Alabama Beef Checkoff Marketing Plan

Alabama Beef Checkoff 2017 Marketing Plan Approved by the ACA Board of Directors November 17, 2016

2017 Alabama Beef Checkoff Marketing Plan 1. Integrated Communications Page 3 A. Consumer Programs B. Influencer Education C. Retail Marketing D. Foodservice Marketing 2. Issues and Reputation Management Page 11 E. Reputation Management F. Beef Quality Research G. Crisis Preparedness 3. Producer Communications Page 18 H. Producer Communications 4. Producer Education and Research Page 19 I. Producer Programs J. Production Research 5. Youth and Young Producer Programs Page 21 K. Youth Programs L. Young Producer Programs 6. Checkoff Support Page 24 M. National Support N. Collections and Compliance O. Administration 1

Dear cattle producer, We are pleased that you have received a copy of the 2017 State Checkoff Marketing Plan. This plan was developed by cattle producers in a series of meetings and the document details each strategy and action step that checkoff dollars will be funding this year. Producers at the national level worked through a series of committees to first research consumer trends and concerns about beef. Then, they met to develop priorities and programs that would address these consumer concerns resulting in stronger beef demand. A joint committee of twenty producers from the Federation of State Beef Councils and the Cattlemen s Beef Board met and approved each program request. In October, we participated in a three day workshop where the new checkoff initiatives were rolled out by the staff at the National Cattlemen s Beef Association (NCBA) in Denver. Later in October, a group of 45 cattle producers and advisors met to determine which programs could best be implemented in Alabama. In addition, a committee worked on programs that could also be funded only by the state checkoff to enhance profitability for our cattlemen. Next, the ACA Executive Committee approved a checkoff budget to fund these programs. The 2017 State Marketing Plan and the checkoff budgets was presented to and passed by the ACA Board of Directors on November 17. I invite you to look through this marketing plan and see the impactful programs that your state and national checkoff dollars are funding this year. Each line item is designated with a checkoff logo to show how the program is funded using state and national checkoff dollars. To tell the difference, remember that the Alabama checkoff is the checkmark inside the state of Alabama. As a cattle producer, I am pleased to be a part of this effort that is so vital to our ability to produce cattle and sell beef. Thank you for supporting this program. If you have any questions about the marketing plan, please contact myself or the staff at the ACA. Sincerely, Bill Lipscomb ACA President 2

1. INTEGRATED COMMUNICATIONS Objective A. Consumers Programs: Involve millennial consumers in the beef conversation by hosting events, supplying beef information and interacting on social media to increase awareness about beef. Strategy 1: Host the Jr. & Sr. High School State Beef Cookoff for Family and Consumer Science (FACS) students to increase their knowledge and skill of working with beef cuts. Partner with the Department of Education and Alabama CattleWomen s Association to host a state high school beef cook-off. Work with the State Dept. of Education to identify a FACS teacher in every county to work with the county cattlemen and/or cattlewomen chapter to host a county contest. Enhance the educational program during the cook-off by separating into breakout groups for students to learn about economical cuts of beef, careers in foodservice, and cattle production. Provide awards for winners in each division and the overall "Best in Beef" winner. Strategy 2: Conduct an Alabama s Best Steak contest in the fall to increase beef demand at independent restaurants and gain positive media exposure about beef. Use the ACA Facebook page as a platform to promote the contest and gather nominations from consumers. Work with at least three foodservice companies that supply restaurants in Alabama to get more restaurants involved in the contest. Present plaques to "Top 4" restaurants utilizing ACA leadership as a way to increase media attention about the contest. Purchase an advertisement on Facebook to run throughout July and August that increases online nominations and bracket challenge voting. Conduct an awards presentation and media event at the winning restaurant. Use past AL Best Steak winning restaurants to develop an Alabama Steak Trail promotional contest on Facebook during October Beef Month. 3

