At their Annual Meeting, held in December, the California Beef Council (CBC) named new leadership and approved 2024’s program budgets. This year’s work plan to promote beef, provide consumer information, engage with foodservice and retail stakeholders, educate health and nutrition professionals, and provide educational and informational resources to beef producers was approved by the producer-led CBC board of directors on the final day of the Dec. 5-6 meeting.
“Like many cattle-producing states, we’re facing financial challenges for the coming year,” said outgoing Chair Steven Maxey, who serves on the CBC in the packer sector of the supply chain. “Some tough decisions had to be made, but the council as a whole discussed the best way to move forward in the current economic climate and we reached consensus. CBC decisions are driven by the beef producers who serve on the council. These men and women consider all the strategies and information presented to them to determine the best way to invest our Checkoff dollars-always with the goal of driving beef demand.”
All of the 2024 CBC staff-driven programs presented to the council support one or more of the CBC’s strategic priorities:
• Positively engage healthcare professionals and the public in conversations about beef’s role in a healthy diet and lifestyle.
• Communicate the positive net environmental benefits of beef and cattle production practices.
• Communicate how beef’s taste, convenience, and versatility are of value to consumers and retail & foodservice professionals.
These strategic priorities—adopted in 2023 and in place through 2025—guide the CBC staff as they develop and evaluate California Checkoff-funded programs.
Maxey, who steps into the role of ex officio in 2024, is with Certified Meat Products and JD Food in Fresno, as well as Fresno’s butcher shop, The Meat Up, which he owns and operates with his wife, Cassi.
Serving as chair and vice chair for 2024 are Jarred Mello of Escalon from the dairy sector, and Mike Williams of Los Angeles County representing the range sector. The CBC’s executive committee is comprised of producers representing every sector of California’s beef industry.
For more information about the CBC and the Beef Checkoff, visit CalBeef.org. — CBC
