Committee Structure
Click on a group or committee name to learn more about the committee’s responsibility, then click on CBB members of the committee to learn more about them.The Beef Promotion Operating Committee is defined in the Beef Act as the body responsible for developing the annual budget, which must be approved by the full Beef Board and USDA, and for developing plans and programs in the areas of promotion, research, consumer information, industry information, foreign marketing and producer communications. The Operating Committee includes 10 producers elected by the Cattlemen’s Beef Board and 10 producers elected by the Federation of State Beef Councils. The Act and Order requires that the Operating Committee contract with national, non-profit, industry-governed organizations to implement checkoff programs.
Administrative Committees oversee matters concerning administration of the Beef Promotion Research Act and Order. While the Executive Committee has the general responsibility of administering the terms and provisions of the Order on behalf of and under the direction of the Board, other administrative committees have specific roles, such as audit or evaluation of programs, and budget development.
The purpose of the Beef Board Executive Committee is to administer the Beef Act and Order under the direction of the Board and within the policies determined by the Board. The Executive Committee includes the Board’s elected officers, as well as eight members elected by and from the Board membership, and the immediate past Beef Board chairman, who serves as an ex-officio member. The committee acts on behalf of the Board to make necessary decisions between full Board meetings, subject to approval of the Executive Committee minutes and ratification of its actions by the full Board at its regular meeting. It administers the terms and provisions of the Order under the direction of the Board.
The Administration Subcommittee oversees matters concerning administration of the Beef Promotion Research Act, the Order, and the Beef Board, in general. Administrative issues are considered by this subcommittee, which makes recommendations to the CBB Executive Committee for its consideration. The subcommittee’s chairman, vice chairman and members are Beef Board members and are appointed by the Beef Board’s elected officers. Among specific duties, this committee: reviews information concerning certification of state beef councils; reviews reporting requirements and other administrative matters concerning the Qualified State Beef Councils (QSBCs); develops and recommends to the Budget Committee the administrative budget for the succeeding year; is vigilant that the credibility and integrity of the Beef Board is maintained and promptly reports any concerns of this nature to the Executive Committee; provides a forum for discussion of general administrative issues; and investigates complaints against the checkoff program.
The CBB Audit Committee works with the independent auditors engaged by the Board to ensure that its books and records, internal accounting controls and management practices assure the proper level of accountability. The committee meets annually at the Beef Board winter meeting and is “staffed” by representatives of the audit firm. The committee’s chairman and members are Beef Board members appointed by the Board’s elected officers. Among its specific duties, this committee: considers and recommends an independent audit firm for the succeeding year for approval by the Beef Board; considers and recommends any changes to the frequency of audits/reviews conducted by an independent audit firm for the succeeding year for approval by the Beef Board; meets with the auditors to discuss the audit procedures performed and the results thereof; discusses any suggestions from the audit firm relating to improvements in the Board’s internal accounting controls and procedures; presents results of the annual audit to the full Beef Board; and considers the staff’s recommendations and resolutions of issues identified by the auditors.
The Joint Evaluation Committee is an industry advisory committee comprising 12 members in total – four members of the Cattlemen’s Beef Board and four directors each of the Federation of State Beef Councils and the National Cattlemen’s Beef Association Policy Division.
Its purpose is to oversee effective measurement in accomplishing stated objectives of programs as well as measuring results of these programs in achieving the outcomes and goals of the industry’s Long Range Plan. It will periodically report these measurements and conclusions to the Cattlemen’s Beef Board, the Beef Promotion Operating Committee, and other appropriate committees.
The Joint Budget Committee is a joint industry advisory committee comprising 12 members in total -- four members of the Cattlemen’s Beef Board and four directors each from the Federation of State Beef Councils and the National Cattlemen’s Beef Association’s Policy Division. CBB representatives to the Budget Committee work independently from the full committee to develop the Beef Board revenue projections and the non-program portion of the Beef Board budget.
Specifically, this committee reviews and establishes revenue projections, reviews operating and administrative costs of the Board and recommends a fiscal year budget that allocates resources to budget categories. Its budget recommendation is forwarded to the CBB Executive Committee and the Beef Promotion Operating Committee.