Strategy 3 Create a "Bama's Best Beef" online contest in the spring to find the restaurant with the most unique and delicious beef entrée in the state. Poll consumers on Facebook to get nominations of the most unique and delicious beef served at an Alabama restaurant. Use the nominations to create a "top 4 and collect pictures of the entrees from the restaurants for use in the voting process. Award winning restaurant with a plaque and media conference on site at restaurant by ACA leadership. Develop and promote categories for the nominated beef dishes to diversify the types of beef that is represented in the contest. Utilize the Dept. of Tourism and the AL Restaurant and Hospitality Alliance to expand the reach of the contest to more consumers. Strategy 4: Put a "face on the cattlemen" by reading about beef cattle to elementary school classrooms during October Beef Month. Purchase 200 reading books for K-2 grades and 100 reading books 3-4 grades with a cattle storyline and distribute to cattlemen and cattlewomen throughout the state of Alabama. Purchase and provide classroom materials for cattlemen to distribute when they go read to a classroom. Work with the Department of Education to approve beef cattle reading books through the Accelerated Reader program. Strategy 5: Sponsor a Cowboy Cook-off during the SLE Rodeo as a way to promote and educate consumers about beef. Partner with SLE Rodeo and a food company to sponsor the Cowboy Cook-off during SLE Rodeo week. Publicize the event and seek out 20 local business teams to enter into the contest. Run an ad in the Alabama Cattleman prior to the Cowboy Cook-off to encourage county chapters to form a team and compete. 4

Work with the Montgomery Chamber of Commerce to send out a letter and flyer in January to increase participation of local businesses in the cookoff. Provide prize money and publicize winning teams. Strategy 6: Participate in consumer events around Alabama as a way to promote beef to various consumer groups. Purchase beef brochures from NCBA to distribute at consumer events and through mailings. Purchase and distribute beef materials and posters/banners to county cattlemen and cattlewomen chapters for use in their county fairs and local consumer events during October Beef Month. Host a luncheon of the Distinguished Young Women of Alabama allowing the opportunity to showcase new beef products to an influential group of young leaders. Appear on five television news stations during the year to promote beef recipes and cooking tips to viewership. Partner with the Department of Agriculture to host a Beef Day in Montgomery during October Beef Month and honor the Tri-County Sherriff's Department. Partner with the Birmingham Originals to be the premiere sponsor of the Breakin' Bread food festival and conduct an Iron Chef competition during October Beef Month. Action Step 7 Partner with the Department of Education to sponsor the beef for the FCCLA Star high school culinary event in Alabama. Action Step 8 Coordinate a "Beef Week" during October Beef Month by partnering with the Alabama Restaurants and Hospitality Association and the AL Dept. of Tourism. Action Step 9 Have an exhibit at Auburn University s College of Agriculture Roundup to promote beef as a top ag commodity in the state. 0 Cost share with county cattlemen groups to purchase Beef: It's What's For Dinner outdoor tents for beef promotion events. 1 Establish a list of large food events taking place in various counties during the year for 5

county cattlemen to utilize. 2 Host a beef cookoff for students at private schools, homeschools and agriscience students to compete at AJCA Roundup or AL National Fair. Strategy 7: Use the communication tools of social networking to target individual consumers about beef's role in a healthy lifestyle. Implement the NCBA quarterly digital plan to highlight beef on social media throughout the year. Post weekly to the ACA Facebook page to include positive information about beef, including beef recipes from Beef It's What's For Dinner. Create and post four "Tasty" style videos on YouTube to educate consumers about beef. Provide a quarterly e-blast to consumers with information about seasonal cuts, a key fact about beef and a recipe. Strategy 8: Expand the reach of the national Beef: It s What s For Dinner online advertising in Alabama. Purchase statewide online advertising buy to promote beef during October Beef Month using geo-targeting on food and nutrition websites. Purchase online advertising to target millennials on Facebook during Summer Grilling Season to promote grilling recipes on www.beefitswhatsfordinner.com. Place national beef ads in programs during special events like rodeos, fairs and festivals. Objective A: Consumer Programs National State $61,000 $75,000 Objective B. Influencer Education: Work with influencers in Alabama to increase knowledge about beef from pasture to plate. 6

