One Vision, One Plan, One Budget and One Voice is the Goal Forrest Roberts is Setting for NCBAThu, 29 Jan 2009 13:52:36 CST
On his fifth day on the job, Forrest Roberts, admits it's a lot like drinking from a fire hose. A lot is coming at the new Chief Executive Officer of the National Cattlemen's Beef Association at the group's annual meeting being held in Phoenix this week.
Among his duties- to meet the trade media that covers the beef cattle industry. Roberts held a news conference this morning, followed by individual one-on-one conversations with radio broadcasters like yours truly.
We decided to team up with Greg Akagi of the Kansas Ag Network as we chatted with the new CEO.
Roberts says that he believes that there are three priorities- building beef demand domestically, building demand overseas and building a better business climate for cattle producers in this country.
We asked him about dealing with activists groups and how NCBA develops a gameplan to respond to them. Roberts says that we need to play offense by focusing on the industries' priorities and managing the detractors of beef cattle production in this country. He adds that it is vital that the industry come together with "one vision, one plan, one budget and one voice" as beef producers face the tremendous resources of groups like the Humane Society of the US.
Click on the listen bar below to hear our joint visit with Forrest Roberts of the NCBA.
Ron Hays and Greg Akagi Interview the New CEO of the NCBA- Forrest Roberts
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