New Beef Industry Long Range Plan

1. New Beef IndustryLong Range Plan International Elements Putting U.S. Meat On The World’s Table

2. Vision A beef industry that is profitable, growing and sustainable for future generations Putting U.S. Meat On The World’s Table 2

3. Mission Mobilize all U.S. cattle and beef industry participants to prosper amidst growing competition by solidifying U.S. beef’s position as the world’s most preferred protein Putting U.S. Meat On The World’s Table

4. Priorities • Creating Growth through consumer markets • Creating Opportunity through global competitiveness Putting U.S. Meat On The World’s Table

5. Results Succeed against international competition: • Increase U.S. beef exports from 1.0 billion pounds in 2005 to 3.0 billion pounds by 2010 (including variety meat) • Improve the balance of trade by becoming a net exporter in terms of value by 2010 Putting U.S. Meat On The World’s Table

6. Creating Value • Givens: • Opportunities for producers to receive value for product verification • New Frontiers: • Provide access to information • Foster multiple production models • Increase beef presence at point of sale Putting U.S. Meat On The World’s Table

7. Creating Growth • Givens: • Demand growth by addressing drivers • Promote/defend beef image • Engage retail/foodservice as partners • New Frontiers: • Promote beef’s uniqueness • Develop market-by-market strategy • Capitalize on consumer trends Putting U.S. Meat On The World’s Table

8. Creating Sustainability • Givens: • Proactive government policy • New Frontiers: • Leverage political clout • Foster industry understanding of key policy issues • Prepare for and manage crises Putting U.S. Meat On The World’s Table

9. Creating Opportunity • Givens: • Government places high priority on trade • Animal ID • Herd health • Regain lost ground • Ensure U.S. competitiveness through government involvement Putting U.S. Meat On The World’s Table

10. Creating Opportunity • New Frontiers: • Develop comprehensive trade strategy to prioritize markets • Enhance product/carcass value • Leverage competitive advantages: corn-fed, sell selected cuts in large quantities, variety meat availability • Provide trade information Putting U.S. Meat On The World’s Table

11. Beef Planning Cycle PS&D Analysis & Forecasting(August – September) Evaluation & Country Progress Reports(July – August) CBB/NCBA Summer Conference & Draft AR’s Beef Operating Committee & Final AR’s Strategy Planning(September – October) Implementation(July – June) Signing of Agreement w/NCBA Strategic Market Profiles(October) FAS Approval Letter & Signing of MAP Agreement (June) Market Intelligence(24-7-365) Implementation of Beef Checkoff Projects USMEF BOD Meeting & Endorsement of SMP’s(October – November) CBB/NCBA Budget Meetings Unified Export Strategy Development(March) End-of-Year Evaluation Performance Measure Development(November – December) Forecasts Updated (February – March) Tactical Planning & Budgeting(January – February) Cattle Industry Convention Putting U.S. Meat On The World’s Table

12. Creating Opportunity • New Frontiers: • Develop comprehensive trade strategy to prioritize markets • Enhance product/carcass value • Leverage competitive advantages: corn-fed, sell selected cuts in large quantities, variety meat availability • Provide trade information Putting U.S. Meat On The World’s Table

13. Committee Priorities • Regain lost ground • Develop comprehensive trade strategy to prioritize markets • Enhance product/carcass value • Leverage competitive advantages: corn-fed, sell selected cuts in large quantities, variety meat availability • Provide trade information Putting U.S. Meat On The World’s Table