- Don Stewart (Vice-Chair)
- Jim Almond
- Wayne Buck
- Dan Dierschke (Ex-Officio)
- Merrill Karlen
Joint Program Committees were created in the cooperative spirit of the Act to involve producers directly in the checkoff program planning process. These advisory committees include representatives of both the Cattlemen’s Beef Board, the primary source of national funding of potential projects, and State Beef Councils, which conduct programs in-state and may also contribute to national program funding. These committees review – and may recommend to the Operating Committee – proposals (known as “Authorization Requests”) for projects to be funded in the coming fiscal year. Except for the Joint Producer Communications Committee, joint program committees are divided into three “Groups” according to overarching goals – Consumer Marketing; Research, Education and Information; and Public Opinion and Issues Management.
The Joint Global Consumer Marketing Group consists of joint industry committees representing the Cattlemen’s Beef Board and the Federation of State Beef Councils. These representatives have the primary responsibility for checkoff-funded consumer marketing programs. Their purposes include establishing marketing objectives, program and budget priorities within the consumer marketing function — including consumer advertising; retail & foodservice marketing, new product development; culinary initiatives and veal marketing programs, consistent with the beef industry Long Range Plan.
- Virginia Coelho (Chair)
The Advertising Committee is a joint checkoff committee representing the Cattlemen’s Beef Board and the Federation of State Beef Councils. Its primary focus is to identify advertising opportunities that build long-term demand for beef by reinforcing consumers’ positive attitudes about beef and strengthening their emotional connection to it. The committee makes recommendations about consumer television, radio and print advertising for the national Beef Checkoff Program.
The Joint Foodservice Committee is a checkoff committee representing the Cattlemen’s Beef Board and the Federation of State Beef Councils. Its primary focus is to recommend foodservice advertising, sales promotions, merchandising programs and co-marketing partnerships to help build demand for beef in the foodservice industry. This committee promotes positive attitudes and training programs within the foodservice industry to increase menu opportunities for beef.
The Joint Retail Committee is a checkoff committee representing the Cattlemen’s Beef Board and the Federation of State Beef Councils. It provides direction to checkoff contractors for creation, production and execution of merchandising and marketing programs and promotions used by supermarket retailers to build beef demand and meet the objectives of beef industry’s Long Range Plan. The committee reviews and recommends programs and promotions designed to assist retailers in building beef demand among consumers in the retail channel. Keeping beef front and center in the meat case and top of mind among shoppers is a high priority in this committee.
The Joint Veal Committee is a checkoff committee representing the Cattlemen’s Beef Board and the Federation of State Beef Councils. Its primary focus is on recommending promotion, research and consumer information programs in the foodservice and retail channels toward building long-term demand for veal.
The Joint International Markets Committee is a joint industry program/policy committee representing the Cattlemen’s Beef Board, the Federation of State Beef Councils, and NCBA’s Policy Division. Its primary focus is to recommend objectives and market development priorities for international markets (with the NCBA portion of the committee addressing trade policy separately from the checkoff considerations). The committee ensures international marketing initiatives are integrated, provides direction and support for checkoff-funded U.S. Meat Export Federation Activities to maximize leverage of checkoff dollars in international markets.
The Joint Research Education And Innovation Group includes four joint committees that recommend research objectives, program and budget priorities within the research and knowledge management function — including the beef safety, product enhancement, human nutrition, and market research programs – consistent with the beef industry Long Range Plan. This group assists in coordination and information flow between CBB, the Federation of State Beef Councils and other industry organizations regarding the research conducted and knowledge acquired on behalf of the Beef Checkoff Program. Finally, it evaluates program results and defines needs for additional research in light of annual plans, objectives, strategies and budget allocations.
The Joint Beef Safety Committee is a joint industry committee, with the checkoff represented by members of the Cattlemen’s Beef Board and the Federation of State Beef Councils. This committee makes recommendations regarding the checkoff’s beef safety programs, including research and funding priorities; review of research results related to the safety of beef and beef products; and communication of research findings to the Beef Board and the beef industry.
