Colin Woodall - CEO, NCBA (A contractor to the National Beef Checkoff)
One of the programs that's allowed us to do that is the Checkoff-funded Beef Quality Assurance (BQA) program. BQA teaches producers new ways to handle their cattle, manage their cattle, and treat their cattle in a way that allows us to do more with less. In addition, every five years we conduct the National Beef Quality Audit. Our industry is committed to continual improvement, and the results of the audit allow us to identify those areas where we can do better. As such, we are providing one of the highest eating experiences we have ever seen in the history of this industry, with almost 80% of beef being produced that grades Choice and Prime.
The consumer loves what we are producing. They have a lot of choices when it comes to meat protein, but because of the high-quality eating experience they are receiving from our beef, they are continuing to choose beef. It's that continued consumer demand that is sending a very clear signal to us as cattle producers that we need to expand and grow our domestic herd. And that's exactly what we are focused on, in order to not only meet the demand, but to provide great opportunities for producers to expand and grow their own operations.
You are an extremely important part of the beef supply chain, and your role in getting our product to the consumer is very valuable in helping us ensure that demand is being met. We look forward to working with you over the course of the next year to find new ways that we can better serve you in promoting beef.
As we wrap up 2025, it's important to remember that Beef. It's What's For Dinner.®
- Colin Woodall - CEO, NCBA