California Cattleman July/August 2020

Page 64

CATTLE COUNCIL CATTLE COUNCIL ROLLS OUT PLAN FOR EFFECTIVELY UTILIZING ASSESSMENT FUNDS by California Cattle Council Executive Director Justin Oldfield The success of any organization is predicated on clearly defining short and long-term goals and implementing a plan that will effectively achieve these objectives. The California Cattle Council’s (Council) first priority was to develop and adopt a strategic plan. A strategic plan defines an organization’s values, mission, purpose and vision and facilitates the adoption of strategic priorities that can be tracked and measured to determine an organization’s success. In May, the Council formerly approved a strategic plan that producers can be proud of. You’ve heard me speak about the plan in past articles and significant effort and care was taken to ensure the Council’s strategic plan embodies the reason why an overwhelmingly majority of producers in California voted to form the Council. With this plan in place, the Council is equipped to pursue the industry’s work on your behalf. The plan was driven by producers and not staff. All cattle producers interested in contributing to the strategic plan had the opportunity to complete an online survey that was hosted on the Internet for several months and publicized widely in industry publications. The Council also formed a strategic planning team that was comprised of board members and industry leaders to develop the foundation of the plan. This work took several months to complete but it was critical to ensure this plan reflects the thoughts, needs and opinions of beef and dairy producers across California. At this point, I would like to take the opportunity to share some of the key components of the plan with you. California Cattle Council Strategic Plan at a Glance Values We believe in: • Acting with respect and integrity. • Engaging in genuine conversations. • Advocating for science-based solutions. • Being agile and proactive. Mission Advocating for and enhancing the California cattle community by addressing challenges and opportunities that have the greatest impact, with consideration for the needs of each industry segment. Purpose Nourishing people and communities while caring for

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cattle and the environment. Vision Californians value beef and dairy as beneficial and essential parts of the Golden State. Strategic Priorities 1. Advocacy, Outreach and Engagement Serve as an advocate for the cattle community to decision makers, including elected officials and their staff, government agencies and other influencers while engaging Californians and the cattle community. 2. Research Support research that will help advocate on behalf of the cattle community as it relates to the environment, animal welfare, food safety and other contemporary issues. 3. Issues Management and Response Develop an issues management and response plan that allows the Council to quickly respond to issues likely to disrupt a significant portion of the cattle community, including its reputation, relationships, economic livelihood or ability to continue current production or operations in California. Each strategic priority is accompanied by a list of “indicators” that will allow the Council and the industry to determine if projects are effective and successful in furthering the strategic plan. Although the plan seeks to carry the Council through 2023, it remains a living document that can be reassessed based on the current needs of cattle producers. The plan also emphasizes the need for the Council to maintain strong partnerships as an overarching strategy to deliver success. The Council was not formed to establish a new bureaucracy and producers made it clear when voting to form the Council that the majority of funds should be spent to execute projects on the ground. As such, this plan appropriately recognizes the needs to partner with other organizations to maximize resources, demonstrate results and ensure Council funds are spent thoughtfully and judiciously. If you would like to learn more about the strategic plan, the Council in general or information on the current work of the Council to support the industry, never hesitate to contact me or a member of our board. We remain committed to transparency and always strive to be good stewards of your collective investment.


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California Cattleman July/August 2020 by California Cattleman - Issuu