2013 Cattle Industry Summer Conference, Denver

1. 2013 Cattle Industry Summer Conference, Denver Aug. 9, 2013 Committee & Subcommittee Meeting Highlights

2. Safety Subcommittee • OTHER SUBCOMMITTEE HIGHLIGHTS • Robust committee discussion • Liked and encouraged maximum integration • Increased collaboration w/other checkoff & industries to fund research & outreach

3. Nutrition & Health Subcommittee

4. Nutrition & Health Subcommittee • OTHER SUBCOMMITTEE HIGHLIGHTS • Robust discussion as we adjust to new committee structure • More specifics before we are comfortable moving forward with approval of presented workplans • More details and specifics are needed such as ballpark budgets and expected outcomes of workplans • Retain research emphasis • Dr. Mike Roussell presentation on BOLD study and importance of credible nutrition research and communication of research to influencers

5. Convenience Subcommittee • OTHER SUBCOMMITTEE HIGHLIGHTS • Efficiencies across subcontractors (blogger outreach, market research, etc) • Research foundation is important • Social media is critical to reach target • Tasting of cooked from frozen vs fresh

6. Taste Subcommittee • OTHER SUBCOMMITTEE HIGHLIGHTS • Highlight 1: Beef tasting (5 basic tastes), Dave Zino • Highlight 2: Discussion surrounding social media/apps

7. Value Subcommittee • OTHER SUBCOMMITTEE HIGHLIGHTS • The Value Committee Mission statement was reviewed. • All four contractor programs were recommended for funding. • The issue of contractor duplication came up during the meeting. The sub-committee asks that the Operating Committee consider this when funding work plans. • More information on budgets for programs was requested as it would help the sub-committee place value on the programs when determining whether or not to recommend for funding.

8. Beef’s Image Committee • OTHER COMMITTEE HIGHLIGHTS • Strategic work plans shared by 5 contractors • All works plans recommended to move forward • Committee approved a friendly amendment that if cuts are made, programs focused on outcomes vs. outputs should take priority.

9. Freedom to Operate

10. Freedom to Operate OTHER COMMITTEE HIGHLIGHTS The FTO Committee heard work plan presentations from the North American Meat Association (NAMA) for the Veal Quality Assurance program and National Cattlemen’s Beef Association (NCBA) for Sustainability and Emerging Issues research, as well as Beef Quality Assurance (BQA) program. Both work plans were recommended to the Operating Committee. The committee discussed the ultimate goal of sustainability research program and determined it is to gain a seat at the table in the sustainability discussion and be in a position to credibly define sustainability for the beef industry. The committee asked the Beef Quality Assurance Advisory Group address the issue of state-level accountability for re-certifying producers whose certification is expiring and asked them to bring recommendations to committee at the Annual Cattle Industry Convention.

11. Global Growth Committee • OTHER COMMITTEE HIGHLIGHTS • International update from USMEF Leadership • Reviewed and discussed USMEF’s FY 2014 Checkoff Plan of Work • International Beef Tasting