Proposed Joint Program Advisory Committee Structure Craig Uden, Chair Federation of State Beef...
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Transcript of Proposed Joint Program Advisory Committee Structure Craig Uden, Chair Federation of State Beef...
Proposed Joint Program Advisory Committee Structure
Craig Uden, ChairFederation of State Beef Councils
Hank Maxey, ChairCBB Special Committee on Committee Structure
2
Background
• New Joint Committee Agreement between CBB and Federation adopted in February 2012
• Working group with CBB and Federation members examined checkoff’s joint program committee structure to assure “best practices”
3
Background
Proposal shared with NCBA officers and NCBA Executive Committee for discussion on June 26 and again on July 18
Proposal shared with CBB Executive Committee on June 27. Executive Committee unanimously recommended approval by the full Beef Board
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Joint Checkoff CommitteesCritical Success Factors
Joint Checkoff Advisory Committees should:
Strategically align to the Beef Industry Long Range Plan and research-based beef demand drivers
Be flexible enough to change with industry needs
Be efficient in the decision-making process and provide valuable input to program staff and Operating Committee
Increase awareness about Beef Checkoff Program – both current situations that drive demand and outcomes from checkoff-funded programs – among greater number of producers
Engage committee members and provide them a greater sense of ownership in their beef checkoff.
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LRP Vision and Mission
An industry united around a common goal of being the world’s most trusted and preferred source of beef and beef products
Provide the safest, highest-quality, most consumer friendly beef and beef products in an environmentally and economically sustainable manner
Both CBB and Federation support the LRP
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Checkoff-Associated Beef Industry LRP Core Strategies
Improve domestic consumer preference for beef
Capitalize on global growth opportunities
Strengthen image of beef and the beef industry
Protect and enhance our freedom to operate
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Beef Demand Drivers, Opportunities
Price/Value
Food Safety
Health and Nutrition
Convenience
Taste
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Consumer Demand Driver Subcommittees (of the
Domestic Consumer Preference Committee)
LRP Core Strategy Committees
Domestic Consumer Preference Committee
Global Growth Committee
Beef's Image Committee
Freedom to Operate Committee
Convenience Subcommittee: Fulfill consumer expectations for selection, preparation and ease of use.
Market Research Working Group: Chair and VC of Federation will appoint 6 members, Chair and VC of the CBB will appoint 6 members from sitting committee members
Safety Subcommittee: Continually improve safety, while maintaining and improving consumer confidence in beef.
Producer Communications Working Group: Chair and VC of Federation will appoint 6 members, Chair and VC of the CBB will appoint 6 members from sitting committee members
Value Subcommittee: Satisfy consumer preference, at a fair price.
Nutrition & Health Subcommittee: Enhance consumer knowledge of positive health and nutrition benefits.Taste Subcommittee: Deliver a consistent and memorable eating experience.
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Gut Check: Critical Success Factors
This model accomplishes the five critical success factors in these ways:
Efficiency in decision making• Greater collaboration across program areas• Enhanced input to Operating Committee• Proposed plan of work will be solution-focused
and cross-functional
– Strategic alignment Committees match up with LRP core strategiesCommittees focused on achieving LRP objectives.
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Gut Check: Critical Success Factors
Flexible to changeIf next LRP has new core strategies, committees change to align
Increased awareness Checkoff strategic function across programs
Greater engagement and ownership by committee members
Industry Scan Safety
ValueNutrition &
Health
Convenience
Work Flow of Checkoff Program Advisory Subcommittees & Committees
Taste
Consumer Demand Driver
Subcommittees*
LRP Core Strategy Committees**
Freedom to Operate
Beef’s Image
Global Growth
Domestic Consumer Preference
Beef Promotion Operating Committee
(BPOC)(Approves ARs and
determines funding)
Serves as a general session for all committee members to learn about beef demand
topics.
*Subcommittees recommend ARs to full
committee
**Advisory committees recommend ARs to the
BPOC
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Questions?