Every five years the National Beef Quality Audit is released which
interviews/surveys ranchers, feedlot operators, packers, retailers and
government and allied industry. The purpose of the audit is to document
accomplishments, future challenges and to identify areas that need improvement.
Among the advancements that all of the industry should be proud of are
the advancements made in tenderness, palatability, animal care, quality
assurance, animal welfare, stockman ship and stewardship, beef safety and
continuing to tell the beef story. As a prelude to the release of the
results on July 26 at the summer National Cattlemens Beef Association (NCBA)
meetings in Denver (by scientists from NE, TX, and CO), I would like to share
with you a video which provides a summary of the challenges and opportunities
identified from the audit and the road map to continuously improve beef
demand and quality. The video highlights from a strategy team made up of
41 seed stock, cow/calf, feeders, packers and retailers who provided
their reaction to the challenges and future opportunities identified by the
audit. Just click on it and it should start for you. This video and the
audit would not have happened without the support of the beef checkoff and the
Cattlemen's Beef Board. Best regards. JP
John Paterson, PhD
Executive Director of
Producer Education
Producer Education
National Cattlemen's Beef Association
Denver, CO
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