NAMI President and CEO Barry Carpenter worked with Cattlemen's Beef Board Chair Jimmy Maxey and other industry leaders to develop a five-year plan aimed at increasing beef demand. The plan seeks to address current challenges, such as the ongoing drought and an increased regulatory environment, while also anticipating key issues and trends that may impact the beef industry, including the growth of the global middle class.
The plan's mission aims to increase the wholesale beef demand index by two percent annually over the next five years. To accomplish this objective, the plan will drive growth in beef exports by gaining access to key markets, and will protect and enhance the business and political climate for beef. The plan also strives to grow consumer trust in beef and beef production by focusing on safety initiatives, and promotes and strengthens beef's value proposition by communicating beef's nutritional value and capitalizing on media technologies to connect directly with consumers.
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