Reflecting on the Past, Envisioning the Future
NCBA CEO Forrest Roberts presents his perspective on 2014 and his outlook for the future.
SAN ANTONIO, Texas (Feb. 6, 2015) — Forrest Roberts, CEO for the National Cattlemen’s Beef Association (NCBA), shared his perspective on the past year in the beef industry, as well as efforts for the future, during the second General Session at the Cattle Industry Convention & NCBA Trade Show Feb. 6 in San Antonio, Texas.
Forrest Roberts noted that NCBA membership is at its highest level in almost 10 years, and the convention this week broke an attendance record with more than 8,100 cattlemen and women in attendance.Roberts said, “2014 will likely be remembered as the year of the perfect storm.” He cited the much-needed moisture combined with record cattle prices and strong global beef demand as factors that created profitability for every single segment of the beef supply chain at the same time.
As the organization charts the future focus for NCBA in the industry, he noted the importance of building trust and growth.
To do so, as a proud contractor to the beef checkoff, NCBA will continue to work at providing research and bringing science solutions to the beef industry. Roberts cited critical research areas such as beef safety, sustainability and beef nutrition, as well as consumer trends.
He also shared some accomplishments achieved in 2014. The BeefItsWhatsForDinner.com website has become the No. 1 spot on the web for all things related to beef — from recipe and meal ideas to tips and techniques. A series of “beef” cooking videos on YouTube have now generated more than 5 million views.
The Farmland movie, global market access progress on the Trans-Pacific Partnership (TPP), and passage of the 179 Tax Deduction were positive stories for the industry in the past year. Through the use of new social-media-monitoring tools, the industry can monitor real-time conversations about beef online and get ahead of and manage negative content.
Roberts noted that NCBA membership is at its highest level in almost 10 years, and the convention this week broke an attendance record with more than 8,100 cattlemen and women in attendance.
“By building trust we increase preference for beef and grow our industry for the generations behind us. … We can’t predict what the picture will look like tomorrow. Tomorrow depends on all of us. We must remember to focus, commit and adapt," he concluded. “There is one thing I can give you with a lot of certainty: Your team at NCBA is working to win. … You can take that to the bank.”
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