Is this last one in my three-part series on stimulating beef demand as relevant today as I thought it was nine years ago? Fill out those comments and let me know, pro or con. Thanks, Mack.

(First published Feb. 6, 2015)

In this blog, I will offer my thoughts on appointing a Commander in Chief, or CINC (pronounced sink) of Beef, in my terms a Beef Czar/Czarina, to lead us on our mission to stimulate beef demand.

You might be saying and asking, “A Beef Czar or Czarina, are you crazy, don’t we have enough egos to feed in our beef industry without inventing another one?” We certainly do, but right now I think we need one person to direct all “traffic” and cause something to happen to stimulate beef demand.

A text book definition of the duties of a czar includes these: the ability to go outside of formal channels and find creative solutions for ad hoc problems, the ability to involve a lot of players in big issue decision-making, and the ability to get a huge bureaucracy moving in the right direction. That’s just what we need. A creative, dynamic and persuasive person to get us all pulling on the rope in the same direction. This is going to take a lot of work and “hard-nosed” jawboning with some in our midst.

Before I get into more specific duties I see for our new beef Czar/Czarina, we must first answer the question from whence will he/she derive power (and power means money)? Aha, a perfect time for a John Lennon quote, “Power to the People.”

If stimulating beef demand must start at the grassroots level, then that is where the power and funding must emanate. And, grassroots in the beef industry begins when an animal changes hands and that means the beef checkoff. Just about everyone along the production chain from the seed stock rancher to the retailer or food service operator has to contribute to the funding and success of the beef Czar/Czarina.

Now, I know there will be many who will tell me that beef checkoff dollar spending is tightly controlled and rigidly implemented. Quite frankly, I don’t care. Why? Because I know I can find plenty of people to tell me what can’t be done. I am looking for what can be done and those who can do it. The funding for our new beef czar will have to come from those who will benefit. More specifically, the NCBA is in part funded by beef checkoff funds, they, the other trade organizations along with the all the industry players have to step up to the plate and appoint, support and help fund the Beef Czar/Czarina. Whoa, I can see the eyes rolling and heads shaking now. But, let’s keep one thing in mind, we need a human being to drive beef demand, not committees.

What will our Beef Czar/Czarina do? I learned a long time ago in the US Army that a commander is responsible for everything that happens or fails to happen in achieving his/her mission. That is where we start. The Beef Czar’s mission is to first return beef demand to the 100-index level as it was in 1980 and then to drive it upward from there. That means at a minimum:

1. Working with all of the “beef islands” in the production chain (ranchers, stockers, cow/calf folks, backgrounders, feedlot operators, etc.) to produce a safe, healthy, tender and nutritious beef product (yes, you do now, but no one really knows about it so see #3 below) consistently.

2. Working with the beef processors to achieve consumer trust thru complete transparency.

3. Working with beef marketers to develop creative, stimulating and compelling communication (more than “Beef, it’s what’s for dinner).

4. Successfully debating and deflating the anti-meat crowd.

5. Jawboning with everyone along the way insisting and persisting that all contribute.

6. The sole measure of success is the beef demand index, not per capita consumption.

Oh, this job is not for the faint of heart, nor one who avoids confrontation and certainly not for one who suffers fools. It will take that special someone who can be the face of the beef industry, the person to whom detractors and supporters alike will look for ideas and leadership.

Who amongst us can be our first Beef Czar or Czarina?

Appoint a Beef Czar/Czarina

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