Strategy 9: Utilize the BEEF 101 checkoff program as the primary beef educational tool for key influencer groups to highlight the Pasture to Plate beef story. Host programs for at least eight culinary schools in Alabama at Auburn University Meats Laboratory to educate students about beef production and processing. Provide beef cuts charts and foodservice beef buying guides to all post-secondary culinary schools in Alabama. Target young medical professional students at Auburn University, University of Alabama, USA and UAB for a BEEF 101 program to increase knowledge about beef before they begin their careers. Provide opportunities for ACA Board members, county directors and ag industry groups to participate in BEEF 101 program to learn more about cattle production. Strategy 10: Utilize farm tours to expose influencers to the cattle industry and increase their knowledge of beef. Host a farm tour for three culinary schools to learn the facts about beef cattle production. Host a farm tour in north Alabama for the American Culinary Federation members. Host a farm tour for 30 nutrition interns at UAB to learn more about cattle from pasture to plate. Strategy 11: Partner with leaders from Alabama Dept. of Education to provide information, training programs, and materials about beef to targeted teacher groups. Participate in a general session at the FACS summer conference in Birmingham to educate teachers about availability of BEEF 101 programs for their students and beef teaching materials. Provide information to the FACS Department of Education s State Staff to distribute electronically (via email or on website) to all FACS teachers (approximately 450) information about Cook-off, recipes, nutrition, food safety, etc. 7

Provide a BEEF 101 at Auburn University for FACS and AgriScience teachers to earn continuing education credits. Maintain a beef product information packet for FACS teachers to provide them with a presentation, beef cut identification and an economical beef lab for their students. Develop a lesson plan for Agriscience teachers on beef production to use in the classroom. Attend and present the beef production lesson plan for Agriscience teachers at 3 regional meetings held during the year. Strategy 12: Provide resources, speakers, and materials detailing beef s role in a healthy diet to health influencers around Alabama. Contact four colleges in Alabama about using ACA staff and cattlemen to serve on virtual panels for their class in Food Science to discuss beef cattle production. Partner with the Alabama Dietetic Association to provide 2 "lunch and learn" opportunities for members to earn continuing education units on beef. Work with University of Alabama and Auburn University Hospitality and Restaurant Management departments to conduct a beef presentation and demonstration every semester. Work with the Obesity Task Force to host a quarterly meeting and serve as the educational speaker on the program to discuss beef nutrition and cuts information. Serve as a speaker at the Alabama Family and Consumer Science collegiate conference to provide instructors with beef cut and nutrition information. Contract with a registered dietitian to use as a spokesperson at nutrition events and conferences to deliver the recent research about beef's role in a healthy lifestyle. Action Step 7 Present recent research findings on beef's role in a healthy lifestyle with Alabama Academy of Family Physicians. Action Step 8 Work with the 4 major YMCA groups in Alabama to communicate beef nutrition information with instructors. 8

Objective B: Influencer Education National State $22,000 $52,000 Objective C. Retail Marketing: Work with Alabama retailers to increase beef sales by providing retailers with national educational materials and training retail workers to provide positive messages about beef to consumers. Strategy 13: Implement promotional campaigns developed by National to independent retailers in Alabama as a way to increase beef sales across the state. Partner with Alabama Grocer s Association to maintain a retail email list and send National promotions and news information. Communicate with NCBA s regional retail manager concerning regional and national supermarket chains participation in checkoff programs. Provide independent retailers with Point of Sale marketing items from NCBA to be used in meat case at supermarkets. Purchase 1000 promotional posters to distribute to independent retailers for use instore during seasonal campaigns. Conduct a Summer Sales Competition with Western Supermarkets meat markets to increase beef tonnage, food safety and marketing materials in stores. Attend national meetings to gain information about retail programs that can be implemented in the state. Action Step 7 Create and purchase October Beef Month POS for independent retailers in the state. Action Step 8 Partner with Western Supermarkets to host a beef and wine pairing during October Beef Month to increase beef sales. Action Step 9 Partner with Greer's Supermarkets to fund a sales competition between 33 stores in the summer to increase beef sales and tonnage. 9

