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New beef checkoff boss’ goal: Continued success

By MEGGIE I. FOSTER
Assistant Editor

DENVER, Colo. — In an era of growing animal activism, it becomes increasingly important for agriculture to have a strong, collaborative voice to help educate consumers on the truth behind modern livestock production, according to newly hired National Cattlemen’s Beef Assoc. CEO Forrest Roberts.

Roberts was named to his new role just after the first of the year; and after several weeks on the job meeting with producers and state officials across the country, his feet are wet and he’s revved up ready to work for the industry, he said.

“First of all, I am so proud to take the reigns of this organization at a time when our leadership is so critical to the future of the beef industry,” said Roberts. “NCBA is a strong organization with an active and growing membership. Going into 2009, the association has nearly 31,000 members. My goal is to continue NCBA along its path of growth and build upon the values and tradition that have
earned this organization a longstanding reputation for success.”

Moving forward, Roberts has several key goals for increased success in the beef industry, despite a gloomy economic climate. “With the current state of the economy, our industry – along with so many others – is facing challenges. So the number one priority on my list is to look for ways to create opportunities for increased profitability throughout all segments of the beef chain,” he said. “In order to do this, we must continue to work to protect and grow demand for beef here at home as well as expand market access for U.S. beef across the globe.”

Other goals include expanding exports to Japan, including products from animals 30 months and under; building new relationships with lawmakers in Washington, D.C. to work on issues such as increasing access to global markets, ensuring that regulations are fair and scientific based and “working with the new Administration to ensure that America continues to be a major producer and exporter of a safe, wholesome, sustainable and affordable food supply.”
On the long-range side, Roberts hopes producers will start sharing their farm story with the non-ag community.

“We need to make sure that we’re shaping our own story, and not allowing other groups to do it for us,” he said.

“Our industry needs a strong, coordinated effort to help the public have a better understanding of what modern beef production and beef producers are all about, and the ways in which we’re benefiting our nation and our local communities.”

Roberts advice for producers dealing with extreme volatility and growing feed costs is to persevere through the storm.

“My family has experienced first-hand the ups and downs that are commonplace in the beef business, and I’ve learned that you must maintain focus and persevere, and most importantly, look for the opportunities that lie in the midst of challenging times,” he said. “So ask yourself how you can adjust your business to take advantage of the opportunities that exist even in this market.”

And as far as the demand for beef products, Roberts said demand is steady despite uncertainity among consumers.

“Restaurants are buying fewer high-end cuts of meat, which means an increased supply of premium cuts are now available at supermarkets across the nation. So one of the things we can do to help ourselves is encourage your friends and neighbors to go out there and take advantage these tremendous beef values in the grocery store, and stock up on steaks for the grilling season,” Roberts explained.

A cattle background

Roberts grew up on a family-owned, diversified livestock operation in Uvalde, Texas. He worked side by side with his family when the operation expanded to include a retail meat market for locally-grown beef and pork. Roberts went on to earn a bachelors degree in animal science from Texas A&M University and a masters of business administration from University of North Carolina.

“I started my professional career in the animal health industry to help provide the tools producers need to be profitable,” he added. “I began with Upjohn Animal Health in 1992, and remained with the company through its two mergers to Pharmacia Animal Health and later Pfizer Animal Health. In 2004, I left Pfizer to join Elanco Animal Health where I most recently served as the marketing manager for Elanco’s Beef Business Unit.”

In addition, Roberts has served as a volunteer leader with NCBA for the past 12 years – as a member of NCBA’s Executive Committee, Board of Directors, Allied Industry Council, Long-Range Planning Committee and the National Cattlemen’s Foundation Board of Trustees.

“Through all of these experiences, I’ve gained a good understanding of the challenges facing the industry and how best to create opportunities for profitability, even in the midst of trying economic times,” he said.

3/18/2009