The National Cattlemen’s Beef Association, a contractor of the Beef Checkoff, hosts regular roundtable discussions with state beef councils (SBC) to build relationships and to drive beef demand and value, effectively and efficiently, throughout the supply chain. The bi-monthly meetings serve as a place for states to share successes, challenges and cross-collaborate with each other, as well as learn about resources, materials and educational opportunities. 

The roundtables kicked-off during the Partnerships in Action conference in October 2022, which revitalized supply chain conversations with states. Since then, meeting topics have included relationship and account development, K-12 school foodservice and e-commerce. All state beef councils are invited to attend, and meeting topics are driven by SBC suggestions and areas of interest. The roundtable is an open conversation, often led by the states who share their experiences and best practices. 

“It is exciting to see how these discussions are creating opportunities for collaboration,” said Shelley Bradway, senior director of B2B engagement at NCBA. “There are many state beef councils engaging with supply chain partners, and our goal is to serve as a partner in their local efforts.” 

The first supply chain roundtable focused on account engagement and development, including finding contacts and preparing for meetings with foodservice and retail partners. As a result of the discussion, NCBA developed a best practices document to help SBCs with their supply chain activities. 

The topic of K-12 school foodservice also came to life, demonstrating the power of partnerships. Wisconsin Beef Council actively encourages schools to incorporate beef into meals and is in the process of creating a resource guide for schools. The guide is being developed by the Federation of State Beef Councils Creative Services team and will be made available to all SBCs for customization. 

For e-commerce, California and Texas shared tips for successful online promotions as well as pitfalls to avoid. The candid conversation offered historical perspectives on what has worked in the past as well as ideas for future projects. 

Going forward, the supply chain roundtables will continue to focus on valuable topics and highlight state best practices within retail and foodservice to optimize resources and drive beef demand.