Strategy 14: Supply retailers in Alabama with materials developed by NCBA to help train retail workers to provide the correct message about beef when asked by consumers. Conduct Talking to the Consumer programs for two retail supermarket chains to educate them about new beef cuts, safety, and ways to communicate with the customer. Visit supermarket meat merchandisers twice a year to recruit participation in seasonal beef enhancement and promotion programs. Conduct a meat merchandizing course with Western Supermarkets to train their meat cutters to communicate with consumers on utilizing new beef cuts and how to prepare those cuts at home. Work with the Alabama Grocers Association to provide a BEEF 101 program for 50 independent retailers in Alabama. Objective C:Retail Marketing National State $20,000 $5,000 Objective D. Foodservice Marketing: Increase beef sales by providing Alabama foodservice operators with national educational materials and training to generate increased beef demand. Strategy 15: Increase the knowledge of beef production and beef markets by providing materials and programs for foodservice distributors in Alabama. Host two "BEEF 101" classes at the AU Meats Laboratory about basic beef processing for foodservice companies as a training tool for new employees. Schedule bi-annual desk side visits with foodservice companies to discuss national promotions. Visit with two additional foodservice companies to discuss beef merchandizing and how best ACA can serve as a resource for their beef questions. Promote BEEF U 2.0 to two foodservice operators as a training tool for sales teams. 10

Partner with the AL Restaurant and Hospitality Alliance to host a BEEF 101 for 50 chefs and restaurant owners in the state. Strategy 16: Increase beef sales in Alabama by partnering with foodservice companies to fund beef promotions. Conduct foodservice sales promotion with foodservice companies during October Beef Month to increase sales and tonnage of beef in the state. Conduct a foodservice sales promotion to increase sales and tonnage of beef in the state during the slow sales season. Objective D: Foodservice Marketing National State $12,000 $7,000 Integrated Communication National State $115,000 $139,000 2. ISSUES AND REPUTATION MANAGEMENT Objective E. Reputation Management: Maintain consumer confidence in beef by showcasing the positive aspects of cattle production. Strategy 17: Media: Increase the number of positive impressions generated about Alabama's beef industry. Serve as the spokesperson for the state s beef cattle industry by providing beef cattle information and responding to media calls. Co-sponsor the Rodeo Media Kickoff Luncheon with the SLE which is held for 50 members of the media providing positive beef industry information. Maintain a database of cattle producers in Alabama s major media markets that are available for interviews when the media inquiries. 11

Feature a young cattlemen in the Alabama Cattleman magazine who has contributed to the social sustainability of the beef community. Maintain a database of YCLP graduates who can serve as media contacts throughout the state. Create and maintain close contact with Alabama's major media markets (i.e. Huntsville, Birmingham, Montgomery, Dothan and Mobile) by sending positive feature stories about Alabama cattlemen and the beef industry on a quarterly basis. Action Step 7 Create a tool kit for cattlemen to use when preparing to host a farm tour including step-by-step instructions and talking points on hot button issues. Strategy 18: Social Networking: Utilize social media to reach the millennial target audience with a positive message about beef cattle production. Develop and post positive images about beef cattle production on social media utilizing Facebook, Twitter, Instagram and the Bama Beef Blog. Work with AU Collegiate ACA/ACWA chapter and Block & Bridle Club to encourage them to complete the MBA program. Maintain website to reflect positive aspects of cattle production providing factual information on hot issues. Create a contact list of active social media participants and train them to share their own positive stories on Facebook. Use Lexis Nexis as a means for monitoring all media attention to Alabama's beef industry. Encourage all county chapters to obtain public social media accounts (primarily Facebook) and post their local activities and share ACA-generated content. Action Step 7 Encourage Alabama cattle producers with social media accounts to share their everyday work and tag ACA. Action Step 8 Create a page on BamaBeef.org using Farmer Friday posts to show website visitors the "Faces of Beef". 12

Action Step 9 Purchase video equipment and editing software needed to produce Virtual Reality experiences to post on social media. 0 Create a Snapchat geofilter featuring beef to use at ACA Convention. Strategy 19: Enhance The MOOseum experience by marketing the renovation and providing materials to educate visitors about Alabama's beef cattle industry. Partner with the Alabama Cattlemen s Foundation in upgrading The MOOseum to better educate about the beef production story. Create a video of The MOOseum after renovation for social media and to house on www.bamabeef.org to help publicize to potential visitors. Work with ACF to develop marketing materials for the renovated The MOOseum to include a lesson plan for teachers to give their classes on cattle production and beef s role in healthy lifestyles. Encourage County Chapters to promote The MOOseum to local schools and assist county schools in making the trek to Montgomery. Renovate The MOOseum kitchen to show nutritious beef cuts and beef safety information. Include short video clips weekly of young people learning at The MOOseum on social media. Action Step 7 Create a brochure about The MOOseum that can be included in information areas of other Downtown landmarks and destinations. Action Step 8 Email Alabama's 4th grade teachers at the beginning of each school year informing them about The MOOseum. Action Step 9 Promote The MOOseum on online platforms for teachers including ClassTrips.com and HomeschoolMom.com. 0 Host a monthly prize giveaway for visitors who sign in The MOOseum and include their email address. 13

