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NCBA unveils new committee structure
Story Date: 8/14/2012
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Source: Lisa M. Keefe, MEATINGPLACE, 8/13/12
The number of committees advising the Cattlemen’s Beef Board (CBB) on how to spend money collected for the beef checkoff is being reduced to just four from 13, the CBB said in a news release issued jointly with the Federation of State Beef Councils.
The streamlining move comes a few months after the two groups adopted an agreement that removed all policy members from committees with checkoff representation and changed the way members are appointed to committees. At that time, both groups asked special subcommittees to review the overall committee structure and report back at the Cattle Industry Summer Conference, held last week in Denver.
The four committees are:
Domestic Consumer Preference Committee
Global Growth CommitteeBeef’s Image Committee
Freedom to Operate Committee
Each will be tied directly to core strategies that were identified in the 2011-2013 Beef Industry Long Range Plan, and are designed to change as circumstances in the industry change.
The criteria for determining the new structure required that the committees:
Strategically align to the Beef Industry Long Range Plan and research-based beef demand drivers
Be flexible enough to change with industry needs
Beef efficient in the decision-making process and provide valuable input to program staff and the Operating Committee to which the committees make recommendations for checkoff funding
Increase awareness about the Beef Checkoff Program among a greater number of producers and importers
Engage committee members and provide them a greater sense of ownership in their beef checkoff
"The new committee structure is a really big step forward to focusing checkoff work on consumer demand and preference,” Beef Board CEO Polly Ruhland said.
Ruhland explained that converting to the new structure will take place between now and the next cattle industry annual convention, slated for February 2013 in Tampa, Fla.
Unrelated
Diane Henderson, communications manager for the CBB, noted that the revamped committee structure was unrelated to the threat of a lawsuit by the Organization for Competitive Markets over how checkoff dollars are handled. In fact, she told Meatingplace, the review and restructuring of the committees was completed before OCM made its announcement last week.
For more stories, go to http://www.meatingplace.com/.
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