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Industry Insight

New CBB & NCBA presidents share remarks in closing general session.

SAN DIEGO, Calif. (Jan. 29, 2016) — The second general session of the 2016 Cattle Industry Convention & NCBA Trade Show was convened Jan. 29 in San Diego, Calif., providing an opportunity for Tracy Brunner and Anne Anderson to share remarks about their outlook for the industry.
Brunner will serve as president of the National Cattlemen’s Beef Association (NCBA) for 2016. He represents the fourth generation on his family operation located at Ramona, Kan. The entity includes a feedyard, yearling grazing operation and seedstock enterprise.

Anderson was elected by Cattlemen’s Beef Board (CBB) members to serve as CBB chairman in 2016. She is a cow-calf and stocker operator from Austin, Texas.

Brunner remarked that the industry is “… in transitional times — times when we will choose new directions, and sometimes those directions are chosen for us.” He noted that with the changing global economy and a pending election year, the future will likely present new challenges and uncertainties.

Despite that, Brunner said, “One thing I am sure of is that as an industry, we are strong. We are leading the discussion on the responsible use of producing food and caring for the planet. We are focused on the future. We need to be reaching down and giving a hand up to future generations. I am so proud to be part of NCBA.”

Anderson emphasized the continuing importance of communicating the message of beef’s benefits with consumers.

“They want to hear from you,” she told the producers in the audience.

She noted that when the beef checkoff was established in 1985, the inaugural “Beef. It’s What’s For Dinner” campaign, was effective in reaching consumers. But, Anderson added, “Things changed after 20 years with the creation of the Internet and social media.”

To that she emphasized the role that everyone now has in sharing beef’s message. Anderson said, “The future of this industry is in the hands of every one of you. You have a partner in this — the beef checkoff, but you are the channel and conduit to get that message out.”

Anderson challenged those in the industry to initiate conversations about beef. “The next time you are in the grocery store checkout, visit with the person behind you about beef and why it is or isn’t in their basket. Do the same at a restaurant with the waitstaff, or on a plane. Share beef facts, information and stories. We are your partner, but the future is in your hands.”

Read Brunner’s recent interview with BEEF magazine here. Read more about Anderson’s background here.

More than 6,700 cattle industry members gathered in San Diego for this year’s convention to engage in the grassroots policy process, learn from industry experts and network with trade show exhibitors. The convention convened Jan. 27 and concluded with the NCBA board meeting on Jan. 30.

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