ST. JOSEPH, Mo. — With an eye toward the future, the American Angus Association Board of Directors approved a long-range strategic plan geared toward growing the relevance of the Angus breed.
The plan outlines strategies for the nation’s largest beef breed association for the next 5-10 years — strategies aimed at benefiting all users of Angus genetics, from members to commercial cattlemen to consumers.
Preparation
The initiative is months in the making. The Board first announced the long-range planning process in fall 2010 and began collecting comments from members, their customers and other industry representatives in January 2011.
Surveys were included in the Angus Journal and online at www.angus.org, and additional input was gained through a series of listening sessions and individual comments collected by Board members.
The strategic intent of the plan focuses on an overarching effort to increase member success and profitability by:
• growing registered Angus demand
• increasing marketing and education efforts
• fostering development and use of technology
• leveraging entity resources and expertise
• growing the industry leadership role of the Association and its entities
With this in mind, Hampton says long-range strategies focus on the Angus breed’s core sectors: seedstock breeders, commercial cow-calf operators, feeders/stockers, consumers and youth.
Initiatives
Several key initiatives have emerged to advance marketing, education, and technology and research. They include the development of: reproductive trait data and voluntary inventory-based reporting in order to form longevity and fertility measures, an education and culinary center to advance beef knowledge and Certified Angus Beef brand recognition among retail and foodservice partners as well as consumers, an expanded Angus television presence that provides educational programming and marketing services for Angus breeders and their commercial customers while growing the Angus brand and the development of genomic resources to benefit commercial cattlemen and expand their use of Angus genetics.
Contact the American Angus Association at 816-383-5100 or visit www.angus.org for the complete Long-Range Strategic Plan for more information.