1 Create four large promotional signs to place on cattlemen land that lies on major roads into Montgomery. Strategy 20: Showcase that cattle producers are good stewards of the land, protect the environment, care for their cattle and produce them in a sustainable way. Partner with Natural Resources Conservation Services (NCRS) and the Alabama Department of Agriculture to recognize a state Alabama Environmental Stewardship Award winner and submit to the NCBA s Environmental Stewardship Award Program. Maintain membership and be an active participate in the U. S. Roundtable for Sustainable Beef publicizing their work in the Alabama Cattleman and state publications. Produce four Virtual Reality (VR) experiences of Alabama farmscapes to depict good animal husbandry and land stewardship to post on social media and to use at consumer events and trade shows. Strategy 21: Enhance the reputation that cattlemen care about their animals by expanding the Beef Quality Assurance (BQA) program to producers. Increase the number of certified BQA cattle producers to 10,000 by working with Alabama Cooperative Extension System to offer BQA Certification workshops at up to 10 auction markets and experiment stations. Increase participation by developing incentives for producers who are BQA certified by providing them with a farm sign, bumper sticker and certificate. Encourage producers to become BQA certified by using the online training resource at www.bqa.org by promoting on social media and in the Alabama Cattleman. Provide funds as needed for Alabama s state BQA coordinator and ACA leader to the National BQA State Coordinators Annual Meeting. Publish an article in Alabama Cattleman on proper handling of cattle when loading and hauling in trailer. Maintain a national database of all Alabama BQA-certified producers and send out yearly reminders for recertification each year. Action Step 7 Work with auction markets to make BQA certification encourage for groups or producers hosting board sales. 14

Action Step 8 Recognize BQA certified cattlemen at the 2017 ACA Convention. Action Step 9 Create a program for county cattlemen's chapters that will reward chapters with the most BQA-certified producers. 0 Create a calendar with 10 established dates of BQA certification trainings that will be held in the state in 2017 and work with county Extension offices to better advertise those programs. Strategy 22: Integrate BQA training into Agriscience classrooms statewide to teach students at an early age that cattlemen care about their cattle, the land and food safety. Reward the Agriscience class that earns the most BQA certifications with a hamburger cookout. Encourage youth to get BQA certification by offering a participation point at the AJCA Round-up Objective E: Reputation Management National State $34,000 $70,000 Objective F. Beef Quality Research: Support beef quality research at Auburn University in cooperation with a cattlemen s research panel. Strategy 23: Fund research projects using national checkoff funds to improve beef quality and safety. Participate in NCBA s Research committee to stay abreast of beef research needs. Provide funds for a graduate student to work under Dr. Christy Bratcher at Auburn University in meat quality if funds are available. Provide funds for a graduate student to work under Dr. Luxin Wang at in food safety if funds are available. Objective F: Beef Quality Research National State $12,000 $10,000 15

Objective G: Crisis Preparedness: Be ready to respond quickly and accurately to the media when a negative story appears or a disease or food safety outbreak occurs. Strategy 24: Maintain the Beef Crisis Preparedness Team. Keep a current list and contact information of key statewide individuals who are on the Beef Crisis Preparedness Team. Provide a staff person contact for the Beef Crisis Preparedness Team. Activate the Team when a crisis arises. Maintain a list of major communicators throughout the state who can stay abreast of issues regarding the beef cattle industry and are willing to participate in media when asked. Create an email group of YCLP students, MBA graduates, active social media users, county presidents and state officers to notify about upcoming hot issues. Strategy 25: Monitor the media (including social media) for unfavorable stories on beef and stay abreast of potentially damaging issues that could impact consumers confidence in beef. Use Google Alert and Lexis Nexis to monitor local stories about the cattle industry and beef in the print and social media. Monitor NCBA s Beef Issues Quarterly report which is now online. Attend meetings on potential food safety problems and cattle diseases. Encourage county leaders to report any negative Letters to the Editor or other news stories to the state office. Utilize NCBA s Crisis Preparedness staff in developing a plan to respond to negative "letters to the Editor" stories responding in a timely manner. Strategy 26: Be prepared to counter media stories and statements that portray raising cattle and beef consumption in a negative way. 16

