Florida Beef Council Participates in National Beef Industry Planning
Each summer, the cattle industry gathers for the National Cattlemen’s Beef Association (NCBA) Summer Business Meeting. This year’s event, held in San Diego, brought together leaders from across the country, including representatives from the Florida Beef Council, to help shape the direction of the beef checkoff program for the upcoming fiscal year.
Florida Beef Council CEO Deanne Maples shared insights into the process and key outcomes from this year’s sessions.
Strategic Planning for the Beef Checkoff Program
CEO Deanne Maples, alongside Florida Beef Council Chairman Rick Hartman, attended the NCBA meetings to participate in important sessions. Their involvement included taking part in the Checkoff Evaluation Committee meetings and listening to contractor presentations for programming proposals scheduled for Fiscal Year 2026.
These contractor presentations are a vital part of the annual planning process. Council members help evaluate current initiatives and score new proposals, ensuring that beef promotion, education, and research efforts remain impactful and aligned with consumer trends.
Beef at the Center of Health and Nutrition Conversations
Maples also serves on the Health and Nutrition Committee, a particularly significant group given the growing interest in high-protein diets and health-conscious eating. “Beef always needs to be the center of the plate and the center of the discussion when we’re talking about health and nutrition,” she said.
Committee discussions emphasized ongoing and upcoming efforts to position beef as a leading source of protein in diet and wellness conversations. Presentations focused not only on what has been achieved in recent months but also on the strategies that will keep beef relevant as dietary preferences evolve—especially with more consumers turning to protein-rich foods to manage weight and overall health.
Looking Ahead: Beef’s Role in the Evolving Diet Landscape
With increased attention on high-protein diets and weight management, the council sees continued opportunity for beef to remain a central part of nutritional discussions. The Florida Beef Council and its partners are committed to leading that dialogue, ensuring that beef continues to meet the needs and preferences of modern consumers.
As the industry looks ahead to Fiscal Year 2026, leaders like Maples and Hartman are helping ensure that checkoff dollars are invested wisely in programs that educate, promote, and strengthen beef’s position in the marketplace.
— Reported by Dale Sandlin, Southeast AgNet