The Joint Human Nutrition Research Committee is a joint industry committee, with the checkoff represented by members of the Cattlemen’s Beef Board and the Federation of State Beef Councils. This committee makes recommendations regarding the checkoff’s human nutrition research program to identify promising research opportunities or areas of concern for the beef industry. The program serves as the basis for gathering scientifically sound information, which can be used in the checkoff’s education, information and food programs to address nutrition and health issues.
The Joint New Product Development & Culinary Initiatives Committee is a checkoff committee representing the Cattlemen’s Beef Board and the Federation of State Beef Councils. Its primary focus is to serve as a catalyst with the private sector to develop new, convenient beef products that will help build demand for beef. The committee also coordinates the program service responsibilities of the checkoff-funded Beef & Veal Culinary Center with new products, advertising, public relations, photography, and the like.
The Joint Product Enhancement Committee is an industry committee, with the checkoff represented by members of the Cattlemen’s Beef Board and the Federation of State Beef Councils. The Joint Product Enhancement Committee recommends research and funding priorities and reviews research results related to the improvement of beef and beef products, and communicates research findings to the Beef Board and the beef industry. At the heart of this committee’s purpose is identification of priorities and recommendation of funding for research needs, as well as assistance with implementation of research results consistent with the Long Range Plan.
The Joint Producer Education Committee is a joint industry committee, with the checkoff represented by members of the Cattlemen’s Beef Board and the Federation of State Beef Councils. Its purpose is to recommend programs that maximize consumer confidence in and acceptance of beef by focusing the industry’s attention to beef quality assurance through the use of science, research and education initiatives.
The Joint Public Opinion & Issues Management Group includes two committees – the Joint Information Committee and Joint Nutrition and Health Committee – and four subcommittees – the Joint Issues Management Subcommittee, Joint Public Relations Subcommittee, Joint Professional Influencers Subcommittee, and Joint Youth Education and Information Subcommittee. Representing the beef checkoff on these committees are members of the Cattlemen’s Beef Board and the Federation of State Beef Councils.
- Sugie Sartwelle (Vice-Chair)
The Joint Information Committee is a joint checkoff committee representing the Cattlemen’s Beef Board and the Federation of State Beef Councils. It provides strategic guidance to assure implementation of the industry’s Long Range Plan, specifically for the following program areas: education, including youth education; public relations, including food communications, health and safety reassurance, industry image and spokesperson development; and issues management for beef industry issues.
- Austin Brown III (Vice-Chair)
The Joint Issues Management Subcommittee is a joint checkoff committee representing the Cattlemen’s Beef Board and the Federation of State Beef Councils. This subcommittee supports objectives of the Joint Information Committee by providing strategic guidance and recommending strategies for identifying and analyzing issues, developing issues response strategies, supporting communications quality, marketing issue-response actions and evaluating results of issues-management programs.
The Joint Public Relations Subcommittee supports objectives of the Joint Information Committee by providing strategic and budget guidance for food communications, health and safety reassurance, industry image, and spokesperson development programs toward the checkoff’s mission of increasing beef demand.
The Joint Nutrition & Youth Influencer Committee is a joint industry committee, with the checkoff represented by members of the Cattlemen's Beef Board and the Federation of State Beef Councils. This committee promotes positive food messages and science-based nutrition information about beef to key audiences, including youth influencers. The committee sets the checkoff's nutrition and health priorities - including communications and research – communicates those priorities to internal and external audiences, and recommends allocation of resources according to the priorities. In so doing, the committee aims to create a single beef industry voice on nutrition and health issues communicated to consumers, the media and other opinion leaders.
The Joint Producer Communications Committee is a joint industry committee, with the checkoff represented by the Cattlemen’s Beef Board and the Federation of State Beef Councils. It supports objectives aimed at communicating to cattle and dairy producers and importers who pay into the checkoff about how their checkoff dollars are invested and the results of those investments. This is an integrated effort and coordinated with state beef councils. Producer communications includes paid media, direct communications and earned media campaigns, as well as direct support to producer leaders sharing checkoff information out in the country.
Funded by the Beef Checkoff.