Have an efficient plan in place for handling negative media stories including social media reports. Keep talking points ready for use on a wide array of potential issues. Maintain a file of MBA graduates and post in the Alabama Cattleman at least annually. Provide a media spokesperson training session for the Beef Crisis Preparedness Team and others who desire media training. Strongly encourage county presidents in major media markets to participate in media spokesperson training so that they're equipped to be available to media in case of crisis. Provide state and county leaders with the basic points on what to do when the media calls. Action Step 7 Encourage each county chapter to have social media accounts and share ACAgenerated content when a crisis occurs. Objective G: Crisis Prepardness National State $ 22,000 $ 15,000 Issues and Reputation Management National State $ 68,000 $95,000 17

3. PRODUCER COMMUNICATIONS Objective H: Producer Communications: Keep cattle producers informed about how their checkoff funds are being spent. Strategy 27: Increase the use of digital media to keep Producers informed about Checkoff. Provide links to national and state checkoff information sites on www.bamabeef.org. Send a quarterly E-newsletter on checkoff programs to producers, ACA Extension Beef Team, FFA, 4H leaders, Alfa Beef Committee and Stockyards. Redesign and print placemats for beef cattle meetings that highlight checkoff programs and refer to www.bamabeef.org & mybeefcheckoff.com. Produce a poster with website links for checkoff information to display at cattle events and stockyards. Strategy 28: Utilize Ag industry media to inform Alabama producers about checkoff programs funded with their dollars. Send timely news release on how Checkoff monies are utilized to Ag Media including Cultivator, AFC News and Ag Dept. newspapers. Provide checkoff information to producers via the Southeast AgNet radio program partnering with CBB. Prepare an annual report on the beef checkoff including information on the state and national programs, publish in the Alabama Cattleman and provide 75-150 additional copies to auction markets. Strategy 29: Keep producers informed about programs funded with their checkoff dollars by speaking to producers at meetings and other gatherings. Update producers about beef checkoff activities at approximately 30 county cattlemen meetings and other producer gatherings. Provide industry leaders and Auburn University Beef Team with checkoff updates and talking points at least quarterly. 18

Update ACA Board of Directors at regular scheduled board meetings about checkoff programs. Objective H: Producer Communications National State $ 16,000 $ 20,000 4. PRODUCER PROGRAMS & PRODUCTION RESEARCH Objective I. Producer Programs: Provide programs that will increase the productivity, profitability, and sustainability of Alabama s beef cattle industry and meeting the needs of producers. Strategy 30: Work with ACES to provide programs that teach producers to maximize forage usage, become more efficient with management and marketing, and increase profitability opportunities. Work with ACES to sponsor two major regional cow-calf management meetings held at Research & Extension Centers across the state. Work with ACES Regional Extension Agents and Specialists regional meetings on the whys and hows of pre-conditioning calves. Work with ACES in holding workshop on bull selection, use of AI and embryo transfers. Work with ACES Regional Extension Agents and Specialists to hold workshops on topics like ways to extend the number of days on grazing through good pasture management. Work with ACES in sponsoring the Forage Day Program at the Research and Extension Centers at Tennessee Valley, Black Belt Research and Wiregrass. Partner with Auburn University s Department of Animal Science to host a Alabama beef cattle tour with the new faculty members. Action Step 7 Co-Sponsor a workshop or write an article on the value of competition in the marketplace. 19

