees (of the

Domestic Consumer Preference Committee)

LRP Core Strategy Committees

Domestic Consumer Preference Committee

Global Growth Committee

Beef's Image Committee

Freedom to Operate Committee

Convenience Subcommittee: Fulfill consumer expectations for selection, preparation and ease of use.

Market Research Working Group: Chair and VC of Federation will appoint 6 members, Chair and VC of the CBB will appoint 6 members from sitting committee members

Safety Subcommittee: Continually improve safety, while maintaining and improving consumer confidence in beef.

Producer Communications Working Group: Chair and VC of Federation will appoint 6 members, Chair and VC of the CBB will appoint 6 members from sitting committee members

Value Subcommittee: Satisfy consumer preference, at a fair price.

Nutrition & Health Subcommittee: Enhance consumer knowledge of positive health and nutrition benefits.Taste Subcommittee: Deliver a consistent and memorable eating experience.

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Gut Check: Critical Success Factors

This model accomplishes the five critical success factors in these ways:

Efficiency in decision making• Greater collaboration across program areas• Enhanced input to Operating Committee• Proposed plan of work will be solution-focused

and cross-functional

– Strategic alignment Committees match up with LRP core strategiesCommittees focused on achieving LRP objectives.

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Gut Check: Critical Success Factors

Flexible to changeIf next LRP has new core strategies, committees change to align

Increased awareness Checkoff strategic function across programs

Greater engagement and ownership by committee members

Industry Scan Safety

ValueNutrition &

Health

Convenience

Work Flow of Checkoff Program Advisory Subcommittees & Committees

Taste

Consumer Demand Driver

Subcommittees*

LRP Core Strategy Committees**

Freedom to Operate

Beef’s Image

Global Growth

Domestic Consumer Preference

Beef Promotion Operating Committee

(BPOC)(Approves ARs and

determines funding)

Serves as a general session for all committee members to learn about beef demand

topics.

*Subcommittees recommend ARs to full

committee

**Advisory committees recommend ARs to the

BPOC

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Questions?