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Three Days That Revealed What’s Next for the Beef Industry
The 2025 Cattle Industry Summer Business Meeting brought together Checkoff stakeholders, state beef councils and producer voices from across the country. Held in San Diego July 7–9, this annual agribusiness event reinforced why it remains one of the beef sector’s most important gatherings. Swanson Russell’s Andrew Warner (Account Director), Leah Giess (Public Relations Counsel) and Lynnette Von Minden (VP, Director of Public Relations) attended — and here’s their take on what made this year’s event so impactful.
Producer-Facing Communications Took Center Stage
The meeting opened with a clear focus on the people who power the industry. During the Checkoff Highlights Session and Stakeholder Engagement Committee meeting, Swanson Russell presented updates on the Producer Communications strategy — showcasing stronger message consistency, broader audience reach and increased engagement across digital, social and earned media channels. These sessions also served as alignment checkpoints, ensuring national communication goals match real-world producer needs.
Extending the Meeting’s Story Beyond the Room
From formal contractor sessions to spontaneous hallway exchanges, the energy in San Diego was impossible to miss. Swanson Russell helped turn that energy into lasting visibility by coordinating interviews with national media to share on-site perspectives with agricultural publications nationwide. Quotes and video snippets were also captured for use across post-event social, web and newsletter content — making sure the meeting’s stories live well beyond its closing session.
A Roadmap for the Next Five Years
One of the event’s pivotal moments came with the unveiling of the Beef Industry Long Range Plan for 2026–2030 — a strategic blueprint outlining how Checkoff-funded initiatives will evolve over the next five years. Messaging, promotion and research priorities all found places within the roadmap, delineating a clear path forward. The meeting also celebrated excellence in leadership with the presentation of the 2025 Beef Checkoff Visionary Award to Anne Ilse Anderson. This award honored Anne’s decades of dedication to industry-wide education, mentorship and research.
Building the Future from the Inside Out
The 2025 Cattle Industry Summer Business Meeting underscored that producer-centered communication, broad industry alignment and thoughtful long-term planning form the backbone of a healthy beef sector. By strengthening messaging clarity, expanding media visibility and telling stories that resonate, the industry continues to bridge the gap between national strategy and the producers who make it possible.
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