Strategy 31: Publish articles and materials highlighting management practices that are beneficial to cattle producers in carrying out the Alabama Beef Cattle Strategic Plan. Develop a series of 12 articles to be published in the Alabama Cattleman that spotlight forages, alternating between an Animal Science and Forages Regional Extension Agent and Dr. Kim Mullinex including pasture herbicides, bull selection, forage management, perennial legumes, cow calf management, fencing and VFD Include a page in the Alabama Cattleman twice a year that features contact info for each ACES REA and Specialist and include ACES Beef Cattle Meetings in the Event Calendar on www.bamabeef.org. Partner with Alabama BCIA to purchase and distribute extra copies of the IRM Red Book to cattlemen in Alabama. Archive the Alabama Cattleman on www.bamabeef.org and promote educational articles that are housed on the ACES website. Objective I: Producer Programs National State $ - $ 27,000 Objective J. Production Research: Support production beef cattle research at Auburn University focusing on pasture herbicides, fescue, Round-up Ready summer annuals, and genetics to have more efficient cattle, perennial legumes like peanuts and alfalfa and pest eradication in cooperation with a cattlemen s research panel. Strategy 32: Provide funds for applied production research programs at Auburn that meet producer needs in carrying out the Alabama Beef Strategic Plan. Survey cattle producers on areas that applied research could aide in solving problems. Fund production research projects at Auburn related to topics developed by cattle producers. 20

Objective J: Production Research National State $ - $ 26,000 Producer Programs and Research National State $ - $ 53,000 5. YOUTH AND YOUNG PRODUCER PROGRAMS Objective K. Youth Programs: Provide educational and leadership opportunities for youth ages (9-21) involved in the cattle industry. Strategy 33: Increase the number of learning opportunities and activities to target young people and get them involved in the Alabama beef cattle industry. Increase the non-show participation at the 11th annual AJCA Round-Up by 60 youth. Work with county cattlemen's chapters to establish at least 15 junior programs that involve activities beyond livestock exhibition. Create a program on "How to start a youth cattlemen's group to each junior advisor, county president and secretary. Co-sponsor and encourage youth participation at Beef U in Auburn. Sponsor an educational field day for youth in each of the three regions of the state to learn about the cattle industry. Provide learning opportunities for Alabama youth by supporting the 12 educational contests during the statewide Alabama Junior Cattlemen s Association Round-Up. Action Step 7 Produce a quarterly e-newsletter for AJCA members and advisors containing updates, announcements, and upcoming state-level events. 21

Strategy 34: Partner with existing organizations to provide opportunities for youth within the beef industry. Support statewide events and shows that target youth, such as the Junior Beef Expo, AGR Christmas Classic, SLE Livestock Judging Contests and Collegiate FFA Winter Classic. Support the state winning 4-H Livestock and Meats Judging teams as well as the winning FFA Livestock Judging team to attend national contests. Educate youth about Alabama s beef cattle industry at the 2017 Alabama FFA Convention with a trade show exhibit. Participate in the roundtable discussion for AgriScience teachers at their summer conference to discuss BQA certification and cattle industry issues. Purchase and distribute cattle industry materials to 300 AgriScience teachers to disperse at their annual meeting. Sponsor the statewide FFA Livestock Judging Contest and Beef Proficiency Supervised Agricultural Experience (SAE). Action Step 7 Provide funds to help send state 4-H winning teams to national events including: All Star 4-H Judging team to Louisville, KY, the state 4-H Livestock quiz bowl team to Omaha, NE, and the state 4-H skill-a-thon team to Louisville, KY. Action Step 8 Participate in ASPIRE to educate youth about cattle production if # of participants justify the funds. Objective K: Youth Programs National State $ - $ 48,000 Objective L. Young Producer Programs: Provide learning and leadership opportunities for young cattlemen ages (20-40) involved in the cattle industry. Strategy 35: Develop education programs for the millennial segment (20-40) to increase and strengthen communication to millennials within the cattle industry Survey the millennial age group to identify topics of need and interest and develop program for field days. 22

