Oklahoma's Brett Morris Looks Back On His Time Serving as Chairman of the Cattlemen's Beef BoardWed, 31 Jan 2018 16:19:03 CST
Oklahoma beef producer, Brett Morris, has served on the Cattlemen’s Beef Board for several years now, currently presiding as Board Chairman. However, his time in this capacity is soon coming to an end and will eventually retire from an active role on the board’s leadership team. He reflected on his time serving producers with Radio Oklahoma Ag Network Farm Director Ron Hays in Phoenix, Wednesday, during the National Cattlemen’s Beef Association and Cattle Industry Convention.
You can listen to their complete conversation by clicking or tapping the LISTEN BAR below at the bottom of the page.
“I love being with the Beef Board. It is an experience. Every year you come back and learn a little more,” Morris remarked about the end of his tenure as an officer. “But it’s kind of bitter sweet. I’ve travelled a lot this year representing the Beef Checkoff. I’m going to miss it, but I’m going to get to be home a little bit more so I’ll enjoy that part of it.”
An unexpected duty Morris has had to take on as chairman this past year, was to replace the CBB’s long-time chief executive officer Polly Ruhland, who resigned to accept the same position with the United Soybean Board. The board just recently completed its executive search process, naming Scott Stewart to the post, who has been serving for many years alongside the CBB as CEO for the National Livestock Producers Association.
“He’s been a great guy and h knows the Checkoff inside and out,” Morris said. “He’s a cowboy, he’s dug fence post holes and stretched wire. So, he knows what producers are going through out there in the country and I think that’s going to resonate very well with maybe some of those cowboys out there that have doubt about what the Checkoff does. I think he’s a great addition to the Beef Board.”
Stewart’s understanding of the Checkoff and his extensive knowledge of current livestock marketing trends will be very important moving forward for the CBB, as many detractors have brought the Checkoff’s activities into question lately. However, Morris says he simply dismisses such notions and encourages skeptics to become better informed on what the Checkoff actually does for producers. However, Morris says the board accepts some of that responsibility of not communicating with producers enough about how Checkoff dollars are being spent and reports that the board is considering measures to strengthen their messaging.
“There’s been some discussion and we’re kind of getting to the point now about how we need to ramp up the information we’re getting to our producers out there,” he said, making his point with a recent study on the Checkoff’s return on investment which revealed that for every dollar spent, the industry gets back over $11 in value. A new study is in the works currently, and Morris says he is confident it will show as much return on investment, if not more.
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