AHA Strategic Plan Overview 2017-2022

STRATEGIC PLAN OVERVIEW 2017-2022

AHA Mission

Grow demand for Hereford genetics by delivering the highest quality and most efficient services to members and other progressive cattlemen in the areas of breed registry, genetic improvement and education.

AHA

Vision

To be recognized as the leading breed association focused on driving profitability in the beef industry and ensuring the sustainability of the Hereford breed.

AHA CORE Strategies

& STRATEGIC Initiatives

I. II. III. IV. V. VI.

Develop and use genetic technologies Expand educational opportunities Improve demand for Hereford genetics Develop and capitalize on “Team Hereford” Expand junior member engagement Grow Certified Hereford Beef

Strategy I.

Drive the development and use of genetic tools and technologies

Strategy II.

Expand the educational opportunities for AHA members/beef industry

KEY INITIATIVES

a) Negotiate improved pricing position with genomic testing suppliers b) Increase the collection of phenotypes including carcass, feed intake, health, etc. c) Continue to research and adopt the best genetic evaluation d) Increase staff focus on educating members on the development and use of genetic tools and technologies e) Identify more research and National Reference Sire Program herds

KEY INITIATIVES

a) Continue and expand the educational activities at the AHA Annual Meeting b) Increase the staff’s focus on member education and producer outreach c) Expand and leverage the offering of online member education opportunities (webinars, social media, etc.) d) Utilize field staff to help organize and execute regional educational meetings

Strategy III. KEY INITIATIVES

Improve the demand and value of Hereford genetics

a) Improve the overall quality, consistency and value of Hereford genetics by creating increased market demand for documented, high-quality Hereford-influenced cattle b) Leverage and expand the Hereford Advantage program c) Validate and quantify the Hereford feed efficiency advantage and promote it accordingly d) Gather market data to document the value differences of cattle with Hereford genetics e) Explore potential alliances that may create pull-thru demand with targeted feedyards, packers and retail/food service companies f) Reallocate funding from national advertising campaigns to focus on the commercial segment and Hereford Advantage program g) Collaborate with allied industry partners to document the value of Hereford genetics

Strategy IV. Develop and capitalize on “Team Hereford” KEY INITIATIVES

a) Continue to build and cultivate relationships with universities and the beef industry b) Maintain and build relationships with successful industry/science experts and thought leaders c) Align and educate all segments of production and marketing (sale barns, feedyards, etc.) d) Align staff and internal resources to efficiently execute strategic priorities e) Create cohesive messaging across all media platforms f) Host media summits to increase media relationships

Strategy V. KEY INITIATIVES

Expand opportunities and engagement of Junior members

a) Expand opportunities in the NJHA Fed Steer Shootout program (fall and spring test, feed efficiency) b) Continue the annual Faces of Leadership Conference and explore expanding it regionally c) Continue working with HYFA to create and fund programs that benefit junior Hereford members

Strategy VI. Strengthen the growth and adoption of CHB KEY INITIATIVES

a) Explore alternative ways to promote Certified Hereford Beef® (CHB) (e.g. National advertising, partnering with marketing outlets that provide for a broader range of consumer engagement) b) Educate membership on marketing the CHB program (Demand the Brand) c) Explore additional opportunities to create marketing alliances to increase demand d) Increase market awareness of CHB e) Continue to grow CHB team as needed f) Continue to develop and expand marketing and educational resources to build brand equity and drive consumer demand g) Improve brand consistency h) Continue to identify, prioritize and participate in high-value food trade shows

AHA Strategic Intent

To increase the Hereford Demand Index (HDI) 12% by 2022; providing AHA/NJHA members and commercial cattlemen with efficient documentation services, innovative and practical genetic technologies, relevant research and industry-oriented educational opportunities while continuing to grow demand for Certified Hereford Beef.

Hereford Bull/Feeder Calf Price Ratio

AHA Annual Registrations

Hereford Demand Index

Hereford Semen Sales (reported by NAAB)

CHB Pounds Sold

The Hereford Demand Index (HDI) is a metric designed to track the change in demand for Hereford genetics. It is calculated on an annual basis using the key indicators above.

www.hereford.org