Co-sponsor Cattlemen's College session for young cattlemen on financing opportunities and tax management. Identify Alabama 2-year colleges with Ag programs and offer learning opportunities for students enrolled in Ag curriculum. Co-sponsor at least one young cattle farmer to represent Alabama at the NCBA Young Cattlemen's Conference. Strategy 36: Coordinate and support the Young Cattlemen's Leadership Program. Recruit a class of at least twenty participants for the 2017 class. Work with counties to recruit potential YCLP candidates, notify county chapters when they have graduates and encourage chapters to get YCLP's involved locally. Support the Young Cattlemen s Leadership Program Class IV consisting of a series of 4-5 meetings dispersed throughout the state. Work with Auburn University to provide leadership and spokesperson training. Provide issues management training to the YCLP class by ACA staff. Co-sponsor reception for graduates and current members at Cattlemen's Convention. Objective L: Young Producer Programs National State $ - $ 23,000 Youth and Young Producer Programs National State $ - $ 71,000 23

6. CHECKOFF SUPPORT Objective M. National Program Support: Provide funds for support of the development and implementation of national and foreign beef promotion, information, education, and research programs. Strategy 37: Fund national programs through the National Cattlemen s Beef Association, Meat Export Federation and the Cattlemen s Beef Board to help improve beef demand. : Support the national checkoff program by sending the Federation of State Beef Councils monies from both the national and state beef checkoff to meet requirements for two board seats. : Send monies collected from the national checkoff funds to other states as required by the State-of-Origin section in Order. The SE states maintain the agreement of auction markets where all dollars collected stay with the state where the yard is located. : Support the US MEF's efforts in prompting beef in global markets by becoming a member with a contribution of at least $8,600. Objective M: National Program Support National State $ 18,000 $ 31,600 Objective N. Collections & Compliance: Ensure that beef cattle sellers and buyers are complying with the laws and regulations governing the checkoff program. This means collecting and remitting a dollar whenever an animal is sold. Strategy 38: Collection Point Materials: Provide forms and other materials for collecting and remitting the dollar per head to all potential collections points. Print and distribute remittance forms and supplies as needed for collection sites. : : Mail at least one letter to all purebred breeder sales and board sales with compliance information and remittance forms. Keep collection points abreast of compliance issues by communicating with them at least twice annually. Work with the auditors in the State Department of Agriculture to insure that all 24

auction markets collect and remit the state $1.00 checkoff on all cattle sold. Continue use of latest BCCS computer software and provide staff for data entry and reports on collection and compliance with the national and state checkoff programs. Strategy 39: Collection Point Surveillance: Ensure collection points and private treaty sales are complying with the national and state laws and perform audits as needed. Place at least two ads for both the National and State program with private treaty remittance forms in the Alabama Cattleman magazine. : Increase collections of checkoff dollars from private treaty sales by 10% during 2016 for both the national and state checkoff programs. Contact sites found to be in non-compliance, through letters, telephone calls, and personal visits, conducting audits when necessary. Mail letters with remittance forms to all state purebred breeders advertising production sales in the Alabama Cattleman and other publications on a monthly basis. Monitor stockyard and board sale reports and compare with monthly remittance reports. Mail refunds to producers as requested monthly from the state program. Action Step 7 Meet with staff at Department of Ag at least twice annually to go over the state checkoff collections. Objective N: Collections and Compliance National State $ 16,000 $ 27,000 Objective O. Administration: To provide adequate and efficient administrative services to the state beef checkoff program. Strategy 40: Support Services: Work through the Alabama Cattlemen s Association to provide administration and operations support services for the checkoff program. Conduct a year-end audit for the national checkoff program and a every other yearend audit on the state checkoff program using an independent CPA firm. Assemble and provide timely accounting information for management. Report to ACA Executive Committee on compliance issues. 25

Action Step 7 Reimburse the Alabama Cattlemen's Association for general administrative expenses to include the costs of miscellaneous supplies and services for the checkoff program not related to other program areas. Reimburse the Southeastern Livestock Exposition building account for rent of office and meeting space, use of the demonstration kitchen, storage space and equipment usage. Reimburse auction markets for their assistance in collecting and remitting checkoff funds to State Department of Agriculture & to ACA. Reimburse State Department of Agriculture three percent of the state checkoff for collecting and remitting monies to Alabama Cattlemen's Association. Objective O: Administration National State $ 42,000 $ 70,000 Checkoff Support National State $ 76,000 $ 128,600 Total National State $ 275,000 $ 506,600 26

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